01_ EMAIL MARKETING FOR CLIENT’S INTERNAL DATABASES
One of the company’s key assets is its own customer database. Every process of communication with the client’s customer/user database requires extreme accuracy and sensitivity, both in terms of what is posted, how often and in what form. This is why when working on our client’s eCRM processes, we start with the two following key areas:
Newsletters
In the vast majority of cases, email marketing activities look very similar and boil down to a few key areas.
Marketing automation
Automated emailing actions are one of the crucial elements in marketing communication. Personalized messages are sent to registered users who either complied with the instructions on the client’s website or who didn’t but we want to encourage them to do so.
ACTIVATION OF MARKETING AUTOMATION AS PART OF ECRM REQUIRES:
AN IN-DEPTH ANALYSIS
OF CUSTOMER
BEHAVIOUR
A FEW WEEKS
OF TESTS
KNOWLEDGE OF THE BUSINESS
provided to us
by the client
KNOWLEDGE OF THE COMPANY’S
HISTORY
both positive
and negative
PREPARING DOZENS
OF ALGORITHMS
reflecting the customer
behaviour on the website
and externally
DESIGNING
MULTIPLE PATHS
OF COMMUNICATION
PREPARING DOZENS
OF GRAPHIC TEMPLATES
corresponding
to specific
scenarios/recipients
The key elements of marketing automation include development, implementation, testing and optimization of multiple communication scenarios addressed to a few/several recipient groups, e.g.:
REGISTRATION EMAILS
FOLLOW-UP EMAILS
POP-UPS
(ENTRY, EXIT, CORNER RIBBON)
UP-SELLING AND CROSS-SELLING
EMAILS
ABANDONED
CART RECOVERY
RETURNING
USERS
USERS ACTIVELY
BROWSING SPECIFIED
CATEGORIES / PRODUCTS
PASSIVE USERS
02_ ADVERTISING MARKETING EMAIL
Sending messages to external databases is another extremely important part of email marketing communication. It may function in two ways:
FOR AN ADVERTISING EMAILING ACTION
TO BE EFFECTIVE, A FEW FACTORS NEED
TO BE GUARANTEED, DEPENDING ON WHETHER
THE ACTION IS TO GENERATE SALES,
LEADS OR INCREASE COVERAGE.
03_ EMAILING DATABASE MONETIZATION
While database monetization does not translate directly into the effectiveness of activities for the database owner, it can have a positive effect on the financial flow. If it is smart, precise, well-planned time-wise and with high-quality advertising messages, monetization won’t reduce the attractiveness of the database.
THE FOLLOWING FACTORS MAKE YOUR DATABASE MORE
ATTRACTIVE IN TERMS OF ADVERTISING INTENDED FOR THE USERS:
Size
Database updating
and hygiene
Target group
Mapping
of interests
A partner interested in cooperation with They.pl and with our clients can count on a smart monetization of their database. Only the information about well-known brands and attractive messages will be sent out in order to prevent any negative impact on the database quality and loss of users.
