How to determine the impact of an email marketing action on the buyer
Posted: Tue Dec 03, 2024 9:34 am
Email marketing is a trigger for certain consumer behaviors. These behaviors are always linked to a purchasing process, either in the initial phase of considering a product or service, or in the final decision phase.
Email marketing helps to build the brand image and to make it considered as an alternative once the consumer recognizes a need . We must bear in mind that the frequency with which we communicate with our users must be sufficient to be their “top of mind” and at the same time take care of commercial pressure, which in excess can be counterproductive. It does not always happen that a promotional email arrives at the hotmail email list exact moment in which the purchase decision has been made, so we find ourselves in a situation similar to that found when we advertise on television:
we do not have the means to attribute an offline sale to a specific advertising action. However, we can establish a direct correlation between the opening and the click on an email and an online sale produced, for example, in the 30 days following the click. More and more brands, especially retailers, are applying techniques to measure indirect sales generated by email marketing actions. One of the most useful techniques is the inclusion, in the email, of a unique code to be redeemed in the physical store. This code is recorded at the Point of Sale, so that the email from which it comes and the rest of the information associated with the transaction are associated. Another method consists of the 10-day rule : if Juan receives an email with an offer for a product and in the following 10 days he makes the purchase of that product in one of our physical stores, we can attribute the sale to the email. There are not only promotional emails whose objective is the conversion to direct sales, but the objectives of each email marketing action are determined by the global strategy in the context of the Customer Life Cycle. The delivery, opening, click-through rate, unsubscribes and MGM (Share With Your Network –SWYN- and Forward to a friend –FTAF-) metrics are indicators of how relevant we are for our users. It is important to have a history of metrics for each type of email, whether they are promotional, part of a welcome program, transactional, etc. As we move from a mass approach to a relational approach, we will see how the metrics begin to improve.
Email marketing helps to build the brand image and to make it considered as an alternative once the consumer recognizes a need . We must bear in mind that the frequency with which we communicate with our users must be sufficient to be their “top of mind” and at the same time take care of commercial pressure, which in excess can be counterproductive. It does not always happen that a promotional email arrives at the hotmail email list exact moment in which the purchase decision has been made, so we find ourselves in a situation similar to that found when we advertise on television:
we do not have the means to attribute an offline sale to a specific advertising action. However, we can establish a direct correlation between the opening and the click on an email and an online sale produced, for example, in the 30 days following the click. More and more brands, especially retailers, are applying techniques to measure indirect sales generated by email marketing actions. One of the most useful techniques is the inclusion, in the email, of a unique code to be redeemed in the physical store. This code is recorded at the Point of Sale, so that the email from which it comes and the rest of the information associated with the transaction are associated. Another method consists of the 10-day rule : if Juan receives an email with an offer for a product and in the following 10 days he makes the purchase of that product in one of our physical stores, we can attribute the sale to the email. There are not only promotional emails whose objective is the conversion to direct sales, but the objectives of each email marketing action are determined by the global strategy in the context of the Customer Life Cycle. The delivery, opening, click-through rate, unsubscribes and MGM (Share With Your Network –SWYN- and Forward to a friend –FTAF-) metrics are indicators of how relevant we are for our users. It is important to have a history of metrics for each type of email, whether they are promotional, part of a welcome program, transactional, etc. As we move from a mass approach to a relational approach, we will see how the metrics begin to improve.