In this noisy, less precise and more expensive media environment, the role of messaging – in all its forms (email, bot, SMS) – becomes even more critical and decisive in maintaining the sustainability of its marketing ecosystem. The forced lockdown experiment yielded a data-sanctioned result that was not taken for granted. The emergency phase put in a position of strength those who relied on already well-established good deliverability practices and E-Commerce Photo Editing Service those who could dialogue directly with their customers and prospects, i.e. those who had structured systems in time integrated delivery, contact and segmentation. . And this has been appreciated by consumers: among the MailUp customer base, last year there was an increase in opens of 11%, while click and interaction rates recorded positive variations of 13 ,2% and 2%. Conversely,
companies with little experience, who had to log on out of necessity, attempted to send their communications to dormant, untested and poorly constructed databases , leading to heightened risks of cyber scams during the first wave of the pandemic. Frequency of email contact is not an issue, when relevance and message are right. Openness and engagement data erases the presumed problem of message frequency, shifting the focus to target E-Commerce Photo Editing Service and content. This was especially evident with communications related to the health emergency: despite a significant increase in sending volumes (in the month of March alone, there were 103 million Covid-themed emails out of approximately one billion total sends) and a redundancy of updates and news on the subject, users have shown interest and responsiveness, maintaining open rates above 20% from February to April. Segment the audience to create personalized and relevant content The retail trade, on the other hand, had not always given enough importance to this aspect and in many cases the e-mail was used as a simple container for a digitized paper flyer : messages often distributed, without E-Commerce Photo Editing Service well-defined target (only customers? prospects? former customers?) and without personalized content, with poor performance especially in promotional mailings (as also suggested by historical data from MailUp's Statistical Observatory)
Also in 2020, sector mailings did not report any particular turnaround, with interaction rates always remaining below 15%, both for newsletters and promotional emails, with more positive results only in the B2B sector. This data speaks for itself: smarter and more strategic use of data, segmentation and profiling of users into specific clusters is needed, followed by the creation of personalized campaigns to increase the relevance of messages and lay the foundation for more intimate and direct communication. relationship with the customer. Retrieve blocking experiences E-Commerce Photo Editing Service across all channels of the customer journey In the customer journey, redesigned after the great digital acceleration of 2020, it would be a mortal sin to miss the opportunity to give a clear discontinuity to the efficiency of its direct contact channels. The concept of cart recovery – perhaps the first automation created in e-commerce – needs to be expanded and “omnichannel” to the recovery of “blocking” experiences of all kinds. This means asking,