No more low CTRs generated by newsletters that often don’t reach your readers
Do you realize that as many as 3 out of 4 Poles receive up to 20 promotional emails every day? Only every second one is encouraged by them to make a purchase. What is more, as revealed in the report by Interaktywnie.com Email marketing and marketing automation, a tremendous 32% of mail users never open messages from the SPAM folder. However, there is a tool that has the highest CTR in the media and is much more effective.
Email marketing – is it still effective?
Although the popularity of sending newsletters among marketers has significantly decreased in recent years, it is still one of the most popular ways to maintain communication with customers by most online stores. Perhaps, when running a website, you encourage recipients and potential customers to subscribe to the newsletter base as well. You probably get very discouraged by rather low CTR results.
Regardless of the above-mentioned findings of the research published by Interaktywnie.com, the introduction of the GDPR has further enhanced the concerns and risks associated with email marketing. Sending mailings without all necessary consents regarding the processing of personal data for marketing purposes may be subject to a very high penalty.
In the case of creating mailing communication for online stores, an important aspect also involves the analysis of potential customers’ behaviour on the website and some basic information included in the form attached e.g. to the newsletter. You often attach in the message discount codes, special offers or “deals lasting until the end of the day”. Many of these promotional campaigns consume a lot of your time without any guarantee of success and high CTRs.
One click – higher CTR
As an online store owner or publisher, you want to use exclusively tools that will increase the CTR in your newsletters or banners. It is completely understandable, this is why we offer you a tool in the form of PushAd and sending web push notifications. Based on our experience and performance of many tests, we have created an intuitive tool that allows you to achieve a CTR of up to 21.8%.
PushAd is a tool for creating and building your own base of your website users who want to be informed about products, novelties or promotional campaigns that you are currently running. This is all possible thanks to web push notifications – real-time, clickable pop-ups appearing on computer, tablet or phone screen of users who have signed up to your base. Importantly, your potential customer does not have to be on your site to receive a notification. They may not have an active browser at the given moment either and work, for example, in Excel or Word. A web push notification will be displayed on their computer as long as the browser is enabled.
Segmentation and customisation as the key to success
Recipients differ significantly in terms of needs, preferences, and expectations. Sending the same message to all customers will certainly be far from effective and hence will give you unsatisfactory conversion rates. Appropriate segmentation and customisation of messages significantly increase CTRs and allow for even better management of the subscriber list. The PushAd tool enables advanced segmentation of recipients and then customisation of the advertising message. In order to increase conversion, it is not enough just to put the recipient’s name in the message. Users are much more likely to open customised notifications; therefore, the key to success in sales activities is getting to know the target group and matching messages to its needs. Hence, segmentation is a great way to improve the campaign performance.
Moreover, thanks to such activities, it is possible to establish a valuable relationship with the recipients, based on their expectations, preferences, lifestyle, or needs. Segments should be created based on the age of the audience, gender, interests, website behaviour, place of residence, income, lifestyle, education, or income. There are plenty of possibilities of creating an effective campaign with the PushAd tool. It is not necessary to create one or two segments – in some cases, depending on the company’s specific nature, it is worth defining more segments and customising the advertising message accordingly. Sending an offer tailored to the recipients will increase the open rate – segmentation brings a number of benefits for both sides of the communication.
In addition to sending the very push notifications, you will have a chance to:
- send notifications without collecting user data such as email addresses or phone numbers,
- segment your potential customers to create dedicated web push notifications for them, making the content of notifications dependent on specific products that the user viewed during previous visits,
- create welcome messages for users who have signed up to your base,
- set the exact time of sending web push notification – this will let you know what time contributes to the highest CTR,
- track an increase in the number of subscribers,
- create groups of subscribers with similar preferences and send web push notifications to them.
As you can see, we provide you with a tool enabling you to easily create web push notifications and communicate with both potential and existing recipients. In the user panel you can find a detailed table with current statistics on subscribers’ behaviour. This gives you a full overview of the results of notifications sent.
Source: “Email marketing and marketing automation 2019 report”, Interaktywnie.com
