EDM marketing (Electronic Direct Mail) : It is a marketing method used by enterprises to send EDM emails to target customers, establish communication channels with target customers, and directly convey relevant information to them to promote sales.
Nowadays, It is no exaggeration to say that whether large or small companies, are inseparable from email marketing.
Why Do Email Marketing
Here are some reasons to explain why we should do email marketing:
1）Huge user base:
The number of global Email accounts was close to 5 billion in 2018, with many people having more than one account. According to the 2018 Radicati Group study, the number of unique users reached 3.8 billion in 2018, which is the three times number of Twitter+Facebook users combined.
2) Far leading delivery rate:
More than 90 percent of emails are delivered accurately, compared to 2 percent on Facebook (non-PPC delivery rate). In other words: if a company has 10,000 followers on Facebook, when it posts a post on its home page, only 200 followers will see it in its feed.
3) High conversion rate:
The average Click through rate of Email marketing is 3%, compared to 0.5% for Twitter.
4) More popular with users:
72% of users say they prefer to receive promotions via email rather than social media.
5) High return on investment:
According to the survey, every $1 spent on email marketing can generate an average return of $38, far ahead of other marketing channels.
For example: user A wants to buy a stroller for his baby to be born three months later, sees an advertisement for Company B on Google, clicks on Company B’s website, and then browses Company C’s website to find his favorite product.
When user A logs in to Company C’s website, the following pop-up window appears:
Therefore, the expectant mother thought: wow, leave a mailbox here, I can not only view the knowledge of pregnancy, but also the knowledge of developmental characteristics about the various stages of the baby after birth, so she inputted her mailbox without hesitation. Then continue browsing the stroller. But there was still enough time before the baby was born, so she no orders immediately.
A minute later, the expectant mother received the first email from Company C, with nutrition and exercise guidelines for her current pregnancy.
Two days later, the expectant mother received the second email from Company C, giving her a $10 coupon and reminding her that it was valid until the end of the month.
After that, the expectant mother not only receives the pregnancy guide every week, but also receives a reminder the last week of the month that your $10 coupon is about to expire, so she goes back to the C website and orders the stroller.
And the company B, has long been forgotten by her. The click fee that Company B paid to attract users A to its website were also wasted.
Combined with LLM, reduce the cost of AI emails by 80%
Email marketing can not only help enterprises establish brand status in the hearts of customers, but also guide potential subscribers to consume on brand websites and can attract customers to actively participate in marketing activities planned by enterprises. However, in order to enjoy the benefits of email marketing, the premise is that marketing emails need to be continuously subscribed by users. The key reason why users can continue to subscribe is the good and bad of the enterprise’s email marketing content.
Next, let’s assume that we are the operators of Company C. When we have 10 potential customers, we can easily handle what each customer “wants to see.” But when we have thousands or tens of users, our machine-made marketing content may not work for mothers who are geographically, linguistically and culturally different. For example, we can’t send a baby down jacket promotion to a mother in Madagascar in our Christmas marketing email like what we send to the mother in Denmark.
How to solve these personalize needs with the lowest manpower resource cost? Social Hub.Al may help you. Techsun’s latest Social Hub.AI is the world’s first AI-native marketing cloud product. The built-in ChatGPT’s Large Language Model (LLM) capability can help companies reduce the time spent on tasks such as customer support and marketing emails by 80%, effectively improving the productivity of their customer management systems. For customer support, Social Hub.Al can relieve the pressure on customer service lines by answering simple questions and reducing customer waiting time. This can also increase customer satisfaction with the service, as they can resolve problems faster rather than waiting for a human connection processed. For marketing departments, Social Hub.Al can automatically generate email content in the way customers need. Therefore, the marketing team can focus on planning campaigns and other tasks instead of writing emails.
According to Techsun Product manager Nina, Social Hub.Al combines LLM with data from CDP (such as customer statistics and shopping history) to build personalized product lists so that there is no need to pre-load product descriptions or input information on the back end. Ai-generated content will continue to adapt to customer information and needs.
In the past, brand operators have been thinking about the content of customer emails, but with Social Hub.Al, the content can be quickly completed in minutes. Just open the backend, it can automatically generate the reply content for reference in various contexts according to the conditions and historical data provided by the operators, and the reply is more cordial, sincere and professional. For example, mums in the Madagas region will see different products than Danish mums, and retailers will not have to manually add a version of each season’s product description to the Social Hub.Al, which also improves conversion opportunities for promotional products.
In addition, Social Hub.Al supports multiple languages which will let your email content more localized.
Four steps to do email marketing in Social Hub.Al
Next, let’s see how to make good use of Social Hub.Al for email marketing:
Step 1: Create a customer list that contains the segmentation label
An accurate list of potential customers means that your EDM marketing is accessing to succuss. You need to label customers, subdivide customers from hobbies, income, geographical location, etc., locate common characteristics of users according to user behavior, attribute characteristics, etc., and carry out accurate audience label attribution to achieve accurate delivery and efficient drainage.
Step2: Create high quality email
The email should be carefully designed because customers may read only second minutes when they open the email. Social Hub.AI has the power to get insight of people and stimulate consumers to browse and buy products through content and discounts.
1) Lively and anthropomorphic language: Keep the line and content of email personalize just like communicate with friend rather than a blunt persuasion.
2) It is suggested that the way of graphic combination: the visual stimulation of the picture is more intense, the information conveyed is more intuitive, clear and more likely to cause consumer response.
3) Add discount information: holiday special discount, exclusive discount, discount days, new product release and other information is most easy to stimulate consumers to browse, collect, purchase and other behaviors, improve store conversion.
4) Build brand identity: Adding brand LOGO, values, consistent email style, sending frequency can improve consumers’ brand identity.
5) Set up an “unsubscribe” button: too many emails will disgust consumers and even damage the brand image, so businesses should not be stingy with the “unsubscribe” option, but should concentrate on the content of the email.
Step 3: Send the emails through automatic process
Email-based marketing campaigns follow the funnel strategy, and the initial exposure should not only be wide in scope, but also have a clear target, which is also the ultimate goal of acquiring customer lists and carefully designing email content, while Social Hub.Al can automatically send messages to customers through email according to the customer journey that consumers are in. At the same time, in automated marketing, businesses should pay attention to the following points:
1) Scenario-based marketing: The key scenarios such as new consumer incentives, abandoned order recovery and invigorating old users are the key to improving the number of orders, especially the scenario-based marketing after the muti-platform data analysis and merchants should pay more attention to them.
2) Send personalized emails: send birthday wishes to customers on their birthdays, send emails to customers who have purchased maternity and baby products on Mother’s Day…People will feel warm and touching when the email content related to themselves.
3) Pay attention to the time and quantity of sending: the email should not be sent without logic, and the right email is more conducive to improving the conversion rate, for example, if customers immediately receive an email containing discount information about similar goods after browsing a class of goods, they will more likely to buy.
Step 4：Real-Time track conversion situation
You can comprehensively understand the effect of marketing campaigns, adjusting object orientation and marketing strategy so that manage the operation better through tracking the EDM marketing result. In general, you can view the data in the app’s control panel. Here are some key metrics for EDM marketing campaigns:
-Open rate: how many people have opened your email
-Click-through rate: how many people have clicked the link in email
-Open click rate: The ratio of the number of people who clicked on the email link to the number of people who opened the email
– List growth rate: how many people have joined your email list through forms, pop-ups, etc
– Unsubscribe rate: how many people have unsubscribed the emails
