When an advertiser approaches a consultant for advice on his emailing strategy, he does not always receive the answers he thought he was entitled to!
Why? Take this example:
Like many ecommerce sites, Rapafarma.com (the domain name is free ... this is an example), pharmacy converted into online parapharmacy, spends much energy (and money) in the recruitment of new subscribers to its newsletter. When they started (in 2007), Rapafarma.com was regularly contests that brought in a significant number of new subscribers. At that time, this strategy was not working too badly.
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Today, when Rapafarma.com organizes a contest, less than 1% of addresses collected click one day in a newsletter. And worst of all, Rapafarma.com has no way of knowing what proportion of these collected addresses will become customers.
This is a classic case, the recruitment is disconnected from interest in the product offered.
And today, to get out of it, Rapafarma.com calls upon a consultant to improve the performance of its emailings and change its strategy. But what can this consultant tell him?
To begin with, fromstop the contests ! But then, he could eventually (among other things) suggest to her to chat with customers on social networks. To know them better, to learn what interests them, to understand what motivates them, but also what they dislike about Rapafarma.com practices.
The advantages of social networks for emailing?
- A sense of proximity with the company that will promote thepositive identification of emailings;
- A better image and positive comments that will generate natural traffic to the site and therefore to new leads (if a strategy for capturing natural visitors exists);
- A understanding of needs of clients to modify the content of the newsletters so that they are more interesting;
- A consideration of consumer feedback to improve service or to better guide new customers via the welcome program.
2 réponses
On my side, I frequently hear marketers talking about their worries to generate "quality" leads
But they often forget two things:
1/ A lead is first and foremost a sales opportunity. If the lead has not expressed an interest in the brand or the offer and is only interested in winning, then it is not a lead.
2/a baby lead is fed, pampered and indeed it is necessary to speak to him and that implies a disinterested dialogue in the short term but oh so roist when one looks at more than the end of his nose
Sabri > Unfortunately, not looking further than the end of his nose is a great specialty among some 😉