As many companies expand their contact lists through sales and marketing activities, many companies begin to consider sending out information about their products and services via email.
Email newsletters are also widely used to announce seminars and events.
However, even if you send out information to people who wish to receive
your e-mail newsletter
and are supposed to want information about your company, the open rate may not be as high as you expected.
What is the problem here? Let’s talk about why email newsletter open rates are low.
Do you have a contact list where you can receive information?
One of the reasons why the open rate of e-mail newsletters is low is due to poor distribution timing.
However, there may also be a gap between the “contact list resulting from sales and marketing activities” and the “contact list interested in information about your company.”
If you want your email news to be highly effective, instead of sending information uniformly to the recipients of the list gathered as a result of your activities, you can classify and redesign the subscriber group that receives the information and send it to the people who need it. It is important to create a contact list that will send you the news you need.
It has been a long time since you can no longer buy or sell personal information.
For this reason, in order to build a contact list, the focus is on information acquired through seminars, marketing activities on websites, and business card exchanges by sales representatives.
However, the information obtained here is often from people who already have some knowledge of your company’s products or services, or who are already users of your products or services.
The information these people want is product technical information, support information, and information about version updates, and there is a clear tendency for information to be of interest.
If the content of the email news is “information of interest” that these people desire, the needs of the receiver and sender will match, resulting in a very positive response.
However, if you unilaterally send out information that the sender wants to widely disseminate, such as an introduction to a new product or service, an invitation to a seminar, or company information such as your company’s concept or management policy, the reaction will quickly deteriorate.
Understand the needs of your subscribers and redesign your list to suit your goals.
By aggregating the responses to each news item from these results, you can find out the information that people on the other side of your contact list want and their expectations for email news.
However, there are risks to this method, and if you continue to distribute information that is not often read, it may lead to suspension of distribution.
If there is a gap between the information sought by the people further down your contact list and the information you wish to disseminate, it will naturally lead to a poor response, but as we have previously explained, this is due to the results of your activities. The reason is that it only uses the contact list that has been accumulated.
If you want to deliver new information about your company, such as information about events, seminars, or new products, you need to narrow it down to the people who want that information, such as people whose roles are always thinking about the company’s growth and efficiency. there is.
It’s important to understand the needs of the people beyond your contact list and start by redesigning it to suit your needs.
summary
◆In many cases, e-mail news is uniformly distributed to the contact list obtained as a result of sales and marketing activities, but these people are likely to already know about the company’s products and services or to be users of the company. .
◆People you meet in sales and marketing activities are looking for deeper information about products, and may not be interested in basic company information or information on new products and services. In that case, the e-mail newsletter may be unopened or distribution may be stopped.
◆On the other hand, there are people who are looking for basic information about companies and information on new products and services. For example, they are people who are thinking about the growth and efficiency of their company.
◆Rather than distributing information uniformly to the acquired contact list, it is first necessary to understand the information required by each subscriber and categorize and redesign the list in order to increase the open rate of the email newsletter.
profile
ProFuture Co., Ltd. Marketing Solution Department Fellow Takayuki Matano
Joined Oracle Japan in October 2000. Since then, I have worked at the Marketing Headquarters for about 18 years.
In addition to being in charge of campaign marketing for products and services,
We have also promoted large-scale events and corporate events.
Currently working at TIS Corporation, he also serves as a fellow at ProFuture Corporation.
Launching a shared service program and in-house integrated marketing infrastructure;
Alliance marketing with partner companies, etc.
He is good at creating marketing “systems”.
If you have any planning or consultation questions, please contact ProFuture sales.