How to optimize email marketing actions based on the potential value of the user
Posted: Tue Dec 03, 2024 9:34 am
Two of the key aspects in the strategic definition of a relational marketing project are the identification of users with future projection and potential and their discrimination with respect to the rest of the users.
1) A first discrimination of the users with the greatest potential is based on the notion of recency .
If life cycles on the Internet are shorter, it makes sense to consider a segmentation based on the time elapsed between a user action indicative of their interest in our product and the current hotmail email list moment in which we are going to communicate with them. Or put another way, to identify the users with a greater propensity to respond to a marketing message, we will look at those who have interacted with the brand more recently with respect to the moment of the marketing action.
For example, if I send an email marketing campaign to my database and cross-reference the responses (openings, clicks and conversions) with the date on which the user opted in, I will find that users registered in the last 30 days have higher rates than those registered between 30 and 60 days, and that these users have higher response rates than those registered between 60 and 90 days from the date of the email.
If I want to communicate an offer to users with a higher propensity to respond, I will do so to those with a higher recency value (understood as the closest in time).
2) A second segmentation strategy is based on the origin of the registration .
The more segmented the acquisition has been, the greater potential value that user will have. This is due to the affinity between the user's interests and the advertising message that has caused the opt-in.
Let's suppose that a user lands on the co-registration page in this image.
This page has appeared after a previous registration process; There was no clear intention to search for any of these products. However, he decides to give the OK to the Jazztel advert.
Now let's imagine that another user has entered Google and has actively searched for ADSL providers. He has clicked on the Jazztel advert and has filled out the form that we see below.
Which of the two users will have a greater potential value of becoming a customer? Common sense, and the facts corroborate it, tells us that it will be the one who has actively searched for the product.
3. A third variable that will help us to predict the potential value of a user is the type of registration .
Users whose origin is a “hard” registration form, that is, one in which they have been asked for a lot of information or very sensitive information (telephone number, ID) will be part of the segment of users with a high potential value. This is because the fact that they have taken time to complete the registration is indicative of a high interest in starting to relate to the brand.
4. Non-incentivized registrations .
It is common to incentivize a user’s registration in exchange for obtaining valuable content, product or service (whether it be a whitepaper, raffle, report, gift, etc.). Those users who have registered on a form without an incentive will have, compared to those who did so on an incentivized one, a greater potential value, since their interest in starting to relate to the brand will have been genuine.
1) A first discrimination of the users with the greatest potential is based on the notion of recency .
If life cycles on the Internet are shorter, it makes sense to consider a segmentation based on the time elapsed between a user action indicative of their interest in our product and the current hotmail email list moment in which we are going to communicate with them. Or put another way, to identify the users with a greater propensity to respond to a marketing message, we will look at those who have interacted with the brand more recently with respect to the moment of the marketing action.
For example, if I send an email marketing campaign to my database and cross-reference the responses (openings, clicks and conversions) with the date on which the user opted in, I will find that users registered in the last 30 days have higher rates than those registered between 30 and 60 days, and that these users have higher response rates than those registered between 60 and 90 days from the date of the email.
If I want to communicate an offer to users with a higher propensity to respond, I will do so to those with a higher recency value (understood as the closest in time).
2) A second segmentation strategy is based on the origin of the registration .
The more segmented the acquisition has been, the greater potential value that user will have. This is due to the affinity between the user's interests and the advertising message that has caused the opt-in.
Let's suppose that a user lands on the co-registration page in this image.
This page has appeared after a previous registration process; There was no clear intention to search for any of these products. However, he decides to give the OK to the Jazztel advert.
Now let's imagine that another user has entered Google and has actively searched for ADSL providers. He has clicked on the Jazztel advert and has filled out the form that we see below.
Which of the two users will have a greater potential value of becoming a customer? Common sense, and the facts corroborate it, tells us that it will be the one who has actively searched for the product.
3. A third variable that will help us to predict the potential value of a user is the type of registration .
Users whose origin is a “hard” registration form, that is, one in which they have been asked for a lot of information or very sensitive information (telephone number, ID) will be part of the segment of users with a high potential value. This is because the fact that they have taken time to complete the registration is indicative of a high interest in starting to relate to the brand.
4. Non-incentivized registrations .
It is common to incentivize a user’s registration in exchange for obtaining valuable content, product or service (whether it be a whitepaper, raffle, report, gift, etc.). Those users who have registered on a form without an incentive will have, compared to those who did so on an incentivized one, a greater potential value, since their interest in starting to relate to the brand will have been genuine.