Riflessioni sulla scelta dei database in una campagna di Email Marketing o Direct Email Marketing (DEM)
Pensando alle caratteristiche di una campagna di EMAIL marketing o Direct Email Marketing abbreviata con DEM. Mi viene immediatamente in mente il numero 3 seguito dalla lettera maiuscola E.
Le tre “E” che secondo me sono le caratteristiche di una buona campagna di Email Marketing (DEM):
- Efficace, dritti al Target senza sprechi;
- Efficiente, risultati visibili a fine giornata;
- Economica, mezzo pubblicitario più economico del web marketing.
Tutto questo è possibile pianificando piccoli database molto verticali e con utenti fidelizzati. Vanno esclusi grandi database di editori poco fidelizzanti e/o con un basso tasso di apertura delle email.
Fondamentale il monitoraggio continuo delle campagne e dei risultati. Oltre a destinare piccoli budget per testare nuovi database. E nel caso sostituirli con quelli meno performanti.
Non mi stancherò mai di ricordare le tre E che si possono anche leggere come un loop: TARGET, RISULTATI e COSTO.
La mia convinzione parte dal fatto che le chiacchiere stanno a zero e che i risultati contano e come.
Generalmente un buon editore/web agency è in grado di selezionare e individuare il Tuo target per: sesso, età, località, interessi, status sociale, professione, ecc….
Questo è lo strumento principe da utilizzare per centrare il proprio Target, il proprio Mercato di riferimento.
Però, non dimentichiamo che una buona campagna DEM parte sì dal target ma soprattutto dal rapporto di fiducia che si è instaurata tra gli iscritti ad un database e l’editore/gestore delle email.
Questo permette di avere un alto tasso di apertura e quindi di visualizzazioni ma anche un elevato CTR (Click Through Rate). Parametro che misura l’efficacia di una campagna di Direct Email Marketing.
Due sono le tipologie di campagne che si possono avere con l’Email Marketing:
Campagne DEM Tradizionali a:
CPI Cost per Impression o CPM, Cost per Mille visualizzazioni, è un metodo di offerta che ti permette di pagare solo per il numero di Email inviate e visualizzate.
CPI è il costo richiesto per ogni potenziale cliente che vede la Tua pubblicità, mentre CPM si riferisce al costo richiesto per ogni mille potenziali clienti che vedono la Tua pubblicità.
Campagne DEM a Performance a:
CPC Cost per Clic o PPC Pay per Clic, è un metodo di offerta che ti permette di pagare solo per il numero di clic ottenuti dalla campagna di Email Marketing. Il numero di clic è generalmente stabilito a priori nell’offerta.
CPL Cost per Lead (iscrizione, conversione) è un metodo di offerta che ti permette di pagare per una conversione solo quando un utente interessato al tuo prodotto/offerta e compila il “form di richiesta”. Tale, “form di richiesta” andrà a popolare il tuo database. E’ comunemente chiamato Lead Generation On-Line.
CPA Cost per Aquisition o Action o CPO Cost per Order (acquisto, vendita, download, …) è un metodo di offerta che ti permette pagare solo quando l’utente acquista un servizio/prodotto o effettua un download o altre azioni concordate.
by Fabrizio Palermino
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