The “3 major logics” of big data email marketing

The "3 major logics" of big data email marketing

Big data and big logic are becoming our path to success. Just as on the road to practicing email marketing, our email marketing ecosystem becomes more complex and we begin to have more and more valuable data points, so where should we go next? I think what we need to do next is to build a set of logical operation methods for the complex email marketing ecosystem, simplify the complexity, and use tools to transform these potential values.

So under the current market environment, what are the major logical concepts that email marketing operations mainly follow? The following are three "big logics" provided to customers by webpower China, the world's leading email marketing service organization, for carrying out email marketing activities. They are excerpted below for reference by companies carrying out email marketing activities.

1. Lifecycle logic

Although understanding and utilizing lifecycle logic is not a new concept, many email marketers are now beginning to apply it and appreciate the benefits it brings value. Lifecycle emails typically account for only 15% of overall email volume but are said to generate 35% of revenue.

From the two most common perspectives of customers and products, you can see life cycle logic in many ways. Some brands have embraced product lifecycle logic and have had great success by simply sending restock emails for their best-selling products to remind users to come back and buy again. But this type of logic doesn't apply to all products.

Some people once insisted that their products did not require "replacement reminder" emails. But on the contrary, I think that whether it is long-lasting durable goods, fast-moving consumer goods, or goods in between, every product has a life cycle: active athletes need to replace their running shoes, cars, etc. at regular intervals. Owners need to replace cars every few years, etc.

2.? Situational logic

I believe that some marketers know that Facebook will terminate the email address with @facebook.com suffix, and then @facebook.com users Ability to set up accounts so that emails in the @facebook.com mailbox are forwarded to other mailboxes they have set up.

Therefore, similar to the incident last year when Yahoo announced that it would stop the Yahoo mail service in China, webpower China suggested that brands send caring emails to users who registered with Yahoo mail addresses in China, or add The "Change Registered Email Address" button and other methods encourage users to change their registered email addresses in a timely manner to ensure that users can continue to receive sent emails.

Marketers can also update the email address data of some users and reactivate these email users. By seizing certain specific events or time frames, marketers can use situational logic to do a lot of things, although this kind of situational logic may not always be available.

3. Behavioral logic

Customizing emails based on your user behavior is not a new concept, but if it is included, especially by adding some prediction methods to predict the next purchase and interactions, the situation can become very complicated. A relatively basic application is the user shopping cart abandonment reminder email for "browsing-shopping cart abandonment behavior". And deeper applications, such as Booking and other travel brands, can use information about destination search or cost, star rating, convenience and other information to provide guidance for planning the content of the next email.

Considering that the volume of behavioral data is constantly growing, if enterprises can set logical parameters, use intelligent BI calculation prediction models, and automate email triggers that are free of manual operations, this way, the email The efficiency and effectiveness of marketing have been greatly improved. Currently, the world's leading email marketing agency webpower China has been able to realize the automation and intelligence of email marketing.

Attachment: What marketers must know: 9 design trends

Every time you master a new design technology, are you eager to try it on your website? I know that feeling of excitement. New design trends are coming all the time, and as marketers, we should be aware of what we can learn from new trends when creating a new web page or embarking on a website redesign. Let’s quickly take a look at the following 9 design trends!

Trend 1: Responsive Design

Responsive design is one of the latest trends in website design. When a website uses responsive design, it means that the layout of your web page will adapt to any screen size. This flexibility makes your website have a better user experience whether it is displayed on a smartphone, tablet, or desktop.

At the same time, it also helps designers and marketers to build and daily maintain websites without having to worry about constant optimization and adjustments. Responsive design is also increasingly used in email marketing design.

webpower China provides excellent multi-channel personalized membership marketing services such as email, SMS, WeChat, and APP. The monthly Newsletter carefully pushed by its design team and marketing team displays well on different screens. , look at the following example, you will know why you need to use responsive design:

Trend 2: Retina support (retina display)

In 2010, Apple announced that iPhone 4 will have a retina Display, the screen will have a pixel density of 326 pixels per inch (ppi). Many of us had no idea what a Retina Display was at the time, but regardless, designers rejoiced! We quickly discovered that a Retina display meant the images on the screen were sharper than we'd ever seen before.

When the pixel density exceeds 300ppi, the human eye cannot distinguish individual pixels, and graininess will no longer appear. The extremely high pixel density of Retina displays means designers can create more detailed images and incorporate more detail into designs. This opens another door to website design.

Trend 3: Large picture background

More and more companies are using large photos as the background of their websites to give website visitors an overall look of the company. Using large photos as the background of your website is a huge benefit for marketing. Visitors can intuitively feel all the key information about your company, your corporate culture, products and services or the purpose of the website in an instant when they come to the website.

For example, Sweet Basil, headquartered in Colorado, USA, uses an alternating display of pictures of different restaurants in the background of its website.

In the picture above, you can immediately understand the culture and atmosphere of this restaurant and decide whether it is worth visiting. After all, businesses only have a few seconds to prove to your website visitors that they should stay on the page.

Trend 4: Infinite Scrolling

You may recognize this technique when you are looking for images on Google. Infinite scroll means you scroll down the page and the page keeps loading. Simply put, infinite scroll is made for better user experience. For starters, it keeps users on the same page without having to switch between many different web pages. Continuous loading on a long page is faster than loading on multiple pages. When you have a lot of images on your web page, consider using infinite scroll to keep the content downloading as your visitors scroll.

On Cutest Paw's website, you can not only enjoy cute animal pictures, but the website uses this technology so that you can load many pictures at once.

Trend 5: Parallax scrolling

Parallax scrolling is a technique in computer graphics that enables the background to move in the foreground at a slower speed, creating a 3D-looking Optical illusion.

Many websites have started using this technique to make your site more interactive with your visitors, but if overused it can look gimmicky.

For example, the marketing team behind the movie "Life of Pi" used parallax scrolling technology on their website.

Parallax scrolling makes websites come alive. It makes 2D images experience like 3D. Therefore, it helps marketers use the website to describe their marketing story. As you scroll down, you’ll find more pictures and text about the product or service as text and images appear in different places. This technique is very powerful because it can really bring your business experience to life for your visitors.

Trend 6: Scalable Vector Graphics

Scalable Vector Graphics (SVG) is an XML-based vector image format. SVG can be used to create more colorful information visualization and interactive applications, especially dynamic, data-driven, interactive graphics and images. In addition, because it is a plain text format, SVG takes up less space than traditional graphics and image formats such as GIF and JPEG. View an example http://svg-wow.org/camera/camera.xhtml

Trend 7: Typography

Typography, also known as "typography", is a type of design that involves A process of typesetting by designing and arranging fonts, font sizes, indents, line spacing, and character spacing. It can make an entity's brand easily identifiable at first glance, and it can also give the website an organized and neat feel. Many designers these days are choosing to use typography to help visitors navigate their website. Typography on a web page includes the header of the web page that makes the website look neat and beautiful. Designers have always used typography in their designs, but currently the choice of fonts has grown by leaps and bounds.

One of the most typical websites that uses typography is "The New Yorker". Typography creates a clean design style. The New Yorker website is not cluttered, neat and clean, and has enough information to help readers understand its content. When we read through the first page, the large typography stands out and allows us to quickly find out where we need to go. .

Trend 8: Overlay drop-down menu

Overlay drop-down menu is a form of drop-down menu that directly overlays the content of the website. This means that when you click on a navigation option on your website, other options will pop up below your menu without requiring you to go to a different page.

iOffice uses this technology on its website. This technique is really valuable for businesses who want to add some extra links to their homepage, avoiding overcrowding the page with text. When you select anything in the drop-down menu, you still have access to the rest of the page and other content.

Websites that use responsive design layouts are better suited to use this ordering menu because it allows these websites to maximize the display space on mobile devices and tablets.

Trend 9: Flat design

Flat design means abandoning highlights, shadows and other effects that can create a sense of perspective, and expressing it through abstract, simplified and symbolic design elements. The interface is minimalist and abstract, with rectangular color blocks, large fonts, smooth and modern, allowing you to understand what this is. The core of its interaction lies in the use of the function itself, so redundant interfaces and interactions are removed. The core of this concept is to abandon all decorative effects, such as shadows, perspective, textures, gradients and other elements that can create 3D effects.

All elements have clean borders, without any feathering, gradients, or shadows. Especially on mobile phones, fewer buttons and options make the interface clean and tidy, making it particularly simple to use. Information and how things work can be displayed more simply and directly, reducing cognitive barriers.

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