First European E-Mailing award: promio.net is on the shortlist | the Campaign "fotocommunity news - Content-Individualization with Pre-Targeting" was selected by a top-class jury | Award ceremony on May 13th, 2014 during the Email-Expo in Frankfurt
promio.net is nominated for the first European E-Mailing Award! A campaign developed for the customer fotocommunity was selected: "Content-Individualization with Pre-Targeting". Using the promio.mail profiler, fotocommunity collected 360 profile data from newsletter subscribers before they registered and was then able to individualize newsletters right after subscribing. The results speak for themselves: the click-through rate has increased by 31% (Profile Nature) and by 37% (Profile People).
Performance boost from the first email with content individualization
Content individualization is an increasingly important technique in email marketing. As the competition for the reader's attention in the inbox gets tougher, content customization is an effective way to deliver exciting and relevant emails. Welcome mails sent at the beginning of the customer journey can be individualized by pre-targeting. fotocommunity GmbH used pre-targeting and scored with relevant content: the click rate was doubled and the click-through rate increased by 37%.
The fotocommunity has implemented the promio.mail profiler360 for the first time in summer 2013. Additionally to the evaluation of the click behaviour within the newsletter, the browsing patterns on the website are also measured. Information on user interest is thus already available at the time of newsletter registration. fotocommunity uses this data to individualize mailings. A first test with two interest groups (humans and nature) and two individualized mailings together with corresponding control groups was set up in September 2013. The addresses were randomly selected from the data pool, they only differ in the interest of the users. The Creatives themselves show beautiful pictures from the themes nature or people.
Ultimately, thanks to the relatively young age of recipients, the click-through rates of all mailings are higher than in normal dispatch. A better indicator of the success of mailings is therefore the click-through rate. In the "Nature" group, the click-through rate was 31% higher than in the control group; for the group "People" it increased by 37%.
Since the opening rates are still extremely high, especially at the beginning of the customer journey, the potential increase in click rates is significantly higher than in other mailings. The test shows that user engagement is actually increasing. The fact that the CTR increases by more than 1/3 proves the effectiveness of content individualization with pre-targeting.
Pre-targeting with the promio.mail profiler360: Generate profile data before subscription
The most important success factors in email marketing are a meaningful approach and a short response time. The targeting innovation profiler360 offers the following advantages:
- Web tracking collects profile data already prior to the newsletter registration.
- From the very first email, this data can be used for a relevant and evidently more successful approach.
After a one-time implementation of a measuring pixel (Html/JS code) on the website, a digital fingerprint (visitor profile) is created for each visitor and the entire browsing and clicking behavior of the user on the website is tracked before registration. When registering, the stored profile is updated with the email address. The profile data is available for immediate use in email communication. Unlike re-targeting, in pre-targeting, profile data is created before registration and an individualized address is already possible in the welcome mail. In this stage of contact the activity is particularly high, i.e. an interest-based approach is particularly effective!
E-Mailing Award: First European award for outstanding e-mailings and newsletters
This year for the first time the E-Mailing Award will be presented at the Email-Expo. With it the specialized information service E-Mail marketing forum honors successful email campaigns and newsletter that were noticed and read by the receivers. A jury of independent experts, service providers and users evaluate the creative idea, the appealing design and the success of the actions taken. The experts will decide on the final selection of the winners on the first day of the Email-Expo.
The award ceremony will take place on May 13, 2014 at 17:00 o'clock in Hall 11, Digital Marketing Strategy Hub.