“Instead of using technology to automate processes, think about using technology to enhance human interaction.” – Tony Zambito
Statistics by the Radicati Group from February 2017 estimate the number of email users worldwide was 3.7 billion, and the amount of emails sent per day (in 2017) to be around 269 billion. 205 billion email messages per day means almost 2.4 million emails are sent every second and some 74 trillion emails are sent per year.
Our responsibility as a marketer is to understand how the customer wants to buy and help them do so, it can be via offline or online mediums.
So how do we go about achieving this? Let’s take an example of one of the cost effective and widely used channels of marketing – Email Marketing.
Every Brand goes about sending emails to its users to acquire, convert, retain or win-back the lost users, sometimes forgetting the number of times they have been bombarding that user with unnecessary emails.
So, emails should be sent based at a distinct frequency for different users, based on their activities (data-driven). There are various analytics tools available to give you an idea about the same, but most of these analytic tools are either complicated to setup or difficult to read.
Which is where the Sunburst feature of Netcore Smartech leads you to a precise overview of your recipient engagement.
Here’s a small snapshot of the same:
The ‘recipient engagement’ feature helps the marketer in analysing the sent to click rates at the broader level so that the marketer can resonate with its relatively unengaged audience. The given example showcases a section of users (21.6%) being bombarded with multiple(15+) emails which further lead to very less click rate. This can help us identify this segment and further limit the frequency by using frequency capping feature of Netcore Smartech.
The Sunburst chart shows a hierarchy through a series of ring that are sliced for each category node (for example: emails sent, opened, clicked, etc.). Each ring corresponds to a level in the hierarchy (for example: sent > opened > clicked). The central circle represents the root node and the hierarchy moves outwards from it which is why the name is so dramatic – Sunburst. Rings are sliced up and divided based on their hierarchical relationship to the root node. The angle of each slice is either divided equally under its parent node or can be made proportional to a value.
How Sunburst intelligence helps you:
1. Creating Smart Segments:
Creating Smart segments can be highly effective, especially when your sender domain reputation is at stake, targeting good segments, not only helps you to keep a high reputation of your sender domain in Google Post-Master report but it also helps you target relevant users who are keen to hear out from you over the Email Channel.
Similarly, users who show no-activity can be targeted via a different channel like SMS, Browser Push, Mobile Push or Custom Audience.
2. Setting up Frequency Capping with the Intelligence of Sunburst
Shooting too many promotional emails with a high frequency can just make your customer unsubscribe you, so why not set up a frequency capping, which could help you not to send over a particular number of emails to a particular group of users.
3. Comparing & Understanding the number of users to whom emails have been sent to the ones clicking on it.
The interesting part about this is comparing the insights about a group of users who have received a set of emails to that of another group of users. For e.g.
30% of users who receive 15+ emails, click on only 0.5% of those emails, whereas other 70% group who receives only 2-5 emails has a click rate of 2%.
With this feature, you can not only maximise your Customer Lifetime Value but also keep a steady sender domain reputation on Google Post Master, so that it does not affect your email activity.
Netcore Smartech’s Sunburst feature will be soon coming up with various other channels, which can be very beneficial in terms of understanding the customer behaviour and flow across channels.
Our existing users can now activate or avail this feature in the Netcore Smartech Panel.
For those thinking to get started, you can get in touch with us!