Active Subscribers at RTL: The Value in Email Marketing

Inte­rested, atten­ti­ve and active news­let­ter sub­scri­bers are always the goal in per­mis­si­on mar­ke­ting. In rea­li­ty, this is con­tra­dic­ted by a num­ber of most­ly non-spe­ci­fic and irrele­vant adver­ti­sing mes­sa­ges, intru­ding upon us at every oppor­tu­ni­ty. So, how is it pos­si­ble to increa­se rele­van­ce, tack­le inte­rest and enthu­se indi­vi­dual reci­pi­ents in a sustainable way?

Publishers and media need to rethink

Merely focus­sing on the scope is no lon­ger enough, up to 50% of sub­scri­bers who are tar­ge­ted by the delu­ge of email mar­ke­ting 1.0 are com­ple­te­ly inac­tive. This means, they neit­her read the news­let­ters nor the adver­ti­sing mes­sa­ges of the pro­vi­der. Again­st this back­ground of the chan­ging mar­ke­ting mecha­nis­ms and suc­cess-ori­en­ted online adver­ti­sing, this repres­ents an extre­me­ly poor invest­ment. So it is time to shed light on the qua­li­ty rating in terms of accu­ra­cy, res­pon­se and cust­o­m­er value.

Active lifecycle management secures advantage in competition

The solu­ti­on is rele­vant news at the right time and in the right fre­quen­cy. This may sound easy, howe­ver, it is a chal­len­ge which requi­res a sophi­s­ti­ca­ted ana­ly­sis of user activi­ty and pro-active manage­ment of the sub­scri­bers lifecy­cles. It is vital to recognise decrea­sing inte­rest at an ear­ly sta­ge in order to avo­id unsub­scri­bes as a reac­tion to irrele­vant con­tent or exces­si­ve email con­tact.

What has been rea­li­sed in ecom­mer­ce for a long time, thanks to methods such as RFM (Recen­cy Fre­quen­cy Mone­ta­ry) para­me­ters, hard­ly hap­pens any­mo­re with publis­hers, media and mar­ke­ters. Howe­ver, pre­cise know­led­ge about sub­scri­bers, their pre­fe­ren­ces, inte­rests and invol­ve­ments are the basis of valuable per­mis­si­on mar­ke­ting.

Activi­ty-based scoring methods and seg­men­ting models, which con­trol the fre­quen­cy of mai­lings and car­ry out trig­ge­red cam­pai­gns, help to secu­re the poten­ti­al in email mar­ke­ting in the long run.

Technologies for lifecycle management

It has beco­me clear, that for exam­ple, indi­vi­dual­ly pre­fer­red fre­quen­cy can dif­fer. Incor­rect con­trol of con­tent and fre­quen­cy can lead to a rapid decrea­se in sub­scri­bers’ inte­rests and after a pha­se of low activi­ty, it most­ly ends in unsub­scri­bes or even spam com­plaints. Here, intel­li­gent tech­no­lo­gies and a cle­ver com­mu­ni­ca­ti­on stra­te­gy can help:

  • Inte­rests and activi­ties can be mea­su­red and drawn upon as weigh­ted ana­ly­sis cri­te­ria.
  • High­ly affi­ne sub­scri­bers can be recognis­ed and dealt with dif­fer­ent­ly in regard to fre­quen­cy and activi­ty con­trol than users with low invol­ve­ment.
  • Tran­sac­tion emails, such as sub­scri­be con­fir­ma­ti­ons or com­mu­ni­ty sta­tus reports as com­pre­hen­si­ve activi­ty mea­su­ring should always be an inte­gral part of email mar­ke­ting sys­te­ma­tics, in order to trans­mit addi­tio­nal offers in the case of high inte­rest.
  • Tar­ge­ted call-to-action ele­ments help to train active per­for­man­ce.

Active subscribers as a strategic value

The poten­ti­als that lie in the pro­fes­sio­nal manage­ment of sub­scri­bers lifecy­cles is shown by the media group RTL Deutsch­land. Here, all sub­scri­bers of the dif­fe­rent por­tals are cen­tral­ly mana­ged via the in-hou­se mar­ke­ter IP Deutsch­land.

The coac­tion of edi­to­ri­al news­let­ters, mar­ke­ting-ori­en­ted advan­ta­ge emails and tar­ge­ted activa­ti­ons has alre­a­dy increa­sed the num­ber of active sub­scri­bers by more than 30%.

This not only results in inte­rested reci­pi­ents, who access the con­tent of por­tals more often from news­let­ters, but also impro­ves the suc­cess rati­os for mar­ke­ting cli­ents. In addi­ti­on, open and cli­ck rates are signi­fi­cant­ly hig­her than the aver­a­ge in com­pa­ra­ble B2C mar­ke­ting.

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