Surprises Beyond the Inbox

Published: 2016-05-20

Are delivery rate, open rate, and click-through rate the only dimensions to measure the value of email marketing? Is an email that is not clicked really worthless? As a marketer, indulging in these established indicators may easily lead to marketing myopia. In fact, an email provides you with more than just information transmission. The infinite scenarios extended by emails will provide you with more benefits. Emails that have not been opened also contain huge commercial potential.

1. The significance of greeting after order completion
Not long ago, Tom found a house through a real estate agency and became a member of the agency. You might think that since Tom has already purchased a property, it is generally difficult for him to buy a second one, and his consumption potential seems to have disappeared. However, you still carefully tagged Tom and sent him an email about decoration tips. Tom has been busy with DIY installations and decorating the room on weekends recently. When he was struggling to assemble items, he remembered that you had sent an email about how to arrange the kitchen, so he quickly opened his inbox and found this relevant email for reference. This can make users feel that your care is far from over, and invisibly establishes a good word-of-mouth effect.

2. Member Get Member
Linda has been studying at an English training institution for a year and often receives various emails from you, including course notifications, knowledge information, and promotional activities. She checks her emails at a fixed time every day and sees your emails, but does not open them. However, when having dinner with friends, when a friend asks about a reliable English training school in the local area, your name quickly comes to her mind, so you naturally become her脱口而出 recommendation. Linda quickly took out her phone and forwarded your email to her friend. In her opinion, your name, phone number, and even professional level are reflected in the email. Direct forwarding is a zero-cost and efficient communication method. Inadvertently, a user who has completed the course brings you a new sales opportunity through autonomous forwarding.

3. Become a keyword in the search box
Browsing forums and brushing Weibo have become Tina's regular activities after work in the evening. A new email popped up on the iPad next to her. She glanced at the iPad and noticed the event information you sent. She did not click on your email immediately, but this does not mean that the cognition just established between you has ended abruptly. On the contrary, Tina opened the browser and Baidu your name and company situation, and also checked your latest dynamics on Weibo. Your brand concept was three-dimensionally presented to her. At this time, your image has become a brand that she will associate with when buying trendy bags, and Tina has become a well-deserved potential customer.

4. Be listed as the user's To-Do List
Andy is a well-organized person. Recently, he is considering selling his house. When he received your email during lunch, he顺手 added your name and phone number to his to-do list for the afternoon. Andy did not give you timely feedback, and it seems that your fate has ended like this. When he plans to call you to sell his house, the only possible change is that he forgets and cannot find your number. However, since you have become one of his To-Do Lists, there is no need to worry about this.

Emails that are not opened can also bring us new business. You may not be able to control whether emails can be opened by users, but this does not mean you have no ability to trigger memory. Memory has a powerful catalytic effect, and it is one of the actions that can be used by you. Therefore, how you position customer needs and your own business prospects in email marketing is related to your ability to tap the marketing value beyond the inbox. Try to break into the user's memory and make him unconsciously think of you.