Example Recommendations for Successful Email Marketing Campaign For Renowned  Logistics Company(DP World) are as follows:

Explaining to consumers how DP World is leading in the world of trade and transport using a smart agenda of integrating data analytics to achieve maximum customer demands and satisfaction in the lowest possible time. 

  • Explain how logistics services include inbound and outbound transportation management, fleet management, warehousing, materials handling, order fulfilment, logistics network design, inventory management, supply and demand planning that happens smoothly with Predictive Analytics.
  • Explain how those services are involved at all levels in the planning and execution of the movement of goods. 
  • Showcase your strategy on how you deliver services by building Parks and Economic Zones:
  • Overview of how you handle high volumes of heavy cargo and products that are transported long distances on a global scale that serves nearly every industrial, wholesale, retail, and resource-based sectors.
  • How you offer expedited, time-sensitive, and end-to-end services for parcels, and high-value items. 
  • Explain how  DP Worlds maritime services provide port support through ships and vessels & how data analytics helps to ease the supply chain process at seaports, terminals, and labour involved in the movement of cargo and by water.
  • Explain how you offer inbound and outbound services with thousands of trucks in the fleet every day with thousands of staff and drivers who work round the clock.
  • Throw light on how you are going to change the world of logistics by tying up with hyperloop and how its a more sustainable option for smart cargo transport.
  • We should try to please the customer from liking a product to wanting the product to the customer.
    • How they spend their ideal time?
    • What are their channels of communications?
    • Where do they live?
    • How did they reach your business?
    • Other Demographics like interests, hobbies and online behaviour.
  • Have a strategy that involves:
    • What you are posting?
    • On which platform you are posting?
    • When you are posting?
      • What days in a week are you going to post specific content?
      • What are you going to post on weekend?
      • What are you going to post during festive seasons or public holidays?
      • If you have consumer data like birthday how would you target them and send relevant content?
  • Specific content relevant to the platform.
    • Example: You cannot post long videos or articles on Twitter. You can use it for Announcement, news or share your thoughts.
    • Full version video on youtube and small snippets or stories on Instagram or Snapchat.
    • Knowledge Articles on LinkedIn because people on linked In always want to consume share and grow with educational and informational content. The same is with Quora.
    • Facebook has the feature of instant articles.
    • Answerthepublic.com and Reddit are just like Quora with lots of questions and answers.
  • Be Time-specific:
  • Most people tend to use Twitter at lunch or break times to consume viral or news content Like 1:00 to 2:00 pm.
  • Instagram users are most active after 6:00 or 7:00 pm.
  • The Facebook audience is mostly elders and is active from 11:00  to 1:00 pm.
  • People on Facebook are not active on weekends most of the time.
  • Incase of Emails the following is a table from justcreative.com for best email sending timings:
  • Use your success stories and testimonials to gain trust in the audience.
  • The interaction should be done either through social media or if they are subscribed to you, send them newsletters promptly.
  • Also, you can run a campaign by running a flow of emails to customers to make them feel they are more special & you are connected to them.
  • Try to know which customers are more engaged with you rather than sending thousands of emails to people who don’t even open your mail. (Use tools)
  • Make sure you have a clear call to action for the audience to respond.
  • Promote free content to attract leads by giving an E-book or a PDF etc.
  • Once they are attracted nurture them with quality and timely content.
  • Try to separate the audience based on their interests.
  • Let us take DP World logistics consumers as an example:
  1. DP World has multiple traders as customers, and all of them want their products to be shipped is their concern at the end of the day.
  1. One might have cars to be shipped while the other might have motorcycles and the list goes on.
  1. Now, if they approach you via email and you reply with the same template of your benefits to all types of traders it would sound a bit off.
  1. Based on their business niche you should try to explain to them your benefits using segmentation and tags.
  • You have a different method of stocking, handling and shipping cars and how to manage them to be shipped on time with safety.
  • While for motorcycles it could be a different approach. 
  • For electronics, more safety is required.
  • For things made of glass, you may use more protection when compared to electronics.

Now, for all of these different items if you say you transport them safely without explaining how you do it. The customer gets a bit anxious and gets confused.

So, this is where segmentation can be done by tools like Zapier, Mailchimp or Convertkit are easy, to begin with.

  1. Also, it’s not easy to reply to thousands of emails at once and email marketing tools help overcome this problem by automation. It’s just like you are available digitally.

Metrics to be measured.

  • Check the open rates of your email sequences.
  • Open rate will tell you how many subscribers actually took the time to open that message.
  • Open rates can also help to assess how well the subject line copy is doing.
  •  Uninteresting content can lead to higher bounce rates.
  • Tracking bounce rates against open rates will give a better idea of the quality.
  • Also, bounces occur due to the following:
    • Hard bounce: This is a type of email bounce that can’t be delivered to an address for permanent reasons such as a fake email address or a fake domain. 
    • Soft bounce: This is a type of email bounce that can’t be delivered to an address because of temporary issues such as a full inbox or a large file size.
  • Take a look at how many people are clicking on the links you provide in the email.
    • The higher the click-through rate, the more enticing your copy is to your readers.
  • Analyse which emails are being opened more or less.
  • Which emails most of the audience are unsubscribing to?
    • Unsubscribing will help you take out the people who aren’t interested in your content, but it also helps to show who they are.
  • You might think that you have given them useful resources but even after thousands of attempts, if no one clicks it, JUST REMOVE IT.
  • Iterations make you better at content strategy.
  • Also, they might click more on the other links which you might not expect.
  • Promote the links which they click a lot.
  • The sharing rate of your email is also a metric to be considered. This shows how many people forward your emails. When someone forwards your email, it means that you’re reaching a new audience.
  • Every email campaign has an objective at the end and conversion rate is one of the most important aspects.
    • Your conversion rate is the percentage of people who receive your email and complete the objective of the campaign.
    • This metric shows how effective and successful your email campaigns are.