The advantages of social networks to improve the quality of an emailing strategy

When an advertiser approaches a consultant for advice on his emailing strategy, he does not always receive the answers he thought he was entitled to! Pourquoi ? Prenez cet exemple: Comme beaucoup de sites ecommerce, Rapafarma.com (le nom de domaine est libre … c’est un exemple), pharmacie reconvertie dans la parapharmacie en ligne, dépense beaucoup d’énergie (et d’argent) dans le recruitment of new subscribers to its newsletter. When they started (in 2007), Rapafarma.com was regularly contests that brought in a significant number of new subscribers. At that time, this strategy was not working too badly. Today, when Rapafarma.com organizes a contest, less than 1% of addresses collected click one day in a newsletter. Et pire encore, Rapafarma.com n’a aucun moyen de savoir quel proportion de ces adresses récoltées deviendra client. C’est un cas classique, le recruitment is disconnected from interest in the product offered. Et aujourd’hui, pour s’en sortir, Rapafarma.com fait appel à un consultant pour améliorer les performances de ses emailings et changer de stratégie. Mais qu’est-ce que celui-ci va bien pouvoir lui dire ? Pour commencer, d’stop the contests ! But then, he could eventually (among other things) suggest to her to chat with customers on social networks. To know them better, to learn what interests them, to understand what motivates them, but also what they dislike about Rapafarma.com practices. The advantages of social networks for emailing?

• A sense of proximity with the company that will promote thepositive identification of emailings;
• A better image and positive comments that will generate natural traffic to the site and therefore to new leads (if a strategy for capturing natural visitors exists);
• A understanding of needs of clients to modify the content of the newsletters so that they are more interesting;
• A consideration of consumer feedback to improve service or to better guide new customers via the welcome program.