The Keyword in E-Mail Marketing is Re-Marketing
Foto: Dražen Tomić - Tomich Productions
Webpower Adria, the company that was established by Jan de Jong, say that they are not a digital marketing agency. Still, they are specialized in e-mail marketing, because they want to do this role in the very best way possible.
According to de Jong, it is very crowded marketplace with many different solutions for sending newsletters, all solutions are cloud-based, and therefore, E-mail Service Providers can serve clients globally. "Knowing that MailChimp was our main competitor, we made substantial efforts to come up with a strong proposition that would motivate companies to switch to Webpower," de Jong explain the idea and add that solution is global but specialized for the local market.
How do you assess the market today when it comes to mailing systems?
E-mail marketing, in general, offers some great opportunities to companies these days, and this industry is more significant than most people think. More than ever before, we are visiting website, webshops and those websites & -shops all have reasons to send you transactional e-mails or newsletters to keep visitors and customers informed about new developments, sales promotions, (order) confirmations and to create and maintain ongoing customer relationships for which e-mail is the most powerful weapon because it is still the most personalized digital marketing channel.
Until Webpower Adria opened its doors in Zagreb, most companies in Croatia and the rest of the region were working with MailChimp for sending newsletters. MailChimp is the undisputed market leader worldwide and also in this region. Still, at Webpower Adria, it is our goal to be the largest locally present e-mail service provider in this region with the best possible local customer support.
In what direction will these systems develop when it comes to personal data protection, but also data analytics, especially when it comes to sending e-mails with the aim of increasing sales?
E-mail Service Providers, of course, need to ensure that the data that is being processed is always safe & secured and that the way data is being processed is compliant with GDPR. Those Email Service Providers are data processors, never data owners. The data owners are our clients that are using our solution for sending newsletters and transactional e-mails. To ensure clear procedures and processes, Webpower Adria is ISO/IEC 27001:2013 certified – with both our solution and our company. That's why many companies that handle sensitive personal data have given their trust to Webpower Adria.
When it comes to sending e-mails (newsletters) with the goal to drive sales, we can see a strong trend in the personalization of (e-mail) communication. We can personalize the content of newsletters according to geographic and demographic, click-through behavior in previously sent newsletters, online behavior, purchase history.
But driving a fast car does not make you a good driver. That is why Webpower Adria has e-mail marketing experts based in Zagreb to support its clients to improve the ROI on the channel e-mail marketing.
What do users expect today when it comes to mailing systems? There are many solutions on the market, what are the key differences, and what is your advantage?
Yes, it's very crowded with many different solutions for sending newsletters. All solutions are cloud based and therefore, E-mail Service Providers can serve clients globally. When Webpower Adria opened its office in Zagreb we had a chance to design the perfect proposition for this region. Knowing that MailChimp was our main competitor we made strong efforts to come up with a strong proposition that would motivate companies to switch to Webpower.
Our key differences and competitive advantages are being locally present, really knowing our clients and being able to support them to do better, offer support in local language, within the same time zone and without ticketing system. Better deliverability rate of newsletters compared to MailChimp. Webpower delivers >99% of newsletters correctly in inbox of subscribers, MailChimp cca. 87%. User-friendly solution with amazing features inside which enables advanced e-mail marketing automation in combination with SMS channel. Competitive pricing compared to MailChimp
What do you see as key changes in mailing systems in the future?
I see many e-mail marketing solution turn into omni-channel solutions. Companies want to work with one solution, being able to handle their newsletters, SMS, Viber, Whatsapp, campaigns on social media – offering a 360 degree customer experience.
How to increase sales, reach with mailing systems?
Relevant content, content, content. That is the most important part of any business these days. E-mail marketing solutions are just a tool, just like we are using many other tools to reach our (potential) customers. But everything starts with having a good and relevant content strategy and being consistent in your communication – across all channels that you can deploy.
How to combine them with advertising on social networks, Google Ads?
The keyword here is "re-marketing". With data you collect on how your customers behave online and on social media, you can better personalize the content in your newsletters. At Webpower Adria we are not a digital marketing agency. We are specialized in e-mail marketing, because we want to do this part in the very best way possible. We do however work closely together with (digital) marketing agencies that can widen the scope of activities, serving clients across all these channels.