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Features of the bulk email marketing

Features of the bulk email marketing

When Lester Vunderman, one of the founding fathers founders direct Marketing and author of best “Being Direct”, Celler "Being Direct", once again visited Russia in 2004, he preached not numerous Russian direct маркетологам. marketers. They looked at him as a messiah and listened reverently.

But when he left and his words were reanalyzed practical minds, many questions. First of all, how to apply the idea of teachers on Russian soil?

With all due respect to Mr. Well Vundermanu, whose approach is not in doubt, we in Russia have to deal with the market, which is very different from that which made the business

Email Marketing based on individual approach to customers or customer segments, closely linked with the need to collect and use of "correct" data.

Many international companies that engage in work with ready-made "behavior» (behavioral) database to identify Lidov (leads), can not find such a database in Russia. One of the largest foreign banks operating in our market has become hostage to this situation.

To offer their services, the bank need addresses of consumers who expressed interest in some or bank products. These data are available in specialized government agencies, which in the U.S., for example, are called credit bureaus. In countries where there is no credit bureau, the bank receives data on consumer preferences (pre- qualified data) qualified data) from commercial suppliers: leaf- брокеров. brokers.

In Russia there is not a credit bureau or database market. But with the adoption of the law "On Personal Data" the Russian Duma situation is complicated even more - the data can not be taken even from existing sources: the partnership of companies with their own client base.

But even if the law will not be soon, the volume of available databases will not help the bank: we can talk about hundreds or thousands of qualified consumers. This is negligible!

Judge for yourself: the average response to the mailing with the proposal of banking services - less than 1%. The average percentage of customers approved by the credit committee of the bank, is less than 50%. Много это или мало? Is it much or little?

In developed markets, where the list of qualified customers in the tens of millions, that's enough. In Russia, instead of millions of addresses database includes hundreds, perhaps thousands, which means that real output will be microscopic.

Moreover, banks have come to Russia, working in the field, which, to put it mildly, is not credible to the consumer: the crisis of 1998 and other events, including those related to the collapse of financial pyramid schemes, undermine the authority of all financial institutions.  In addition, Russian consumers for various reasons, who understand little about finance and financial services.  And as you know, people did not believe what is not understood.

It is logical to assume that if you want to successfully sell banking products to Russia, it is necessary to prepare the market: to train people or give them simple ways to obtain information, to make the information understandable and interesting.  But knowledge certainly would cause a trust.

Incidentally, in his book, Being Direct Leicester Vunderman describes a communication program which has successfully sold cars Ford is due to the elements of education: special seminars where invited potential customers, helping people make the right buying decision.

This relatively simple idea could help the bank, but, strangely enough, it goes against the aggressive plans of sales, which includes one-time communication, yielding zero results.

It so happened that our agency Connexions was asked to prepare a presentation for the two specialists Bank Direct Marketing: Russia, responsible for our market, and the American, who oversees the bank's DM programs worldwide.

We invited guests to our office and told about the situation on the Russian market, including market databases. door- Tell you why we do not recommend using ready-made database, we have proposed to plan a program that would create its own database of potential customers through test communications, including door- to-door, to-door, advertising with feedback at point of sale promotions, special events (for example, the same training seminars) and so on.

We give our guests a difficult but honest question: "Why not stop the hunt for low-quality lists, and not create its own database?" Because there are examples where Western companies have achieved success in Russia by building your own client database. For example, Reader's Digest for several years in Russia gathered base of several million addresses and makes this a profitable business.

Our next argument was that if we find the right approach by means of tests, we can expect an incredibly large response: Russian consumer is not spoiled by personal communication. For example, the test program, we have developed for Philip Morris, brought a 78% response and has won an award for the best response to international DM conference in Moscow in 2004. A year later, as a result of new tests, we were able to increase the response to 180%!

The Bank could also count on similar results. After all, for this would be enough to understand what combination of three factors - offers a list of users and channel of communication - gives the best response.

But the bank plans to sell 100,000 credit cards for six months! apartment, did not expect any extra time and budget to conduct tests or the tests themselves.

Therefore, the bank decided to increase ... an ad campaign: advertisements in the press, on TV, on the streets has become much more. How much does it cost the bank? И какой получился результат?— And what results? - I'm afraid no one ever will know.

The paradox is that Western companies have come to Russia, are in such a unique situation that is not always ready to accept the ideas of their own self-marketing guru, ideas that have helped these companies become leaders in the Western markets.