Romanian companies are increasingly interested in developing consumer trust in brands and products or services, this being their main focus in promoting through email marketing. In this sense, the demand for email marketing services increased by 15% in the first half of the year, growth generated by the services and volumes requested by the same customer base, according to data from White Image, the largest email marketing services company in Romania. As a result of this growth and the fact that White Image became part of the French Mediapost Hit Mail group, the company is aiming for international expansion.
Thus, for most companies email marketing is the most effective channel in maintaining a close relationship with their customers and in promoting products or services, having the highest ROI (return on investment), on average 36 dollars for every dollar spent. The highest ROI is recorded in software and technology (40:1) Marketing, PR and advertising agency (42:1), retail, e-commerce and consumer goods or services (45:1), media, publishing, events, sports and entertainment (45:1), Travel, tourism and hospitality (53:1).
“By reducing the effectiveness of Google Ads and Facebook Ads results, and due to Google’s announcement to abandon third-party cookies in 2024, companies are investing more and more in communication channels that allow them greater control over their own data and results, especially in email communication, with a budget that for some companies can reach an average of 3,000 euros per month. In this context, the importance of collecting first-party data that can be directly used in email marketing has increased. In addition, the focus of email is no longer only on sales but has become a very necessary tool in the after-sales support area, supporting all business processes and communicating with customers when they need more information in relation to the company or purchased products. It is the most appropriate communication channel to manage a large enough volume of information to clarify many situations, a channel that allows the combination of information from any computer system that allows for relevant communication in the relationship with a person”, declares Andrei Georgescu, co-founder of White Image.
Lately, especially thanks to the integration of relevant data about the customer, email allows much more relevant communication by bringing together data from systems such as delivery, guarantee, and integrated data from products – connected via the Internet of Things – which belong to the modality in which a user uses or interacts with a product, data from the call center. For example, email can become an alert channel when the purchased product is not used correctly.
“After sales communication has a very important role in building a relationship of trust with the customer, especially in the case of more complex products, and not only, where the customer is happy if he receives information about the correct use of a product or service in his interest or a description of functions, advantages of a product or service. After-sales product presentations have a benefit both in reducing return rates and for more efficient use of products, whether we are talking about various tools or sports equipment or the description of the ways in which various direct benefits can be obtained in financial banking services”, explains Grațiela Lupu, co-founder of White Image.
Depending on the field of activity, the conversion rate may vary between 1.5% and 5% for constant communications and may be higher in automated communications such as cart abandonment, welcome, browse abandonment programs, between 2, 5% to 5-6%.
White Image recommendations for effective email marketing campaigns
· It is very important to have a welcome program for new customers to help strengthen the belief that they have made the right decision, in which to present the after-sale services offered by the company, the warranty services, etc.
· It is very important to have such communication for those who are in the phase of repeated purchases to remind them of the advantages of the company and strengthen their conviction that they are in the right place
· It is very important to have an evaluation process, such as NPS of the purchase, of the products/services but also of the process itself, such evaluations often reveal things unnoticed by companies and in addition create the opportunity for a communication process in both directions.
· If it is about connected services or products, a communication would be useful in which to point out the services not yet used by the customer that could benefit him and improve the way of use, if it is about connected products, an evaluation of how the product has been used so far, tips for improving use, statistics related to its use.
All after sales communications have the main purpose of simplifying the interaction between the company and the customer and should allow two-way communication – if the customer responds to an email, this email must reach a specialist within the company who will take over the notification and intervene on the support side, so that a bond of trust is created so that any problem can be solved.
Founded in 2003, White Image, part of the Mediapost Hit Mail group, owned by French Post, is the first email marketing company in Romania, practically creating a new market at the local level. White Image is the most awarded company on the Romanian email marketing market, accumulating 6 international awards at the Marketing Sherpa Award, in the USA, the most prestigious email marketing competition in the world. White Image ended 2022 with a turnover of 1.3 million euros, having a team of 18 marketing specialists and hundreds of clients from Romania, Europe, and Asia, from the automotive, banking, travel, retail, ecommerce, pharma, and others.
