Look inside the Inbox at how others are using email marketing
As email has evolved into a viable, cost- and time-effective marketing tool, Mintel Comperemedia has sought to understand how to best harness this media channel and make it available to our clients. By using our expertise in monitoring direct mail and print advertising, we now offer you the same depth of insight into email marketing strategies.
Monitor
Comprehensive review of competitor email strategies
Mintel Comperemedia’s exclusive access to both competitors’ acquisition and retention emails provides you with invaluable insight into competitors’ core marketing strategies. By paying attention to the messaging and positioning, you begin to understand a competitors’ customer base and target market. Plus, you learn about specific offers, such as pricing and terms, and how they change with time and by competitor.
By focusing on a single panelist, our powerful longitudinal analysis tool gives you valuable insight into the email marketing lifecycle and the stages of the customer journey. This analysis enables you to explore your competitors’ entire lifecycle and understand how they progress up the value chain.
Retention and Acquisition: Finding the right mix
As businesses drive customer to online communications, it is essential to access competitors’ retention emails. Learning innovative and successful practices from the marketplace on how to increase your business interactions with current customers is just as crucial as learning how to acquire new ones.
Additionally, as email acquisition attempts continue to trend upward it will become essential to understand the difference between recruitment and retention emails.
React
Powerful early warning system for products entering the marketplace
Given the lightning speed at which businesses move today, it’s more important than ever to have up-to-the-minute access to what’s groundbreaking in your industry.
By using email, companies regularly test new products on their current customer base before they are launched to the general public. With Mintel Comperemedia’s email tool, you can view competitors’ new product offers and customer communications within days of when they arrive in the Inbox. The result — you learn about new products or services months before they hit the streets which gives you the intelligence you need to respond quickly and decisively.
Identify
Cross channel monitoring: identify how companies are integrating their marketing across media
Comparing marketing efforts across the leading media channels — print, direct mail and email — is a highly powerful analysis tool that Mintel Comperemedia provides.
By evaluating how your competitors integrate their campaigns across channels, you can quickly understand strategies such as.
- Are they using email to test new ideas before making a large direct mail investment?
- How are your competitors using email to support direct mail — is it simply the same message but a different medium or is it a follow up call to action ?
- On what channels are they focusing their marketing strategies?
- Is there a synergy across direct mail, print and email?
- Who’s using what channel?
- Is there a media channel you can use to your advantage?
Innovate
Brand, logo and message consistency or differentiation by target market
Studying how others are using email provides you with a powerful tool to study innovative and successful practices in the marketplace. For example, consider the:
- Call to action.
- Visibility of the contact information.
- Hierarchy of copy.
- Use of imagery.