{"id":53513,"date":"2022-11-14T13:19:47","date_gmt":"2022-11-14T16:19:47","guid":{"rendered":"https:\/\/abes.org.br\/?p=53513"},"modified":"2022-11-01T07:24:37","modified_gmt":"2022-11-01T10:24:37","slug":"fim-de-ano-twilio-aponta-numeros-e-estrategias-para-lidar-com-a-temporada-mais-intensa-de-vendas-do-ano","status":"publish","type":"post","link":"https:\/\/abes.org.br\/en\/fim-de-ano-twilio-aponta-numeros-e-estrategias-para-lidar-com-a-temporada-mais-intensa-de-vendas-do-ano\/","title":{"rendered":"End of year: Twilio points out numbers and strategies to deal with the most intense sales season of the year"},"content":{"rendered":"

Black Friday, Cyber Monday and Christmas together form the highest sales season of the year, and marketing strategies, such as the use of email, need to be very well designed to make the most of customer engagement.<\/i><\/p>\n

We are approaching the end of the year season. This is a very important period for many companies, especially those in the retail trade, as it encompasses the highest sales peak dates of the year: Black Friday, Cyber Monday and Christmas. To prepare for these dates, these companies invest heavily in marketing campaigns that seek to attract more and more customers and beat the competition. It is necessary to be aware of the tools and strategies that allow you to make the most of customer engagement, such as the use of email marketing, which is why Twilio points out some numbers to be aware of and offers some tips to create more assertive campaigns.<\/p>\n

\"\"One of the most important tools for customer engagement, promotional and informative actions and relationship is e-mail. Even with more than 50 years of existence, e-mail remains the means of communication that has the highest ROI (return on investment) among communication and marketing channels. O\u00a0Email Delivery Guide 2022<\/a>, prepared by Twilio, points out that the return with the use of e-mail is US$36 for every dollar spent. All generations, from Baby Boomers to Gen Z, continue to prefer email as a means of communicating with brands.<\/p>\n

Some important context data, coming from Twilio Sendgrid, an email-oriented solution and one of Twilio's most important platforms, point out that on Black Friday 2021, the platform processed 6.8 billion emails, and on Cyber Monday By 2021, that number had reached 7 billion. These numbers continue to grow, being the highest since the creation of Sendgrid, in 2009. \u201cOne of Sendgrid's clients is RD Station, the market leader in Brazil, which has been operating for 11 years and has more than 40,000 clients spread across 40 countries. They send more than 1.5 billion emails per month\u201d, comments Rodrigo Marinho, Regional Sales VP LATAM at Twilio.<\/p>\n

Having a means of automating marketing via email and also being able to apply the correct communication strategy through this tool is crucial, however, according to the Twilio report, it is necessary to go further when it comes to email strategies. marketing, especially for campaigns on important dates. Email cannot be a \u201cset it and forget it\u201d solution, it is necessary to strive to increase the number of subscribers to these newsletters, segment audiences, outline next steps in the consumer journey and test new content.<\/p>\n

\u201cTwo factors commonly ignored when we talk about the use of email marketing is the need to maintain delivery routines to ensure that messages are reaching the recipients. Our guide points out that getting to the inbox is the sender's responsibility, so there's a lot that can be done to ensure messages reach the right inboxes at the right time; and the other factor is the concern with the customer's journey, which must always go forward, never go back. An introductory email cannot go to a customer who is already completing a purchase,\u201d explains Marinho.<\/p>\n

Email deliverability<\/strong><\/p>\n

One of the most important points to be aware of, points out Twilio, is the ability to deliver emails, ensuring that it does not go to a spam list or be blocked. To ensure consistent delivery rates, you need to constantly prioritize the integrity of your crafted email program, maintain a positive sending reputation, and create excellent user experiences. Spam complaint rates above 0.08% are considered high, and these levels can lead to low delivery. That's why you should always be aware of spam complaints during each campaign, respecting the recipients.<\/p>\n

Another point of attention is spam traps: old or unused email addresses that should never receive emails. They exist because some internet service providers and anti-spam organizations plant email addresses to catch spammers and list buyers. When these emails receive marketing material, they classify your message as spam and email deliveries from those senders suffer. Having trap emails in a mailing is a sure sign that that mailing is not being well nurtured and managed. You need to measure the emails you send by the engagement they return.<\/p>\n

some extra tips<\/strong><\/p>\n

In addition to the attentions that have already been pointed out, Twilio experts also point out that it is necessary to make sure of a few points:<\/p>\n