Optimization of the emails
Posted: Mon Jan 06, 2025 8:57 am
Email is also branding and inspiration
“When someone starts doing DIY, the first thing they should think of is GAMMA. But of course we also try to help customers. The younger generation is becoming less handy. This new target group needs to be helped. They no longer have handy parents. So it is our job to relieve, inform and inspire.
The expectation that a customer has, you also create yourself with your expressions. At this moment you do not really have to be inspired by our e-mails. But you will now find nice offers. Price perception is important, not in the sense of cheap like at Aldi or Lidl, but in the form of a good price-quality ratio.
The DIY products market is not very strong at the moment, with declining sales everywhere. Few new homes are being built and that is also where the sales have to come from. So there is competition on price.”
What grade would you give GAMMA's email marketing?
“Email marketing in its current form and application still gets a 6 to 7. There is a lot of insight into data, data quality, effectiveness and delivery. And current campaigns are very successful, we perform above the benchmark. With all the possibilities we have, such as our discount card, this report score for email marketing will go to at least an 8.5 in the near future.
But e-mail marketing is still not very segmented at the moment. The folder is leading. Everyone gets the same folder and therefore also the same e-mail. There are many more possibilities in the form of targeted and 1-on-1 communication, that refinement is also on the schedule. So the success can only get bigger.”
“Within the current template, we looked at spain phone data which positions work well, how many products are offered and the different positions in the email. We are also experimenting with product offers versus category level offers. Some of the improvements also come from details like ' should I use a bigger button ?', which is important for the result.
We have used different emails over time to learn from. Based on a number of hypotheses, we use different templates and adjust the email. Then you can compare emails with each other. We have chosen not to do split runs. This is mainly due to the capacity to create and supervise the communication and the available budget. As you can understand, GAMMA communicates a lot about commerce.”
Assortment in the mail
“Everything stands or falls with the offers. For example, electric tools always come in handy, plasterboards don’t. Plasterboards for one euro are not interesting if you don’t need them, you’re not going to store them in the attic until you need them one day. But that drill, yes, people can still be tempted with that. They may not need it right away, but the old one is actually due for replacemen.
“When someone starts doing DIY, the first thing they should think of is GAMMA. But of course we also try to help customers. The younger generation is becoming less handy. This new target group needs to be helped. They no longer have handy parents. So it is our job to relieve, inform and inspire.
The expectation that a customer has, you also create yourself with your expressions. At this moment you do not really have to be inspired by our e-mails. But you will now find nice offers. Price perception is important, not in the sense of cheap like at Aldi or Lidl, but in the form of a good price-quality ratio.
The DIY products market is not very strong at the moment, with declining sales everywhere. Few new homes are being built and that is also where the sales have to come from. So there is competition on price.”
What grade would you give GAMMA's email marketing?
“Email marketing in its current form and application still gets a 6 to 7. There is a lot of insight into data, data quality, effectiveness and delivery. And current campaigns are very successful, we perform above the benchmark. With all the possibilities we have, such as our discount card, this report score for email marketing will go to at least an 8.5 in the near future.
But e-mail marketing is still not very segmented at the moment. The folder is leading. Everyone gets the same folder and therefore also the same e-mail. There are many more possibilities in the form of targeted and 1-on-1 communication, that refinement is also on the schedule. So the success can only get bigger.”
“Within the current template, we looked at spain phone data which positions work well, how many products are offered and the different positions in the email. We are also experimenting with product offers versus category level offers. Some of the improvements also come from details like ' should I use a bigger button ?', which is important for the result.
We have used different emails over time to learn from. Based on a number of hypotheses, we use different templates and adjust the email. Then you can compare emails with each other. We have chosen not to do split runs. This is mainly due to the capacity to create and supervise the communication and the available budget. As you can understand, GAMMA communicates a lot about commerce.”
Assortment in the mail
“Everything stands or falls with the offers. For example, electric tools always come in handy, plasterboards don’t. Plasterboards for one euro are not interesting if you don’t need them, you’re not going to store them in the attic until you need them one day. But that drill, yes, people can still be tempted with that. They may not need it right away, but the old one is actually due for replacemen.