There Is A Shortcut For Foreign Brands To Enter China

　　 Case background

World famous fashion brands Mark Huafei (MARK-FAIRWHALE) landed in China in 2001, striving to create "the latest, fastest and most fashionable fashion products and the richest, most artistic and most enjoyable experiential consumption experience" for young people.

MARK-FAIRWHALE has always adhered to the brand concept of "originating from the European life philosophy", and specifically implemented in some clear brand connotations: simple design but more style is better, three-dimensional cutting is smooth but fashionable, and classical but elegant but artistic conception has unlimited possibilities.

Generally, when foreign brands enter China, there is a process of exploration in marketing. Email marketing is the first standard configuration tool and also the standard configuration tool with the longest service life. MARK-FAIRWHIL is no exception.

Email marketing, content planning first. In the first few years, MARK-FAIRWHAL has been focusing on its three mature brand lines (international fashionable men's wear, JEANS men's wear FCU Creative Urban Women's Wear), which has many brand characteristics - flying, pleasant, intelligent, responsible, will, harmony, youth, love, imagination, etc., has made a very general email content planning and product message implantation, but the low email open rate reveals a fact: MARK-FAIRWHAL's email marketing lacks "pertinence". Not to mention the "sense of participation" related to "Open Pointing in Ratio to Open2Click".

In China's mail marketing industry, Dr. Jason from webpower has long shared high-level professional topics with industry people through the way of public QA, among which the topic of "indicator innovation" has always been popular. The cooperation between MARK-FAIRWHAL and webpower began after the marketing staff of MARK-FAIRWHAL China also asked Dr. Jason about the pertinence and sense of participation of the email online.

　　 Customer problems and solutions

In view of the low open rate of MARK-FAIRWHAL brand email marketing, webpower has successively diagnosed and evaluated more than a dozen commonly used check points such as its email marketing strategy, ISP interception, email design, etc.

　　 webpower It is believed that email user positioning is not accurate and user relevance is not high; The e-mail style can not highlight the personality of each sub brand, and the user's aesthetic fatigue has increased. The open rate has remained at a low level for a long time. The click2open (independent click open rate) is not ideal, which reduces the user experience, resulting in frequent unsubscription or rejection of e-mail. The most powerful evidence is that the open rate and click2open are significantly lower than the webpower benchmark.

In view of the lack of accurate positioning of email users and low user relevance, webpower found that its email marketing strategy is mainly based on the main brand and does not go deep into three sub brand lines, so it is unable to achieve accurate positioning of the population, which directly leads to low user relevance, Therefore, the user's desire to open cannot be stimulated.

Webpower analyzes from this point of view that how to give consideration to the user characteristics of the main brand and sub brand will be the key to improving the effectiveness of email marketing, especially the opening rate and click through rate.

As a result, webpower, in combination with the characteristics of the fashion industry and brand style of MARK-FAIRWHAL, has created a customized marketing plan of "focusing on the main brand and highlighting the personalized mail of sub brands", focusing on the following three breakthroughs: 1) A/B Test tests and uses the title to attract users to open the mail; 2) Classify and subdivide user data for more accurate marketing; 3) Plan the activity plan and provide specific implementation time and content to improve user participation.

　　 Description of key service processes

MARK-FAIRWHAL's optimization strategy of "focusing on the main brand and highlighting the personalized email of sub brands", when implemented in the implementation stage, adheres to the principle of treating both symptoms and root causes, and realizes the combination of medium and long-term EDM optimization strategies.

Webpower suggests improving open rate by starting with click2open. The factors that affect click2open are "user activity" on the surface, and "user participation" behind it. The strategies of webpower are: 1) From the optimization of email headers, quickly catch users' eyes and stimulate users' participation; 2) Deeper mining of user data; 3) Creative activities improve the feedback and activity of email users.

In order to ensure the success of the above strategies, webpower designed an internal standard for MARK-FAIRWHAL, AHA, to quantify and estimate edm participation. With the progress of the project and the deepening of cooperation, AHA has more and more rules.

In order to quickly build confidence in cooperation, webpower divides cooperation into two major stages:

1) The short-term personalized email optimization strategy starts with the test tool and the optimization of the email title to quickly improve the email effect and restore MARK-FAIRWHAL's confidence in its email brand.

2) The long-term strategy focuses on the classification of customer data groups and promotes in-depth personalized email. By constructing and improving the data management system for fashion users, we can subdivide the attributes of users (age, gender, purchase cycle, consumption hobby), and plan a more comprehensive personalized email framework system, including content production and delivery cycle. At the same time, we will regularly carry out planning activities with fashionable and creative activities for specific groups, so as to enhance the participation and activity of users.

After a period of practice and guidance, MARK-FAIRWHAL has gradually become accustomed to talking with data, and soon became the leader of AHA rule base, In particular, the correspondence between "open habits" and "click habits" or even "transaction habits" (transformation habits) is found: once the "open habits" are classified according to the "pyramid" hierarchical model - that is, user groups are classified, each user group will open rate Click rate and transaction rate are predictable.

　　 Effect summary and customer evaluation

In less than half a year, through the gradual implementation of the optimization strategy of "focusing on the main brand and highlighting the personalized email of the sub brand" in stages, and starting with click2open to improve the open rate, MARK-FAIRWHAL's EDM has achieved remarkable results in email opening, and user participation and activity have been greatly improved, In terms of data, the e-mail opening rate has increased by more than twice, and the independent click rate has increased by 70%.

"We are very satisfied with webpower's service. The proposed EDM scheme proposed by webpower not only solves the problem of low opening rate that has plagued us all the time, but also brings about improvement of ROI." - MARK-FAIRWHAL plans to promote Alina

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