The Development Path Of Mark Ed Faye Brand

World-renowned fashion brands

(MARK-FAIRWHALE) landing in China in 2001, striving to create "the latest, fastest and most fashionable fashion product and the richest, most artistic and enjoyable experiential consumption experience" for young people.

MARK-FAIRWHALE has always adhered to the brand concept of "European Philosophy of life" and has implemented some specific brand connotation: although its design is simple but its style is more and more good, its stereotactic cutting is close and smooth, but fashion is highly publicized.

Usually,

To enter China, there is a groping process in marketing. Mail marketing is the first standard tool, and is also the longest standard tool for use cycle. MARK-FAIRWHAL 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 fashion men's wear, JEANS men's wear, FCU creative urban women's clothing) brand characteristics flying, pleasant, wisdom, responsibility, will, harmony, youth, love, imagination, etc., to do a very general email content planning and product information implantation, but the lower mail opening rate (open-rate) reveals a fact: MARK-FAIRWHAL's mail marketing lacks "pertinence".

Not to mention the sense of participation associated with "opening up to open2click".

In China's mail marketing industry, Dr.Jason from webpower has been sharing the advanced professional topics with the industry through the way of QA, and the topic of "index innovation" has always been popular.

MARK-FAIRWHAL the marketing staff in China also asked questions about the pertinence and participation of Dr.Jason on line, so the cooperation between MARK-FAIRWHAL and webpower began.

Customer problems and Solutions

In view of the low opening rate of MARK-FAIRWHAL brand mail marketing, webpower has carried out diagnosis and evaluation on its mail marketing strategy, ISP interception, mail design and other more than ten commonly used check-point.

Webpower believes that mail user positioning is not precise and user correlation is not high; mail style can not highlight each sub brand personality, users' aesthetic fatigue increases, open-rate (open rate) maintains low level for a long time, click2open (independent click opening rate) is not ideal, reducing user experience, resulting in unsubscribe or rejecting frequent e-mail. The most powerful evidence is that open-rate and click2open are significantly lower than webpower benchmark values.

In view of the lack of accuracy in user positioning and the low degree of user correlation, webpower has found in the current situation of MARK-FAIRWHAL's mail marketing that mail marketing strategy is mainly based on the main brand, but does not penetrate into the three brand lines. Therefore, the precise positioning of the crowd can not be achieved, which directly leads to a low degree of user correlation, and thus can not stimulate users' desire to open.

Webpower thus analyzes how to take account of the user characteristics of the main brand and sub brand.

Effect, especially the key of opening rate and click rate.

In this way, webpower combines the fashion industry characteristics and brand style of MARK-FAIRWHAL, and has tailored the "personalized mail" marketing plan that focuses on the main brand and highlights the sub brands. It focuses on the following three points: 1) A/B Test tests and makes headlines, uses headlines to attract users to open mail; 2) classifies and subdivides user data and makes more precise marketing; 3) plans activities plan, provides specific implementation time and content to enhance user participation.

Service critical process description

Webpower suggests improving open-rate by starting with click2open.

The factors that affect click2open are, on the surface, "user activity", behind which is "user participation". The strategy of webpower is: 1) start with the optimization of mail headlines, quickly catch the user's eyeballs, stimulate users' participation; 2) dig deeper into user data; 3) create activities to improve the user feedback and activity of mail.

To ensure the success of the above strategy, webpower designed an internal standard --AHA for MARK-FAIRWHAL to quantify the estimated EDM participation.

With the development of projects and cooperation, the rules of AHA are increasing.

In order to quickly establish confidence in cooperation, webpower divides cooperation into two main stages:

1) short time personalized mail optimization strategy, starting from the test tool, from the optimization of the title of the mail itself, to quickly improve the effectiveness of the mail, and revitalize MARK-FAIRWHAL's confidence in its mail brand.

2) long term strategy is closely related to the classification of customer data groups and the implementation of deep personalized mail.

Through the construction and improvement of the data management system of the fashionable users, the user attributes (age, sex, purchase cycle, consumption hobby) are carefully differentiated, and a more comprehensive personalized mail framework system is planned for content production and sending cycle.

At the same time, we should regularly plan campaigns for specific groups with fashionable and creative activities to enhance user participation and activity.

After a period of practice and guidance, MARK-FAIRWHAL gradually became accustomed to speaking with data, and soon became the leader of the AHA rule base. In particular, it discovered the correspondence between "open habits" and "click habits" and even "paction habits" (pformation habits): once the "open habits" were classified according to the "Pyramid" hierarchical model, that is, user-group (user group) classification was completed, each user-group could predict its open-rate, click-rate (click through rate) and paction-rate (conversion rate) over a long period of time (the shortest 6 months).

Effect summary and customer evaluation

In less than half a year, through the gradual implementation of the optimization strategy of "personalized mail around the main brand and highlight the sub brands" and improving the open-rate from click2open, the performance of MARK-FAIRWHAL's EDM has obvious effect in terms of mail opening, and the user's participation and activity have been greatly improved. The data show that the mail opening rate has increased by more than 2 times, and the independent click rate has increased by 70%.

"We are satisfied with the service of webpower.

The EDM proposal proposed by webpower has not only solved the problem of low opening rate that has been bothering us, but also brought about the improvement of ROI.

MARK-FAIRWHAL planning and promoting Alina