The last leg of our Return to Hometown tour was São Paulo; so I decided to find out who was really sending e-mail to Brazil. Having already watched the UK, Australia and France, I was delighted to learn what the best of his class looked like in Latin America.
The top 10 Brazilian issuers have much in common with their foreign counterparts, but we also found significant differences. They are heavy users of GIF and animated videos, they weave lots of clever references on pop culture, and many also have a great sense of humor!
Here are some of the headlines, as well as some of my favorite examples:
It begins with great deliverability
The average rates of placement of the Inbox (IPR) for Brazil are 75% . However, the best shippers succeed much better:
Comparative analysis report of the 2018 return trajectory
Return Path 2019 Hidden Measures in the Email Deliverability Report
On average, these programs generate 120K additional emails for each 1M that they send. This has real commercial value. Cheetah Digital calculates the average value of an open email at ± R $ 1.50 while Bluecore indicates that the opportunity cost of removing an email is ± R $ 70. Using these figures, a better class premium can be calculated at ± R $ 325,000 for 1 million e-mails sent (compared to reference level senders).
It is interesting to note that even the best Brazilian shippers generate average reading rates slightly below the world benchmark. High volume / high frequency remains more of a standard and success is measured more in terms of absolute commitment and traffic than percentages. That said, complaint rates only represent 0.2X of the world average, suggesting that Brazilian consumers are comfortable with these higher levels of activity.
The Value of Information
While offers and promotions are at the heart of most email programs, subscribers also want to be informed. The Adobe Consumer Survey, conducted in 2018, asked respondents, "If you could change an element of emails you receive marks, what would it be?
The most important answer ( 39% ) was: "Reduce them less in terms of promotion and more by providing me with information". The most successful brands understand that value does not only come from money reduction, but also from receiving help in making better decisions or validating their relationship with the brand.
GOL's monthly newsletter does it very well. Readers receive content on new destinations, their environmental commitment, how to maximize mileage benefits and industry rewards.
These bulletins far exceed the results of the GOL program. The average reading rates are 1.2X higher, while the spam filtering rates are only 0.3X which proves how much GOL's customers are interested by these informative emails.
Brazil's top letter providers are also able to link their e-mails to high-level information and events. Below we see clever references to the Libertadores da America football competition, to the launch of new TV series such as Black Mirror and Game of Thrones, and even to the use of the arrival of the Autumn to say "the season is changing, and our T & C too!
It's not just opportunistic marketing. The Consumer Email Tracker report from DMA (UK) asked respondents what factors related to the brands they most admired, and relevance ranked second. Linking email promotions to popular news events increases relevancy and generates greater engagement – something that the best shippers understand.
We already know that the best senders are very good at creating personalized and relevant emails, finding a balance between convincing offers informing subscribers. But there is also another dimension because subscribers also want to be entertained, especially the youngest! The DMA Marketer Email Tracker report (UK) indicated that 40% 18-34 year olds liked videos, pictures, and GIFs in their emails ( 28% for 35 -54, 13 percent for 55 years and over.
The best Brazilian transmitters know it. iFood appeals to the senses, showing delicious pizzas coming out of the pan. Evino creates urgency by including a countdown, while Mercado Book makes its basket abandonment emails even more effective by using a carousel of different options that the potential buyer can take into account.
It is very important for brands to keep a constant tone of voice in their emails. Consumers expect brands to speak to them, and those who do so benefit from greater authenticity and confidence.
The iFood e-mail program is well known – and highly appreciated – for its cheerful and joyful messages. In this example, the subject line translates to "Crazy things to do in bed," followed by a nifty pre-header stating "Excellent breakfast options (we know what you're doing"). think!) "
The service can be sexy!
Nubank is one of the most popular email programs in Brazil. Surprisingly, banks are not known for their exciting email marketing, but Nubank excels in seriously thinking about service e-mails and bringing a touch of marketing to these important messages.
In this credit card payment notification, Nubank uses plain language to guide its customers in their different payment options, including easy-to-understand illustrations. The importance of the tone of the voice is again of topicality: when did you last receive a service e-mail ending with "Big Cuddles of Your Nubank Team!"
It's really smart. The Epsilon report on trend e-mails and evaluation tests for the fourth quarter of 2018 shows that the average unique opening rates of service e-mails are almost twice those of marketing emails. Nubank also generates some excellent hidden statistics: Futures rates are almost 4X the worldwide benchmark. These very positive engagement indicators help explain Nubank's excellent performance.
The most successful e-mail senders in Brazil are technically sophisticated, but also very sensitive to simple subscribers, who want to be informed and entertained and who like to laugh. That said, a cloud is on the horizon with the new Brazilian data protection law, LGPD, which will come into effect in 2020 (see our recent blog post). Intelligent shippers are already preparing and eager to take advantage of Europe's experiences with the GDPR. They can start with this article, showing how European programs that adopt the new laws are now enjoying big performance gains – and Brazilian programs can do the same!