“However, management of e-mail delivery and technical complexities make the use of e-mail marketing a challenging task for many organisations. Common problems with sending e-mails to desired destinations, or late delivery, can cause unfavourable results: for example, low speed when sending bulk e-mails, getting e-mails blocked by recipients, or [being] moved to the junk folder.

“As an online marketing agency whose services include website development and online marketing campaigns, we have also experienced these problems. Once a campaign had been completely developed and had to be publicised, we outsourced e-mail delivery tasks to providers available in the market. Unfortunately, we did not get what we want,” Phaiboon said.

To address such common issues, Taximail has been developed as a cloud-based solution to simplify the entire e-mail marketing process, eliminating all concerns and restrictions of today’s e-mail distribution.

Taximail comes with innovative marketing tools to assist users in their strategic e-mail delivery planning, database update, and spam evaluation before sending an e-mail – making identification of the target audience an easy task – and analysis of customer response. These give users “full control” of e-mail marketing service at their own pace.

After the completion of the development and a product test and trial, a Taximail customer shared the experience: “Previously, we sent 100,000 e-mails but only 100-200 were opened, which represents only 0.2 per cent. But when we have realised the essence of e-mail marketing and then opted for Taximail, now we receive a 25-to-40-per-cent response for every campaign.”

Regarding the business direction for 2016, Phaiboon said Orisma Technology would focus on two strategies.

The first is to help marketing professionals better understand how to use their e-mail marketing more effectively. Customers need to know how to deal with problems when e-mail delivery failure happens or a mail gets stuck in the junk folder. Content customisation can also help increase response rates: for example, by specifying the name of the Taximail recipient. As an e-mail marketing solution provider, Taximail considers this can make a difference and wants to encourage better understanding in the Thai market.

The second strategy is to expand the scope of e-mail marketing. In addition to being a promotional |e-mail, a Taximail e-mail can be transactional: for instance, subscription e-mail, confirmation of order or e-invoice.

Taximail currently assists a telecom provider in distributing its |e-invoice via e-mail in a faster and more efficient way. It also assists |in customer-relationship tasks of a life-insurance firm by sending birthday wishes via e-mail. These e-mails help improve their corporate image and increase traffic in their websites. It is evident that e-mails have an important role in the business process, and from here organisations can make use of e-mail marketing analytics to create more competitive advantages.