Frequently Asked Questions
We are a marketing technology company that provides a state-of-the-art email, SMS & web-marketing platform. What we do, is help our clients engage better with their customers. We believe that with the right tools, any marketing campaign or project can get the desired results and be a success. So, we offer capable software, customized technological solutions to fit all your needs. We don’t however, believe in customer alienation and therefore are strong believers of best practices like opt-in lists. Our services and technologies help companies interactively communicate with their audiences online, without ever needing to spam them.
What is Multichannel marketing(power of one)?
Multichannel Marketing(power of one) is the method of using many different communication channels to reach a customer. These different communication channels have different strengths and weaknesses when it comes to marketing value. Therefore, ‘Multichannel Marketing’ (power of one) allows the marketers/companies to reach their prospective or current customer though a channel that is the most effective and efficient for them.
This is where our services come in and showcase how we can help. Octane provides an integrated platform that offers web, email and SMS as mediums (i.e. multiple channels) of engagement with potential and current customers.
What is E-mail Marketing?
E-mail marketing is a form of direct marketing that uses electronic mail as a means of communicating commercial or fundraising messages to an audience. In its broadest sense, every e-mail sent to a potential or current customer could be considered e-mail marketing.
And because of that, it is also considered the number one reason for the generation of million of un-wanted emails or ‘spam’ today.
What is Spam?
Spam is the use of electronic messaging systems (including most broadcast media, digital delivery systems like email & SMS) to send unsolicited bulk messages indiscriminately. While the most widely recognized form of spam is e-mail spam, the term is applied to similar abuses in other media like instant messaging, UseNet newsgroup/internet forums, web search engine, blogs, wikis, online classified ads, SMS, junk fax transmissions, social networking, television advertising and file sharing networks.
Spamming remains economically viable because advertisers have no operating costs beyond the management of their mailing lists, and it is difficult to hold senders accountable for their mass mailings. Because the barrier to entry is so low, spammers are numerous, and the volume of unsolicited mail has become very high. The main costs, such as lost productivity and fraud, are borne by the targeted public and by Internet service providers (ISPs), which have been forced to add extra capacity to cope with the ever increasing menace. Spamming is universally reviled, and has been the subject of legislation in many countries.
People who create electronic spam are called spammers and to avoid that tag and reference, the savvier of today’s internet marketers have started using newer and more efficient solutions like permission marketing.
What is Permission Marketing?
Permission marketing is a term [coined by Seth Godin] that is being increasingly employed in e-marketing specifically and overall marketing in general.
Current forms and methods of marketing are what can be called as ‘interruption marketing’. Usually, there is an undesirable opposition to permission that marketers have to deal with when trying to communicate with new or current customers. So the most common method adopted by companies has been to message or email their target audience without permission or any sort of expression of interest from the recipient’s side. In most circumstances, this counts as spam and is very undesirable from the customer’s point of view.
So the solution here is ‘Permission Marketing’. Marketers obtain permission before advancing to the next step in the communication/purchasing process. This form of marketing requires that the prospective customer either give explicit permission for the marketer to send their promotional message (e.g. an email or catalogue request) or implicit permission (e.g. querying a search engine). Either permission implies a request for information, which can include responses of a commercial nature. To illustrate, imagine an online user exploring your company’s website. This potential customer is there only because they want to be there and so they are interested in a product, a service or some information. Now if you present that customer with an option to get more information via e-mail or SMS and ask them to give their number or email address, this would represent a ‘call to action’; and should the customer ‘opt-in’ for such a service, you would have just scored their permission to contact them!
Once permission is granted, you can be sure that the customer has at least some interest in getting more information from you and will value your future communication more than they would value unsolicited spam. This method is therefore more efficient and is mostly used by online marketers, notably email marketers and search marketers, as well as certain direct marketers who send a catalogue in response to a request.
At Octane, we believe in personalized marketing that addresses each subscriber, or a potential customer, on a one-to-one basis rather than clubbing them all together as a ‘broader segment.’
Why doesn’t Octane sell lists or allow using lists?
We firmly believe that we are NOT in the business of harassing or annoying people. Octane believes in opt-in lists and the tenet of permission marketing. In our experience, this has been proven to build customer engagements and lead to higher conversion for campaign objectives. We believe subscriber data is a permission asset that belongs to our customers. We encourage marketers to build their own digital permission assets. In fact, we help our clients in developing and managing these opt-in lists and keeping them fresh and updated.
Again, to be very clear, Octane does not condone buying or selling of lists. We forbid using third party lists since they are prone to abuse and are not in the best interest of either the subscriber or the marketer or the carrier.
How can I use Octane?
Octane is a ‘customer engagement’ technology company. Our services are based on the principles of ‘cloud computing’. Our platform is totally self-service based, available 24×7 and so easy to use that it can be operated by any user of web mail services like Hotmail or Gmail or Yahoo etc.
You can use Octane in one of the two ways, online or onsite. If your needs are more sophisticated or you have regulatory issues preventing an online model, you can install and implement Octane’s solutions inside your premises (Onsite). Most marketers want to keep the initial investment low or close to zero and hence prefer the online (pay as you go) model. In any case, Octane provides a seamless experience for marketers, be it online or onsite.
You can use Octane’s powerful communication technology for your emailing and SMS needs at www.octane.in.
How is Octane different from my current email system?
Simply put, we offer better technology and services. Octane combines the latest online technology with state-of-the-art infrastructure to deliver an enterprise class platform that is available 24×7 and is scalable as per your needs.
Most CRM (Customer Relationship Management) software lack the sophistication and advanced functionality that we offer and which has become a fairly important method for engaging customers and delivering higher ROI for customer communications.
Companies using Octane’s solutions report experiencing a level of flexibility and agility that is difficult to achieve internally without increased investments of time, money and resources and thereby increasing the ‘time to market’. With Octane, when your business demands more, we increase your marketing capacity and when your business doesn’t demand as much, we give you only what you need. In the end, you pay for what you use.
How robust/scalable is Octane’s technology?
Our technology is extremely robust and custom scalable. Octane’s solutions are built on enterprise class technology with industrial strength security. This means that you can run campaigns that demand millions of E-mails/SMS to be sent in a matter of hours at no extra cost, and with no worries about data security and privacy. Most of our competitors cannot match our volume numbers.
Online technology and trends change fast and we are constantly building powerful new product features into our service that are available to you almost immediately and at no extra cost.
Who are the customers using Octane?
We are the choice of some of the biggest national and international corporate houses and companies in India. Amongst our clients are the world’s largest consumer electronics brand, the world’s most respected audio brand, India’s largest retail chain, India’s no. 1 events company, India’s Top 3 digital marketing agencies, India’s No.1 technology education brand and India’s youngest chain of boutique hotels. They are constantly powering up their customer engagements through Octane’s technology platform and focused solutions.
We also have marketers from India’s Top 200 companies who use Octane for managing their customer and channel engagements. Besides large companies, we have a good portfolio of fast growing young companies who leverage Octane’s potential and ‘pay as you go model’ to engage with their audiences.
Since its inception, Octane has not lost a single customer relationship for any service issue. We are pleased and privileged to have retained and grown almost all 100% of our customer relationships since starting operations in January 2009.
How easy is it to use Octane’s technology?
Anyone with basic web proficiency can use Octane’s technology to engage with customers. In 4 easy steps, you can start from scratch and deliver a powerful campaign within a matter of minutes. If you can use popular email programs like Hotmail, Gmail and Yahoo then you are ready to go ahead and take Octane for a spin. In fact, why don’t you take Octane for a free test ride here:
Why is newsletter marketing important for my business?
Our world is now a mesh of digital interconnections and for us and marketers like our clients, newsletter marketing has emerged as a great vehicle to build and sustain an engagement with customers and prospects at very low costs. Research shows that periodic updates in the form of newsletters deliver a predictable and personal experience that leads to a higher engagement from the subscribers.
This, in turn, leads to trust and ultimately deepening of the customer relationship in the form of new sales, referrals and upsell and cross sell opportunities.
Moreover, being digital, newsletter marketing through email can be tracked and measured. This means every edition can be improved and made more specific to target segments of subscribers, leading to a further increase in the ROI.
Why shouldn’t I use third party lists?
Third party lists go against the principle of opt-in marketing, which is a fundamental building block for effectively engaging audiences through email and SMS channels and something we discourage completely. In a third party list, the agreement to receive/subscription is between the customer and the third party. This is prone to abuse and leads to customer dissatisfaction.
In our research, it shows that third party lists are the biggest culprits behind spamming or non-opt-in campaigns. At Octane, we say, If you don’t like to receive spam, then you shouldn’t send any either!
How do I build opt-in lists?
The only way to build an opt-in list to secure the customer opt-in (permission) and get them to subscribe. This can be best achieved through a combination of vehicles including, but not limited to, visitor/comment logs, online forms, feedback forms etc. It’s pivotal to provide the end user with the control to select and deselect the type of communication, channel and frequency of communication.
Very often we see that the customer/subscriber data, even after opt-in, lies in multiple silos. Octane provides an opportunity to automatically consolidate these into a single opt-in repository that is refreshed in real time. As a marketer, you always have access to a fresh, up-to-date opt-in list.
How is email marketing different from SMS marketing?
SMS (Short Messaging Service) and E-mail are both communication channels and they offer unique and distinct advantages. A prudent marketer will harness the potential of all of these channels with a proper mix. Currently, SMS marketing in India is being heavily abused by operators causing deep dissatisfaction and annoyance to the end users. We believe through opt-in practices and ‘customer first’ principles, India’s marketers can leverage the power and unlock the full potential of these two important customer communication channels.