Rakuten Ichiba's programmatic advertising "Email Newsletter Delivery (Automatic)" . If you are running a Rakuten Ichiba account, you've probably heard of this type of advertising at least once. In this article, we will explain the basic specifications, pricing structure, and operation method of "Email Newsletter Delivery (Automatic)" for the following types of people.
- Those who have never used email newsletter distribution (automated)
- Those who would like to try using automatic email newsletter delivery
- Those who use email newsletter distribution (automated) but do not fully understand the specifications
*This article was written in January 2022.
Overview of Rakuten Ichiba's programmatic advertising "Email Newsletter Delivery (Automatic)"
"Email newsletter distribution (automatic)" is a system that automatically distributes email newsletters to users who meet certain conditions on your store's email newsletter subscription list. It is a performance-based advertising system in which costs are incurred when links contained in the newsletter are clicked.
Costs and billing for "Email newsletter delivery (automatic)"
The advertising fee is 50 yen per click, which is a performance-based fee. This click is calculated based on the number of clicks from the opening of the email newsletter to the link to your store, and the calculation method is the same for both Rakuten and store distribution.
※Example: 10,000 email newsletters sent → 3,000 opens → 900 clicks (subject to charges) → 90 purchases
In the above case, the cost would be 45,000 yen (900 clicks x 50 yen)
In addition, although the minimum monthly budget is 30,000 yen, the charge is based on the number of clicks, so if you only have 100 clicks per month, even if you set your budget at 30,000 yen, you will only be charged 5,000 yen.
The actual amount can be checked under "Email Newsletter Delivery (Automatic)" in the RMS Promotion menu, but it can also be checked from your advertising purchase history.
How to use "Email Newsletter Distribution (Automatic)"
You can set up any of the following four types of campaigns, and emails created for each campaign will be automatically sent. You can set a target user segment for each campaign, and emails will be sent when the behavior of your store's email newsletter users matches that segment. Although it varies depending on the campaign, you cannot control the exact timing of delivery.
Below is an overview of the campaigns you can create:
| Campaign Name | Campaign Overview | Email sending date setting | Delivery frequency | Maximum number of campaigns |
| Welcome | Users who have newly subscribed to your store's email newsletter | No | every day | 1 Campaign |
| purchase | Subscribers to your store's email newsletter who have purchased products within the past 90 days | No | every day | 1 Campaign |
| Rakuten Market Category Viewing | Send when your store's email newsletter subscribers view a category on Rakuten Ichiba that you have set up at your discretion | No | Once a week | 5 Campaign |
| Dormant subscribers | Among email newsletter subscribers, users who viewed your store's page within the past 90 days but did not make a purchase | No | every day | 1 Campaign |
*When purchasing (category) or browsing Rakuten Ichiba categories, it is not possible to create more than two campaigns in the same category.
Additionally, the body of the email to be sent must be created by the store, and can be created using the following four types of templates. None of the methods allow you to directly edit HTML, so the email body will only contain the product and its description, but if you want to try creating an easy email first, we recommend using "Product Introduction ①" or "Product Introduction ②", and if you want to be a little more particular about the content, we recommend using the "Custom Type".
Recommended management methods
Effective operation methods will vary depending on the store's policies, but we will introduce several recommended operation methods.
When the purchasing scenario is decided
If you have a set scenario like this, you can have users purchase product A as an entry point, then regularly purchase product B, and finally product C. In this case, you can send email newsletters including product B to users who have purchased product A in a "purchase (product) campaign" at any time period, and send email newsletters including product C to users who have purchased product B.
If you want to operate efficiently
If you want to prioritize efficiency, we recommend narrowing down the number of campaigns you run. Although this will vary depending on the store's policy, we will introduce some campaigns that are easy to run efficiently.
1. Dormant subscriber campaign: Emails are sent to newsletter subscribers who have viewed your store's page within the past 90 days but have not made a purchase. These emails are sent to users who have previously purchased from you and are interested in you. This tends to result in a high ROAS, although it depends on the product you select.
② Purchase (category) campaign: For users who have purchased products from the store in a category designated by the store within the past three months, ads are delivered only to product categories that have been previously purchased. This is a delivery method that makes it easy to select products to feature and match them with the interests of customers.
③ Purchase (number of times) campaign: Users who have purchased products at our store within the past 13 months and have made a purchase number set by the store.
This campaign allows you to set target segments based on the timing of email delivery and the number of purchases, so you can run it by sending emails two weeks after the first purchase. Consider your company's delivery lead time and product characteristics and introduce repeat purchases and related products to users.
Important points to note
Finally, we will explain the points to note regarding "Automatic email newsletter distribution."
This is a convenient promotional method that operates automatically once you set up the distribution, but you will need to check if you change the URL of the listed product during a shopping marathon or Rakuten Super Sale, etc.
If there is a mismatch in the product image or URL in the email body, Rakuten Ichiba will check and stop the delivery, but there will be a lag before the delivery is stopped. Therefore, the link may be invalid when the user views it, which may result in an inquiry. If you change the URL or image of the product listed in "Email Newsletter Delivery (Automatic)", be sure to stop the delivery or modify the content of the email.
Commerce Media provides consulting and advertising management services for Rakuten Ichiba. If you would like to make a request, please contact us.
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