This document outlines 5 valuable email marketing tactics that can be implemented today: 1) Behaviour-triggered email programs send targeted messages when users take actions like watching a video or abandoning their cart. These emails should be timely, relevant, and help increase conversions and engagement. 2) Email drip campaigns (also called lead nurturing) are automated email workflows that guide recipients over time. They see higher ROI than one-off emails and should be tested and personalized based on user behavior. 3) Driving social engagement with tactics like animated GIFs and social sharing can help emails stand out and increase engagement. 4) Responsive email design adapts emails for mobile, which is critical as over 40%

1. 5 Valuable Email Marketing Tactics
You Can Implement Today

2. Before We Get Started
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3. Today’s Presenter
Nidhi Raj Puri
Marketing Programs Manager (Asia-
Pacific)
nidhi.rajpuri@act-on.net
@nidhirajpuri

4. Agenda
• Behavior-triggered email
• Email drip programs (lead nurturing)
• Driving Social Engagement
• Responsive design

5. BEHAVIOUR – TRIGGERED
EMAIL PROGRAMS

6. Behavioural Emails
The Basic Concept
Trigger emails when a user takes a specific
action (or dosen’t)

7. Behavioural Emails
Video watched Tool usage
Login
Call activity Downloads
Purchase
Email action
Opt-in
Cart abandonment
Contest entry Event attendance

8. Behavioural Emails
The right Message at the right time
Timely + Relevant
ConversionsCTR

9. Behavioural Emails
Idea
Welcome Email

10. Behavioural Emails
Idea
Transactional
Upsell

11. Behavioural Emails
Idea
Re-Engagement

12. Behavioural Emails
Idea
Cart Abandonment
(+ “you may also like”)

13. Behavioural Emails
Idea
Download Follow-up

14. Behavioural Emails
The Big Huddles
Data
Data
Also Data

15. Behavioural Emails
Keys to Success
Be genuinely helpful
Be relevant and timely
Test timing

16. E-MAIL DRIPS /
LEAD NURTURING

17. Drip Campaigns
A drip.. What?
Automated email workflow
Focused, guided series of related messages
Delivered over a specified time period

18. Drip Campaigns
Why bother?
Initial Investment = Long term rewards
One email cant do the job, a series can
Hypertargeted to lifecycles / purchasing cycles

19. Drip Campaigns
Plus…
Brands that nurture leads see a 45% higher
ROI than those that don’t.
Source: MarketingSherpa

20. Drip Campaigns
See the foundation of your drip
Figure out: who you are targeting
what you want them to do
how you’ll track success

21. Drip Campaigns
Visualize it!
Diagram each email
Label frequency
Email 1
Email 2
Email 3
Day 1
Day 3
Day 5

22. Drip Campaigns
Idea
Post-webinar
drip

23. Drip Campaigns
Idea
Whitepaper
drip

24. Drip Campaigns
Key to Success
Test these, too!
Consider user behaviour
Think about interaction with other emails
Incorporate other channels

25. Drip Campaigns
Avoid this common mistake…
“Set it and Forget it”
X

26. DRIVING SOCIAL
ENGAGEMENT

27. Why All The Bells And Whistles?
Stand out among inbox clutter
Earn points with the tech-savvy users.
Increase Engagement

28. Animated GIFs
Draw some extra attention with subtle
movement
GIF to demo a product feature
Add life and depth with a cinemagraph

29. Tweet Me – Get Social
Scenarios
Breaking News – share now
Community contribution contests
Sharing tips and opinions
Sharing promo codes

30. RESPONSIVE EMAIL
DESIGN

31. Responsive Email
The crazy growth of mobile
43% of email opens are mobile
400% growth in 3 years
Source: http://emailclientmarketshare.com/

32. Responsive Email
Email has been slow to adapt
80% of subscribers delete emails that
look bad on their phones.
Source: BlueHomet Consumer Views On Email Marketing

33. Responsive Email
So, how does responsive design factor in?
Advance mobile email design approach
Designed to respond to screen size
Resize, relocate or remove content.

34. Responsive Email

35. Responsive Email
Idea
Strong visual hierarchy

36. Responsive Email
Mobile strategy =
More than just design
Consider the entire
mobile inbox experience

37. Responsive Email
Ultimately…
It’s about meeting your subscribers where
they are

38. QUESTIONS?
Call: +91 80 4098-5338 | Email: nidhi.rajpuri@act-on.com
Web:www.act-on.com | @nidhirajpuri