2. Agenda
• Email growth statistics
• Elements of email marketing strategy
– How to grow email lists?
– How integrate email marketing into existing channels?
– How to Improve the deliverability?
– How to get into the good books of users?
4. Future of emails
• In recent DMA study
– 75.8% marketers sense more email usage
compared to three years ago.
• Forrester research group forecast
– Increase in investment from $1.3 bln in 2010 to $2
bln in 2014.
5. GROWING EMAIL LISTS
How to grow email lists?
SEMC Email marketing team visit:
www.semchennai.com
6. How to grow email lists?
• Grow emails the bad way
– Buy the list from a vendor or a third party and end up
• Being marked spam & getting black listed.
• Annoying users with irrelevant mails.
• Disconnecting with Non opt-in users who do not know about
you.
– Keeping the expired email accounts
• Email lists expire at ~25% every year
7. How to grow email lists?
• Grow emails the good way
– Get opt in users
• Add a subscribe box
• Partner through events/webinars & get users opt into
the list.
• Optimize the unsubscription process.
8. Why users unsubscribe?
• Too many emails
– Conduct a study to know the safe mailing
frequency
• Irrelevant content
– Target users with proper content, more
segmented lists.
9. EMAIL INTEGRATION
How to integrate emails with the existing channels?
SEMC Email marketing team visit:
www.semchennai.com
10. How to integrate email marketing?
• Social media integration
– 65% of the top 20% of B2B marketers in social media lead generation
integrate email with social media, compared to the industry average of
51%.
• Add social sharing buttons in email templates
• Engage with social influencers who have mentioned the brand
• Add call to action buttons for users to subscribe in the mailing lists.
• Search integration
• Ensure that email landing pages are proper SEO web versions.
• Use keywords, optimized alt tags & images.
• Make your landing pages crawlable.
11. How to integrate email marketing?
• Mobile integration
– 16% of emails get opened in mobiles.
• Check mobile compatibility of email templates
• Ensure that CTA buttons are clickable using touch screen
devices
• Offer both text & HTML versions
• Analytics integration
– 37% of B2B marketers say lack of user data is the major obstacle
to effective segment targeting
• Add tracking & monitoring to emails
• Try to get every metrics for detailed analysis
13. How to Improve the deliverability?
• Clean email lists
• Sender score of the mailing domain
• Warmed up IP addresses
• Best practices
14. • Keeping email lists clean
– Does users in the mailing list have a prior relationship with the
brand?
– Can the users have an option to unsubscribe?
– Is the email list an un-purchased opt in list?
– Are the emails targeted & segmented for relevant audience?
– What is the last time the users receive a mail from the brand?
How to Improve the deliverability?
15. How to Improve the deliverability?
• Sender score of the mailing domain
• A free service of Return Path, the Sender Score algorithm
rates the reputation of every outgoing mail server IP address
on a scale from 0-100.
• Sender Score will continue to change depending on your
email sending habits and the responses of your recipients.
• Scores are calculated on a rolling, 30-day average and
represent the rank of an IP address against other IP
addresses
16. How to Improve the deliverability?
• Sender IP address
– Each time an email is send, it’s associated with an IP
address.
– The domain reputation that is built, through email
campaigns is also associated with that IP address.
– To get a better delivery rate, the IP has to be warmed. i.e.
gain reputation by sending lesser emails before doing bulk
campaigns.
– The sender IP address can be either
• Dedicated -expensive
• Shared
17. LIST SEGMENTATION
How to target the most relevant set of users?
SEMC Email marketing team visit:
www.semchennai.com
18. List segmentation
• The tailored campaigns for the most targeted
base get better response rate
• 4 out of 10 subscribers mark spam if the content is irrelevant
– Types of segmentations
• Geographic segmentation
• Industry/role segmentation
• Interest based
• Behavior based
• Segmentation by brand advocates/influencers
19. THANK YOU
SEMC Email Marketing Team
SEMC Email marketing team visit: www.semchennai.com
