Email delivers the highest ROI of all marketing channels: $1 invested in email generates $40 in ROI. In this SlideShare, learn how to: Top priorities of email marketers in 2020 How to take email personalization to the next level Technologies needed to coordinate email campaigns with mobile messaging channels Best practices in email deliverability Industry-wide use cases disrupting the way email is used for growth and retention

1. Retain Your Mobile Users
What Email
Marketers Need to
Know in 2020
√

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About the Speakers
Roopali Chug
Product Marketing, CleverTap
Roopali is a seasoned B2B marketer with over six
years of experience working on demand
generation and brand awareness campaigns for
technology companies of multiple scale such as
HCL Technologies. Roopali is currently working as
a part of product marketing team at CleverTap.
Siddhartha Das
Product Management, CleverTap
Siddhartha is the Vice President and head of product at CleverTap. He
leads our product innovation effort across all product lines. He brings in
over 18 years of product leadership building industry leading B2B SaaS
products and product business for consumer centric enterprises –
Marketing Automation, Mobile Analytics and Engagement, Loyalty,
Customer Data Management & CX. He has worked for companies like
Oracle, Infosys and Capillary Technologies.

3. Retain Your Mobile Users
CleverTap: A user retention and
engagement platform
Mobile Apps
8000 Events processed
per month
120 Billion
Messages sent
per month
80 Billion
Devices Reached
1.5 Billion
Investors Include:

4. Retain Your Mobile Users
Agenda
In this webinar, you’ll learn:
● Top priorities of email marketers in 2020
● How to take email personalization to the next level
● Best practices in email deliverability
● Technologies needed to coordinate email campaigns with mobile
messaging channels
● CleverTap Email demo
● Questions?

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Email Marketing is known to deliver highest ROI...
$1 spent on email generates $40 in ROI*
:By VentureBeat

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With the advent of technology, email marketing is evolving...

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High quality email
deliverability
Marketing
automation
Personalization at scale
Top Priorities of Email Marketers!

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Personalized emails stand out within the inbox as highly relevant,
tailor-made content
Personalization can generate $20 in ROI for every $1 invested**
[Priority #1]

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Trends in email personalization in 2020
Interactive emails Predictive
Personalization
Ability to act on data
in real-time

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New-age tools to elevate personalization to next level
S.No. Technology Description
1. AMP Embed interactive content in your email
2. Liquid Add personalization logic to your email code
3. Dynamic Content Dynamically change content of email based on the customer persona, online
behavior, purchase history, and many other touch points
4. Smart Segmentation Rule-based as well as automated segmentation
5. Artificial Intelligence Predictive segmentation
6. Machine Learning Use ML-based features to send emails
● at time when they are most likely to engage
● content recommendations based on past behavior

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[AMP] Interactive emails without even having
users to leave the email
Campaign: Review Hotel Stay
Goal: Improve NPS Score
Highlights: Users can review their hotel
stay in the email, without any need to
login the app.
Travel App

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[Liquid] Add personalization logic to your email code
Campaign: Send an email with custom
offers to different user types.
Goal: Increase conversion.
Personalization: A food tech app offers
25% off to users subscribed to monthly
membership and 10% to users who
haven’t.
Food technology App

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[Dynamic Content] Dynamically change content of email
based on the customer persona
Campaign: Reduce cart abandonment
Goal: Boost engagement
Highlights: Email pulls in data from
warehousing software if the product is in
stock or not. Also, add product information
from catalog in your email.
Include products in the email that have
been added to cart, but, not purchased in
next 12-36 hours.
Ecommerce App

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[AMP/Dynamic Content] Open time personalization
Campaign: Valentine’s Day Sale
Offer
Goal: Increase conversions
Highlights: Send emails to
customers to promote limited
edition sale.
The counter shows the time
remaining for the offer to expire,
as user opens at different times.
Email at 11:08 AM Email at 20:53 PM Email at 23:56 PM
Ecommerce App

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[AI & ML] Predictive Segmentation
Campaign: Announce Upcoming Sale
Goal: To maximize conversions during
sale
Highlight: Predict the users who are
moderately likely to transact during sale.
Send email with send custom offers to
these users.
Also, engage users at the time when they
are most likely to engage.
Ecommerce App

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Email Deliverability:
The ability to deliver emails to subscriber’s inboxes.
[Priority #2]

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Elements impacting email deliverability

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Email Creation Email Testing Email Sending
● Design beautiful emails.
● Ensure emails are
relevant, contextual and
tailor-made.
● Doesn’t contain spam
related content and
subject lines.
● Test emails before
sending.
● Preview emails across
devices and email clients.
● Running spam filters to
your email to reduce the
probability of it landing in
spam
● Identify and fix HTML
code issues.
● Warming up emails.
● Using Double opt-in.
● Monitoring spam
complaints and blacklists.
● Authenticated domain
names and emails.
● Unsubscribe link.
Best Practices in Email Deliverability

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Tools needed to run email
marketing successfully in 2020
● Different types of editors
● Mobile-responsive email
templates
● Email testing Tools
● Email Deliverability & performance
optimization platforms
● IP and domain monitoring tools
● Automation tools to coordinate
email with other mobile channels.
● Past behavior & Real-time segmentation
● Automated and Predictive segmentation
● Liquid tags, AMP, Dynamic Content
● AI & ML based features

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● Drag-and-drop visual editor
● Text editor
● Custom HTML editor
● Unlimited mobile-responsive email
templates
● Preview and test emails before sending
● Inbox Previews
● Code Analysis (in February)
● Spam Report
● IP & Domain Reputation Monitoring
● Critical Threshold Alerts
● Initial Configuration and Ongoing Support
● IP Warmup Consultation
● Orchestration through Journeys
● 13 engagement channels (incl. email)
● Live targeting
● Intent and interest based segmentation
● User best time
● API initiated campaigns at scale
● Profile and Event personalization
● Automated and Predictive segmentation
● ML based product recommendations
● Liquid tags
● AMP (coming in Q1)
● Dynamic Content (coming in Q1)
CleverTap Email Solution

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CleverTap Email Demo

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Questions?