1. Email Marketing an Unsung Hero?
Villains hate email too!
Image Credits: XKCD.com
2. With Social Media Ruling
Email is Dead.
Or is it?
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3. Did You Know?
About $25 Million funding was made (in
the US) for apps around email in 2011.
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4. Some Interesting Apps
FanBridge, helps bands, artists, sports teams, and even
small businesses and brands manage their fan base through opt-in
emails and sophisticated analytics.
It manages more than 120 million fans via email alone.
“Patent pending” technology that allows Banks to send out emails
such that readers can transact immediately via email itself.
Loyalty card solution without any plastic card or any phone app.
Your email address is your loyalty card.
Email
isn't
Helps sell and buy email ad inventory.
Dead.
Read More
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5. The Best Thing About This Channel
Published BENCHMARKS
Published STANDARDS
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6. Published Benchmarks
ROI
45.00
40.56
30.00
22.24
19.72
$
15.00
10.51
7.30
0.00
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Ca pla Se
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Channels
Read More
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7. Email Trends Reports
Email Open Rates
Campaign Monitor 1 MailChimp 2 Juvlon 3
Retail ~ 10- 15% ~ 18% ~ 12%
Education ~ 30% ~ 17% ~ 11%
Finance ~ 10-15% ~ 21% ~ 13%
1 Read more
2 Read more
3 Read more
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8. Published Standards
Formed and followed
by Industry
Leaders.
Read more
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9. What is the best way to use this
channel for your business?
Here are some examples.
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10. Salon Newsletter
Usually a full image
email is not
recommend
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11. Salon Newsletter
But this salon email worked for
me. Lesson: Know what works
Fri, Apr 13, 2012 for you.
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12. A Mutual Fund Newsletter
Notice the consistency. Branding of
newsletter. Relationship building
takes time and effort.
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13. One sentence paras. White space.
Left to right reading. Clean. Blue
Underlines. Easy to read.
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14. A Diwali Greeting
Came with a
Rs500
Voucher.
Made this
email
special.
Timing and
Promo was
right.
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15. 3rd Party email. Right audience + Right
message worked.
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16. Consistent Voice across Triggered
Email and Marketing Newsletter.
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17. Consistent Voice. Email is a first
touch point many times. Lesson:
Use to establish high recall.
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18. Email is best used when
You DO NOT treat your reader as
DATABASE
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19. Email Channel Is Unique
Opportunity for DIALOG
ONE-TO-ONE
INSTANT REPORTS
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20. PEOPLE VS DATABASE
FB, Twitter Users = DATABASE?
You treat them as PEOPLE.
Email is no different.
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21. Email Marketing to PEOPLE
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22. Email Best Practices
VALUE email address
COLLECT at every opportunity
MEASURE growth of the list
CLEAN it. Preen it.
EMAIL ADDRESS = MOST IMPORTANT
ASSET IN DIGITAL MARKETING.
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23. Best Practices
Inform before subscription
Send a welcome email
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24. Email Best Practices
FREQUNCY - do they have a
preference?
Don't “mine” the list. Seed it.
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25. Email Best Practices
How much Time do they spend reading
email?
Read More
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26. Email Best Practices
On what devices?
Read More
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27. Measure Traffic from Email
Compare Email with other Channels
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28. Is Email Right For You?
Email Readers spend upto 30% more
time on your website.
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29. 2 Key Areas to Focus
1 Email Content Strategy
Who will write the content?
Which type of email? Newsletter, greetings etc.
What will you talk about?
When will it go out? Have a calendar.
Where will it be viewed. Design for devices.
How will you manage the sending?
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30. 2 Key Areas to Focus
2 CRM Management
Who owns the CRM? IT? Marketing?
What data fields do you collect?
When will it get cleaned? Monthly?
Where do you collect the information from?Social
media, sign up pages?
Which sources of data are better? Track this.
How will you update the data with Email open Stats?
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31. Perceived Email Marketing Challenges
How do I ensure that my email reaches the inbox?
What subject lines work better?
How do I improve the email design?
How do I improve Open Rate?
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32. Actual Email Marketing Challenges
How do I plough back email open data into CRM?
How do I make use of the data?
How do I segment my audience?
What content do I offer?
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33. Very Interesting Stuff around Email
Here are some examples.
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34. Pre-headers
Pre-headers= first few characters of
Email. Use them to improve open
rate.
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35. Video “image” in email....
Video “image” in email draws
attention.
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36. From Share on FB / Twitter
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37. To putting content from SoMe into
Email
z
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38. Only Email Based Websites
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45. Email is an amazing channel if used
well.
Do get in touch for specific workshop on how to align
your business processes with Email Marketing.
Geetanjali.Dighe@Nichelive.com
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