1. Stop Email Marketing, Start Engaging
How to Make Your Email People Love
Pawan Kumar | @prepawan

2. We live in the “Age of
Customers”
In last few year, People have changed the
way they live, work, consume
information, shop & make purchasing
decisions has transformed as well.
They want engaging, and entertaining
communications.

3. How to entertain and
engage with buyers?

4. 1. Be Entertaining
Tip
“Every good email
should be
entertaining”

5. Takeaways
Start building your emails in a way that
your audience will read it with interest.
➔ Unexpected
Highlight what’s new, unusual, or
surprising.
➔ Entertain
Give people a reason to open your
email.
➔ Educate
Try to find new & innovative ways
to educate subscribers.

6. 2. Be Storyteller
Tip
“Tell the audience
about the problem
through a story,
ideally a person.”

7. Takeaways
Storytelling is the best way to build trust
with your audience.
➔ Case study
Share case study or success stories of
your customers.
➔ Stories sell
Show how you help the person in the
story reach his/her goals.
➔ Facts are boring
Stories works much better than using
facts and figures.

8. 3. Be Human
Tip
“Build a natural &
trusted relationship
with your
customers..”

9. Takeaways
Market to people as we want to be
marketed to.
➔ Human
There is human on the other end
who will be reading your message.
➔ Solve Problems
Humans buy from humans. Your
primary goal should be solve their
problems.
➔ Humor
Use little humor to communicate in
more human way.

10. 4. Be Personal
Tip
“Remember that a
person’s name is to
that person the
sweetest & most
important sound in
any language.”

11. “94% of businesses say personalization is critical to their current & future
success, and for a good reason.”

12. Make your every email personal!
Personalization is much more than addressing your subscribers by their name.
Use customer data to personalize your email.
Personalize subject line and the context.

13. 5. Be Conversational
Tip
“Interact and create
a real connection
with your
audience.”

14. Takeaways
Try to make a conversation with
subscribers.
➔ Give them a voice
Give them a reason to respond back,
ask for reviews, feedback, surveys.
➔ Make customer ‘Hero’
It’s must for you to do customer
focused marketing.
➔ Don’t Interrupt
People don’t want to be your sales
target. Sales pitches irritate them.

15. People
Content
Time
“Offer the right content to the right people at the right time.”

16. 6. Be Consistent
Tip
“Consistency is the
key to build strong
relationship.”

17. Takeaways
➔ Be consistent with your timing
➔ Be consistent with your sending
frequency
➔ Be consistent with type of content
➔ Almost every email should look
similar

18. 7. Be Relevant
Tip
“Respect subscriber’s
preferences & start
relevant
conversation.”

19. “Relevant emails drive 18x more revenue than broadcast emails.”

20. Takeaways
Tailor your content for the audience’s
interest.
➔ Understand Subscribers
Think about what his/her needs are
& focus your content on those needs.
➔ Deliver Relevancy
Deliver series of relevant, helpful and
targeted email.
➔ Be Clear
Make it easy for customers to
identify mail that comes from you.

21. Relevancy
(a sweet spot)
What you
want to
say
What
they’re
looking
for

22. 8. Be Strategic
Tip
“Experiment with
different elements of
email to see what
makes them happy.”

23. “Top performers spend more than 3x times the amount of time per month on
email strategy than average performers.”

24. Define your company’s buyer journey and build your email strategy around it.
If you want to win customers, you must be obsessed with them.
Understand their needs and entertain each & every customer personally.

25. What experts are saying
“Email = totally worth
dating, engaging,
marrying and having
babies with.”
Avinash Kaushik, Digital
Marketing Evangelist
“Reaching the inbox is
not your goal—
engaging people is.”
Matt Blumberg, Return Path
“Effective engagement is
inspired by the empathy
that develops simply by
being human.”
Brian Solis, Author of 'Engage!'

26. Quick Recap:
8 tips to be more engaging email
marketer
1. Be Entertaining
2. Be Storyteller
3. Be Human
4. Be Personal
5. Be Conversational
6. Be Consistent
7. Be Relevant
8. Be Strategic

27. Hi, I’m Pawan Kumar
Hubspot Certified Inbound Marketer @ Sarv.com
Say Hi on Twitter @prepawan
Connect via LinkedIn