Session 17 E-marketing Elective

1. Email Marketing Ref: CHAP 6 Online Marketing Inside Out by SitePointAddl. Rdg.: CHAP 2 Textbook on E-Marketing by Quirk Biz > Technical side of Email > Designing email campaigns > Planning email campaigns Class Presentation | Session 17 | 12 Oct 2010

2. Technical Side of Email Types of Emails Also, there are two major types of email content-wise: Simple email (text email) Easy to send Looks very plain Content has to be placed carefully to convey message HTML-based email (HTML email) At times can have problems in sending Creativity can be used Limitations are there e.g. some file types (flash files) are not supported even in HTML emails Size is a major consideration E-Marketing 2

3. Technical Side of Email Different parts in an email (Ref: Chap 2 – Textbook on E-marketing) Header Contains To, From, CC: etc Subject line Comprehensive yet brief subject line is always helpful Greeting Addressing the recipient person Body Main message Footer Giving origin of email, disclaimers etc Unsubscribe Link Required for commercial emails E-Marketing 3

4. Technical Side of Email List Management – Key considerations Easy integration with your site Contact/Registration form on your site that’s directly linked to your list management tool. Some solutions even allow you to connect with your customer database and match email subscribers with their purchase histories. Profiles and segmentation Quality List Management solution helps gather profile information used for segmentation later Import and export lists of subscribers Importing & exporting in common formats such as a Comma Separated Values (CSV) spreadsheets. Easy unsubscribe options: Critical (at times legally) E-Marketing 4

5. Designing Email Campaigns Different parts in an email to be ‘designed’ carefully Header Showing individual addresses even from list – mass customization is also possible Subject line Comprehensive yet brief subject line is always helpful Depends on what is type of email (transactional, newsletter etc.) Personalized Greeting Mass customization Use software (online or offline) to address people using either Full, First or last name with or without salutation gives a personalized touch to an otherwise Mass customization is NOT a counter to bulk mail Body Key content should be placed as text (and not as image only) Images may be blocked in emails or may lead to making as spam Footer Giving origin of email, disclaimers etc Unsubscribe Link Required legally Can be done using a landing page or as reply to ‘unsubscribe@.....’ HAS TO BE EASY (strongly mandated by regulations) E-Marketing 5

6. Planning Email Campaigns Ref: 9 steps in executing email campaign in Textbook on Emarkieting E-Marketing 6

7. Planning Email Campaigns KPIs – Performance measurement of Email campaign Number of emails delivered. Number of bounces Hard bounces or soft bounces Number of unique emails opened Unsubscribes Pass on rate (forwards) Click-through rates and conversion Reviewing these over different time slots by different users is very important E-Marketing 7

8. Email Marketing Ref: CHAP 6 Online Marketing Inside Out by SitePointAddl. Rdg.: CHAP 2 Textbook on E-Marketing by Quirk Biz > Review of different Email Marketing platforms > Case Study Session: Online Advertising + Email Marketing > Quiz 3: Session 16-17 (Email Marketing) Class Presentation | Session 18 | 15 Oct 2010