Email marketing

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It is about email marketing. Characteristics, significance ,Pros and cons

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Email marketing

  1. 1. E – MAIL MARKETING Presented by: Daysen Pather Date: Dec 2010
  2. 2. <ul><li>Introduction to E-Mail Marketing </li></ul><ul><li>Types of E-Mail Marketing </li></ul><ul><li>Executing E-Mail Marketing Campaign </li></ul><ul><li>Pros & Cons of E-Mail Marketing </li></ul><ul><li>Sum Up & Conclusion </li></ul>AGENDA
  3. 3. INTRODUCTION
  4. 4. E-Mail Marketing A Powerful Tactic?
  5. 5. Types of E-Mail Marketing
  6. 6. Executing an Email Campaign
  7. 7. Step 1: Strategic Planning
  8. 8. <ul><ul><li>The most valuable asset of an email campaign </li></ul></ul><ul><ul><li>Permission is a pre-requisite </li></ul></ul>Step 2: Define list <ul><ul><li>In some countries legal action can be taken against </li></ul></ul><ul><ul><li>companies that send unsolicited bulk email - Spam </li></ul></ul>
  9. 9. Part of an email <ul><li>Content </li></ul><ul><ul><ul><li>Relevant </li></ul></ul></ul><ul><ul><ul><li>Informative </li></ul></ul></ul>Step 3: Create Execution Test the email to see if it passes SPAM filters e.g at spamassassin.apache.org
  10. 10. <ul><ul><ul><li>Can stand alone </li></ul></ul></ul><ul><ul><ul><li>But integrating with other channels, both alone & offline: </li></ul></ul></ul><ul><ul><ul><ul><li>Reinforce a brand’s message </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Increase Responses </li></ul></ul></ul></ul><ul><ul><li>Allow for mass customisation </li></ul></ul><ul><ul><li>Use recipients’ name </li></ul></ul><ul><ul><li>Deliver at consistent times </li></ul></ul><ul><ul><li>Best time should be tested </li></ul></ul><ul><ul><li>Seek permission </li></ul></ul>Step 4: Intergrate Campaign with other Channels Step 5: Personalise the message Step 6: Deployment
  11. 11. <ul><li>Every interaction via email should be considered as part of a company’s email marketing Practice </li></ul><ul><li>Automated emails – opportunity to engage with customers </li></ul><ul><li>Key Measurables: </li></ul><ul><ul><ul><li>No. of emails delivered </li></ul></ul></ul><ul><ul><ul><li>No. of emails Bounces </li></ul></ul></ul><ul><ul><ul><li>No. of emails opened </li></ul></ul></ul><ul><ul><ul><li>Unsubscribes </li></ul></ul></ul><ul><ul><ul><li>Pass on rate </li></ul></ul></ul><ul><ul><ul><li>Check through rates & </li></ul></ul></ul>Step 7: Interaction handling Step 8: Generate Reports
  12. 12. <ul><ul><ul><li>Open rates along different subject lines & Delivery times </li></ul></ul></ul><ul><ul><ul><li>Optimal number of links in an email for click through rates and conversions </li></ul></ul></ul><ul><ul><ul><li>Different copy styles & copy length </li></ul></ul></ul><ul><ul><ul><li>The effect of video on delivery rates & conversation </li></ul></ul></ul>Step 9: Analyse Results
  13. 13. Pros & Cons Pros Cons 1. Permission based email give the highest ROI of any marketing activities 1. Many Customers are email fatigue 2.Technology allows mass customisation, personalisation across large list of subscribers 2. Easily marked as spam 3. Increase life time value of customer 4. Highly measurable & segmentable
  14. 14. Conclusion

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