eTailing India Workshop Presentation - Entrepreneur Track- Email marketing trends

1. Mayank Tomar
Email Marketing Consultant @ netCORE
Mayank is an Email marketing Consultant at netCORE helping top
businesses from every vertical maximize their ROI from digital marketing.
His highly innovative engagement driven email programs have not just
won client appreciation but also received awards and recognition. Mayank
spends his free time conducting training on digital marketing while chasing
his other passions in life such as traveling and playing outdoor sports like
Badminton and Football.
EMAIL MARKETING WEBINAR

2. EMAIL
MARKETING
TRENDS
2015
26 FEBRUARY 2015 | 16:00 – 17:00 IST

3. What are the
Top Email Marketing Trends?

4. TREND #1
Emails to focus more
on people on the move
MOBILE EMAIL

5. 173 mil
mobile internet users
as on Dec 2014
(IAMAI & IMRB)
India Statistics on Mobile Internet users in India
35% Opens
On smart phones and
Tablets
Source: IAMAI, Nielsen Report
70% delete
emails that are not
mobile compatible
Go Mobile, Go Responsive

6. Making emails responsive across various devices

7. Marketing will be by
experiment and not hunch
TREND #2

8. …a d get etter results
How can Brands start experimenting

9. Subject Line
Segment
User activity
Headline Sender Names
Colors
Time and Day
Call-to-Action
CTA Placement
Keep Experimenting

10. 1 Experimenting with Call-to-action
Experimenting with different colours helped brand achieve better responses

11. Experimenting with Days of the week2

12. Time spent online by customers is
same on Weekends as on Weekdays
29.6 mins on Weekdays | 28.8 mins on Weekends
2 Experimenting with Sunday Campaigns
Source: IAMAI & IMRB Report

13. Inactive
transacted
users
Inactive
Non
transacted
users
CASE STUDY OF
Experimenting with Segments
 Behavioural Targeting based on user activity
3

14.  Inactive transacted users are more valuable
to youInactive
transacted
users
Inactive
Non
transacted
users
CASE STUDY OF
Experimenting with Segments
 Behavioural Targeting based on user activity
3

15. 3 part email series to TRANSACTED INACTIVE USERSCASE STUDY OF
Experimenting with Segments & Subject line3
Subject line:
Do you remember what you did on
26th Oct 2014? <TRANS DATE>
Subject line:
Rajesh, We Need To Talk
Subject line:
It all started from 26th Jan 2014
<JOIN DATE>
EMAIL 3EMAIL 2EMAIL 1
Successful in reactivating 17% of the potential transacted inactive subscribers

16. TREND #3
Multichannel integration
to open a window
of possibilities

17. SMS
EMAIL SMS SOCIAL VOICE
The Combined Power of Four
Amplifying the capability of email by innovative integrating
with SMS, Social Media and Voice

18. Consistent
Communication
Highly
choreographed
campaigns
Single
customer view
(Data sync up)
Increase
in ROI
Better
Customer
experience
Benefits of Multichannel integration

19. 1. To create meaningful conversations
Use information to create follow-up opportunities

20. Example: (Mutual Fund Industry)
A customer who shows interest in the latest NFO offering, but
does ’t ake a pur hase at that ti e ay get a follow-up from
the call center.
Let’s see how..
1. To create meaningful conversations

21. Email about the NFO
Call from UTI Customer
Care on NFO details
Customer now well
informed about the product Purchases online
Ignores
Clicks email
CASE STUDY OF

22. Email about the NFO
Call from UTI Customer
Care on NFO details
Customer now well
informed about the product Purchases online
Email about the NFO
Gentle SMS reminder
to check email
2nd email (reminder to open)
Lead dropCASE STUDY OF
Ignores
Clicks email

23. Email about the NFO
Call from UTI Customer
Care on NFO details
Customer now well
informed about the product Purchases online
Email about the NFO
Gentle SMS reminder
to check email
2nd email (reminder to open)
Lead dropCASE STUDY OF
Ignores
Clicks email
Email and Mobile Messaging work
great together. Our clients reported
greater conversions

24.  Reminder notification to check email saw a
phenomenal above industry open rate
of 15.77%
 162.69% higher response from investors as
against sending a single email
How it helped the brand

25. 2. To enable prompt actions from customers
Make customers act instantly on your email by integrating email with call

26. Example: (Insurance)
A customer interested in financial product can connect instantly with
his financial advisor and get more information with the Click-to-Call
feature within the email
Let’s see how..
2. To enable prompt actions from customers

27. Click to Call
to connect user to his advisor instantly over email
Contact your
financial advisor
Financial Advisor Customer
Call Patching
Customer satisfaction
Brand recognition

28. Email Deep Linking
Setting up URLs within the App so that users can directly go to
the page that he is looking for, thereby bypassing the need of a
browser redirect.
3. To enable smooth transition across devices

29. Customer opens
the email about
Dubai holiday
package
Travel App is
launched on mobile
Customer can make
his booking from
the App itself
Tha ks fo
you i ui y
email
You ooki g
is o fi ed
email
Co plete you
ooki g e ailEmail received
Email Deep linking eliminates extra clicks, brings content closer to consumers,
and makes it easier for customers to transact

30. Marketers get real
LIVE content
TREND #4

31. Video-in-Email Real-time Feeds from
Social and Website
Live Time Ticker Application
Integration
Big shift in the way email will be perceived
Real Time Personalization

32. Deal ends in
Add new elements
Animated timer brings email to
life and triggers urgency to act
upon it
1. Show urgency using countdown timer

33. 2. Animate emails with VideoPRESENTING THE NEW FACE OF EMM
Hi XXXX,
Introducing the EMM 5.0. Faster and Smarter Email Marketing tool. EMM
has constantly evolved to efficiently deliver new services and live up to
customer expectations.
We have worked hard to redesign EMM and improve the productivity levels
and operational convenience so as to redefine our customer’s email
marketing experience. It has a lot of new features. Check Out!
One Click Support Notification Center Campaign Creation Analytics Dashboard
Go to Panel
netCORE Solutions Pvt. Ltd.
8th Floor, Peninsula Towers, Peninsula Corporate Park, Lower Parel (W), Mumbai -13
Call: +91-22-6628 8403 | Email: sales@netcore.in | Web: www.netcore.co.in
Video playing live within email

34. Real time Twitter feeds
3. Give Live Twitter feeds within email

35. TREND #5
A year of A2 -
Analytics & Automation

36. Heise erg’s u ertai ty pri iple teaches marketers that while the exact path of your consumer is uncertain
because of external influences, some paths and patterns are more likely than others and it is still possible to predict
the most likely outcome with reasonable assurance.
Applying Quantum Physics to Marketing
Customer
patterns Common
derived
pattern

37. Making email strategy predictive and not retrospective
Example (Insurance aggregator)
Predict customer behavior by analyzing different response
scenarios and
Let’s see how..

38. Customer shows interest in Travel
insurance
Day 1:Email about array of products sent
to customer
Day 2: PolicyBazaar sends out email
about the product customer is highly
likely to buy

39. Technology enables a 360 – view of customer/ brand interactions
Find opportunities for your brand to interact with customers and
make the conversations more relevant and meaningful
Let’s see how..
Example (Travel industry)
Work flow automation for a travel promotional
campaign

40. Technology enables a 360 – view of customer/ brand interactions

41. Top 5 Trends in Email Marketing 2015
1. Mobile Email is the Next Big Thing
2. Experimenting & Deriving Customer Patters
3. Multichannel Marketing
4. Real Time Personalization
5. A2 – Analytics & Automation

42. CORPORATE OFFICE
8th Floor, Peninsula Towers, Peninsula Corporate Park, Lower Parel (W), Mumbai - 13
Email: sales@netcore.in Phone: +91 22 6178 2222| Missed Call: 022 6155 0888
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Thank You