Email marketing


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Email marketing

  1. 1. @ Email Marketing
  2. 2. <ul><li>E very </li></ul><ul><li>M arketers’ </li></ul><ul><li>A rdent </li></ul><ul><li>I ngenious </li></ul><ul><li>L eague </li></ul>
  3. 3. <ul><li>@ E very one in the world still uses email as a primary medium to contact on internet. </li></ul><ul><li>M arketers’ </li></ul><ul><li>A rdent </li></ul><ul><li>I ngenious </li></ul><ul><li>L eague </li></ul>
  4. 4. <ul><li>E very </li></ul><ul><li>@ M arketers’, today have to use Email as a need and not just choice! </li></ul><ul><li>A rdent </li></ul><ul><li>I ngenious </li></ul><ul><li>L eague </li></ul>
  5. 5. <ul><li>E very </li></ul><ul><li>M arketers’ </li></ul><ul><li>@ A rdent in nature, it has amazing </li></ul><ul><li>results. </li></ul><ul><li>I ngenious </li></ul><ul><li>L eague </li></ul>
  6. 6. <ul><li>E very </li></ul><ul><li>M arketers’ </li></ul><ul><li>A rdent </li></ul><ul><li>@ I ngenious efforts are essential to understand & get the best returns over time. </li></ul><ul><li>L eague </li></ul>
  7. 7. <ul><li>E very </li></ul><ul><li>M arketers’ </li></ul><ul><li>A rdent </li></ul><ul><li>I ngenious </li></ul><ul><li>@ L eague of all social modes with effective integration. </li></ul>
  8. 8. @ Agenda <ul><li>Brief History </li></ul><ul><li>Types </li></ul><ul><li>Process </li></ul><ul><li>Structure & Design </li></ul><ul><li>Costing </li></ul><ul><li>Survey </li></ul><ul><li>Questionnaire </li></ul>
  9. 9. @ Brief History
  10. 10. @ Types of Email Marketing <ul><li>Product/Service Emails </li></ul><ul><li>E-newsletters </li></ul><ul><li>Press Releases </li></ul><ul><li>Surveys </li></ul><ul><li>Invitations </li></ul><ul><li>Thank You </li></ul>
  11. 11. @ Product/Service Emails <ul><li>Most common type of email </li></ul><ul><li>Primarily used to encourage repeat business by contacting subscribed readers. </li></ul><ul><li>Offering discounts, vouchers, promotional offers, freebies etc. </li></ul><ul><li>Highly effective marketing tactic. </li></ul>
  12. 12. @ Product/Service Emails
  13. 13. @ Product/Service Emails
  14. 14. @ Product/Service Emails
  15. 15. @ E-newsletters <ul><li>Typically distributed once a month or more frequently depending on readers. </li></ul><ul><li>The most viewed email due to people have subscribed to it & are more likely to read it. </li></ul><ul><li>Contain company information, latest products or services, helpful articles, latest news & recent offers or freebies for readers. </li></ul><ul><li>Essential to keep newsletters full of valuable & interesting content, easy to scan font/format. </li></ul>
  16. 16. @ E-newsletters
  17. 17. @ E-newsletters
  18. 18. @ E-newsletters
  19. 19. @ Press Releases <ul><li>Used to distribute latest company information. </li></ul><ul><li>Add a new service or product to business, announce approaching events, seminars or classes. </li></ul><ul><li>Effective strategy to blast it out there for the internet world. </li></ul>
  20. 20. @ Press Releases
  21. 21. @ Press Releases
  22. 22. @ Press Releases
  23. 23. @ Surveys <ul><li>Great way to find out exactly what challenges or problems consumers/readers are facing. </li></ul><ul><li>Helps create a solution for a particular problem. </li></ul><ul><li>Shows customers that you are listening and that you genuinely care about them </li></ul>
  24. 24. @ Surveys
  25. 25. @ Surveys
  26. 26. @ Invitations <ul><li>Focused on a special event. </li></ul><ul><li>Often they are short & sweet and get right to the point. </li></ul><ul><li>Can be used for a variety of promotions </li></ul><ul><li>Don’t take up too much time from readers. </li></ul>
  27. 27. @ Invitations
  28. 28. @ Invitations
  29. 29. @ Thank You <ul><li>Very important to build a good rapport with customers and readers. </li></ul><ul><li>Companies send a “thank you” email once user has purchased something. </li></ul><ul><li>Up selling related products through this email </li></ul>
  30. 30. @ Thank You
  31. 31. @ Thank You
  32. 32. Different Emails are required for different activities.
  33. 33. @ Process
  34. 38. @ Analysis
  35. 39. @ Structure & Design <ul><li>Subject </li></ul><ul><li>Header </li></ul><ul><li>1 st call to action </li></ul><ul><li>Supported Content </li></ul><ul><li>Image Representation </li></ul><ul><li>2 nd Call to Action </li></ul><ul><li>Closing Note </li></ul><ul><li>Footer/Company Information </li></ul><ul><li>Un-subscription link </li></ul>
  36. 40. @ Structure & Design <ul><li>Subject: Precise, Short, to the Point, Assertive & Personalized. </li></ul><ul><li>Header: Attractive, Informative, Attention Grabbing, Relevant. </li></ul><ul><li>1 st Call to action: Prompt, Relevant, Distinctive & Prominent. </li></ul><ul><li>Supported Content: Body of the email, support the header/subject line, short & simple, relevant details. </li></ul>
  37. 41. <ul><li>Image Representation: Well-designed, attractive, informative & relevant, eye catching, Focus on creating trust factor. </li></ul><ul><li>2 nd Call to Action: Prominently Located, Relevant, distinctive from body. </li></ul><ul><li>Closing Note: Support, Thanks, customer care. </li></ul><ul><li>Footer: Social Sharing, Company Information, name & details of sender. </li></ul><ul><li>Un-subscription: Necessary as per Can Span Act, Need to be prominent. </li></ul>@ Structure & Design
  38. 59. @ Costing <ul><li>Two kinds of costing models: </li></ul><ul><ul><li>Based on the number of subscribers. </li></ul></ul><ul><ul><li>Based on the message you want to send. </li></ul></ul>
  39. 62. @ Survey <ul><li>Prioritize the elements listed in the next slide, in order to create an effective marketing email. </li></ul>
  40. 63. Email Element Priority <ul><li>Landing Page </li></ul>  <ul><li>From Line </li></ul>  <ul><li>Layout & Images </li></ul>  <ul><li>Time of Day sent </li></ul>  <ul><li>Personalization </li></ul>  <ul><li>Subject Line </li></ul>  <ul><li>Day of the week sent </li></ul>  <ul><li>Message </li></ul>  <ul><li>Call to Action </li></ul> 
  41. 64. Email Element Priority <ul><li>Landing Page </li></ul>  7 <ul><li>From Line </li></ul>  9 <ul><li>Layout & Images </li></ul>  4 <ul><li>Time of Day Sent </li></ul>  6 <ul><li>Personalization </li></ul>  8 <ul><li>Subject Line </li></ul>  1 <ul><li>Day of the week sent </li></ul>  5 <ul><li>Message </li></ul>  2 <ul><li>Call to Action </li></ul>  3
  42. 65. @ Ideal Email Best Case Neutral Case Worst Case You have a strong email program with very specific goals. You use technology to deliver your messages effectively. Your campaigns offer strong content and messages; you create custom landing pages to convert clicks to prospects. You continually test your designs, copy, list and offer to improve your response. As a result, you usually meet your ROI and business goals. You do some email marketing and are generally satisfied with the results. You send announcements about products and offers; you occasionally use email to generate leads or keep your name in front of existing ones. You occasionally test a campaign before launch, but it isn’t a major priority. You know your campaigns could be stronger, but you haven’t had time to learn more. You use email as a quick-fix – when you’re low on leads, you do a blast message; if you haven’t reached out to customers, and you create a quick newsletter. You generally don’t target your prospects – you blast one message to your entire list. You don’t test your campaigns, and you don’t know how many of your messages are actually delivered.
  43. 68. rachit56 Rachit Puri [email_address] rachit56