E-marketing

159 views
117 views

Published on

E-marketing Very simply put, eMarketing or electronic marketing refers to the application of marketing principles and techniques via electronic media and more specifically the Internet. The terms eMarketing, Internet marketing and online marketing, are frequently interchanged, and can often be considered synonymous.

eMarketing is the process of marketing a brand using the Internet. It includes both direct response marketing and indirect marketing elements and uses a range of technologies to help connect businesses to their customers.

By such a definition, eMarketing encompasses all the activities a business conducts via the worldwide web with the aim of attracting new business, retaining current business and developing its brand identity.

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
159
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

E-marketing

  1. 1. Raising Funds through E-marketing Yogesh Aggarwal Director
  2. 2. Purpose of emailing
  3. 3. Planning your e-campaign • What is your Target Audience? • What kind of campaign do you need? • When to do ? • What to Ask? • How Much to Ask? • Cost Benefit? • Landing Pages ? • Spam Issues? How to handle? Why my mails go in Spam? • Text VS Image mailers? • How to read you campaign success? • Should you do integrated campaign or an isolated targeting?
  4. 4. E-marketing flow 28 - 30 November, India International Centre, New Delhi Plan your Ask Strategy? Test Data Segments, SPAM Etc. Test Subject Line (Open Rates) Test Mailer Content (Click Rates) Test Landing Page efficiency ( conversion) Build Scale Up Strategy Scale UP
  5. 5. Targeting ? • Hypothesis? • Study of your current donor base? • Test ? • Scaling?
  6. 6. Stage of campaign? • Is it new ? • Does it needs engagement program or direct donations? • Engagement program --- How to integrate? • Fund Raising Program ? … What to Ask?
  7. 7. Timing of Campaign
  8. 8. Day wise Open % Sun 4% Mon 8% Tue 15% Wed 18%Thu 29% Fri 17% Sat 9% Open Wed- Fri ( Best to do Campaigns)
  9. 9. Hourly Chart – Day wise 0 20000 40000 60000 80000 100000 120000 140000 160000 180000 1 2 3 4 5 6 7 8 9 1011121314151617181920212223 AxisTitle Sun Mon Tue Wed Thu Fri Sat Prime Time : • Thur 9 : 18 • Wed-Fri : 12-19
  10. 10. What to Ask? • Participation? • Donations ? – For What ? – What Value ?
  11. 11. Projections – Email Marketing Aug Sep Oct Nov Dec Jan Feb Mar Total Qty 400000 500000 700000 700000 700000 700000 700000 700000 5100000 Conversion @.01% 40 50 70 70 70 70 70 70 510 ADV 2000 2000 2000 2000 2000 2000 2000 2000 2000 Value 80000 100000 140000 140000 140000 140000 140000 140000 1020000 COST @10 paise per emailer 40000 50000 70000 70000 70000 70000 70000 70000 510000 COA 0.50 0.50 0.50 0.50 0.50 0.50 0.50 0.50 0.50 Year 1 : Total projected donors to be acquired X & value of Y Lakh
  12. 12. OPEN / CTR Subject E n t e r e dTotal Sent Bounc es Unique Viewed Total Clicks Open Rate Click Rate Unsubscri be Abuses Dear [NAME], don't let your salary disappear 613901 595245 18656 16698 4960 2.81 0.83 490 198 Dear [NAME], manage your finances easily and Get Rs 4000 worth travel voucher. 499584 497655 1929 19232 1072 3.86 0.22 196 91 Dear [NAME], don't let your salary disappear 851149 826460 24689 45968 7032 5.56 0.85 891 246 Dear [NAME], manage your finances easily and Get Rs 4000 worth travel voucher. 597937 596749 1188 5932 608 0.99 0.10 107 81 Dear [NAME], don't let your salary disappear 776794 773968 2826 36062 3754 4.66 0.49 807 137 Dear [NAME], don't let your salary disappear 519702 512143 7559 34865 5208 6.81 1.02 678 157 Dear [NAME], don't let your salary disappear 236000 234861 1139 18880 1582 8.04 0.67 377 80 Dear [NAME], don't let your salary disappear 480000 477002 2998 17519 5262 3.67 1.10 504 162 Don't let your salary disappear 1011106 1006355 4751 34592 4094 3.44 0.41 849 235 Manage your finances easily and get Rs 4000 worth travel vouchers 969259 966527 2732 21995 1104 2.28 0.11 250 161
  13. 13. Testing ? What All ? • Subject Line? • Email creative? • Is it capable to attract Donor to Click? • Your Ask? • Your Landing Page? – Is it good enough to make him Act?
  14. 14. Maximize your Email Delivery
  15. 15. Tips to Maximize delivery potential Create great content.: – ISPs are increasingly looking at user engagement as a means of gauging the legitimacy of emails and their senders. – Open rates, click rates, response rates and user-generated spam flags all matter, and to drive strong metrics in these areas • You need to present highly relevant content with each communication. • To draw customers’ interest, the content must tailor to their needs and desires. • Ask yourself: Does this message fit my audience’s demographics, behavioural patterns and personal preferences? • To find out, test your messages before you disseminate them to assess the impact of your send frequency, subject lines and other personalization tactics. • The bottom line on content is that it must spark customer engagement. If customers find that emails from your brand contain useful and desirable information, they will keep opening your messages. 28 - 30 November, India International Centre, New Delhi
  16. 16. Tips to Maximize delivery potential • Adhere to the law to steer clear of spam. Sending relevant content and developing a reputation for doing so are the best ways to ensure ISPs direct your emails to customers’ inboxes. – But while content relevance is king, there are also certain regulations that provide a threshold for legal compliance. – The federal CAN-SPAM law applies to all commercial, non- transactional messages sent within the United States. (Commercial messages include any emails sent with the primary purpose of advertising or promoting a commercial product or service, including content on a website operated for a commercial purpose.) • It requires three specific areas of compliance related to – unsubscribe processes, – email content – sending practices
  17. 17. Tips to Maximize delivery potential • Keep your distribution lists clean. • It’s important that the people who receive your emails are people who have indicated that they want to receive these messages. • If you keep your email lists organized and free from inactive addresses, you will undoubtedly increase your delivery results. • A good way to start is by removing all hard bounces after every campaign mailing. Then, take off any users that haven’t opened a message in six months. • Simultaneously, it’s crucial to nurture new opt-ins by sending automated welcome messages that lay the foundation for strong relationships. Purchasing email lists and third-party data is not a wise practice, as it inhibits personalization—a key element of strong email content. • Finally, make it transparent and easy for users to unsubscribe. Making it difficult to do so encourages customers to flag unwanted messages as spam. Better that they don’t receive the messages in the first place.
  18. 18. EMAILING DURING OCCASIONS
  19. 19. Emailing During Occassions • Tip 1: Review last year's campaigns. Take some time to look at last year's creative, messaging, offers and metrics, paying close attention to conversions and any spikes in opens, clicks, unsubscribes and complaints. Knowing what worked for you last year will help you build a successful strategy this year. Tip 2: Pay attention to fundamentals. Don't rush through creation and miss important aspects like tags, broken images or links. Pay close attention to: • Subject lines: Stand out in a crowded inbox with clever, unique subject lines, and be sure to mention offers and discounts. • Call-to-action messages: Be sure to include a text version of your call-to-action as images might not display. And remember, while it is tempting to pack emails with products, offers, and more, too many options overwhelm shoppers. Keep it simple. • Holiday flair: Use holiday-inspired headers and footers that link to gift centres, customer service, shipping rates, and delivery schedules.
  20. 20. Emailing During Occassions • Tip 3: Design effective landing pages. – Landingpages must be designed to entice and encourage a sale, and – must make it very easy for the customer to complete the Donation – Just like your emails, landing pages should be direct and focus on the product linked from the email. – If you require your customers to search for the item you'll lose them.
  21. 21. Emailing During Occassions • Create a consistent cross-channel campaign. To maximize sales you must communicate with your customers across multiple channels—email, mobile and social, online and print ads, in-store displays, and more. • Most importantly, you must be consistent in the messaging. • Be sure that the main message (including prices, dates and specials) remains the same. • Your multi-channel campaigns should be designed to work together and support each other.
  22. 22. Emailing During Occassions • Launch a special holiday email series. Creating a holiday campaign, promoting it as a special series Helps • Remind. You could be losing three-fourths of your potential donors to abandoned; but an automated re-marketing campaign / Call Backs can increase conversions, average order size and your overall ROI. The holiday season is hectic for everyone, but don't overlook these tips – they will increase the loyalty and lifetime values of your customers and grow your holiday revenue.
  23. 23. 28 - 30 November, India International Centre, New Delhi Normal Mailer Mailer Modified for festive season
  24. 24. SPAM FILTERS – WHY YOUR MAIL IS GETTING INTO SPAM?
  25. 25. Why mailers in SPAM? • Domain Reputation ? • Data Integrity ? – Open rate to be managed ? – Bounce Rate Controlled < 1% – Spam Complaints to be < .1% • Behaviors Analysis… Open Rate , Click Rate • Excess Usage of IP : More than specified • Spam Words? Impact 1% • Design Failure? Text and Image (60:40) • Image Download : Content of Image , Alt Tagged in HTML.
  26. 26. Instances -- Spam Words
  27. 27. WELCOME TO PROFESSIONAL E- MAILING

×