Email Engagement Strategies
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Email Engagement Strategies



This is a copy of the presentation I gave at the Email Marketing Workshop at Delhi on 13th July 2012. The video is here:

This is a copy of the presentation I gave at the Email Marketing Workshop at Delhi on 13th July 2012. The video is here:



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    Email Engagement Strategies Email Engagement Strategies Presentation Transcript

    • Email Marketing Email Engagement StrategiesTalk about this workshop on Twitter using #juvlon
    • AgendaWhat is Email Engagement? & Why is it important? Best Practices & Ideas 2
    • QuestionHow many of you measure Email Metrics? 3
    • Email is SpecialPublished BENCHMARKSPublished STANDARDS 4
    • Published Benchmarks ROI 45.00 40.56 30.00 22.24 19.72$ 15.00 10.51 7.30 0.00 Channels 5
    • Email Trends India Email Open Rates Open Rate Travel 12%Education 11%Finance 13% Retail 12% 6
    • Published Standards Formed and followed by Industry Leaders. 7
    • Engagement = readers viewing and clicking email messages 8
    • Are your readers engaged?Dont just watch Open & Click Rate.What % of your audience has “never opened” the email? 9
    • Why Engagement?Priority Inbox measures“interaction” i.e opens,clicks & repliesMeasures read anddeleted, deleted withoutread, replied andfrequency. 10
    • Why Engagement?Better Engagement = Better Delivery 11
    • What ISPs SayWindows Live Hotmail: “If as little as 1% of your customers complain, theinability to communicate with your entire customerbase may be the end result”Yahoo Postmaster:“One of our strongest tools is our users feedback, i.e. themessages users mark as "Spam" and "Not Spam." 12
    • IssuesTop Reasons why readers lose interest:1. Emails are too frequent2. Repetitive & boring content3. Irrelevant content 13
    • How To Build Interest 5 Steps to building engagement: D. E. L. T. A = Delta1. Design2. Email3. List4. Testing5. Analytics 14
    • QuestionIs creating a good design a challenge for you? 15
    • Responsive Design A booklet of good looking designsEmail designed for viewing on phone 16
    • Question Do you have a content editor?Here is an example of a content heavy email. 17
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    • Improve Email Content● Call me now buttons● Customer Testimonials● Triggered email ● Birthdays ● Anniversaries ● Abandoned Cart ● Welcome emails 22
    • Responsive Email● Re-Engagement ● Post purchase message ● Gift reminders ● Re-order reminders ● New product announcements● Time bound emails 23
    • Tricks – Pre HeadersPre-headers= first few characters of Email. Use them to improve open rate. 24
    • Video “image” in email....Video “image” in email draws attention. 25
    • Share on FB / Twitter 26
    • Social Media zCross promote Social Media 27
    • Email List● VALUE email address● COLLECT at every opportunity● MEASURE growth of the list● CLEAN it. Preen it. EMAIL ADDRESS = MOST IMPORTANT ASSET IN DIGITAL MARKETING. 28
    • Email List● Acquisition ● What is your current readership? ● How much has it grown? ● What is your target?● Reactivation ● Who are non engaged audience? ● What can you offer them? Which other channels? 29
    • ExamplesHere are few more examples of emails that engage... 30
    • A Diwali Greeting Came with a Rs500 Voucher. Made this email special. Timing and Promo was right. 31
    • 3rd Party email. Right audience + Right message worked. 32
    • Consistent Voice across Triggered Email and Marketing Newsletter. 33
    • Consistent Voice. Email is a firsttouch point many times. Lesson: Use to establish high recall. 34
    • Welcome Email 35
    • Testing● A/B testing ● Design ● Content ● From name ● Day ● Subject● Google Analytics Integration 36
    • Measure Traffic from EmailEmail Readers spend upto 30% moretime on your website. 37
    • Email AnalyticsCompare Conversion Rates 38
    • Email AnalyticsHow much Time do they spend reading email? 39
    • Email Devices Report On what devices?
    • Email is an amazing channel if used well.Do get in touch for specific workshop on how to align your business processes with Email Marketing. 41