Email marketing an unsung hero

4,783 views

Published on

13th Apri 2012, I gave a presentation at the 8th Marketing Conclave held by IAMAI. I gave a few email examples, best practices and some new applications around email.

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

No Downloads
Views
Total views
4,783
On SlideShare
0
From Embeds
0
Number of Embeds
3,595
Actions
Shares
0
Downloads
27
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Email marketing an unsung hero

  1. 1. Email Marketing an Unsung Hero? Villains hate email too! Image Credits: XKCD.com
  2. 2. With Social Media Ruling Email is Dead. Or is it?Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 2 of
  3. 3. Did You Know? About $25 Million funding was made (in the US) for apps around email in 2011.Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 3 of
  4. 4. Some Interesting Apps FanBridge, helps bands, artists, sports teams, and even small businesses and brands manage their fan base through opt-in emails and sophisticated analytics. It manages more than 120 million fans via email alone. “Patent pending” technology that allows Banks to send out emails such that readers can transact immediately via email itself. Loyalty card solution without any plastic card or any phone app. Your email address is your loyalty card. Email isnt Helps sell and buy email ad inventory. Dead. Read MoreFri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 4 of
  5. 5. The Best Thing About This Channel Published BENCHMARKS Published STANDARDSFri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 5 of
  6. 6. Published Benchmarks ROI 45.00 40.56 30.00 22.24 19.72 $ 15.00 10.51 7.30 0.00 og bil e ds arc h ail tal Mo yA Em Ca pla Se is tD rne I nte Channels Read MoreFri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 6 of
  7. 7. Email Trends Reports Email Open Rates Campaign Monitor 1 MailChimp 2 Juvlon 3 Retail ~ 10- 15% ~ 18% ~ 12% Education ~ 30% ~ 17% ~ 11% Finance ~ 10-15% ~ 21% ~ 13%1 Read more2 Read more3 Read moreFri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 7 of
  8. 8. Published Standards Formed and followed by Industry Leaders.Read moreFri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 8 of
  9. 9. What is the best way to use of this channel for your business? Here are some examples.Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 9 of
  10. 10. Salon Newsletter Usually a full image email is not recommendFri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 10 of
  11. 11. Salon Newsletter But this salon email worked for me. Lesson: Know what works for you.Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 11 of
  12. 12. A Mutual Fund Newsletter Notice the consistency. Branding of newsletter. Relationship building takes time and effort.Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 12 of
  13. 13. One sentence paras. White space. Left to right reading. Clean. Blue Underlines. Easy to read.Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 13 of
  14. 14. A Diwali Greeting Came with a Rs500 Voucher. Made this email special. Timing and Promo was right.Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 14 of
  15. 15. 3 Party email. Right audience + rd Right message worked.Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 15 of
  16. 16. Consistent Voice across Triggered Email and Marketing Newsletter.Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 16 of
  17. 17. Consistent Voice. Email is a first touch point many times. Lesson: Use to establish high recall.Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 17 of
  18. 18. Email is best used when You DO NOT treat your reader as DATABASEFri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 18 of
  19. 19. Email Channel Is Unique Opportunity for DIALOG ONE-TO-ONE INSTANT REPORTSFri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 19 of
  20. 20. PEOPLE VS DATABASE FB, Twitter Users = DATABASE? You treat them as PEOPLE. Email is no different.Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 20 of
  21. 21. Email Marketing to PEOPLEFri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 21 of
  22. 22. Email Best Practices VALUE email address COLLECT at every opportunity MEASURE growth of the list CLEAN it. Preen it. EMAIL ADDRESS = MOST IMPORTANT ASSET IN DIGITAL MARKETING.Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 22 of
  23. 23. Best PracticesInform before subscriptionSend a welcome emailFri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 23 of
  24. 24. Email Best PracticesFREQUNCY - do they have a preference?Dont “mine” the list. Seed it.Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 24 of
  25. 25. Email Best Practices How much Time do they spend reading email?Read MoreFri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 25 of
  26. 26. Email Best Practices On what devices?Read MoreFri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 26 of
  27. 27. Measure Traffic from EmailCompare Email with other ChannelsFri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 27 of
  28. 28. Is Email Right For You?Email Readers spend upto 30% more time on your website.Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 28 of
  29. 29. 2 Key Areas to Focus1 Email Content Strategy Who will write the content? Which type of email? Newsletter, greetings etc. What will you talk about? When will it go out? Have a calendar. Where will it be viewed. Design for devices. How will you manage the sending?Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 29 of
  30. 30. 2 Key Areas to Focus2 CRM Management Who owns the CRM? IT? Marketing? What data fields do you collect? When will it get cleaned? Monthly? Where do you collect the information from?Social media, sign up pages? Which sources of data are better? Track this. How will you update the data with Email open Stats?Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 30 of
  31. 31. Perceived Email Marketing ChallengesHow do I ensure that my email reaches the inbox?What subject lines work better?How do I improve the email design?How do I improve Open Rate?Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 31 of
  32. 32. Actual Email Marketing ChallengesHow do I plough back email open data into CRM?How do I make use of the data?How do I segment my audience?What content do I offer?Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 32 of
  33. 33. Very Interesting Stuff around Email Here are some examples.Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 33 of
  34. 34. Pre-headers Pre-headers= first few characters of Email. Use them to improve open rate.Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 34 of
  35. 35. Video “image” in email.... Video “image” in email draws attention.Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 35 of
  36. 36. From Share on FB / TwitterFri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 36 of
  37. 37. To putting content from SoMe into Email zFri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 37 of
  38. 38. Only Email Based WebsitesFri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 38 of
  39. 39. Great AppsFri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 39 of
  40. 40. Interesting AppsFri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 40 of
  41. 41. Awesome AppsFri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 41 of
  42. 42. Cutting Edge AppsFri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 42 of
  43. 43. Cutting Edge AppsFri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 43 of
  44. 44. Cutting Edge AppsFri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 44 of
  45. 45. 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. Geetanjali.Dighe@Nichelive.comFri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 45 of

×