This document provides an overview of effective email marketing practices. It discusses segmenting customer databases and keeping email communications consistent. The document also outlines 12 important things for email marketers to know, such as keeping short subject lines, balancing image to text ratios, making emails responsive, and adding clear calls to action. Key metrics for email marketing success are also reviewed, including open rates, click-through rates, bounce rates, and average revenue per email sent. The goal is to provide guidance on strategies and measurements for improving email marketing outcomes.

1. Learn a perfect email marketing
practices that really work
Email marketing is not dead, it has just changed the rule
Author
Hariom Sharan
hariom.hmr@gmail.com

2. What you think What your customer actually react
Email marketing
Do you want this
OR

3. What you think What your customer actually react
Email marketing
Do you want this

4. If you give people exceptionally useful content that
compels them to opt in, and then you keep on
providing value in what you send via email, your
email list will turn into the unfair business
advantage that allows you to build your business
successfully over the long haul.
Jerod Morris

5. Where is a gap

6. Poor Communication

7. NOT relevant to
customer

8. Unattractive

9. NO luck

10. 95%Online consumers use email

11. 247billion emails are sent every
day.
(Source: Email Marketing Reports)

12. For every $1 spent on email
marketing, the average
return is $44.25
(Source: emailexpert)

13. Communication
A
Communication
B
Communication
C
Customer Segment A
Marketer
What you understand
from this process?

14. Keep email communication
synchronise and consistent in
order to send to customers
database for product A or B
etc.

15. 12 most important things you as
a marketer should know for
effective email marketing are
1. Keep well segmented & up to date
Customer database
In 80% cases, customer mark your mailer as spam
since he was prospect for let’s say product A and
you send him mail for product B.
Segmented & up to date customer database is the primary required
line of item to start an email campaign.

16. 2. Keep short and self explanatory
mailer subject line & contents

17. 69%Email recipients report email
as Spam based solely on the
subject line

18. 3. Keep a balance ratio of image-
content in mailer
On an ideal situation, I would
recommend to keep ratio of 60-40 of
content & image.
Content
Image

19. 4. Keep a balance ratio of space of
image-content in mailer
Visuals make much impact than text. Try
to have ratio 60:40 of image and content
when comes to space on mailer
Image
Content

20. 5. Have proper email address or from
sender name. Never use "noreply“
until you want to keep your
communication one way.

21. 6. Follow customer behaviour &
their consent
Check customer profiling, Is your list
consist of people who are genuinely
interested in your product or service.

23. 7. Create mailer content as responsive or
device (Web/Tablet/Mobile)friendly
51% of emails are opened on a mobile
device.
Source: Litmus

24. Marketers must understand which smartphones
their subscribers are using and make their emails
responsive to that mobile experience. The number
one trend I see in the email marketing space right
now is redesigning an email completely to improve
click-through rates on a mobile device.
Bryan Wade
ExactTarget Marketing Cloud SVP & Chief Product Officer

25. 8. Add clear and visible Call to Action (CTA)

26. 9. Keep mailer more personalized

27. 10. Create email holiday calendar
Schedule
your mailer
synchronize
with
holiday
calendar

28. 11. Start doing Email A/B testing & review
which work best
A B

29. 12. Greet and acknowledge customer mail
reply immediately as soon as you receive

32. consumers with smartphones
have made a purchase via a
marketing message delivered
by email(Source: exacttarget)
56%

33. consumers without a
smartphones have made a
purchase via email.
(Source: exacttarget)
42%

34. Comparison of Email open & clickthrough rates

35. Check list email marketing
process
Determine
Target
Create
mailer
Integrate
trackers
Test
Publish &
Send
Review &
Report

36. Email Marketing Success Matrix
Success Matric depends upon your email marketing goals.
Goals could be:
 Increase Subscriber Rate
 Revenue Generation
 Market Survey
 Customer Engagement Rate
 Lead Generation

37. Here are some key success matrix,
which every successful marketers
really should know

38. Key success matrix 1
Email Marketing Score Engagement or growth rate
 List subscribers: The number of people who subscribed to
an email list.
 Open rate: % of subscribers that open your mail.
 Click rate: % of subscribers that click on links included in
your emailer

39. Key success matrix 2
Average Revenue per Email Sent
= total revenue / [# of emails sent – # of
Bounce email]
If you have sent a promo mailer on some 10,000 email
subscribers database, Out of 10,000 you found 2000
bounce back while 8,000 mail actually delivered to
subscribers mailbox.
At the end of promo you track that after considering
expense etc. the total revenue is $4,500 derived through
your email campaigns.
In this case the average revenue per email sent would be
$1 ($0.56)

40. Key success matrix 3
Subscriber retention rate = # subscribers –
bounce backs – unsubscribes / # subscribers
If the total number of subscribers is 1,000 with 25 bounces
and 120 unsubscribes, then your subscriber retention rate
is 85.5%.
This reflect how well is your ‘customer engagement index’,
overall ‘email relevancy’ and database ‘segment relevancy’.

41. Key success matrix 4
Click-Through Rate (CTR) = # of click-
throughs / # of messages delivered
# of click-throughs
The number of actual recipients who click one or more Call
to Action button and land on website, blog, or other
desired destination.
This reflect how well is your email ‘frequency relevancy’
overall ‘content relevancy’ and ‘database segment
relevancy’

42. Key success matrix 5
Bounce Rate = # of email campaign visits
with a single Page View / # of email
campaign visits
Bounce rate primarily indicate the percentage of
undelivered message from your email addresses in
your subscriber list. The possibilities of email
bouncing fall in two kind of category ‘hard bounce’
and ‘soft bounce’.

43. Additional success matrix 6
Delivery rate = (# of emails sent – # of bounce
backs) / # of emails sent
Open rate = # of emails opened / # of emails
delivered

44. 5 star
ranked
email
template
Source: hubspot

45. Hope this fast paced workshop helped you to learn
the some of the best practices to make your email
marketing effective and successful.
If you have any doubts, please mail me at
hariom.hmr@gmail.com and I’ll try to address all your
doubts.