Email incredible media for gods own industry

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Geetanjali Dighe, Head Marketing, Juvlon.com gave a presentation on how email marketing is best suited for Travel Industry at the IAMAI Travel and Tourism summit held at Shangri La Hotel in New Delhi on 8th June 2012. Here is the presentation.

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Email incredible media for gods own industry

  1. 1. Email MarketingIncredible Media for Gods Own Industry Talk about this workshop on Twitter using #juvlon
  2. 2. AgendaWhy Email Marketing? Who is using it well?Best Practices & Ideas 2
  3. 3. QuestionHow many of you do Email Marketing? 3
  4. 4. Why EmailPublished BENCHMARKSPublished STANDARDS 4
  5. 5. Published Benchmarks ROI 45.00 40.56 30.00 22.24 19.72$ 15.00 10.51 7.30 0.00 log ile ds h ail ata b yA arc Em C Mo pla Se s t Di ne Int er Channels 5
  6. 6. Email Trends India Email Open Rates Open Rate Travel 12%Education 11%Finance 13% Retail 12% 6
  7. 7. Published Standards Formed and followed by Industry Leaders. 7
  8. 8. Who is using it well? 8
  9. 9. http://bit.ly/juv-1 9
  10. 10. 10
  11. 11. 11
  12. 12. 12
  13. 13. 13
  14. 14. 14
  15. 15. Responsive Email USECall me now buttons Testimonials Triggered emailTime bound emails 15
  16. 16. A Diwali Greeting Came with a Rs500 Voucher. Made this email special. Timing and Promo was right. 16
  17. 17. 3rd Party email. Right audience + Right message worked. 17
  18. 18. Consistent Voice across Triggered Email and Marketing Newsletter. 18
  19. 19. Consistent Voice. Email is a firsttouch point many times. Lesson: Use to establish high recall. 19
  20. 20. QuestionHow many you of you think a good email design is a challenge? 20
  21. 21. Email is best used whenYou DO NOT treat your reader as DATABASE 21
  22. 22. Email Channel Is UniqueOpportunity for DIALOG ONE-TO-ONE INSTANT REPORTS 22
  23. 23. PEOPLE VS DATABASEFB, Twitter Users = DATABASE? You treat them as PEOPLE. Email is no different. 23
  24. 24. Email Marketing to PEOPLE 24
  25. 25. 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. 25
  26. 26. Best Practices● Inform before subscription● Send a welcome email 26
  27. 27. Email Best PracticesHow much Time do they spend reading email? 27
  28. 28. Email Best Practices On what devices?Read More 28
  29. 29. Measure Traffic from EmailEmail Readers spend upto 30% moretime on your website. 29
  30. 30. Video “image” in email....Video “image” in email draws attention. 30
  31. 31. Share on FB / Twitter 31
  32. 32. Challenges Email DeliveryBetter Subject LinesImproving Open Rates 32
  33. 33. QuestionHow many of you think measuring ROI is challenge? 33
  34. 34. 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.com 34

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