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.

1. Email Marketing
Incredible Media for Gods Own Industry
Talk about this workshop on Twitter
using #juvlon

2. Agenda
Why Email Marketing?
Who is using it well?
Best Practices & Ideas
2

3. Question
How many of you do Email Marketing?
3

4. Why Email
Published BENCHMARKS
Published STANDARDS
4

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. Email Trends India
Email Open Rates
Open Rate
Travel 12%
Education 11%
Finance 13%
Retail 12%
6

7. Published Standards
Formed and
followed by
Industry Leaders.
7

8. Who is using it well?
8

9. http://bit.ly/juv-1
9

10. 10

11. 11

12. 12

13. 13

14. 14

15. Responsive Email
USE
Call me now buttons
Testimonials
Triggered email
Time bound emails
15

16. A Diwali Greeting
Came with
a Rs500
Voucher.
Made this
email
special.
Timing and
Promo was
right.
16

17. 3rd Party email. Right audience + Right
message worked.
17

18. Consistent Voice across Triggered
Email and Marketing Newsletter.
18

19. Consistent Voice. Email is a first
touch point many times. Lesson:
Use to establish high recall.
19

20. Question
How many you of you think a good
email design is a challenge?
20

21. Email is best used when
You DO NOT treat your reader as
DATABASE
21

22. Email Channel Is Unique
Opportunity for DIALOG
ONE-TO-ONE
INSTANT REPORTS
22

23. PEOPLE VS DATABASE
FB, Twitter Users = DATABASE?
You treat them as PEOPLE.
Email is no different.
23

24. Email Marketing to PEOPLE
24

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. Best Practices
●
Inform before subscription
●
Send a welcome email
26

27. Email Best Practices
How much Time do they spend
reading email?
27

28. Email Best Practices
On what devices?
Read More
28

29. Measure Traffic from Email
Email Readers spend upto 30% more
time on your website.
29

30. Video “image” in email....
Video “image” in email draws
attention.
30

31. Share on FB / Twitter
31

32. Challenges
Email Delivery
Better Subject Lines
Improving Open Rates
32

33. Question
How many of you think measuring ROI is
challenge?
33

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
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