www.stratadigital.com
Symbiosis Institute of Media & Communication, March 2014
E-Mail Direct Marketing
www.stratadigital.com
ARUN N. NAIR
 Arun is the founder of Strata, a venture he started in 2012. He is
also principal con...
www.stratadigital.com
Implications of Direct Marketing in the Digital
Era
www.stratadigital.com
Digital has not only changed marketing, but changed
the way we live for good.
www.stratadigital.com
We live in an era of instant gratification. Marketers
certainly understand that.
www.stratadigital.com
Responding to conventional direct marketing is passé.
Even traditional direct marketing is becoming ...
www.stratadigital.com
The 3Ds of
Digital Direct Marketing
www.stratadigital.com
Deliverability: Instant and follows the consumer.
www.stratadigital.com
Dynamic: Message tailored based on immediate
purchase and behaviour patterns.
www.stratadigital.com
Decisive: Helps you take decisions quickly and
effectively.
www.stratadigital.com
E-Mail Marketing is
Digital Direct Marketing
www.stratadigital.com
Though other means and mediums exist in digital
direct marketing, e-mail marketing remains the
most ...
www.stratadigital.com
Statistics & Observations on E-Mail
Marketing
www.stratadigital.com
Did you know, companies view e-mail marketing as a better return on
investment than PPC, content mar...
www.stratadigital.com
The average click-through rate for B2B marketing
emails in Q2 2013 was 1.7%
Source: Epsilon
www.stratadigital.com
60% of marketers believe email marketing produces
positive ROI.
Source: Marketing Sherpa
www.stratadigital.com
54% of emails sent by businesses are marketing
messages.
Source: Epsilon
www.stratadigital.com
838 billion marketing messages have been sent in
2013.
Source: Forrester
www.stratadigital.com
91% of consumers check their email daily.
Source: ExactTarget
www.stratadigital.com
74% of consumers prefer to receive commercial
communications via email.
Source: Merkle
www.stratadigital.com
66% of consumers have made a purchase online as a
result of an email marketing message.
Source: Dire...
www.stratadigital.com
Structure of an E-Mailer
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Body
Footer
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The Subject Line
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Email subject lines are a form of headline. They perform the
same function as a headline by attracti...
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She’s likely to make a snap judgment based on that
line about whether to open, ignore, delete or mar...
www.stratadigital.com
Subject Lines Typically Perform One of the
Following Actions …
www.stratadigital.com
 Educate
“7 things content marketers can learn from fiction writers”
 Ask a question
“Did you miss...
www.stratadigital.com
Avoid generic subject lines; always choose clarity over
creativity.
“Humming Summer of Innovation”
“...
www.stratadigital.com
Keep it short (16-39 characters) where the first
10 characters make sense if viewed on a
mobile devi...
www.stratadigital.com
www.stratadigital.com
When it comes to email marketing, the best
subject lines tell what’s inside, and the worst
subject l...
www.stratadigital.com
The Pre-header
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The short summary text that follows the subject line
when an email is viewed in the inbox.
www.stratadigital.com
The Pre-Header also referred as a Johnson Box or
Super Subject Line, is seeing a resurgence in email...
www.stratadigital.com
www.stratadigital.com
It gets the key offer into the preview pane. The chances are that
at least some of your recipients d...
www.stratadigital.com
It reduces Spam complaints and helps deliverability,
since it gives your users a clean and concise o...
www.stratadigital.com
 Provide an offer or coupon
“Spring Sale Offer | Use coupon SPRING14”
 Free shipping
“Free Shippin...
www.stratadigital.com
Under Armour, 5/21/13 — Built To Tackle The
Sun & Sand It's Always Sunny Somewhere —
Shop Now | View...
www.stratadigital.com
Victoria’s Secret, 4/16/13 — This one's for you,
Angels... You have asked to receive emails from
Vic...
www.stratadigital.com
West Elm, 2/18/13 — Today only: free shipping
(plus a Presidents Day surprise) Use promo
code FREE4P...
www.stratadigital.com
The From Name
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The "From" line is just as important as the subject line, if at
times even more so.
www.stratadigital.com
The “From” name is critical, however, given that most
recipients look at the "From" name first and w...
www.stratadigital.com
Keep it consistent. Do not change “From” names repeatedly on
the same publication. Many people sort ...
www.stratadigital.com
Do not use just an email address as your From line. This does not look
good because most subscribers...
www.stratadigital.com
 Company or Brand Name
Vodafone, Flipkart, ShoppersStop
 Product or Service
“Mileage Plus” is some...
www.stratadigital.com
The Body
www.stratadigital.com
The body is the meat of the email marketing message. The body is where
the magic should happen. Taki...
www.stratadigital.com
It’s overwhelming to have to digest an email that is trying to
get across too many points. Instead, ...
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GOOD
www.stratadigital.com
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BAD!
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BEST!
www.stratadigital.com
Mobile Friendly Designs
www.stratadigital.com
www.stratadigital.com
Yet even with all this explosive growth in mobile email, 58% of
email marketers are still not design...
www.stratadigital.com
Even worse, 31% of marketers don’t even know their mobile e-
mail open rate!
Source: MarketingSherpa
www.stratadigital.com
Responsive: The layout of a page responds based on the proportions of
the screen on which it’s prese...
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GOOD
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GOOD
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BAD!
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BEST
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BEST
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Testing
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One of the most powerful aspects of email marketing is that it
can be tested (and thereby optimized).
www.stratadigital.com
There are no golden rules because what works for one
audience won’t necessarily work for another. Te...
www.stratadigital.com
 Start Simple
Test subject lines and headers first. It doesn’t take a lot of time or creative work ...
www.stratadigital.com
 Run on a Sample that is Representative
Run tests on groups that are small, but large enough to det...
www.stratadigital.com
What to Test?
www.stratadigital.com
 Subject line
 From name
 Day of the week
 Time of day
 Frequency
 Copy length
 Links vs. but...
www.stratadigital.com
 First name personalization — in the subject line
 First name personalization — in the email body
...
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A/B Testing or split testing is a method of optimization in which the
conversion rates of two versio...
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A/B testing takes the guesswork out of e-mailer optimization and
enables data-backed decisions that ...
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Variant A Variant B
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Multivariate testing uses the same core mechanism as A/B testing, but
compares a higher number of va...
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Campaign & Delivery
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Building the Database
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Purchased lists have a low quality rate and so using them will have a
negative effect on your bounce...
www.stratadigital.com
Building an opt-in database takes time and effort, but the rewards will
be worth it as you should ex...
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GOOD
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BAD!
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BEST
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Double Opt-in Confirmation
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When a person “doubly opts in” they can be sent any
email and it will appear directly in their email...
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The Welcome E-Mail
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A welcome e-mail show your new subscribers you
appreciate having them as part of your subscriber
com...
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Welcome emails are also great for reminding
subscribers exactly what they signed up for.
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Welcome emails also give you, the marketer, a chance to
promote other things like offers, upcoming e...
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Anatomy of a Welcome E-Mail
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GOOD
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GOOD
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BAD!
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BEST
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Segmentation & Targeting
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Consumers are becoming more and more comfortable
with targeted advertising and personalized content.
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They expect marketers to know almost everything about them, and to use
that information to create cu...
www.stratadigital.com
Segmented email campaigns produce 30% more opens than
undifferentiated messages.
Source: Monetate’s ...
www.stratadigital.com
Small, segmented sends are more engaging than large,
untargeted sends.
Source: Marketo Benchmark on ...
www.stratadigital.com
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 Multiple E-Mails
To pull targeted lists, and send different emails to each segment.
 Single E-Mai...
www.stratadigital.com
 Who They Are
Demographic attributes, such as income, title, age, and location.
 What they’ve done...
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Segmentation Based on Demographics
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 Gender
 Age
 Job title
 Company size
 Industry
 Interests
 Geography
 Birthday month
Segmen...
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Personas are research-based profiles of archetypal customers
that represent the needs of many.
www.stratadigital.com
Creating personas brings a human element to your campaigns
by allowing you to focus on your customer...
www.stratadigital.com
 “Samir the Shopper”
Is partial to impulse purchases and likes to “add to cart,” provided that each...
www.stratadigital.com
 The Page Two Experience
Capture basic contact information on the first page of your site, and
then...
www.stratadigital.com
Segmentation Based on Behaviors
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Knowing who your customers are is great, but knowing how they
behave is even better.
www.stratadigital.com
Learn to Read Buyers’ Online Body Language
www.stratadigital.com
When you combine online body language with transactional and purchase
data (products purchased or ow...
www.stratadigital.com
But when behavioral data is not used, your emails could be
considered dissonant interruptions.
www.stratadigital.com
Triggered emails and segmenting campaigns based on
behaviors are the top tactics to improve email en...
www.stratadigital.com Source: MarketingSherpa EmailMarketing BenchmarkSurvey
www.stratadigital.com Source: MarketingSherpa EmailMarketing BenchmarkSurvey
www.stratadigital.com
 Content Interactions
The content a consumer views tells you a lot about his interests. For
example...
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 Non-activity
Targeting emails based on “missing” behavior can be just as powerful as
targeting spe...
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Best Times to Send E-Mail
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Deliverability
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Without a strong focus on deliverability, sometimes even
quality, permission-based emails can get fi...
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Email deliverability is more and more about your reputation as
a sender and less about the actual co...
www.stratadigital.com
Many ISPs and independent organizations use
the blacklists as a reference filter applied to their in...
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If you are a low-volume sender, a shared IP address might
suffice, but if you are a high volume send...
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Your email provider should be able to handle relationships
with ISPs and receivers, especially if yo...
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 Follow the Trust and Engagement Mantra
Give your subscribers a good reason to opt in and set clear...
www.stratadigital.com
 Manage your Complaint Rate
If your email marketing service warns you that complaints made against
...
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Measurement & Analytics
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Engaging email is strategic email, and to
achieve strategic value, email marketers need
better metri...
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 Sent
 Delivered
 Bounced
 Opens/ Open Rate
 Clicks / Click Rate / Click to Open Rate
 Unsubsc...
www.stratadigital.com
 Sent
Your sent metric is the number of emails that actually moved through the sending mail
server ...
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 Bounced
Bounced email is the opposite of Delivered email. There are two types of bounces:
Hard bou...
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 Opens / Open Rate
The number of contacts who opened the email at least once, and the Open Rate as ...
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 Clicks / Click Rate / Click-to-Open Rate
When a subscriber clicks on a link, button, or image with...
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 Unsubscribe Rate
The number of contacts who click the “unsubscribe” link in an
email and then foll...
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E-Mail Spam & Regulations
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Email spam, also known as junk email or unsolicited
bulk email (UBE), is a subset of electronic spam...
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Image spam is an obfuscating method in which the text of the
message is stored as an image and displ...
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Blank spam is spam lacking a payload advertisement. Often the
message body is missing altogether, as...
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Anti-Spam Regulations
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CAN-SPAM (Controlling the Assault of Non-Solicited
Pornography And Marketing) is an act that was pas...
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That act is a law that establishes the rules for commercial
email and commercial messages, gives rec...
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 DO
• Do include your valid physical postal address in every email you send out.
• Do provide a cle...
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www.stratadigital.com
 DON’T
• Don't sell or transfer any email addresses to another list.
• Don't make it hard to unsubs...
www.stratadigital.com
ARUN N. NAIR
 Arun is the founder of Strata, a venture he started in 2012. He is
also principal con...
e: arunn@stratadigital.com
m: +91 91670.86664
w: stratadigital.com
THANK YOU!
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E-Mail Direct Marketing - A Comprehensive Presentation

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A comprehensive presentation on E-Mail Direct Marketing that was part of 2-day lecture for Media & Communications students (Symbiosis Institute of Media & Communication) conducted by Arun N. Nair, a renowned consultant & veteran on digital marketing.

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E-Mail Direct Marketing - A Comprehensive Presentation

  1. 1. www.stratadigital.com Symbiosis Institute of Media & Communication, March 2014 E-Mail Direct Marketing
  2. 2. www.stratadigital.com ARUN N. NAIR  Arun is the founder of Strata, a venture he started in 2012. He is also principal consultant for all assignments, drawing from his wealth of experience to guide businesses on their digital strategy.  He was Head – Digital with Mahindra Holidays and was one of the pioneers of introducing digital marketing within the entire Mahindra group.  In 2008, he was recipient of the prestigious best practice award from the Mahindra group, the jury was headed by Anand Mahindra.  Recently, he was conferred the Top 20 Digital Marketers citation by the world brand congress (WBC) and the CMO council.  Arun is a regular speaker at digital marketing and social media conferences across the country. He is also passionate about teaching and conducts workshops, guest lectures on digital. About the Trainer
  3. 3. www.stratadigital.com Implications of Direct Marketing in the Digital Era
  4. 4. www.stratadigital.com Digital has not only changed marketing, but changed the way we live for good.
  5. 5. www.stratadigital.com We live in an era of instant gratification. Marketers certainly understand that.
  6. 6. www.stratadigital.com Responding to conventional direct marketing is passé. Even traditional direct marketing is becoming hybrid#
  7. 7. www.stratadigital.com The 3Ds of Digital Direct Marketing
  8. 8. www.stratadigital.com Deliverability: Instant and follows the consumer.
  9. 9. www.stratadigital.com Dynamic: Message tailored based on immediate purchase and behaviour patterns.
  10. 10. www.stratadigital.com Decisive: Helps you take decisions quickly and effectively.
  11. 11. www.stratadigital.com E-Mail Marketing is Digital Direct Marketing
  12. 12. www.stratadigital.com Though other means and mediums exist in digital direct marketing, e-mail marketing remains the most popular.
  13. 13. www.stratadigital.com Statistics & Observations on E-Mail Marketing
  14. 14. www.stratadigital.com Did you know, companies view e-mail marketing as a better return on investment than PPC, content marketing, social media, offline direct marketing, affiliate marketing, online display advertising and mobile marketing! Source: Adestra
  15. 15. www.stratadigital.com The average click-through rate for B2B marketing emails in Q2 2013 was 1.7% Source: Epsilon
  16. 16. www.stratadigital.com 60% of marketers believe email marketing produces positive ROI. Source: Marketing Sherpa
  17. 17. www.stratadigital.com 54% of emails sent by businesses are marketing messages. Source: Epsilon
  18. 18. www.stratadigital.com 838 billion marketing messages have been sent in 2013. Source: Forrester
  19. 19. www.stratadigital.com 91% of consumers check their email daily. Source: ExactTarget
  20. 20. www.stratadigital.com 74% of consumers prefer to receive commercial communications via email. Source: Merkle
  21. 21. www.stratadigital.com 66% of consumers have made a purchase online as a result of an email marketing message. Source: Direct Marketing Association
  22. 22. www.stratadigital.com Structure of an E-Mailer
  23. 23. www.stratadigital.com Body Footer
  24. 24. www.stratadigital.com The Subject Line
  25. 25. www.stratadigital.com Email subject lines are a form of headline. They perform the same function as a headline by attracting attention and getting your email content a chance to be read.
  26. 26. www.stratadigital.com She’s likely to make a snap judgment based on that line about whether to open, ignore, delete or mark as spam!
  27. 27. www.stratadigital.com Subject Lines Typically Perform One of the Following Actions …
  28. 28. www.stratadigital.com  Educate “7 things content marketers can learn from fiction writers”  Ask a question “Did you miss this?”  Announce a sales or new product “Save up to 50%: Our annual sale starts now.”  Offer a solution to a problem “Pay down your loan”.  Jump on a popular topic “The state of Facebook newsfeed: What’s working now?”
  29. 29. www.stratadigital.com Avoid generic subject lines; always choose clarity over creativity. “Humming Summer of Innovation” “Summer Internship Opportunities”
  30. 30. www.stratadigital.com Keep it short (16-39 characters) where the first 10 characters make sense if viewed on a mobile device.
  31. 31. www.stratadigital.com
  32. 32. www.stratadigital.com When it comes to email marketing, the best subject lines tell what’s inside, and the worst subject lines sell what’s inside.
  33. 33. www.stratadigital.com The Pre-header
  34. 34. www.stratadigital.com The short summary text that follows the subject line when an email is viewed in the inbox.
  35. 35. www.stratadigital.com The Pre-Header also referred as a Johnson Box or Super Subject Line, is seeing a resurgence in email marketing circles.
  36. 36. www.stratadigital.com
  37. 37. www.stratadigital.com It gets the key offer into the preview pane. The chances are that at least some of your recipients don’t have much time and want to go straight to your key offering
  38. 38. www.stratadigital.com It reduces Spam complaints and helps deliverability, since it gives your users a clean and concise overview of your e-mailer.
  39. 39. www.stratadigital.com  Provide an offer or coupon “Spring Sale Offer | Use coupon SPRING14”  Free shipping “Free Shipping for a Limited Period”  Summary of the email message “Includes an ultimate social media guide for marketers”  Thank the customer “Thank you for your interest, here’s something special for you” How are companies using pre-headers?
  40. 40. www.stratadigital.com Under Armour, 5/21/13 — Built To Tackle The Sun & Sand It's Always Sunny Somewhere — Shop Now | View Online. Urban Outfitters, 5/20/13 — Are you ready to get the party started? Shop Summer Party Essentials GOOD
  41. 41. www.stratadigital.com Victoria’s Secret, 4/16/13 — This one's for you, Angels... You have asked to receive emails from Victoria's Secret. If you have received this email in error, please unsubscribe here. Monterey Bay Aquarium, 5/21/13 — Bid Now for the Oceans: Last Chance! Having trouble reading this message? View it online. Ann Taylor, 5/20/13 — FINAL HOURS! EXTRA 50% Off Sale Final Hours: Take An Extra 50% Off All Sale Styles! BAD
  42. 42. www.stratadigital.com West Elm, 2/18/13 — Today only: free shipping (plus a Presidents Day surprise) Use promo code FREE4PRES at checkout, some exclusions apply Threadless, 4/24/13 — Aerosoiled and 9 more new goofy designs by MADE artist Aaron Jay! Plus, hang out while we interview Aaron Jay at 11:30AM CST. BEST
  43. 43. www.stratadigital.com The From Name
  44. 44. www.stratadigital.com The "From" line is just as important as the subject line, if at times even more so.
  45. 45. www.stratadigital.com The “From” name is critical, however, given that most recipients look at the "From" name first and will discard or mark as spam messages from senders they don't recognize.
  46. 46. www.stratadigital.com Keep it consistent. Do not change “From” names repeatedly on the same publication. Many people sort their inboxes or filter based on name.
  47. 47. www.stratadigital.com Do not use just an email address as your From line. This does not look good because most subscribers are use to seeing a name in that column.
  48. 48. www.stratadigital.com  Company or Brand Name Vodafone, Flipkart, ShoppersStop  Product or Service “Mileage Plus” is sometimes used by United Airlines as a From Name  Personal Name Use the name of a specific employee at your company (e.g. a sales executive that manages the account)  With a Phone Number Include an office or mobile number so your customers can contact you easily after reading email: “Amit Joshi | 90011 12345”  Campaign Based Flipkart Sale, Marketo Events The Different Ways to Set-up From Name
  49. 49. www.stratadigital.com The Body
  50. 50. www.stratadigital.com The body is the meat of the email marketing message. The body is where the magic should happen. Taking the reader from initial interest to reading and action.
  51. 51. www.stratadigital.com It’s overwhelming to have to digest an email that is trying to get across too many points. Instead, direct recipients to reply, call, or take another action to learn more.
  52. 52. www.stratadigital.com
  53. 53. www.stratadigital.com
  54. 54. www.stratadigital.com GOOD
  55. 55. www.stratadigital.com
  56. 56. www.stratadigital.com BAD!
  57. 57. www.stratadigital.com
  58. 58. www.stratadigital.com BEST!
  59. 59. www.stratadigital.com Mobile Friendly Designs
  60. 60. www.stratadigital.com
  61. 61. www.stratadigital.com Yet even with all this explosive growth in mobile email, 58% of email marketers are still not designing for it. Source: Marketing Land
  62. 62. www.stratadigital.com Even worse, 31% of marketers don’t even know their mobile e- mail open rate! Source: MarketingSherpa
  63. 63. www.stratadigital.com Responsive: The layout of a page responds based on the proportions of the screen on which it’s presented.
  64. 64. www.stratadigital.com GOOD
  65. 65. www.stratadigital.com GOOD
  66. 66. www.stratadigital.com BAD!
  67. 67. www.stratadigital.com BEST
  68. 68. www.stratadigital.com BEST
  69. 69. www.stratadigital.com Testing
  70. 70. www.stratadigital.com One of the most powerful aspects of email marketing is that it can be tested (and thereby optimized).
  71. 71. www.stratadigital.com There are no golden rules because what works for one audience won’t necessarily work for another. Testing is your biggest ally.
  72. 72. www.stratadigital.com  Start Simple Test subject lines and headers first. It doesn’t take a lot of time or creative work to come up with a few simple variants, and the returns can be significant.  Test One Element at a Time If you test more than one element, you won’t be able to tell which variant drove the success.  Control for Time of Day and Day of the Week If you’re testing other variants, then send on the same day and at the same time to eliminate the timing variant.  Keep a Log of All Your Tests Record your findings so you can refer back to the specific variables tested and, more importantly, learn from them 6 Tips for Pro Testing
  73. 73. www.stratadigital.com  Run on a Sample that is Representative Run tests on groups that are small, but large enough to determine a clear winner. The winning variables should then be incorporated into your larger mailing.  Nothing is Obvious Even the most insignificant of variables might have the most damming impact on a campaign. In the words of Sherlock Holmes “… when you have eliminated the impossible, whatever remains, however improbable, must be the truth” 6 Tips for Pro Testing
  74. 74. www.stratadigital.com What to Test?
  75. 75. www.stratadigital.com  Subject line  From name  Day of the week  Time of day  Frequency  Copy length  Links vs. buttons  Number of links 15 Elements to be Considered for Testing
  76. 76. www.stratadigital.com  First name personalization — in the subject line  First name personalization — in the email body  Font colors  Font styles  Call to action  Call to action — placement  Tone — human vs. corporate 15 Elements to be Considered for Testing
  77. 77. www.stratadigital.com A/B Testing or split testing is a method of optimization in which the conversion rates of two versions of an e-mailer — version A and version B — are compared to one another using live results.
  78. 78. www.stratadigital.com A/B testing takes the guesswork out of e-mailer optimization and enables data-backed decisions that shift business conversations from “we think” to “we know.”
  79. 79. www.stratadigital.com Variant A Variant B
  80. 80. www.stratadigital.com
  81. 81. www.stratadigital.com Multivariate testing uses the same core mechanism as A/B testing, but compares a higher number of variables, and reveals more information about how these variables interact with one another.
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  83. 83. www.stratadigital.com Campaign & Delivery
  84. 84. www.stratadigital.com Building the Database
  85. 85. www.stratadigital.com Purchased lists have a low quality rate and so using them will have a negative effect on your bounce, unsubscribe, spam and delivery rates which will all hurt your email reputation and future deliverability.
  86. 86. www.stratadigital.com Building an opt-in database takes time and effort, but the rewards will be worth it as you should experience better KPIs like higher response and conversion rates at a lower cost.
  87. 87. www.stratadigital.com
  88. 88. www.stratadigital.com
  89. 89. www.stratadigital.com
  90. 90. www.stratadigital.com GOOD
  91. 91. www.stratadigital.com BAD!
  92. 92. www.stratadigital.com BEST
  93. 93. www.stratadigital.com Double Opt-in Confirmation
  94. 94. www.stratadigital.com
  95. 95. www.stratadigital.com When a person “doubly opts in” they can be sent any email and it will appear directly in their email’s Inbox and not in the spam folder.
  96. 96. www.stratadigital.com The Welcome E-Mail
  97. 97. www.stratadigital.com A welcome e-mail show your new subscribers you appreciate having them as part of your subscriber community.
  98. 98. www.stratadigital.com Welcome emails are also great for reminding subscribers exactly what they signed up for.
  99. 99. www.stratadigital.com Welcome emails also give you, the marketer, a chance to promote other things like offers, upcoming events, etc.
  100. 100. www.stratadigital.com Anatomy of a Welcome E-Mail
  101. 101. www.stratadigital.com
  102. 102. www.stratadigital.com GOOD
  103. 103. www.stratadigital.com GOOD
  104. 104. www.stratadigital.com BAD!
  105. 105. www.stratadigital.com BEST
  106. 106. www.stratadigital.com Segmentation & Targeting
  107. 107. www.stratadigital.com Consumers are becoming more and more comfortable with targeted advertising and personalized content.
  108. 108. www.stratadigital.com They expect marketers to know almost everything about them, and to use that information to create customized experiences.
  109. 109. www.stratadigital.com Segmented email campaigns produce 30% more opens than undifferentiated messages. Source: Monetate’s Intelligent Email Marketing that Drives Conversions
  110. 110. www.stratadigital.com Small, segmented sends are more engaging than large, untargeted sends. Source: Marketo Benchmark on Email Marketing Study
  111. 111. www.stratadigital.com
  112. 112. www.stratadigital.com  Multiple E-Mails To pull targeted lists, and send different emails to each segment.  Single E-Mail with Dynamic Content To customize a single email for different segments using dynamic content. Dynamic content allows you to create one email template with content that varies based on the recipient. Segments are used in two ways
  113. 113. www.stratadigital.com  Who They Are Demographic attributes, such as income, title, age, and location.  What they’ve done Past behaviors and transactions. Types of Segmentation
  114. 114. www.stratadigital.com Segmentation Based on Demographics
  115. 115. www.stratadigital.com  Gender  Age  Job title  Company size  Industry  Interests  Geography  Birthday month Segmentation based on demographics
  116. 116. www.stratadigital.com
  117. 117. www.stratadigital.com Personas are research-based profiles of archetypal customers that represent the needs of many.
  118. 118. www.stratadigital.com Creating personas brings a human element to your campaigns by allowing you to focus on your customers as real people, and then communicate with them on a more natural level.
  119. 119. www.stratadigital.com  “Samir the Shopper” Is partial to impulse purchases and likes to “add to cart,” provided that each additional item is under Rs. 1000 and relevant to his needs.  “Chetan the CEO” Is an information-hungry whitepaper hoarder, who is looking to league up with thought leaders in his field.  “Vandana the White White Enthusiast” Will buy any white wine that isn’t a heavily-oaked Chardonnay, and that happens to be offered in bulk at a discount greater than 20%. Personas
  120. 120. www.stratadigital.com  The Page Two Experience Capture basic contact information on the first page of your site, and then ask for more information on subsequent pages.  Preference Center Once customers have subscribed to your email marketing, invite them to your email preference center, where they can customize their profiles and help you help them.  Clicks Paths and Transactions By paying attention to a user’s click path and transaction activity, you can make inferences about his demographics. For example, marketers at can infer gender based on whether a shopper visits the women’s section of the site or the men’s section. How do you mine this demographic data?
  121. 121. www.stratadigital.com Segmentation Based on Behaviors
  122. 122. www.stratadigital.com Knowing who your customers are is great, but knowing how they behave is even better.
  123. 123. www.stratadigital.com Learn to Read Buyers’ Online Body Language
  124. 124. www.stratadigital.com When you combine online body language with transactional and purchase data (products purchased or owned, usage data etc.) you have solid and very powerful information to go on.
  125. 125. www.stratadigital.com But when behavioral data is not used, your emails could be considered dissonant interruptions.
  126. 126. www.stratadigital.com Triggered emails and segmenting campaigns based on behaviors are the top tactics to improve email engagement.
  127. 127. www.stratadigital.com Source: MarketingSherpa EmailMarketing BenchmarkSurvey
  128. 128. www.stratadigital.com Source: MarketingSherpa EmailMarketing BenchmarkSurvey
  129. 129. www.stratadigital.com  Content Interactions The content a consumer views tells you a lot about his interests. For example, if a consumer uses the loan calculator on a financial services company’s website, he is likely interested in loan products.  Revenue Stage Use different messages for prospects that have never bought and are not currently evaluating solutions, prospects who are actively evaluating solutions, and active customers.  Transactional Data Using actual transactional data can be one of the most powerful forms of behavioral targeting. For a financial services company, this can include deposit and withdrawal transactions. For telecom, it can include data usage and add-on purchase. Examples of behavioral targeting
  130. 130. www.stratadigital.com  Non-activity Targeting emails based on “missing” behavior can be just as powerful as targeting specific behaviors. For example, you can target consumers that do not respond to a campaign (no open; no click; no conversion) or that have not visited your website in a specific amount of time.  Campaign Response Target new campaigns based on how buyers have responded to prior campaigns. If a consumer always responds to content downloads but never to event invitations, stop targeting her for events. Instead, give her more content to download.  Cart Abandonment Cart abandonment is a good reason to use a behavioral targeted campaign to nudge your subscribers to finish their order. Send one personalized email reminder, or even a series of reminders to follow up. Examples of behavioral targeting
  131. 131. www.stratadigital.com Best Times to Send E-Mail
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  134. 134. www.stratadigital.com Deliverability
  135. 135. www.stratadigital.com Without a strong focus on deliverability, sometimes even quality, permission-based emails can get filtered out of your subscriber’s inboxes
  136. 136. www.stratadigital.com Email deliverability is more and more about your reputation as a sender and less about the actual content of your emails.
  137. 137. www.stratadigital.com Many ISPs and independent organizations use the blacklists as a reference filter applied to their inbound mail servers to aid in preventing spam, and to encourage internet security.
  138. 138. www.stratadigital.com If you are a low-volume sender, a shared IP address might suffice, but if you are a high volume sender, a dedicated IP is usually best.
  139. 139. www.stratadigital.com Your email provider should be able to handle relationships with ISPs and receivers, especially if your legitimate emails are getting marked as false-positive spam.
  140. 140. www.stratadigital.com  Follow the Trust and Engagement Mantra Give your subscribers a good reason to opt in and set clear expectations about what’s to come. Then, follow through on your promises with timely, targeted, valuable emails.  Use Responsible Methods to Build your Lists Verify all new email addresses before sending your messages, and regularly scrub your contact lists to remove inactive addresses.  Choose a Solid E-mail Marketing Service Provider Make sure the vendor you choose is sophisticated enough to handle bounces, uptime, robust list-management.  Create Engaging Content If your content is boring or irrelevant, people won’t engage with it or, worse, will mark your emails as spam. 6 Best practices for deliverability
  141. 141. www.stratadigital.com  Manage your Complaint Rate If your email marketing service warns you that complaints made against you are high, take the warning seriously. Set up an email address — abuse@your-domain.com — that a representative of your email marketing service or an anti-spam organization can use to contact you with any complaints.  Be Proactive About Closely Monitoring your Reputation Metrics Get your email reputation score to learn what you need to change about your program in order to improve your reputation and your inbox placement rates. 6 Best practices for deliverability
  142. 142. www.stratadigital.com Measurement & Analytics
  143. 143. www.stratadigital.com Engaging email is strategic email, and to achieve strategic value, email marketers need better metrics.
  144. 144. www.stratadigital.com  Sent  Delivered  Bounced  Opens/ Open Rate  Clicks / Click Rate / Click to Open Rate  Unsubscribe Rate  Marked as Spam The Seven Most Common E-mail Metrics
  145. 145. www.stratadigital.com  Sent Your sent metric is the number of emails that actually moved through the sending mail server (your ESP). It depends upon how your ESP tracks what’s been sent (whether or not it includes “bad” email addresses in the final count). Remember, while some of your emails are sent to bad addresses, they certainly don’t get received.  Delivered Delivered refers to the number of emails that were sent and not rejected by a receiving server. It’s important to understand that Delivered does not mean it landed in the recipient’s inbox. Common E-mail Metrics
  146. 146. www.stratadigital.com  Bounced Bounced email is the opposite of Delivered email. There are two types of bounces: Hard bounces are messages that are permanently rejected (emails denied due to an invalid email address or because the recipient’s server has blocked the sender’s server). Soft bounces are messages that are temporarily rejected because the recipient’s mailbox is full, the server is down, or the message exceeds the size limit set by the recipient or ESP. Tip: Scan your list(s) and check for obvious typos, like a missing period or mistyped domain name (myemail@aol, myemail@aolcom, etc.). These errors can be fixed on the spot. Common E-mail Metrics
  147. 147. www.stratadigital.com  Opens / Open Rate The number of contacts who opened the email at least once, and the Open Rate as the number of opens / number of mails delivered. Opens are tracked by adding a small, personalized image (“pixel”) to the email. As soon as the image renders, the ESP will register that the email has been opened. Note that this means Opens is a difficult metric to track, and there is also no guarantee that an email opened was an email read. Note: The bottom line is, the Open Rate is not 100% accurate, but it does serve as a good proxy for whether emails are being read, and as a relative measure to compare emails against each other. Common E-mail Metrics
  148. 148. www.stratadigital.com  Clicks / Click Rate / Click-to-Open Rate When a subscriber clicks on a link, button, or image within your message, a Click is recorded. The Click-to-Open (CTO) Rate is the total number of Clicks (per subscriber) divided by the total number of Opens. Marketers often pay more attention to the CTO than the Click Rate, since the CTO helps to separate the reasons for opening from the reasons for clicking. Tip: Your CTA should be obviously placed (not hidden on the page) and include plain, clear language. Don’t make your audience work to find or interpret it. Common E-mail Metrics
  149. 149. www.stratadigital.com  Unsubscribe Rate The number of contacts who click the “unsubscribe” link in an email and then follow through to successfully opt out.  Marked-as-Spam Rate The number of subscribers who reported your email as spam, divided by the number sent or delivered. Common E-mail Metrics
  150. 150. www.stratadigital.com E-Mail Spam & Regulations
  151. 151. www.stratadigital.com Email spam, also known as junk email or unsolicited bulk email (UBE), is a subset of electronic spam involving nearly identical messages sent to numerous recipients by email.
  152. 152. www.stratadigital.com Image spam is an obfuscating method in which the text of the message is stored as an image and displayed in the email. This prevents text based spam filters from detecting and blocking spam messages.
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  154. 154. www.stratadigital.com
  155. 155. www.stratadigital.com Blank spam is spam lacking a payload advertisement. Often the message body is missing altogether, as well as the subject line. Blank spam can have been sent in a directory harvest attack, for gathering valid addresses from an email service provider.
  156. 156. www.stratadigital.com Anti-Spam Regulations
  157. 157. www.stratadigital.com CAN-SPAM (Controlling the Assault of Non-Solicited Pornography And Marketing) is an act that was passed in 2003.
  158. 158. www.stratadigital.com That act is a law that establishes the rules for commercial email and commercial messages, gives recipients the right to have a business stop emailing them, and outlines the penalties incurred for those who violate the law.
  159. 159. www.stratadigital.com  DO • Do include your valid physical postal address in every email you send out. • Do provide a clear and obvious way to opt out of every email you send out, and honor the unsubscribe within 10 business days. • Do use clear "From," "To," and "Reply to" language that accurately reflects who you are. This applies to the person or business sending the message, as well as the domain name and email address. Rules to Follow for CAN-SPAM Compliance
  160. 160. www.stratadigital.com
  161. 161. www.stratadigital.com  DON’T • Don't sell or transfer any email addresses to another list. • Don't make it hard to unsubscribe from emails. You cannot 1) charge a fee 2) make recipients take extensive steps other than simply replying to an email or visiting a single page on a website to unsubscribe themselves from your emails. • Don't use deceptive subject lines in your emails that misrepresent the contents of your message. Rules to Follow for CAN-SPAM Compliance
  162. 162. www.stratadigital.com ARUN N. NAIR  Arun is the founder of Strata, a venture he started in 2012. He is also principal consultant for all assignments, drawing from his wealth of experience to guide businesses on their digital strategy.  He was Head – Digital with Mahindra Holidays and was one of the pioneers of introducing digital marketing within the entire Mahindra group.  In 2008, he was recipient of the prestigious best practice award from the Mahindra group, the jury was headed by Anand Mahindra.  Recently, he was conferred the Top 20 Digital Marketers citation by the world brand congress (WBC) and the CMO council.  Arun is a regular speaker at digital marketing and social media conferences across the country. He is also passionate about teaching and conducts workshops, guest lectures on digital. About the Trainer
  163. 163. e: arunn@stratadigital.com m: +91 91670.86664 w: stratadigital.com THANK YOU!

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