E marketing

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E marketing

  1. 1. Email MarketingBy Vinay Kumar SharmaCopyright © 2012 BSI. All rights reserved.
  2. 2. What is Email Marketing?Email marketing is, as the name suggests, the use of email inmarketing communications.In its broadest sense, the term covers every email you ever sendto a customer or potential customer. Copyright © 2012 BSI. All rights reserved. 2
  3. 3. Why Email Marketing?• “e-Mail Marketing is the wave of the future. Fast and cost-effective, e-mail must become an important part of your integrated marketing and media plan.”Salient Features• Cost Saving• Quick Response Cycles• Generates Revenues• Popular Medium• Effective Medium• Results are Measurable• Builds Customer Relations Copyright © 2012 BSI. All rights reserved. 3
  4. 4. Common e-Mail Marketing Objectives• Build brand awareness• Acquire new leads/ registrants/ customers/ clients• Drive immediate sales• Enhance customer retention• Build stronger relationships with existing customers/clients• Provide company or product information• Increase revenues by up-selling to existing customers/clients• Post-order targeted e-mails• As part of an integrated marketing strategy Copyright © 2012 BSI. All rights reserved. 4
  5. 5. OpportunitiesSpecific Email CampaignsEmail marketing campaigns carried out for a specific purposeneed a special touch and attention which helps attain thecampaign goals, this is often mixed with other campaignswhich dilutes the actual message and affects the outcome ofthe program.Non Targeted CampaignsEmail that are sent to non targeted user (mailing lists) Themajor players in the Email marketing industry in India face aproblem of spamming which is due to the mal practicesadopted by the masses. Copyright © 2012 BSI. All rights reserved. 5
  6. 6. ThreatsSpam Email CampaignsIncorrect & unorganized email campaigns oftentrigger spam filter resulting into messages goinginto spam boxes instead of the in-boxes of therecipients. Copyright © 2012 BSI. All rights reserved. 6
  7. 7. The 4 Ps of Email MarketingDon’t forget the traditional 4 Ps of marketing:• 1. Product• 2. Price• 3. Placement• 4. PromotionNow add:• 1. Permission• 2. Privacy• 3. Profiling• 4. Personalization Copyright © 2012 BSI. All rights reserved. 7
  8. 8. Getting Started- (Bench Mark, Sales force & Exact Target)Key Steps to Get You Started…or Optimized• Make a Plan• Get the Technology• Get the Content• Test Your Emails• Track Response (Open rates & click through)• Optimize…test, track and respond• Build Your Reputation Copyright © 2012 BSI. All rights reserved. 8
  9. 9. Emailer Designs (Types)• Introductory E-mailers• Training specific design• Certification or sales support• Special offers/ Webinar/Seminar, Joint trainings mailers Copyright © 2012 BSI. All rights reserved. 9
  10. 10. How do we do itE-mailer design & selection of targeted data Create Emailer campaign in Benchmark, Exact target Schedule date & time and Circulate mails Check response of the campaign – Open rate, click through, hard bounces, soft bounce, Post response activities – hard bounce removals, re- campaigning, report sharing Copyright © 2012 BSI. All rights reserved. 10
  11. 11. Started withBenchmark• Step1=Email Details• Step2=List Selection• Step3=Template Selection• Step4=Email Builder• Step5=Send status Copyright © 2012 BSI. All rights reserved. 11
  12. 12. Templatecreation• HTML, CSS & JavaScript• Images, DTD usages• Hyperlinks• Document attachments• Anchor Tags, Image Tags• Personalize• Social Media linking• Preview & Test mailing• Scheduling & Sending Copyright © 2012 BSI. All rights reserved. 12
  13. 13. GeneratingReports• Checking open rates (Geographic data)• Total Emails Sent• Links clicked (Click rate)• Email bounces (Hard & Soft)• Unsubscribe• UnopenedReport formats (Excel, CSV, PDF) Copyright © 2012 BSI. All rights reserved. 13
  14. 14. THANK YOU!

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