Some of the best practes

2. 4th March 2018
Topics Covered
1. Best practices on email marketing
2. Shift on member engagement
3. Global user trends
4. Steps to achieving marketing agility
Agenda

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Define objective of each campaign before
you send any mail.
1. Conversion goal of each mail
2. Align content to conversion goal
3. Bring Clarity in social messaging
4. Helps improve Subject line of the mail
5. Helps measure effectiveness of the mail
Define Email Campaign Objectives

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Personalise your emails by doing the following
1. Use Address “ Dear %name “ . Use Merge tags
2. Use Segmented email lists
3. Use essential fields on signup forms
4. Personalise Product Recommendations
5. Don’t be Salesy to acquired customers
6. Know your customer demographics
7. More relevant the email, the higher are chances of
Conversation
Personalise !

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Each mail has to be Call to Action from member
community
1. Use Actionable language in your mail
2. Have prominent click buttons in your mail
3. Place the CTA at the first half of your mail
4. 80% of Mails-open from Mobile, CTA to be big
5. There has to be only one CTA, don’t confuse the
reader
6. CTA average is 5 – 7% on general list
CTA (Call to Action)

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Be Responsive !

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Why ?
1. Helps improve your “Open Rates”
2. Measure effectiveness of your Subject line
3. It is good to know what version of the mail gets better response
Conduct A / B Testing

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• Get rid of SPAM triggers on your
subject line
• “Salesy language” gets flagged by email
providers. Avoid them
• High unsubscribe rates are indication of
Spam
• Too many hyperlinks on your mail will
get flagged as SPAM
Avoid SPAM Triggers

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User Personalisation tokens to automate replies
1. Whenever some joins your list trigger a welcome
email
2. Use them on auto responders
3. Keep your response templates relevant
4. Use Chatsbots
Automate Workflow

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1. Allow recipients to respond to a
real person rather than
“marketing@pmi...)
2. Emails sent with clear “reply to”
don’t end up in Spam folder
3. Emails are supposed to facilitate
two way communication.
Humanize your emails

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1. Reconnect with Inactive subscribers
of your list on a regular basis
2. Build specific campaigns to revive
this inactive list with a personalized
email
3. Create offers to connect with them
on a physical event or by sharing a
report
4. Focus on WIIFM
Constantly re-engage !

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1. Know your customer demographic (Age, gender and geolocation)
2. Accordingly tune email content
3. Know best time of the day to send mails (Increase open rates)
4. Know best day of the week for max engagement
5. Reuse and repurpose your best campaigns
Analyze customer behaviour

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1. Always strategise your follow ups
2. The follow up email should build
on the idea and be contextual
3. Give a 72 hr period before sending
a follow up mail.
Follow up with Reminders

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• Clean your email list once in 6 months
• Watch for Hard bounces (<3%)
• Always Schedule your mails
• Email copy to your social account
• Reply on your campaigns improves
credibility
• Space your campaign intervals
• Industry average open rate is 27%
Good etiquettes on Email marketing

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Email Market alone is not sufficient for
effective member engagement

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Growth of Social
Source : Global Webindex

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Social engagement time

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User consumption on Social engagement
Source : comScore

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Impact of Social Engagement (ROI)
• Follower growth
• Shares, likes, sentiment, commentsBrand Awareness
• Training leads
• Corporate Requests
Training
Conversions
• Average response time from Chapter
• Member Response Volume
Member
Experience
• Managing negative mentions
• Decrease in Brand valueRisk Mitigation

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Marketing agility in age of Mobile devices
1. Adopt member community first
approach
2. Work towards member lifetime
value
3. Every member engagement is a PMI
brand building opportunity

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