Email Engagement Strategies

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This is a copy of the presentation I gave at the Email Marketing Workshop at Delhi on 13th July 2012. The video is here: http://67.228.219.56/iamai/webcast/130712/webcast.asp

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Email Engagement Strategies

  1. 1. Email Marketing Email Engagement StrategiesTalk about this workshop on Twitter using #juvlon
  2. 2. AgendaWhat is Email Engagement? & Why is it important? Best Practices & Ideas 2
  3. 3. QuestionHow many of you measure Email Metrics? 3
  4. 4. Email is SpecialPublished 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 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. Engagement = readers viewing and clicking email messages 8
  9. 9. Are your readers engaged?Dont just watch Open & Click Rate.What % of your audience has “never opened” the email? 9
  10. 10. Why Engagement?Priority Inbox measures“interaction” i.e opens,clicks & repliesMeasures read anddeleted, deleted withoutread, replied andfrequency. 10
  11. 11. Why Engagement?Better Engagement = Better Delivery 11
  12. 12. What ISPs SayWindows Live Hotmail: “If as little as 1% of your customers complain, theinability to communicate with your entire customerbase may be the end result”Yahoo Postmaster:“One of our strongest tools is our users feedback, i.e. themessages users mark as "Spam" and "Not Spam." 12
  13. 13. IssuesTop Reasons why readers lose interest:1. Emails are too frequent2. Repetitive & boring content3. Irrelevant content 13
  14. 14. How To Build Interest 5 Steps to building engagement: D. E. L. T. A = Delta1. Design2. Email3. List4. Testing5. Analytics 14
  15. 15. QuestionIs creating a good design a challenge for you? 15
  16. 16. Responsive Design A booklet of good looking designsEmail designed for viewing on phone 16
  17. 17. Question Do you have a content editor?Here is an example of a content heavy email. 17
  18. 18. http://bit.ly/juv-1 18
  19. 19. 19
  20. 20. 20
  21. 21. 21
  22. 22. Improve Email Content● Call me now buttons● Customer Testimonials● Triggered email ● Birthdays ● Anniversaries ● Abandoned Cart ● Welcome emails 22
  23. 23. Responsive Email● Re-Engagement ● Post purchase message ● Gift reminders ● Re-order reminders ● New product announcements● Time bound emails 23
  24. 24. Tricks – Pre HeadersPre-headers= first few characters of Email. Use them to improve open rate. 24
  25. 25. Video “image” in email....Video “image” in email draws attention. 25
  26. 26. Share on FB / Twitter 26
  27. 27. Social Media zCross promote Social Media 27
  28. 28. Email List● VALUE email address● COLLECT at every opportunity● MEASURE growth of the list● CLEAN it. Preen it. EMAIL ADDRESS = MOST IMPORTANT ASSET IN DIGITAL MARKETING. 28
  29. 29. Email List● Acquisition ● What is your current readership? ● How much has it grown? ● What is your target?● Reactivation ● Who are non engaged audience? ● What can you offer them? Which other channels? 29
  30. 30. ExamplesHere are few more examples of emails that engage... 30
  31. 31. A Diwali Greeting Came with a Rs500 Voucher. Made this email special. Timing and Promo was right. 31
  32. 32. 3rd Party email. Right audience + Right message worked. 32
  33. 33. Consistent Voice across Triggered Email and Marketing Newsletter. 33
  34. 34. Consistent Voice. Email is a firsttouch point many times. Lesson: Use to establish high recall. 34
  35. 35. Welcome Email 35
  36. 36. Testing● A/B testing ● Design ● Content ● From name ● Day ● Subject● Google Analytics Integration 36
  37. 37. Measure Traffic from EmailEmail Readers spend upto 30% moretime on your website. 37
  38. 38. Email AnalyticsCompare Conversion Rates 38
  39. 39. Email AnalyticsHow much Time do they spend reading email? 39
  40. 40. Email Devices Report On what devices?Read More 40
  41. 41. 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 41

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