This presentation gives an overview of email marketing, the different types of email required for converting a visitor to a customer, and then advocate.

1. A GUIDE TO
EMAIL MARKETING
Moses Gomes, Digital marketing Consultant

3. MIRUM 2016 |
Marketing Prediction
“Email Marketing Will Experience A Second Coming Of
Age In 2020”

5. Emailer Campaign Metrics
Emailer Marketing is like a science,
you need to keep on fine tuning it till you get the desired results.
Campaign Metrics
1. Open Rate: The percentage of email recipients who opened the email
2. Click-Through Rate: The percentage of email recipients who clicked on one or more
links contained in a given email.
3. Conversion Rate: The percentage of email recipients who clicked on a link within an
email and completed a desired action, like filling a lead form.
4. Bounce Rate: The percentage of your total emails sent that could not be successfully
delivered to the recipient's inbox.

6. Email 'Type'
Customer Lifecycle Segmentation (SAMPLE)
Prospects Nursery Development Lapsing Lapsed
Lifecycle
P2C
programme
Nursery
programme
Spot the
winners
Prevent Lapsing
programme
Lapsed
programme
Behavioural Triggered by customer behavior (max 1 email per week for each programme)
Newsletter Sent wk 1 each month to all contacts with personalised content
Feature Email Sent wk 2 each month to all contacts
Offers and Deals Sent wk 3 each month to all contacts
New Product
Introduction
Sent wk 4 each month to all contacts
Emailer Marketing Plan
Emailer Marketing is not a one off activity. There needs to be a sustained, well-defined emailer
program to gauge the effectiveness of the channel.

7. 7

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