How to do Email Marketing

1. The Art of E-Mail Marketing
BY
Anubhav Singh
LPU, Punjab

2. In This Chapter :-
 Using business e-mail as a marketing tool
 Writing bulk e-mail messages
 Marketing with newsletters
 Developing a good newsletter
 Building your e-mail list

3. More than 2.5 trillion e-mails flood inboxes every year. Of those,
perhaps 70 percent are spam (unwanted, unsolicited e-mail),
some filtered out and most of the rest deleted without being
read. Getting prospects or customers to notice your message in
the midst of this deluge takes a bit of doing. Fortunately, you can
master some best practices for breaking through with e-mail
messages and newsletters that generate business.

4. Using What You Already Have: Free E-Mail Tools
 Branding with signature blocks
Name
Designation
Sub Department
Department
Company Name/ you can put company logo also
Address City/Country/PIN CODE
Email Id
Website-

5. Letting auto responders do the work

6. • Welcome users to a newsletter, perhaps with a coupon for an initial purchase.
• Acknowledge a request for information or technical support.
• Confirm a purchase.
• Indicate that an item is in production or has shipped.
• Send a survey for feedback on customer service.
• Say thank you and inquire about customer satisfaction.

7. Speeding response time with packaged spot/ advertisements
Possible topics for spot/ advertisements include:
• Items from the Frequently Asked Questions (FAQ) section of your Web site
• An abbreviated corporate backgrounder
• Copies of recent press releases
• Troubleshooting replies to common problems

9. E-mailing like a pro
From line: The From line is the very first criterion recipients use when deciding
whether to open a message. That makes your e-mail address into a marketing decision.
Select something that customers will recognize, such as your full name, or a phrase
like CustomerService@yourcompany.com.
Subject line:
Subject Line Should be very specific with your information .
Keep your subject line to less than 50 characters,
(If your e-mail address doesn’t include your company name or function, put it in the subject line:
Your Tech Support Reply ABC Products. If appropriate, put an event name or meeting date in the
subject line.)

10. Message text:
In the text itself, quickly identify yourself, the nature of your relationship with the recipient (or
who referred you), and the purpose of your message. Also, keep your messages businesslike in
appearance.
Save the fancy fonts and bright colors for your personal e-mail. If you include a small logo,
remember that some people suppress images in e-mail. All these directives hold true for auto
responders and Ad. as well as for e-mail messages.
E-mail messages, autoresponders, and blurbs are standard forms of business correspondence.
Always check them for clarity, formatting, spelling, and other essentials of good writing. Send
them to yourself or others to test that they look right in different e-mail clients. Put the most
important information at the top in case someone views messages in preview mode.

11. SENDING BULK OR GROUP E-MAIL
• Notifying registrants in a course, conference, program, or other event
• Communicating with dealers, distributors, or franchisees
• Sending routine service reminders or product recalls
• Reminding customers of appointments or item pickups
• Distributing information to Media
• Communicating with committees, board members, or employees
• Announcing availability of products on back order
Because of concerns about spam, some ISPs don’t let you send bulk e-mails
to more than 50–100 names. To get around this limitation, you can buy
inexpensive software to handle bulk mail.
G-Lock EasyMail www.glocksoft.com/em
GroupMail www.group-mail.com/asp/common/default.asp

12. Rolling Out E-Mail Newsletters
 Bounce Rate
 Open Rate
 Unsubscribe Rate
 Click Through rate

13. A/B TESTING
A/B testing, a technique drawn from direct mail marketing, allows you to
analyze different elements of your newsletter to maximize effectiveness. In an
A/B test, you send slightly different versions of your newsletter to a
representative sample of your audience.
You can separately test these elements:
• From line
• Subject line
• Headline
• Product selection
• Offer

14. Creating an effective newsletter
Don’t forget branding. Include your name, company, product and/or service (whatever
readers will most recognize as your brand) in either the From or Subject line.
Entice the subscriber. Insert a benefit or another reason for opening the message in
the subject line. You’re more likely to get a response to an e-mail
Eg- Free 2 for 1 Dinner Coupon Until 9/30.
Be honest. Don’t trick people into opening your e-mail with a misleading subject line.
An accurate subject line is actually a legal requirement.
Create a sense of urgency. Incorporate time-dependent phrases or other words of
urgency to encourage opening your newsletter promptly: the name of the month, this
week, now, important recall notice, exclusive offer.
Don’t overdo it. Avoid using punctuation in the subject line, especially exclamation
points. Don’t use all capital letters either; they trigger spam filters.
Keep it short. Keep the subject line to 50 characters, including spaces.