1. Email Engagement Strategies
Talk about this workshop on Twitter
using #juvlon
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2. Agenda
What is Email Engagement?
& Why is it important?
Best Practices & Ideas
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3. Question
How many of you measure
Email Metrics?
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4. Email is Special
Published BENCHMARKS
Published STANDARDS
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5. Published Benchmarks
ROI
45.00
40.56
30.00
22.24
19.72
$
15.00
10.51
7.30
0.00
Channels
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6. Email Trends India
Email Open Rates
Open Rate
Travel 12%
Education 11%
Finance 13%
Retail 12%
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7. Published Standards
Formed and
followed by
Industry Leaders.
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8. Engagement = readers viewing and
clicking email messages
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9. Are your readers engaged?
Don't just watch Open & Click Rate.
What % of your audience has “never
opened” the email?
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10. Why Engagement?
Priority Inbox measures
“interaction” i.e opens,
clicks & replies
Measures read and
deleted, deleted without
read, replied and
frequency.
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11. Why Engagement?
Better Engagement = Better Delivery
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12. What ISPs Say
Windows Live Hotmail:
“If as little as 1% of your customers complain, the
inability to communicate with your entire customer
base may be the end result”
Yahoo Postmaster:
“One of our strongest tools is our users' feedback, i.e. the
messages users mark as "Spam" and "Not Spam."
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13. Issues
Top Reasons why readers lose interest:
1. Emails are too frequent
2. Repetitive & boring content
3. Irrelevant content
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14. How To Build Interest
5 Steps to building engagement:
D. E. L. T. A = Delta
1. Design
2. Email
3. List
4. Testing
5. Analytics
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15. Question
Is creating a good design a challenge
for you?
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16. Responsive Design
A booklet of good looking designs
Email designed for viewing on phone
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17. Question
Do you have a content editor?
Here is an example of a content heavy email.
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18. http://bit.ly/juv-1
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19. 19

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22. Improve Email Content
● Call me now buttons
● Customer Testimonials
● Triggered email
● Birthdays
● Anniversaries
● Abandoned Cart
● Welcome emails
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23. Responsive Email
● Re-Engagement
● Post purchase message
● Gift reminders
● Re-order reminders
● New product announcements
● Time bound emails
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24. Tricks – Pre Headers
Pre-headers= first few characters of Email.
Use them to improve open rate.
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25. Video “image” in email....
Video “image” in email draws
attention.
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26. Share on FB / Twitter
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27. Social Media
z
Cross promote Social Media
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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.
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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. Examples
Here are few more examples of emails that
engage...
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31. A Diwali Greeting
Came with
a Rs500
Voucher.
Made this
email
special.
Timing and
Promo was
right.
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32. 3rd Party email. Right audience + Right
message worked.
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33. Consistent Voice across Triggered
Email and Marketing Newsletter.
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34. Consistent Voice. Email is a first
touch point many times. Lesson:
Use to establish high recall.
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35. Testing
● A/B testing
● Design
● Content
● From name
● Day
● Subject
● Google Analytics Integration
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36. Measure Traffic from Email
Email Readers spend upto 30% more
time on your website.
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37. Email Analytics
Compare Conversion Rates
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38. Email Analytics
How much Time do they spend
reading email?
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39. Email Devices Report
On what devices?
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40. 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
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