The document discusses the importance and strategies of email marketing as a low-cost yet effective technique for reaching clients. Key aspects include the significance of strategic planning, audience segmentation, and the design and language of emails, with special emphasis on mobile optimization and call-to-action elements. It also highlights the gaps in email marketing practices in India compared to the US, along with the need for personalized, targeted campaigns to build customer relationships and brand loyalty.

1. Trend
Growth
&
Future

2. POWERFUL PLATFORM
Email marketing one of the very old type of marketing technique in the
Online Business world is the premium service that can help businesses
reach out to clients at a minimum cost and also help achieve amazing
results.
The key features of email marketing are:
 Strategic approach
Email marketing should be carried out strategically which will help the
business reach out to the recipients at the right time.
 Planned email structure
Structure of an email plays a very important role in getting the message to
the prospects on your mailing list.

3. India
Adopting
Email
Marketing

4.  Call to Action
The email marketing should make use of the Call to Action with utmost
priority. This is one of the aspects that can decide the fate of the money spent
on these campaigns.
The benefit of a well thought after CTA strategy can help accomplish the goal
of the email campaign and thereby benefit the marketer.
 Designing
Like any-other visual, the e-mailer sent out by a company / brand / individual
should be pleasing to the eye and ensure user engagement so that lasting
relationships are created with the prospects.
 Language
The language in which the e-mailers are sent out should be carefully selected
and segmented. The recipients which are from English speaking countries or
who have specifically opted for English as their preferred language choice
should be sent copies in the specified language only. Having an auto
translator feature would also help get the language fixed.

5.  Mobile mails
With the induction of the mobile and other devices special
attention needs to be given to this.
With a large number of people 234 million Americans
age 13 and older used mobile devices for the three-
month average period ending in April 2012, according to
comScore, Inc.
comScore also estimates that 107 million people owned
Smartphone's during the same period, up 6% versus January
2012.

6.  Segregation of content
Segregation of the content is necessary
depending on the type of email that is
being sent out and the audience it is
being sent out to.
Type of recipients vary in terms
preferences, tastes, likes, networks &
mediums used by them, etc.

7. Analyzing
Reach
&
Effectiveness

8. Evaluating the effectiveness of a strategy implemented
determines the R.O.I. put in by the company.
Various forms of analysis need to be undertaken to
ensure the campaign is best drafted and executed to get
maximum returns to the user.

9. Analyzing Brand Effectiveness
A targeted technique should be adopted by business
houses to reach out to larger section of the audience
and create long term marketing and business goals.
Branded marketing strategies help in building &
maintaining relationships with clients
that help fuel long term business goals and assist
diversification and overall growth.

10. Contd.
Cliental knowledge
The success of a business is its customers and to ensure the longevity of it,
Business should take note of this very critically. Email newsletters play a very
important role in creating a relationship with users and clients. They get you the
feedback the client has about:
 Your business
 Your product
 The aspects of You as a brand they like and the ones they wish to have
modified.
 Statistics show that a well organized and coordinated brand reaps better
results than a well established business house.

11. Major
Brands

13. INDIAN
STORY

14. USP of INDIAN Market
In India the basis of internet marketing as a whole is different from the rest of the
globe. Thus, marketers need to adopt a different strategy in order to extract the
maximum from the efforts they put in. The competition in the Indian market is
severe and thus competing with local brands becomes a major aspect when it
comes to trust.
Instilling trust into your users by giving them a personalized
touch for their needs and requirements plays a key role in
winning them over.

15. Opportunities & Threats
Specific email campaigns
Email marketing campaigns carried out for a specific
purpose need a special touch and attention which helps
attain the campaign goals, this is often mixed with
other campaigns which dilutes the actual message and
affects the outcome of the program.
Non targeted campaigns
Emails that are sent to non targeted user ( mailing lists)
The major players in the Email marketing industry in India face a problem of
spamming which is due to the malpractices adopted by the masses. This is
one of the reasons for the lack of popularity of this strategy in India as
compared to the US, and other parts of the world.

16. Contd.
Spam email campaigns
Incorrect and unorganized email campaigns often
trigger spam filters resulting into messages going to
the spam boxes instead of the in-boxes of the
recipients.
These aspects if paid attention to can help email marketers
extract maximum effectiveness from email campaigns and
diversify the business of the company.

17. Trends: INDIA v/s USA
India which is a very large market for USA which is a diverse market as it caters to
e-marketers has not been capitalized fully by many business forms from across the globe
business. The reasons for slow growth of holds the upper hand when compared to
Internet era in India are: India because:
a) Lack of awareness among the buyers & a) Increased awareness of email marketing
audiences of the benefits of e business. amongst the people which encourage its
b) Fraudulent practices adopted by many usage.
marketers which results in consumer b) Fair email marketing practices carried on
retardation. by marketers and govt. control on the
c) Improper targeting, which results in same.
campaign ineffectiveness and wastage c) Strategic and planned email marketing
of money which could have been used campaigns which result in effective
for better marketing methods. communication and conversions.
d) Use of illegal schemes and methods to d) Government regulations and presence of
attract traffic which causes spam and cyber laws ensure the absence of
loss of faith. malpractices.

18. Personal
Views

19. Adopting the right channel for sending out your messages helps ensure better
effectiveness.
With the advent of social media and its boom marketers need to have a differential
strategy in place for the social segment of their brand. This needs to be managed in
close collaboration with the overall branding of the company so that it creates a lasting
impact in the minds of the audience. Johnson & Johnson is a fine example of this
https://www.facebook.com/pages/Johnson-Johnson/103766552995866
With the initiatives and programs it carries out the impact created is lasting
& reaches out to the masses.

20.  Knowing your audience
 Having knowledge of your audience is key to the success of a business on the web.
Knowing the sources that drive the most traffic to you and optimizing & monetizing your
efforts therein can help raise the effectiveness of your efforts many folds.
 The mobile industry is at a boom, the statistics of the US Smartphone users and
penetration, 2010-2016:
- 2010: 62.2 million (26.9% of mobile phone users / 20.2% of population)
- 2011: 93.1 million (39.2% / 29.7%)
- 2012: 115.8 million (47.7% / 36.6%)
- 2013: 137.5 million (55.5% / 43.1%)
- 2014: 157.7 million (62.5% / 48.9%)
- 2015: 176.3 million (68.8% / 54.2%)
- 2016:192.4 million (74.1% / 58.5%)

21. The statistics depict a huge growth in the market share of mobile & smart phones,
this has turned marketers to modify their strategies and plans accordingly.
To ensure the messages are acknowledged and understood by users marketers are
making the necessary adjustments to their campaigns to ensure better
effectiveness.
Sorting of lists according to various yardsticks has helped marketers deliver the
right message in the right form and to the right users. This starts first with
demographic variation. Users from different parts of the world react and respond to
messages in a different way, the next aspect of sorting is age groups:
From an independent study of the US markets the following
observations were made:

22.  From an independent study of the US markets the following observations were made:
18-24 age group: 62% of all subscribers
- 25-34 age group: 66%
- 35-44 age group: 58%
- 45-54 age group: 45%
- 55-64 age group: 33%
- 65+ age group: 22%
 The above statistics show that of all subscribers of a particular website program 75%
had used and opted in via the mobile / smartphones. Insights such as these are helpful
and necessary for creating a strategy for email marketing.
 The designing, structure, content would vary according to these analysis which in turn
will help create a better strategy and approach for the campaign.

23. Type of content
The content that is drafted needs to be monitored
carefully to optimize user engagement and help create
a lasting impact on users.
Content that is written in the emails needs to be in accordance
with the medium & preference of the subscriber.
A positive content can attract users, instill confidence in their minds and work wonders
for establishing lasting business relations.

24. Follow-up’s and others
The competition in all type of markets is high and every marketer is battling it out in
order to be the first choice of clients and marketers alike. What wins the battle is a
bond that is created between the user and the marketer which helps create value
and brand loyalty.
Brand loyalty and brand recognition can be created with the help of a positive branding
strategy and email marketing is an essential part of the Branding process. The impact a
well branded product creates works wonders for the parent company, which helps
future product development and diversification.

25. THANK
YOU