This presentation is about basics of marketing, definition, comparison with branding, channels of marketing, types of email marketing, and basics of effective email marketing, metrics involved, importance of subject lines as well as email automation

1. DIGITAL MARKETING
MODULE: EMAIL MARKETING
AMAN KHAJANCHI
KHAJANCHI.AMAN@GMAIL.COM

2. Agenda
• Marketing and it’s Importance
• Key Elements of Marketing
• Marketing vs. Branding
• Types of Marketing Channels and Intermediaries
• Types of Email
• Why Email for Marketing?
• Statistics
• Effective Email Marketing: Basics
• Metrics in Email Marketing
• Subject Lines & Their Importance
• Social Media and Email Marketing Integration
• Email Automation
• Summarizing

3. Marketing is About…

4. Definition of Marketing
• The management process responsible for identifying, anticipating
and satisfying customer requirements profitably
Chartered Institute of Marketing
• The process of Planning & Executing the conception, pricing,
promotion and distribution of ideas, goods and services to create
exchanges that satisfy individual and organizational objectives
American Marketing Association
• Satisfying needs and wants through an exchange process
Philip Kotler

5. Marketing vs. Branding
Marketing Branding
Marketing is how? Branding is why?
Marketing is Short-term Branding is Long-term
Marketing is Micro Branding is Macro
Marketing defines tactics Branding defines trajectory
Marketing is the reason someone
buys first
Branding is the reason someone buys
Marketing generates response Branding builds Loyalty

6. Importance of Marketing: Economy
Marketing Helps To Achieve, Maintain And Raise The
Standards Of Living. How?
• Better Marketing Increased Demand
• Increased Demand Mass Production
• Mass Production Low Cost
• Low Cost More Buying Power
• More Buying Power Higher Standard Of Living

7. Importance of Marketing: Employment
Marketing Involves Various Functions / Sub-functions
• Buying
• Selling
• Transport
• Warehousing
• Financing
• Risk Management
• Functions Create Need For Different Specializations
• ~30-40% Population Depends Directly/Indirectly On
Marketing

8. Importance of Marketing: Sales
• Helps Boost Product Sales
• Builds Company Reputation
• Establishes Brand, Philosophy or Values
• Explains What Needs Are Being Met
• Explains How To Purchase Products/Services
• Differentiates Products and Services
• Helps in Pricing Strategies

9. Marketing: Elements and Channels
Key Elements
• Marketers
• What Is Being Marketed
• Target Market
Channels
1. Direct Selling
2. Selling Through Intermediaries
3. Dual Distribution
4. Reverse Channels

10. Types of Intermediaries
Producer of Consumer Products & Services
Consumers
Retailer Retailer
Wholesaler
Retailer
Wholesaler
Agent

11. EMAIL MARKETING

12. Types Of Email
Fulfillment And
Introduction
Invite Them To Your
Social Media
Get To Know Them
Give A Free Product
Leave Them Curious
Something That’s A
Regular
Communication
Between You And
Your List
A Series Of Emails
Sent To Inactive
Subscribers
Adding An Item To
A Virtual Shopping
Cart But Not Buying
Exclusive Discount
For The Holiday
Limited Time – Use
Urgency
Follow-up To A
Purchase
Campaign That Seeks To Engage People In Their
Newsfeed
Campaign Activity
List Management
Workflow Activity
Ecommerce
Welcome
Email
Standard
Promotional
Campaign
Newsletter Seasonal
Campaign
Re-engagement
Campaign
Cart
Abandonment
Campaign
Connect-via-social
Campaign
Post-purchase
Drip
Triggered Email

13. Why Email for Marketing?
1. More effective than social media (For customer acquisition)
2. Economic and Cost Effective
3. Personal and Customizable
4. Action Oriented
5. Measurable
6. Mobile devices allow people to check their email constantly

14. Statistics

15. Effective Email Marketing: Basics
• Effective Emails are:
o Always Relevant
o Conversations, Not Campaigns
o Coordinated Across Channels
o Strategic
• Higher Open Rates:
o Solve A Problem
o Save Money
o Make Them Smarter
o Entertain Them
Educate,
Don’t Sell

16. Metrics in Email Marketing
Source: Constantcontact.com

17. Subject Lines & Their Importance

18. Subject Line Examples
• Fear of Missing Out Subject Lines
– JetBlue: “You’re missing out on points.”
• Curiosity Subject Lines
– GrubHub: “Last Day To See What This Mystery Email Is All About”
• Funny Subject Lines
– Thrillist: “Try To Avoid These 27 People On New Year’s Eve”
• Vanity Subject Lines
– Sephora: “Products the celebs are wearing”
• Greed Subject Lines
– HP: “New must-haves for your office”
• Sloth Subject Lines
– Digital Marketer: “Steal these email templates…”
• Pain Point Subject Lines
– HP: “Stop wasting money on ink”
• Retargeting Subject Lines
– Target: “The price dropped for something in your cart”
• Straightforward Subject Lines
– “[Company Name] May 2005 News Bulletin!”

19. What Works?
• Email Marketing is NOT dead – but it sure is changing
• Engaging email is trustworthy, relevant, and
conversational
• The smaller your email send, the more engaging it will
be
• Behavioral targeting can increase engagement by 50%
or more
• Relevant emails require moving from dumb lists to a
smart database
• Send timely, targeted, valuable HUMAN email
• There is no “optimal” length for an email subject line.
YOUR audience determines that!
• Beauty is in the eye of the subscriber

20. Social Media and Email Marketing Integration
• Enhance Marketing Metrics
o Allows readers to share the email more easily and improves the likelihood of
getting better opens and click-through’s
• Get More Subscribers
o Enhances the word-of-mouth publicity, more people get a chance to learn
about your emails leading to a higher chance of growing email subscription
list
• Recognize Influencers
o Helps determine consistent email openers which can be used to harness the
power of these subscribers and send exclusive email campaigns to make
them feel special
• Present A New Platform For Subscriber Interaction
o Using diverse platforms offers new opportunities to reach out to prospects
and engage with them
• Give Options To Email Subscribers
o Let subscribers them choose the platform they are most comfortable using
to interact
• Amplify The Potential Reach Of Messages
o Improves the reach of email throughout the different marketing channels

21. EMAIL AUTOMATION

22. What Is Email Automation?
• Way to create emails that reach the right people with the
right message at the right moment - without doing the work
every time
• Series of emails that are sent automatically, triggered by
actions of subscribers

23. All Under One
Roof
Customized
depending on
the
organizational
requirements
Top 7 Email Automation Benefits
Scalable and
Cost Effective

24. Generate High
Quality Leads
Reach out to
people at the
right point in
the sales funnel
Generate High Quality Leads
Lead list you’re
working with is
more targeted

25. One of the best
practices to
nurture leads
Nurture leads
by sending
them helpful
information by
email
Helps In Nurturing Leads
The Prospect
will be more
receptive if
emails are
relevant and
engaging

26. Choose a
specific criteria
to trigger the
workflows
Entirely Automated
Rely on email
automation to
work 24/7

27. Helpful and
relevant emails
mean a greater
awareness and
understanding
of business
Prospects will
know exactly
who and what
your business
is
Increases Brand Awareness
Likely be more
interested in
what you’ve got
to say

28. Personalization
tokens that are
filled with the
contact’s
information
Beneficial in
relation to
inbound
marketing
Deliver Personalized Mailers
Add other
personal
information like
location, the
company they
work for

29. When
everything is
automated, it
saves your lot
of time
Focus on other
tasks while the
email workflows
independently
work
Time Saver
Nurture leads and
contacts while doing
other jobs and then
approach your leads
when they’re ready

30. Sales teams can see
what emails and
content the lead has
read and engaged
with
Email marketing is
a flourishing
marketing practice,
that is here to stay
Benefits Your Sales Team
Emails/mailers are
going to be a whole lot
smarter by sending the
right message to the
right person at the right
time.

31. Top 10 Email Automation Tools
1. Constant Contact
2. SendInBlue
3. GetResponse
4. HubSpot
5. ConvertKit
6. MailChimp
7. Drip
8. AWeber
9. Keap
10. ActiveCampaign

32. Summarizing
Email Personalization
– Easiest and most effective way to gain customers
…however, avoid doing it too often!
Start By Gathering The Right Data
– Sign-up Forms Are A Great Place To Begin This Step
Personalize Subject Lines To Boost Open Rates
Send Triggered Emails
– They Ensure That Recipients Want What You Send Them
Ask Questions To Gain Insight
– People Love Feeling Like They Have Options
Send Recommendations
– Direct Them To Effective Landing Pages That Relate To The Topic
Last, But Not The Least:
– Add A Sense Of Urgency So They Can’t Ignore Your Offer

33. QUESTIONS???