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DIGITAL MARKETING
MODULE: EMAIL MARKETING
AMAN KHAJANCHI
KHAJANCHI.AMAN@GMAIL.COM
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
Marketing is About…
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
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
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
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
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
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
Types of Intermediaries
Producer of Consumer Products & Services
Consumers
Retailer Retailer
Wholesaler
Retailer
Wholesaler
Agent
EMAIL MARKETING
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
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
Statistics
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
Metrics in Email Marketing
Source: Constantcontact.com
Subject Lines & Their Importance
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!”
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
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
EMAIL AUTOMATION
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
All Under One
Roof
Customized
depending on
the
organizational
requirements
Top 7 Email Automation Benefits
Scalable and
Cost Effective
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
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
Choose a
specific criteria
to trigger the
workflows
Entirely Automated
Rely on email
automation to
work 24/7
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
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
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
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.
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
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
QUESTIONS???

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Email Marketing

  • 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
  • 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
  • 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
  • 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
  • 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