This document provides techniques for optimizing key email parameters such as the sender address, recipient address, and email content. It discusses 15 techniques for collecting email addresses from websites, social media, events, and other offline sources. It also covers best practices for email design like using HTML formatting, directing the user's eye path, and innovating content with images, GIFs, and other multimedia. The goal is to engage recipients and drive them to take desired actions through effective use of these email fundamentals and design principles.

1. `A to Z of Email
Almost Everything about it

2. @emailmeetup

3. What is Email ?

4. Transactional & Promotional

5. Fundamentals of Email

6. What are the Basic Parameters ?

7. The Basic Parameters of Email
• Sender Address (From)
• Recipient Address (To)
• Reply-To
• Subject
• Body
• Attachments
• Envelope Headers

8. Param #1. Sender Address

9. Sender Address
• Two Components:
– Sender Name
– Sender Email ID
• Example:
Narendra Modi <narendra.modi@gov.in>
PVR Cinemas no-reply@pvrcinemas.com
• Importance of Sender:
– Helps in recognizing the sender
– Helps Increasing the Open rate of your emails

10. Email is a 2-way communication
Technique #1 – Stop using no-reply in sender

11. Ever wondered by you do not receive Facebook notification from
facebookmail.com and not facebook.com?
Technique #2 – Sender Domain same as Business
domain

12. Why use a dedicated domain for Email Marketing?
Make sure that you do not use your main domain for sending out your
promotional email campaigns.
I see too many junk mails
from BuyFromMe.com. Let
me send this to spam as well..
Business proposal to
ImpClient.com

13. Who are all these
people?!
A certain Shobha is offering exclusive apartments. How do I trust her?
Browntimee what?! Can’t be a genuine brand for sure
Technique #3 – Don’t Use unknown sender name

14. No generic campaigns for
me, I will personalize all
communication.. Even the
from field!
Health Plans
health@insurance.com
Child Plan
parentcare@insurance.com
Saving Plan
saving@insurance.com
Insurance.com
Technique #4 – Don’t Change Sender ID frequently

15. Param #2. Recipient Address

16. Recipient Address
• One or Many
• Big Question- How to get an email id ? How to get
subscribers ?

17. Every marketer’s dream..

18. Email Marketing has helped
marketers churn cash for ages..

19. But..
With time, some fishes are bound to leave the
stream..
Studies suggest 84% of marketers record an annual
attrition rate of 16%
- Marketing Sherpa

20. Data attrition
is an
unavoidable
evil.
Inflow of new
potential
buyers is a
must

22. Is procuring data option?
You will
NOT
procure email
Identities

23. Huge customers online

25. Short Form to Fill
Reason to Register
Technique #1 – Registration Box/Pop-up
on Website

26. Technique #2 – Giving Offers at the Time of Signup

27. Try it yourself:- http://www.sulekha.com/
Technique #3 – Connect Using Social Media on
Website

28. Click here to see for yourselves:- http://www.facebook.com/pantaloons/app_371527116222899
Technique #4 – Using Subscription Widget on Your Social
Media Pages..

29. See this Live :- http://www.facebook.com/Volkswagenindia/app_364228163616528
Technique #5 – Using an “App” to collect email Ids on
Facebook…

30. Technique #6 – Collect data through invites…
Invite Friends and Earn Money – Reward your customers to invite their friends!

31. Technique #7 – Increase database by
“Refer a Friend” Campaigns…

32. Technique #8 – Invite Your Gmail, Yahoo etc Contacts…

33. Technique #9 - Run contests on your website that
require an email address to enter
Submit your Guesses with
your email & mobile…

34. Technique #10 – Collect Email Ids directly from the
Banner Ad…
Banner Ad by Tata AIG..
Here they collect the email ids directly
from the Ad itself

35. Banner Ad by Jabong..
This gets re-directed to their
website
Technique #11 – Re-direct user from Banner Ad to Your Website

36. You could send an email targeting a specific target
audience
Collect data through subscription, fill a lead, drop a query or
re-directing them to your website where they can register
Technique #12 – Affiliate Email Marketing
Using Someone else Opt-in Data

37. Technique #13 – Sign Up Forms
Users can fill Membership forms at:
• Malls
• Restaurants
• Retail Outlets
In these forms we can ask users to
tick on a preferred way/medium to
stay updated on various offers.

38. Technique # 14 – Collect email Id at the time of Tele-calling
At the time of describing the
product or answering a client
query it can be made
mandatory to collect email
ids!
Don’t forget to Ask for
Permission!

39. Technique #15 – Collect in an Event!
• Collect business cards at
events
• Then subscription
emails can be sent to
these Ids asking them to
subscribe to receive
emails from you.

40. Technique #16 – Using QR Codes…
QR Code on the Pepsi Can Scan it on the Smart Phone Redirected to pepsi.co.uk
More Visits on the Pepsi Website => More Registrations…

41. Technique #16 – Using QR Codes on Trains..
Tesco used QR codes on the Subway so that users could purchase the
products On the Go and get the goodies delivered to their homes!

42. Technique #16 – Using QR Codes to get feedback
Ask for a Feedback using QR
Codes – these can be on :-
• Hoardings
• Posters
• Shop Windows
• Malls
Once they get re-directed to the
website they have to give their
details and then proceed…

43. • We can use QR Codes at the back on the
business cards instead of a blank Space
• This QR code can be linked to the
website
where the user has to visit and
subscribe.
Technique #16 – Using QR Codes at the back of business cards

44. Technique #17 – On Business Cards
• We can also have a number to which
one can “Miss Call” , after which they
would start receiving Text Messages
• We can also include some offers like :
Get Rs. 100 OFF, SMS “<emailid>” to
12345 OR Offers for Signing Up!

45. Technique #18/19/20 Unexplored Territories…
 Tie up with Cabs
The customers will get a unique discount code depending upon the fare of the cab
in his phone. He needs to log on to the particular portal and register to redeem the
unique code.
 Using Bluetooth
There can be banners asking customers to switch on their Bluetooth where they can be
sent deals & asked to register on websites.
 Foursquare Checkin
Once you claim your business location on Foursquare, for example, you can create
rewards, sweepstakes and other programs and ask visitors to register via their Facebook
or Foursquare account. You’ll then have access to their email address and can message
registrants via email about the program and special offers

46. Param #3. Reply-To Address

47. Reply-To Address

48. Param #4. Subject Line

49. Under-estimating subject line
Re: The Fake
Reply
Re: Personal
car loan
“The best subject lines tell what’s inside, and the worst
subject lines sell what’s inside.”
And some simply kill what’s inside..

50. Lengthy subject liens are virtually worthless

51. “Personalization is an art by which a
brand tailors its communication as if it
was meant only for you..”

52. Marketeers have simply nailed personalization
Ummm… Or have they?

53. Param #5. Body

54. What all things a Email Body can
contain ?? Any Guesses…

55. What all things a Email Body can
contain ??
• Plain Text or HTML
• Images
• Video-In Email
• Animated Gif Image
• Form
• Live Ticker
• Live Twitter Feeds
• Personalised Images

56. Organize Your Email Content
Email
Content
HTML’ized
email
Alt-text
Eye-path
White-
space
Flow of
content
Innovation
in content
Components of a well-planned email content include

57. #1. Single Email V/s HTML
Why not Single image?
Heavy email, opens slowly with
limited bandwidth
Creates inbox delivery issue
Entire email clickable, leading
to deceptive results.
HTML’ization of email creative is a MUST!

58. What really is an HTML’ized Email?
HTML’ization of email
does NOT
mean slicing a JPEG
into parts

59. #2. Smart use of Alt-text
• Suitable Text-to-Image
Ratio
• Relevant Alt Text
• Strategic hosting of
images
AFTER IMAGES DISPLAY :BEFORE IMAGES DISPLAY :

60. #3. Directing user’s eye-path toward desired CTA
• Eye-path refers to the way in which humans respond to the
use of forms, colors etc. to scan email content
• Optimizing eye path improves the overall experience for a
website's user.
• This results in lesser page abandonments

61. A. Explicitly direct User’s Eye path
Human eyes tend to follow the direction it is pointed to.
Notice how the arrow brings attention to the search bar immediately, making
the purpose of the page very clear for prospects:

62. B. Direct user’s Eye path with F-pattern

63. C. Direct eye-path with subject’s gaze
It matters where subjects in images are looking. Subconsciously, people tend to
follow the gaze of subjects and look in the same direction.

64. C. Direct eye-path with subject’s gaze
It matters where subjects in images are looking. Subconsciously, people tend to
follow the gaze of subjects and look in the same direction.

65. C. Direct eye-path with subject’s gaze
It matters where subjects in images are looking. Subconsciously, people tend to
follow the gaze of subjects and look in the same direction.

66. #3. Use White-Space with Caution
Whitespace is extremely important to improve readability
Too much whitespace can also give a sense of disconnect between the elements.

67. #4. Effective flow of content
Components of a well-planned email content include :
• A headline – Make sure your headline creates an impact for the user to
browse through the remaining content.
• A defined eye-path - Make sure that the flow of the content is easy to
understand.
• Call-to-Action – End action point, which is your main intent of your
communication.

68. The Fold is over-rated
Marry me!
Umm… I’m not sure..
Ok, let me NOW tell
you more about
myself..
Often, a single yes is all about many micro-yes.. in the right chronology. Not
everything needs to be in 1st fold of email

69. Who are Mis-sellers?
Is it the Brand?
Branding is only in the second
scroll.
Mail is selling Term Insurance
with nil content which may
confuse the customer.
120% increase in CTR with content Optimization
CONTROL :

70. 120% increase in CTR with content Optimization
70% of subscribers
across all verticals are
Un-Engaged
Headline
& Detailing
Why go for
Term Plans
Comparison
& Detailing
Call-to-Action
The mailer depicts a
logical flow that
guides the recipient all
the way to the Call-to-
Action
TREATMENT :

71. #5. Innovation of content with GIF
 Eye-appealing
 Space saving
 An animated message can help you appeal to lots of different people
without bothering with segmenting and using advanced email analytics

72. Dell provides Real-Life feel of new Laptop using GIF
Winner at Design & Create Award at MarketingSherpa Awards
Excellent use of GIF to demonstrate USP of laptop

73. Param #6. Most Interesting…
Envelope Headers

74. Envelope Headers

75. Users relate to
B&B products
with real need
of conditioner
with GIF
Effect of humidity
on hair perfectly
shown by hair-care
brand

76. Paul Marra is moving.. Quite, literally!
Innovative way of informing of change of address

77. Thank You…
Follow us on at @emailmeetup to get latest updates on
Email Deliverability and on our upcoming events.