A brief Presentation on Email Marketing. Why we are Different How we are different What is our Click Through Rate

1. Whenwasthelasttimeemail
madeyoufeellikethis?

2. Themore“normal”reaction.

3. Email Marketing

4. 5Disclaimers.
All knowledge, no pitch. Ipromise.
1
3
Let’s have a conversation. Interrupt or raise your hand. Ask questions at
the end. Don’t worry, I’m super friendly.
4
Everything I’m going to tell can be done by any sized brand and/or
agency, large, small, B2B, B2C, whatever.
2 Use the hashtag #kamna, but please take a good photo #kthanksbye.
5
4
It’s that time of the day, so Trump’S DONUTS + CORONAVIRUS
EFFECT!

5. “Studythepastifyouwantto
define thefuture.”
–Confucius

6. Emailhistory.
The 70s. The beginnings.

7. Emailhistory.
Gary’s email ROI
$13million

8. Emailhistory.
The 90s. Era of spray &pray.

9. Emailhistory.
The 2000s. Anti-spam and the rise of theDB.
2007

10. Emailhistory.
The 2000s. Segmentation and targeting.

11. Emailhistory.
Today…

12. EmailmarketingIsNotDead

13. Technology
We use HTML codes in message body
which is delivered to inbox
We use outlook to send mails because
every organization is on outlook and
outlook to outlook messages are white
listed

14. Technology at client end

15. Authentication.

16. Layer reputationdata.

17. How To Begin ?
Because key words are great for catching your audience’s attention

18. Planning always works
fine
Set Up
Welcome
Mail
DAY 3 DAY 5
DAY 4
Filter the
contact
list
Design
Template
Send
Email at
best time.
Test mail
to beta
base.
DAY 1 DAY 2

19. Choose us
as your service provide
We Are the best !
24x7 support

20. Leave the
Campaign
to us &
have Good
nigh Sleep
!
SATURN
It’s a gas giant,
composed mostly of
hydrogen and helium
Neptune is the
farthest planet
from the Sun
NEPTUNE
Despite being red, Mars is a
cold place, not hot. The
planet is full of iron oxide
dust
MARS
Mercury is the closest planet to
the Sun and is only a bit larger
than our Moon
MERCURY

21. How We are Different

22. We capture Transition that
trigger dialogue
We Dont Hurry !
Rome was not built in a
day
We ensure Tailor made
communication. One size
doesn’t fit all.
We Take Holistic
view of customer
relationship
We Analyze the data. We Spend more time on data
crunching…
We understand
Conversions gives
you money
“Optout Approach”
We dont forget to
educate on
“Unsubscription”

23. In just blink of time customers make decision
We Dont Over Emphasize
We do Not Hard sell
We Create Good Subject line
We Understand Customers
70% Click Through Rate ( Highest in the industry)
All Mails Land in Inbox
We do not use Overselling & Cheap tricks = SPAM
We Understand You

24. So,howdowe(marketers)get
better?

25. We focusonthecustomer’spoint
ofviewandlooktothe4P’s.
25

26. And,no,I’mnottalkingabout
product,price,place,and
promotion.
26

27. Let’s useMcKinsey’s.

28. Pervasive
P
P Personalized
P Prescriptive
P
28
Participatory
The McKinsey4P’s.

29. P Personalized Make it relevant to me.
P Prescriptive I’m in control.
P Participatory I have a voice. Letme use it.
The McKinsey4P’s.
P
29
Pervasive Let me read email whereI am.

30. Pervasive.
LetmereademailwhereIam.

31. Industry Average Open Rate Average Click Rate Hard Bounce Soft Bounce Unsubscribe Rate
All non-labeled
accounts
22.71% 2.91% 0.40% 0.61% 0.25%
Agriculture and Food
Services
23.31% 2.94% 0.32% 0.50% 0.28%
Architecture and
Construction
22.51% 2.51% 0.73% 1.18% 0.32%
Arts and Artists 26.27% 2.95% 0.30% 0.51% 0.28%
Beauty and Personal
Care
16.65% 1.92% 0.26% 0.33% 0.30%
Business and Finance 21.56% 2.72% 0.43% 0.55% 0.20%
Computers and
Electronics
19.29% 2.08% 0.47% 0.79% 0.27%
Construction 21.77% 2.26% 0.86% 1.28% 0.39%
Consulting 20.13% 2.49% 0.50% 0.79% 0.27%
Creative
Services/Agency
21.39% 2.66% 0.58% 0.93% 0.35%
Daily Deals/E-Coupons 15.06% 2.23% 0.07% 0.13% 0.10%
E-Commerce 15.68% 2.01% 0.19% 0.26% 0.27%
Education and Training 23.42% 2.90% 0.32% 0.51% 0.21%
Entertainment and
Events
20.51% 2.36% 0.28% 0.43% 0.26%
Gambling 21.62% 3.30% 0.42% 0.38% 0.15%
Games 21.10% 3.66% 0.37% 0.44% 0.25%
Government 28.77% 3.99% 0.33% 0.50% 0.13%
Health and Fitness 21.48% 2.69% 0.30% 0.40% 0.40%
Hobbies 27.74% 5.01% 0.18% 0.31% 0.23%
Home and Garden 21.60% 3.03% 0.32% 0.52% 0.35%
Insurance 21.36% 2.13% 0.67% 0.71% 0.25%
Legal 22.00% 2.81% 0.52% 0.66% 0.22%
Manufacturing 19.82% 2.18% 0.72% 1.18% 0.31%
Marketing and
Advertising
17.38% 2.04% 0.44% 0.68% 0.27%
Media and Publishing 22.15% 4.62% 0.14% 0.27% 0.12%
Medical, Dental, and
Healthcare
21.72% 2.49% 0.51% 0.63% 0.28%
The average open rate for all industries we analyzed is 21.33%.

32. Pervasive.
And,allthetime.
32

33. Pervasive.
Ensurethemessageisconsumable.
Single column “skinny” layouts.
1
5 Drop any interactive features. They don’t work well on mobile, for now.
3
Fonts (14+), buttons (44px square), and space that are friendly to our
weak eyes, fat fingers, and small screens.
4
Say it as easily and concisely as possible because I’m probably sitting on
the toilet, eating lunch/dinner (hopefully not both), or “watching” my kids.
2
Appropriate hierarchies. Give your images some love, but remember text
works too.
6
33
For the love of all things holy, let’s drop “click here”.

34. Pervasive.
Mobile designoptions.
Responsive = AWESOME
1 2 Mobile-aware = WORKS TOO
34

35. Pervasive.
Tools toconsider.
35

36. Participatory
Ihavea voice.Letmeuse&see

37. Participatory.
Social+email=matchmadein
digitalheaven.
37

38. Participatory.
Putsocialcontentintoemails.
38

39. Participatory.
Drive cross-channelopt-ins.
39

40. Participatory.
Drive cross-channelopt-ins.
40

41. Participatory.
Figureoutwhatpeoplecareabout;
usethatdatatocraftemailcontent.
41

42. Personalized.
Makeitrelevanttome.

43. Personalized.
Leveragesegmentation to
personalize tome.
43

44. Personalized.
Leveragesegmentation to
personalize tome.
44

45. Personalized.
Develop/enhancetriggersbasedon
my behavior.
Sign up / welcome
1
3 Website engagement / purchase
4 Post experience
2
45
Birthday and/or anniversary

46. Personalized.
Adjustcampaigndelivery,content&
messagingbasedonme.
Gender based content/creative
1
3 Seasonal content/creative
4 Event (i.e. weather) content/creative
2 Location-based content/creative
5
46
Time of day when I read it

47. Personalized.
Adjustcampaigndelivery,content&
messagingbasedonme.
Cool for the gents
Cool for the ladies
47

48. Personalized.
Alwaysgivememorereasonsto
open youremail.
48

49. Personalized.
Alwaysgivememorereasonsto
open youremail.
49

50. Personalized.
Tools.
50

51. Prescriptive
I’mincontrol.

52. Prescriptive.
LetmetellyouwhatIwant.
52

53. Prescriptive.
LetmetellyouwhenIwantit.
53

54. Prescriptive.
LetmetellyouwhenIwantit.
54

55. Prescriptive.
IfIwantout,givemeaneasyopt-out.
55

56. Prescriptive.
Givemereasonstostay.
56

57. Prescriptive.
IfIstoplistening,reengageandthen
stopsending.
57

58. So,let’smakeemailbetter.

59. How?
P Personalized Make it relevant to me.
P Prescriptive I’m in control.
P Participatory I have a voice. Letme use it.
P Pervasive Let me read email whereI am.

60. Why
?

61. Because imagineif
withthis?

62. Data Insights

63. Behavior

64. By the end of 2019 – 293 Billion worldwide email
users ( which is more than 1/3rd of global
population)
By the end of 2022 – 320+ billion daily emails.
#Source Statista

66. The marketer’sperspective.

67. The shopper’sperspective.

68. The market’sperspective.

69. 94 billion
spam messages per day

70. 78%
of email is spam

71. $20 billion
cost to the globaleconomy

72. Whatwouldsolveimmediately
thisproblem?

73. Here’sagreatidea.

74. Unfortunately (yes,unfortunately),
that won’t happen. And, because
weallgotlazytheESPsgotsmart.

75. Markasspam&instant
unsubscribe.

76. Movingpromotionalemailsoutof
theInbox.

77. Theeffects.

78. Theeffects.

79. Theeffects.

80. Theeffects.

81. Sources.
• Smart Insights -
EvolutionofEmail.jpg
• Symantec -
• LinkedIn -
you-need-to-know-about-your-customers?trk=mp-reader-card
• MailChimp -
• Huffington Post -
• Email Marketing Rules -
• Teach to Fish Digital-
• Mashable -
• Mashable -
• Candicreate -
• Think with Google -
• Smart Insights / Gartner -
hype-cycle.png