This document provides an overview of email marketing, including what it is, why to use it, challenges and solutions. Some key points: - Email marketing involves sending commercial messages like ads, requests or sales pitches via email to build loyalty, trust or brand awareness. - Benefits include low/no cost, large reach, ability to drive conversions and stay in inboxes long-term. - There are limits to how many emails can be sent per day from various email accounts to avoid being flagged as spam. - Proper authentication, reputation, content and volume are important factors email delivery systems consider to determine if an email goes to the inbox or spam folder. - Using a reputable high-

1. Email Marketing 101
By Jishnu Brahma

2. What is Email
Marketing
E-mail marketing directly sending a
commercial message, typically to a
group of people using email. It
usually involves using email to send
ads, request to business or solicit
sales or donations and is meant to
build loyalty, trust or brand
awareness.

3. Why Use Email Marketing ?

4. The Reasons
1.Free Of Cost
2.Larger Reach
4.Drives Conversions
5.Preferred Communication Channel
6.Stays in the Inbox Forever

5. Email IDs
Corporate Email ID
In Case of google
provided corporate Email
Ids, Sending Limitations
are-
1.To Gmails- 1000/Day
2. To Others- 250/Day
Generic Email ID
In case of generic gmail
IDs, Sending Limitations
are-
1.To Gmails - 150/Day
2.To Others - 1000/Day

6. What Is Bounce?
When an email is rejected by a subscriber's email server, it's
called a bounce.
There are two types of Email bounces.
1.Hard Bounce or Permanent Bounce
2.Soft Bounce or Temporary Bounce

7. Email Permissions
Permission
OPT OUTOPT IN
Implicit
Permission
Explicit
Permission

8. What is Spam?
Relevancy
+
Frequency

9. So The Challenges
Limit
So clearly there’s a
limitation, to overcome
this we have use an ESP
or Email Service
Provider.
https://goo.gl/vvSizm
Email Laws in India
Unfortunately there are no
email laws in India.
https://goo.gl/cyw2P8
You may come across many
email marketing providers,
claiming they are the best.
The real story here is, as there
are no laws, no certainty that
what they are claiming is true.
Delivery
In real life scenarios, when
you use these local services
your mails often lands in
users’ spam folder.
Wastage of
● TIME
● ENERGY
● MONEY

10. Solution
Solution is to use a reputed hot ip to
send out emails. In other words use
a clean server for your email
marketing campaign.

11. SENDER
One who sends out the
EMAILS
COP 1
Checks The
AUTHENTICATION
COP 2
Checks the
REPUTATION
FIREWALL
Receivers own firewall
will check if the email
is harmful or not.
RECEIVER
Your target audience’s
inbox

12. Journey Of an Email

13. COP 1
Takes Care :
1.Sender policy framework(SPF)
2. DKIM (Domain Keys Identified Mail)
3. Compliance (Header Information &
CAN SPAM)
Authentication

14. Header Information
1. From Name
2. From Email ID
3. Subject Line
4. Pre Text
5. IP Address

15. Compliance
● CANSPAM ACT 2003 (USA)
● CASL (Canada)
● Directive on Privacy and Electronic Communications(EU)

16. The CANSPAM Act 2003
1.No deceptive Subject line
2.Give Physical Address
3.Put Unsubscribe Link
4.Don’t Send Mails to Unsubscribers

17. COP 2
Content:
1.Words
2.Images
3.Links
Volume:
Cold IP
Hot IP
Percentage of SPAM Triggering Words
Blacklist History
User Engagement
Reputation

18. Inbox Or Promotional?
Can We Control?

19. Tools
MAXPROG
SENDERSCORE
JPEG OPTIMIZER
SERF7
MELON MEDIA
SPAMCHECK.POSTMARKAPP.COM
ping@tools.mxtoolbox.com
MXTOOLBOX
Mailchimp

20. How to Shoot a
Campaign
We can learn how to send 12000 E-mail
from Mailchimp free Account to 2000
subscribers per month by watching this
video.

21. Thank You
Dedicated to My Teacher Mr. Nithyanandan Ramakrishna. (https://www.linkedin.com/in/nithy/)