The document discusses best practices for email marketing, including defining campaign objectives and call to actions, personalizing emails, testing subject lines, and avoiding spam triggers. It also recommends engaging members on social media, analyzing customer behavior, following up on campaigns, and maintaining good email marketing etiquette such as cleaning mailing lists. Finally, it emphasizes adopting a member-focused approach and working towards lifetime customer value to achieve marketing agility.

2. 4th March 2018
Topics Covered
1. Best practices on email marketing
2. Shift on member engagement
3. Global user trends
4. Steps to achieving marketing agility
Agenda

3. 4th March 2018
Define objective of each campaign before
you send any mail.
1. Conversion goal of each mail
2. Align content to conversion goal
3. Bring Clarity in social messaging
4. Helps improve Subject line of the mail
5. Helps measure effectiveness of the mail
Define Email Campaign Objectives

4. 4th March 2018
Personalise your emails by doing the following
1. Use Address “ Dear %name “ . Use Merge tags
2. Use Segmented email lists
3. Use essential fields on signup forms
4. Personalise Product Recommendations
5. Don’t be Salesy to acquired customers
6. Know your customer demographics
7. More relevant the email, the higher are chances of
Conversation
Personalise !

5. 4th March 2018
Each mail has to be Call to Action from member
community
1. Use Actionable language in your mail
2. Have prominent click buttons in your mail
3. Place the CTA at the first half of your mail
4. 80% of Mails-open from Mobile, CTA to be big
5. There has to be only one CTA, don’t confuse the
reader
6. CTA average is 5 – 7% on general list
CTA (Call to Action)

6. 4th March 2018
Be Responsive !

7. 4th March 2018
Why ?
1. Helps improve your “Open Rates”
2. Measure effectiveness of your Subject line
3. It is good to know what version of the mail gets better response
Conduct A / B Testing

8. 4th March 2018
• Get rid of SPAM triggers on your
subject line
• “Salesy language” gets flagged by email
providers. Avoid them
• High unsubscribe rates are indication of
Spam
• Too many hyperlinks on your mail will
get flagged as SPAM
Avoid SPAM Triggers

9. 4th March 2018
User Personalisation tokens to automate replies
1. Whenever some joins your list trigger a welcome
email
2. Use them on auto responders
3. Keep your response templates relevant
4. Use Chatsbots
Automate Workflow

10. 4th March 2018
1. Allow recipients to respond to a
real person rather than
“marketing@pmi...)
2. Emails sent with clear “reply to”
don’t end up in Spam folder
3. Emails are supposed to facilitate
two way communication.
Humanize your emails

11. 4th March 2018
1. Reconnect with Inactive subscribers
of your list on a regular basis
2. Build specific campaigns to revive
this inactive list with a personalized
email
3. Create offers to connect with them
on a physical event or by sharing a
report
4. Focus on WIIFM
Constantly re-engage !

12. 4th March 2018
1. Know your customer demographic (Age, gender and geolocation)
2. Accordingly tune email content
3. Know best time of the day to send mails (Increase open rates)
4. Know best day of the week for max engagement
5. Reuse and repurpose your best campaigns
Analyze customer behaviour

13. 4th March 2018
1. Always strategise your follow ups
2. The follow up email should build
on the idea and be contextual
3. Give a 72 hr period before sending
a follow up mail.
Follow up with Reminders

14. 4th March 2018
• Clean your email list once in 6 months
• Watch for Hard bounces (<3%)
• Always Schedule your mails
• Email copy to your social account
• Reply on your campaigns improves
credibility
• Space your campaign intervals
• Industry average open rate is 27%
Good etiquettes on Email marketing

15. 4th March 2018
Email Market alone is not sufficient for
effective member engagement

16. 4th March 2018
Growth of Social
Source : Global Webindex

17. 4th March 2018
Social engagement time

18. 4th March 2018
User consumption on Social engagement
Source : comScore

19. 4th March 2018
Impact of Social Engagement (ROI)
• Follower growth
• Shares, likes, sentiment, commentsBrand Awareness
• Training leads
• Corporate Requests
Training
Conversions
• Average response time from Chapter
• Member Response Volume
Member
Experience
• Managing negative mentions
• Decrease in Brand valueRisk Mitigation

20. 4th March 2018
Marketing agility in age of Mobile devices
1. Adopt member community first
approach
2. Work towards member lifetime
value
3. Every member engagement is a PMI
brand building opportunity

21. 4th March 2018