The document summarizes an upcoming webinar on email marketing trends in 2021. It will feature presentations from Titus Thomas of WebEngage and Keyur Dhami of WebEngage. The webinar will cover the growth of email marketing over 40 years, the impact of the pandemic, best practices for email campaigns, top trends for 2021 like personalization and automation, and examples of effective campaigns from companies like Goibibo.

1. Click, Open!
The New Era of Email Marketing
Presents a Webinar on
Titus Thomas
Head of Tech Partnerships, WebEngage
Keyur Dhami
VP - Customer Success, WebEngage
April 21, 2021

2. 1971
The first electronic
email was sent
1978
First mass blast
campaign was sent
which resulted in
$13MN in revenue 2018
94 BILLION emails
sent daily
2021
?

3. However, 40 years on…
There is a question that troubles marketers
Is Email Marketing
dead?

4. Well…

5. 2021 2022 2023 2024 2025
319.6
4.3% 4.3% 4.2% 4.1% 4.1%
333.2 347.3 361.6 376.4
Total Worldwide Emails
% Growth
Worldwide Email Users (B), 2021-2025
3900
2021 2022 2023 2024 2025
4000
4100
4200
4300
4400
4500
4600
4700
Email is here to stay
Sources:
https://www.radicati.com/wp/wp-content/uploads/2020/12/Email-Statistics-Report-2021-2025-Brochure.pdf
https://www.radicati.com/wp/wp-content/uploads/2020/12/Email-Statistics-Report-2021-2025-Executive-Summary.pdf
• Email is 40x more effective than social media for customer acquisition
- (McKinsey)
• 99% of consumers check their email once or more every single day
- (DMA Insights)
• Email marketing has a return on investment (ROI) of $42 for every $1
spent
- (Litmus)

6. The Pandemic Effect
Notable shifts in email marketing during the pandemic
Getting Your Email Marketing Right
No more Bulk Emails!
Resolving email delivery issues
Understanding Impact on Revenue
Top 5 Trends To Beat Email Fatigue in 2021
Cool trends to keep email marketing fresh and
relevant in 2021
Do It Right!
The go-to checklist for nailing email marketing
Learn from the Best
Glimpse of how other brands are leveraging
email marketing to drive results
What’s In Store?

7. The Pandemic Effect
2. Email became one of the most-preferred
engagement channels for personalized
and empathetic communication.
1. Global business disruption spurred
rapid digital transformation.
The Hero for Consumer Businesses
during the Pandemic

8. Source: WebEngage
Email
0
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
100000000
200000000
300000000
400000000
500000000
600000000
700000000
800000000
900000000
Spike in adoption trends
The Pandemic Effect
Q1 vs Q2: Emails Sent & Opened
Quarter 1 (Jan - Mar 2020) Quarter 2 (Apr - Jun 2020)
2500000
5000000
7500000
10000000
12000000
0
Emails Sent Emails Opened
10240460
1033473 1162140
7629171

9. Source: WebEngage
The Pandemic Effect
Email Clicks - 32.2% Increase in Q2
Quarter 1 (Jan - Mar 2020) Quarter 2 (Apr - Jun 2020)
Email Open Rate (in %)
15
10
5 10.09
15.23
Quarter 1 (Jan - Mar 2020) Quarter 2 (Apr - Jun 2020)

10. Getting your
Email Marketing Right

11. • Move to triggered email
campaigns
• Enrich emails with
personal and behavioral
data
• Leverage real-time
contextual information to
increase Clicks & Opens
• Use dynamic segments to
create highly targeted
email campaigns at scale
No More Bulk Emails

12. • Use real-time data in
email campaigns
• Pull data from any
source and use it to
create dynamic
campaigns
• Deliver a powerful,
one-to-one email
experience that is
hyper-personalized
at scale
Create Highly
Contextual Email
Campaigns

13. Subject line - Store credits
+ product pairing
Most recently viewed product
category as the email header
image
Product combo is
customizable based on each
user’s behavioural pattern
Banner image customizable
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GlammPOINTS data is plugged
in
based on each user’s store
credit accumulation
Price customization is done for
each user based on the store
credit she has in her account

14. ETMoney | Personalized Yearly Roundup Campaign

15. Custom Fold 2:
Personalized
Product pitch - based on
behavioural data - with
“Buy now” CTA
Custom Fold:
Personalized gift offer
Custom Fold 3: Cross-
selling items based on
behavioural data insights
+ recommendation engine
Leverage Real-time Insights In Your Emails

16. Understand Revenue Impact
• Analyze email performance with in-depth performance insights
• Assign a dollar value to your email campaigns with revenue
tracking!
B

17. 1. Are you following email authentication protocols?
- Make sure DKIM, DPF, DMARC is complete
2. How effectively do you warm your email IP?
- Start with the engaging users and move to the
inactive user base
- Start with 500 users and increase 10% - 20%
3. Are you bifurcating promo and trans traffic?
- Promo are prone to have more unsubscription and
spam complaint
- Have a placeholder for your monthly campaigns in
trans email content
Fix Email Delivery Issues

18. Fix Email Delivery Issues
4. How good is your sender reputation score?
- Keep a tab on your Google Postmaster report
- Check your IP health in tools like MX tool box
5. Is your IP blacklisted?
6. Is your email list validated? (*updated, accurate email ids*)
- Double opt-in > Single opt-in > Purchased list
7. Are you taking care of unsubscribes + bounces?

19. Top 5 Trends To Beat
Email Fatigue in 2021

20. Source: Campaign Monitor
Automated emails
drive 320% more
revenue when
compared to
non-automated emails
1.Automation Is The
Present - And The Future

21. Journey-based
automation
Email
Personalization
Dynamic
Email Lists
1. Automation Is The
Present - And The Future

22. 2. Leveraging
Hyper-Personalization
Source: Campaign Monitor
Marketers report a
760% increase in
email revenue from
personalized and
segmented
campaigns

23. Behind-the-scene -
No-code Personalization tokens for every
element
2. Hyper-Personalization - In Action
What the user sees -
A hyper-personalized and contextual message

24. Source: Campaign Monitor
3. Mobile-First Emails
Will Be A Priority
81% of people check
their emails using a
mobile device

25. Non-responsive
templates:
• Difficult to read
• Poor navigation
• Clunky user
experience
• Dismal engagement
- Reader tends to
click “go back” or
“delete”
Responsive
templates
• Reader-friendly
• Easy to navigate
• Seamless user
experience
• Desirable
engagement-
• makes the reader
want to scroll and
take action
3. Mobile-First Emails Will Be A Priority - In Action

26. Source: Snovio. Labs
4. Interactive Content
For The Win
Attaching a video in
an email can lead to
a 200-300% increase
in CTR

27. Embedded videos In-email carousel
4. Interactive Content For The Win - In Action

28. CSS animations and keyframe animations
4. Interactive Content For The Win - In Action

29. Image rollover effect
4. Interactive Content For The Win - In Action
In-email ratings, questionnaires, surveys

30. Source: Campaign Monitor
5. New Techniques On
The Block
82% of recipients
are more likely to
respond to
interactive emails

31. Brand Indicators for
Message Identification (BIMI)
Email Annotations
5. New Techniques On The Block - In Action

32. 5. New Techniques On The Block - In Action
Accordion Effect Accelerated Mobile Pages (AMP) effect
B B

33. Dark mode
5. New Techniques On The Block - In Action
B

34. Do It Right!

35. • Use a responsive code
• Have a clean HTML
• Have an Alt Tag
• Use a subdomain
• Route your sending domain
to your main domain
• Run A/B tests on your
campaigns
• Keep your email size less
than 250 KB
The nuts and bolts
• Use a web safe font
• Maintain 40:60 Image to
Text Ratio
• Get creative with
subject-lines and copy
• Have a powerful preheader
text
The aesthetics The relationship
• Grow your audience list with
a sign-up form
• Rollout a “welcome email”
once a user registers
• Send emails based on users’
timezones
• Send personalized
communications
Checklist for 2021!

36. Learn From The Best

37. Goibibo | Search Abandoners Engagement Campaign

38. 11% improvement in conversion rates
6k+ abandoners converted
55k users booked their tickets within the
first 30 minutes of searching for a flight.
The volume of transactions translated
into few millions of additional revenue
Goibibo | Campaign Impact

39. Have Questions? Ask Away!