Not all email campaigns are created equal. Some are dispatched with much fanfare only to disappoint with their results later. Why does this happen and what can be done to avoid such scenarios? We have extensive experience doing email marketing and regularly advice clients and partners about the best practices that they should follow when creating and launching an email campaign. This is an effort to share that knowledge with others who might be considering the use of email for their marketing activities. Do see all our tips and if you need more information or assistance then don't hesitate to get in touch with us! About Us: Octane is a marketing technology company that provides a state-of-the-art email, SMS & web-marketing platform. We are the industry leader in this sector and one of India's top 20 technology start-ups. What we do, is help our clients engage better with their customers. We believe that with the right tools, any marketing campaign or project can get exceptional results and be a success. So, we offer capable software and technological solutions to fit all needs. We don’t however, believe in customer alienation and therefore absolutely dislike and discourage spam. If you would like to get to know us better then visit us at www.octane.in

1. Why Does
Email Marketing Fail
Sometimes?
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2. The reason why some businesses fail to run a successful email
marketing campaign is not so much because of the lack of resources or
the limitations of e-marketing, but more often so because they fail to
plan and execute their campaigns properly.
With tools like Google Analytics, amassing data has become very easy; but
the key to business intelligence still remains in asking the right questions
at the right time and then analyzing that data to derive value.
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3. Which is why we
want to focus on
some common
mistakes that
marketers make
while designing
an email campaign.
Here are a few
of them…
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4. Focusing only on
Conversions
o While conversions do matter, they don’t
happen on their own. They are made to
happen, through engaging
copywriting, appealing design and tailor
made offers.
o Right from the email subject, the
sender’s name, the colors used and the
links; everything contributes to these
conversions.
o If you are not converting enough, the
solution is not to try harder doing the
same thing over and over again; but to
look under the hood at what is probably
turning off those potential buyers.
o You also need an ESP who can track
conversions for you and advice you on
best practices!
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5. Not Being Exclusive
o Scarcity and exclusivity tend to always work for all kinds of marketing
campaigns.
o Time and again good marketers have demonstrated the effectiveness of
being focused. Just talk about ONE ‘super-tempting offer’ that would
catch the attention of your subscriber.
o Sometimes businesses tend to
include dozens of offers in
the campaign; this serves only
to distract the user.
o Also avoid offering multiple
deals together or creating
offers that last forever as that
does not incentivize the end
user!
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6. Not making granular
changes
o When it comes to changing the campaign,
companies prefer to scrap all of the
previous emails and start anew. Don’t do
this unless you want to remain clueless
about what went wrong.
o A good way of testing is to make a single,
measurable change (maybe link placement
or layout) and then test it.
o By the time you are through, you’d know
where you were going wrong and what
changes helped you. This will ensure that
future campaigns will perform better.
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7. We hope these
pointers were useful
and will help you plan
and execute campaigns
that will be more
impactful and
successful!
Octane Marketing Pvt. Ltd. | All Rights Reserved © 2012

8. Check out our other presentations for more tips & resources!
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