Juvlon Simple

Creating Winning Content for Emails on Mobile

Lets begin. We are kicking of the Email Marketing Summit with a session on Email Acquisition. As an email marketing service provider, I can't tell you the number times we've been approached for email databases. We get atleast one request a day and sometimes more. Database hain kya?

No sir, we don't have any. And if my office were at Lamington Road or Nehru Place, I'd have said, try the grocerystore downstairs. Glad to see you guys are loosening up a little. You know I said this same thing when was up on stage in Delhi and I got nothing. Its like I was a ghost and everyone was looking through me. Then I translated the same in Hindi and boom. I could see people chuckling away. Tough crowd I tell you, these Delhiites.

Please tweet that you're at the Email Marketing Summit

Speakers

Smita More (smita.more@nichelive.com)

Sonali Brahma (writersonalibrahma@gmail.com)

So, ever thought how many email addresses are there in India. The Internet userbase in India can give us a good idea. Accoding to IAMAI & IMRB's study released in Oct 2012, we should be at 120 million active Internet users as of Jan 2013 in India.

This also accounts for people not have their own Internet connections and using cyber cafes to logon. That's 12 crores, about 11% of the population. And 87% of these users, use the Internet for Email. So that puts our Indian Email Universe at about 100 million or 10 crores, give or take a couple of crores.

And this number is growing 20% year on year, conservatively speaking. But let me ask you where is this growth coming from?

Why do we read email on mobile?

Without email on your mobile, you are lost

Emails on smart phones are the need of the hour.

Real time business

Mobile Email has made it convenient for people to take care

of business matters in real time, well, almost.

Shrinking attention spans

Screen sizes are shrinking from the 9 inch laptop to the 4.7

inch smart phone and so are attention spans.

Which means, you are checking mails anywhere. Anytime.

In the bed at 2 am

In the loo

In the kitchen

In the car

You are checking mails anywhere. Anytime.

In the train

In the flight

In the meetings

In the gym

In the movies

The idea is not for your reader to check, but to read mails.

How do you get the reader of your mail to

1. Not skip your mail

2. Delete your mail without reading

3. Spend sometime on your mail after reading it

4. Clicking on your mail link after reading it

Some research facts

Opens

Mobile: 41%

Desktop: 21%

Webmail: 22%

CTR on mobile: 10% decrease in 2013 over 2012

Which means compelling content is the need of the day.

Agenda for Today

Tips of creating effective content for Mobile Emails

The Dos and Don'ts of content for Mobile Emails

Effective subject lines for emails

Write for any TG

Mass mails and how to personalize them through content

The 13 golden rules of winning content through mobile emails

1. Write a subject line. A good one.

2. KISS R keep it simple, short and relevant.

3. Use a salutation. Always. Except in trail mail.

4. Avoid mass mailing without personalizing. Don't
stop at a Dear...

5. Think from TG point of view.

6. Avoid salesy content.

7. Use blocks and heads and colors.

8. Well begun and well ended is fully won.

9. Avoid typos.

10. Avoid SMS language on mobile emails. Emails are formal.

11. No captials please. You don't want to shout, do
you?

12. Avoid touch screen errors.

13. Read 5 times before you hit SEND.

One day I get a mail from an unknown person- a girl,

Hey whipple squeeze this .

Hey, I say, what is this about?!!! Whos whipple, who are you??!!

PS: Hey Whipple Squeeze This is a famous advertising book. The mail was from my student who sent me the mail without a salutation or subject line.

You can imagine my response. I started counting till ten.

Compelling subject lines

1. Summer Packages for Switzerland

2. Travel to the Alps this summer

3. Family summer holiday to Switzerland

4. Switzerland at half the price this summer

5. Travel to Switzerland the worlds favorite summer destination

Which one is the best?1, 2, 3, 4 or 5?

Stop Spam!!

Donts of subject lines SpamFree

Visit our website

Opportunity

50% Off

Click here

Call now

Subscribe

Bonus

Discount

Save up to

Prizes

Information you requested

Important information regarding

Guarantee, Guaranteed

Special Promotion

Great Offer/Deal

All New

One Time

Order Now

KISS R

Keep it short and simple. And Relevant.

How does one grab attention and induce necessary action through Mobile Emails?

The sole answer is to create and deliver smart, relevant, crisp content to suit the small screens of your handhelds and your readers.

Dont write stories

Dont go in circles. Come straight to the point in the opening paragraph or a line.

If it is a stinker kind of mail, dont beat about the bush. Write clearly, politely but straight to the point

Dont lead the reader on. It is not a novel he is reading.

HiSandeep and Rakhi ,The long journey that Sirocco and you both have gone through to have finally reached here is commendable.The Thanks Giving Party was a fitting occasion to celebrate the milestone.It was a lovely party andSandeep, you spoke very well.
The good vibes and the excellent goodwill you have built in the market and among friends showed.I have always admired your sharp mind, exceptional business acumen and the way you can easily combine it with openness, transparency and ethics. Rakhi is the perfect complement to your strengths.
Sirocco, with you two behind it, is destined to shine on the international map.
I wish you both the best. Congrats again. Keep rocking!

Hi Jay

I understand what you are feeling right now, especially when you are thinking, there's so much to do forMoco.

The delays are teething problems, until we establish a writing style that matches your vision and dream ofMoco. It's all about getting the right 'writing fit'. Once that is done, things roll easily.

My initial draft sent to you, as you will appreciate, was full and complete content. However, since that was not the writing style you had in mind, on your advice, i wrote a fresh paragraph (just one) so that we would be in sync with the style. Before i sent you that paragraph, however, i went through 5 versions at my end - trying to understand and match your idea of a good international style. As a policy, I would never send out a piece to a client till i am satisfied at my end.

Then you sent me your version of the introductory paragraph, which still looked different from even my second version. In fact, i thought and i also mentioned that your version looked closer to my first version than the second version. Essentially it meant that i would need to work on a fresh style again.

Jay, writing is an art and does take time, even assuming i am putting consecutive mandays only onMocoand more so when we are on our first job together and trying to get the brand essence and fit right.

I suggest that i send you the content in the new style in parts. I will be able to begin sending you the content from Wednesday the 18th and work with you closely on it till we get it right. I am immensely enjoying working onMoco- i simply love the concept ofMocoas a writer and as a parent.

Let me know if this works for you. I will be fine with your decision.

RegardsSonali

Poll: Should you have a salutation in all mails of a trail mail?

Yes

No

Use a salutation

Dear Sonali

Hi Sonali

Dear Mr. Sharma

Hi Joe

Dear Maam

Avoid exclamations

Hi!!!!!!!

The more the exclamations, the more the palpitations I get and I would want to avoid.

Avoid mass mailing. Personalize it where you can.

Dear.(Write names here.)

Dear Mr./Mrs./Ms..

Everyone loves to read their own name, makes them feel special that the email is specially addressed to them .

Email harakiri

In personalized emails, double check that you address the content to him/her and say I had earlier mentioned to you

Avoid saying I had earlier mentioned to you all (This is email harakiri)

Think what she will enjoy. Not what you like.

Choose one person from the universe of your TG. Talk to him /her.

Use tests. Primary, secondary research, use FB and tweet campaigns to test what your users may prefer.

Use competitor research. It is ok to emulate what works best.

Choose one person from the universe of your TG. Talk to him /her. In emailer marketing

Great content. Make it conversational. Persuasive. Smooth.

Avoid salesy talk.

Use blocks and points. Make it worth her time.

Use headlines

Use good clear fonts (I dont like to decipher) Lets not write code.

Use images, visuals.

Poll: Should every business email be formally written

Yes

No

Well begun is half won. Well ended is full won.

Opening sentence: I am pleased to inform you that we have won a Bronze Award at the Abbys 2014. This is our first Abby and i would like to invite you to a celebration.

Closing sentence: I request the pleasure of your company with your spouse for the celebration dinner.

Grammar is important. SMS puts her off. So do typos.

Dis luks gr8. wassup oderwise? U dint lyke d idea? Y?

Whatever you do or say, makes no difference to her. Expecting her to understand is too much. She comes form a different school of though.

Dont be in a rush. Proofread. Twice. Thrice. 5 times.

Grammorals

Mobile is not equal to SMS. A habit we form as we message on mobile, we need to get rid of this habit.

SMS (language) puts me off so even if I know your mail is important I will put it off till later.

You have lost me.

Thats the last thing you want.

No capitals.

YOU DONT WANT TO LOOK LIKE YOU ARE SHOUTING OR RUDE. BE CAREFUL WITH THE CAPSLOCK.

I am sure I got you seething in anger there with the capital case.

Email is like body language in written communication.

Email is like body language in written communication.

A lot is said without being written.

A lot is read in between the lines

Sleep over your email drafts before you hit SEND. You may want to rephrase. Especially in case of difficult to write mails difficult situations, emails to top brass, emails to difficult people.

Be careful.

Read 5 times before you hit SEND.

A lot is said without being written.

Be careful.

The main purpose of your email/emailer, what is it?

What do you want the reader to do

Hence, what is the subject about

Therefore, what do you want the reader of the email to know?

The 13 golden rules of winning content through mobile emails

1. Write a subject line. A good one.

2. KISS R keep it simple, short and relevant.

3. Use a salutation. Always. Except in trail mail.

4. Avoid mass mailing without personalizing. Don't
stop at a Dear...

5. Think from TG point of view.

6. Avoid salesy content.

7. Use blocks and heads and colors.

8. Well begun and well ended is fully won.

9. Avoid typos.

10. Avoid SMS language on mobile emails. Emails are formal.

11. No captial please. You don't want to shout, do
you?

12. Avoid touch screen errors.

13. Read 5 times before you hit SEND.

Thank You!

Smita More (smita.more@nichelive.com)

Sonali Brahma (writersonalibrahma@gmail.com)

So, ever thought how many email addresses are there in India. The Internet userbase in India can give us a good idea. Accoding to IAMAI & IMRB's study released in Oct 2012, we should be at 120 million active Internet users as of Jan 2013 in India.

This also accounts for people not have their own Internet connections and using cyber cafes to logon. That's 12 crores, about 11% of the population. And 87% of these users, use the Internet for Email. So that puts our Indian Email Universe at about 100 million or 10 crores, give or take a couple of crores.

And this number is growing 20% year on year, conservatively speaking. But let me ask you where is this growth coming from?

Click to edit the title text formatClick to edit Master title style

Click to edit the outline text formatSecond Outline LevelThird Outline LevelFourth Outline LevelFifth Outline LevelSixth Outline LevelSeventh Outline LevelEighth Outline Level

Ninth Outline LevelClick to edit Master text styles

Second level

Third level

Fourth level

Fifth level

9/24/14