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5 Valuable Email Marketing Tactics
You Can Implement Today
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Before We Get Started
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Today’s Presenter
Nidhi Raj Puri
Marketing Programs Manager (Asia-
Pacific)
@nidhirajpuri
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Agenda
• Behavior-triggered email
• Email drip programs (lead nurturing)
• Driving Social Engagement
• Responsive design
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BEHAVIOUR – TRIGGERED
EMAIL PROGRAMS
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Behavioural Emails
The Basic Concept
Trigger emails when a user takes a specific
action (or dosen’t)
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Behavioural Emails
Video watched Tool usage
Login
Call activity Downloads
Purchase
Email action
Opt-in
Cart abandonment
Contest entry Event attendance
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Behavioural Emails
The right Message at the right time
Timely + Relevant
Conversions CTR
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Behavioural Emails
Idea
Welcome Email
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Behavioural Emails
Idea
Transactional
Upsell
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Behavioural Emails
Idea
Re-Engagement
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Behavioural Emails
Idea
Cart Abandonment
(+ “you may also like”)
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Behavioural Emails
Idea
Download Follow-up
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Behavioural Emails
The Big Huddles
Data
Data
Also Data
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Behavioural Emails
Keys to Success
Be genuinely helpful
Be relevant and timely
Test timing
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E-MAIL DRIPS /
LEAD NURTURING
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Drip Campaigns
A drip.. What?
Automated email workflow
Focused, guided series of related messages
Delivered over a specified time period
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Drip Campaigns
Why bother?
Initial Investment = Long term rewards
One email cant do the job, a series can
Hypertargeted to lifecycles / purchasing cycles
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Drip Campaigns
Plus…
Brands that nurture leads see a 45% higher
ROI than those that don’t.
Source: MarketingSherpa
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Drip Campaigns
See the foundation of your drip
Figure out: who you are targeting
what you want them to do
how you’ll track success
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Drip Campaigns
Visualize it!
Diagram each email
Label frequency
Email 1
Email 2
Email 3
Day 1
Day 3
Day 5
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Drip Campaigns
Idea
Post-webinar
drip
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Drip Campaigns
Idea
Whitepaper
drip
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Drip Campaigns
Key to Success
Test these, too!
Consider user behaviour
Think about interaction with other emails
Incorporate other channels
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Drip Campaigns
Avoid this common mistake…
“Set it and Forget it” X
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DRIVING SOCIAL
ENGAGEMENT
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Why All The Bells And Whistles?
Stand out among inbox clutter
Earn points with the tech-savvy users.
Increase Engagement
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Animated GIFs
Draw some extra attention with subtle
movement
GIF to demo a product feature
Add life and depth with a cinemagraph
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Tweet Me – Get Social
Scenarios
Breaking News – share now
Community contribution contests
Sharing tips and opinions
Sharing promo codes
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RESPONSIVE EMAIL
DESIGN
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Responsive Email
The crazy growth of mobile
43% of email opens are mobile
400% growth in 3 years
Source: http://emailclientmarketshare.com/
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Responsive Email
Email has been slow to adapt
80% of subscribers delete emails that
look bad on their phones.
Source: BlueHomet Consumer Views On Email Marketing
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Responsive Email
So, how does responsive design factor in?
Advance mobile email design approach
Designed to respond to screen size
Resize, relocate or remove content.
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Responsive Email
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Responsive Email
Idea
Strong visual hierarchy
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Responsive Email
Mobile strategy =
More than just design
Consider the entire
mobile inbox experience
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Responsive Email
Ultimately…
It’s about meeting your subscribers where
they are