email marketing an unsung hero
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Email Marketing an Unsung Hero?
Image Credits: XKCD.com
Villains hate email too!
With Social Media Ruling
Email is Dead.
Or is it?
Did You Know?
About $25 Million funding was made (in the US) for apps around email in 2011.
Some Interesting Apps
FanBridge, helps bands, artists, sports teams, and even small
businesses and brands manage their fan base through opt-in emails
and sophisticated analytics.
It manages more than 120 million fans via email alone.
Patent pending technology that allows Banks to send out emails such that readers can transact immediately via email itself.
Loyalty card solution without any plastic card or any phone app. Your email address is your loyalty card.
Helps sell and buy email ad inventory.
Email isn't
Dead.Read More
The Best Thing About This Channel
Published BENCHMARKS
Published STANDARDS
Published Benchmarks
Read More
Email Trends Reports
Campaign Monitor 1MailChimp 2Juvlon 3
Retail~ 10- 15%~ 18%~ 12%
Education~ 30% ~ 17%~ 11%
Finance~ 10-15%~ 21%~ 13%
1 Read more2 Read more3 Read more
Email Open Rates
Published Standards
Read more
Formed and followed by Industry Leaders.
What is the best way to use of this channel for your business?
Here are some examples.
Salon Newsletter
Usually a full image email is not recommend
Salon Newsletter
But this salon email worked for me. Lesson: Know what works for you.
A Mutual Fund Newsletter
Notice the consistency. Branding of newsletter. Relationship building takes time and effort.
One sentence paras. White space. Left to right reading. Clean. Blue Underlines. Easy to read.
A Diwali Greeting
Came with a Rs500 Voucher. Made this email special. Timing and Promo was right.
3rd Party email. Right audience + Right message worked.
Consistent Voice across Triggered Email and Marketing Newsletter.
Consistent Voice. Email is a first touch point many times. Lesson: Use to establish high recall.
Email is best used when You DO NOT treat your reader as
DATABASE
Email Channel Is Unique
Opportunity for DIALOG
ONE-TO-ONE
INSTANT REPORTS
PEOPLE VS DATABASE
FB, Twitter Users = DATABASE?
You treat them as PEOPLE.
Email is no different.
Email Marketing to PEOPLE
Email Best Practices VALUE email address
COLLECT at every opportunity
MEASURE growth of the list
CLEAN it. Preen it.
EMAIL ADDRESS = MOST IMPORTANT ASSET IN DIGITAL MARKETING.
Best PracticesInform before subscription
Send a welcome email
Email Best Practices FREQUNCY - do they have a preference?
Don't mine the list. Seed it.
Email Best Practices
How much Time do they spend reading email?
Read More
Email Best Practices
On what devices?
Read More
Measure Traffic from Email
Compare Email with other Channels
Is Email Right For You?
Email Readers spend upto 30% more time on your website.
2 Key Areas to Focus
1 Email Content StrategyWho will write the content?
Which type of email? Newsletter, greetings etc.
What will you talk about?
When will it go out? Have a calendar.
Where will it be viewed. Design for devices.
How will you manage the sending?
2 Key Areas to Focus
2 CRM Management Who owns the CRM? IT? Marketing?
What data fields do you collect?
When will it get cleaned? Monthly?
Where do you collect the information from?Social media, sign up pages?
Which sources of data are better? Track this.
How will you update the data with Email open Stats?
Perceived Email Marketing Challenges
How do I ensure that my email reaches the inbox?
What subject lines work better?
How do I improve the email design?
How do I improve Open Rate?
Actual Email Marketing Challenges
How do I plough back email open data into CRM?How do I make use of the data?How do I segment my audience?What content do I offer?
Very Interesting Stuff around Email
Here are some examples.
Pre-headers
Pre-headers= first few characters of Email. Use them to improve open rate.
Video image in email....
Video image in email draws attention.
From Share on FB / Twitter
To putting content from SoMe into Email
z
Only Email Based Websites
Great Apps
Interesting Apps
Awesome Apps
Cutting Edge Apps
Cutting Edge Apps
Cutting Edge Apps
Email is an amazing channel if used well.
Do get in touch for specific workshop on how to align your business processes with Email Marketing.
of
ROIChannels$$
Catalog7.3
Mobile10.51
Internet Display Ads19.72
Search22.24
Email40.56