opportunity in email marketing in india
Post on 19-Oct-2014
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From http://contactart.in: A quick snapshot of where email marketing industry is in UK and USA and India. Opportunity exists for Email Marketing companies in India to add valueTRANSCRIPT
Opportunities in Email Marketing in India
ONLINE MARKETING
SoMe
blog
SEO
ADS
PPPPCC
SITE
ANALYTICS
CRMCRM
eMail1
2
3
4
5
For every $1 spent, Email Marketing returned $43.62
in 2009.
This is higher than all other direct marketing channels.
(DMA )1
US Email Marketing Industry Size
$2 Bn by 2014 11% CAGR
(Forrester 2009 to 2014 projections)2
Glimpse of Current UK Market3
Cumulative Revenue ‘09 from Email Marketing
for top 10 firms
= £26 Mn ~ $38 Mn
Top Vendors
Aprimo Eloqua eTrigue Genius.comHubSpotLeadLife Leads360 Loopfuse Manticore
AcxiomAlterianBlueHornetExperian Marketing ServicesClickSquaredDatran Mediae-Dialog
Market2Lead Marketbright Marketo Neolane Pardot salesforce.com Silverpop Sitecore Unica
EmailvisionEpsilonExactTargetLyrisResponsysSilverpopYesmailZeta Interactive
B2B4 B2C5
Market Evolution
Companies Registered with DMA UK: 36
Unique Services:•WhichESP.com Service Comparison Site•Whichtestwon.com A/B testing site•Litmusapp.com script to test if email was read•Emailstatscenter.com published email stats•Emailinstitute.com gallery of emails
Credible Associations
Client Maturity Model
Visitor Experience Improvement
Basic Customization of Email
Reader Segmentation
Triggered Emails
Sales Enablement
Signup improvements, welcome mail etc.
Choice of frequency and types of email to the reader
Segmentation based on behaviour
Based on Customized content and segmentation
Leads, goals, conversions, ROI measurement,
High
Low
Vendor Breadth of Services
Self service platform
Creative Services
Strategy and Best Practices Consulting
Integration Services
Dedicated Account Managers
High
Low
Vendor Depth of Functionality
Basic Campaign Execution
Analytics & Measurement
ISP & DMA Relationships
Segmentation
APIs and Integration with other services
High
Low
High
Low High
Vendors Depth of Functionality
Vendors Breadth of Offering
UK & USA
India?
Client Maturity Model
Market Evolution
Email Marketing in India
Low Value, High Volume
Fragmented
Lack of Best Practice Consulting
Low Credibility to Direct Marketing Associations
“Bulk” and “Blast” Perception
Low Email Analytics Measurement
Some Vendors
http://massmailsoftware.in/http://technetto.com/http://www.emailm.in/http://www.e-campaigner.com/http://juvlon.com/http://netcore.co.in http://www.mailmarketer.inhttp://www.benchmarkemail.in/http://www.sprinklr.in (Partner of eCircle)http://www.edynamic.net/ (Partner of Eloqua)
Client Readiness
High interest in Social Media
Emails sent by almost all big brands
Quality of emails is poor
Quality of list is suspect
Email’s ROI yet to be seen
High
Low High
Vendors Depth of Functionality
Vendors Breadth of Offering
India
India?
Client Maturity Model
Opportunity
Opportunity
Opportunity exists for Service Providers who can add value in the following areas of Email Marketing:
Strategic planningBest practice guidelinesBetter campaign executionBetter email analytics measurement
References1. http://directmag.com/magilla/1020-e-mail-roi-still-slipping/
2. July 30, 2009, Forrester US Interactive Marketing Forecast, 2009 To 2014
3. http://www.nmamarketingservicesguide.co.uk/sector.php?section_id=4
4. September 22, 2009, Forrester B2B Lead Management, Automation Market Overview
5. December 23, 2009, The Forrester Wave™: Email, Marketing Service Providers,Q4 2009
http://ContactART.in
Geetanjali [email protected]
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