Trend

Growth

&

Future

Email marketing one of the very old type of marketing technique in the Online Business world is the premium service that can help businesses reach out to clients at a minimum cost and also help achieve amazing results. The key features of email marketing are:

Strategic approachEmail marketing should be carried out strategically which will help the business reach out to the recipients at the right time.

Planned email structureStructure of an email plays a very important role in getting the message to the prospects on your mailing list.

POWERFUL PLATFORM

India

Adopting

Email

Marketing

Call to ActionThe email marketing should make use of the Call to Action with utmost priority. This is one of the aspects that can decide the fate of the money spent on these campaigns.

The benefit of a well thought after CTA strategy can help accomplish the goal of the email campaign and thereby benefit the marketer.

Designing

Like any-other visual, the e-mailer sent out by a company / brand / individual

should be pleasing to the eye and ensure user engagement so that lasting relationships are created with the prospects.

Language

The language in which the e-mailers are sent out should be carefully selected

and segmented. The recipients which are from English speaking countries or who have specifically opted for English as their preferred language choice should be sent copies in the specified language only. Having an auto translator feature would also help get the language fixed.

Mobile mails

With the induction of the mobile and other devices special attention needs to be given to this.

comScore also estimates that 107 million people owned Smartphone's during the same period, up 6% versus January 2012.

With a large number of people 234 million Americans age 13 and older used mobile devices for the three-month average period ending in April 2012, according to comScore, Inc.

Segregation of content

Type of recipients vary in terms preferences, tastes, likes, networks & mediums used by them, etc.

Segregation of the content is necessary depending on the type of email that is being sent out and the audience it is being sent out to.

Analyzing

Reach

&

Effectiveness

Evaluating the effectiveness of a strategy implemented determines the R.O.I. put in by the company.

Various forms of analysis need to be undertaken to ensure the campaign is best drafted and executed to get maximum returns to the user.

Analyzing Brand Effectiveness

A targeted technique should be adopted by business houses to reach out to larger section of the audience and create long term marketing and business goals.

Branded marketing strategies help in building & maintaining relationships with clientsthat help fuel long term business goals and assist diversification and overall growth.

Cliental knowledgeThe success of a business is its customers and to ensure the longevity of it,

Business should take note of this very critically. Email newsletters play a very

important role in creating a relationship with users and clients. They get you the

feedback the client has about:

Your business

Your product

The aspects of You as a brand they like and the ones they wish to have modified.

Statistics show that a well organized and coordinated brand reaps better results than a well established business house.

Contd.

Major

Brands

INDIAN

STORY

In India the basis of internet marketing as a whole is different from the rest of the globe. Thus, marketers need to adopt a different strategy in order to extract the maximum from the efforts they put in. The competition in the Indian market is severe and thus competing with local brands becomes a major aspect when it comes to trust.

USP of INDIAN Market

Instilling trust into your users by giving them a personalized

touch for their needs and requirements plays a key role in

winning them over.

Specific email campaigns

Email marketing campaigns carried out for a specific

purpose need a special touch and attention which helps attain the campaign goals, this is often mixed with other campaigns which dilutes the actual message and

affects the outcome of the program.

Opportunities & Threats

Non targeted campaignsEmails that are sent to non targeted user ( mailing lists)The major players in the Email marketing industry in India face a problem of spamming which is due to the malpractices adopted by the masses. This is one of the reasons for the lack of popularity of this strategy in India as compared to the US, and other parts of the world.

Spam email campaignsIncorrect and unorganized email campaigns often trigger spam filters resulting into messages going to the spam boxes instead of the in-boxes of the recipients.

Contd.

These aspects if paid attention to can help email marketers

extract maximum effectiveness from email campaigns and

diversify the business of the company.

Trends: INDIA v/s USAIndia which is a very large market for e-marketers has not been capitalized fully by business. The reasons for slow growth of Internet era in India are:a) Lack of awareness among the buyers &

audiences of the benefits of e business.b) Fraudulent practices adopted by many

marketers which results in consumer retardation.

c) Improper targeting, which results in campaign ineffectiveness and wastage of money which could have been used for better marketing methods.

d) Use of illegal schemes and methods to attract traffic which causes spam and loss of faith.

USA which is a diverse market as it caters to many business forms from across the globe holds the upper hand when compared to India because:a) Increased awareness of email marketing

amongst the people which encourage its usage.

b) Fair email marketing practices carried on by marketers and govt. control on the same.

c) Strategic and planned email marketing campaigns which result in effective communication and conversions.

d) Government regulations and presence of cyber laws ensure the absence of malpractices.

Personal

Views

Adopting the right channel for sending out your messages helps ensure better

effectiveness.

With the initiatives and programs it carries out the impact created is lasting& reaches out to the masses.

With the advent of social media and its boom marketers need to have a differential strategy in place for the social segment of their brand. This needs to be managed in close collaboration with the overall branding of the company so that it creates a lasting impact in the minds of the audience. Johnson & Johnson is a fine example of this https://www.facebook.com/pages/Johnson-Johnson/103766552995866

Knowing your audience

Having knowledge of your audience is key to the success of a business on the web. Knowing the sources that drive the most traffic to you and optimizing & monetizing your efforts therein can help raise the effectiveness of your efforts many folds.

The mobile industry is at a boom, the statistics of the US Smartphone users and penetration, 2010-2016:

- 2010: 62.2 million (26.9% of mobile phone users / 20.2% of population)

- 2011: 93.1 million (39.2% / 29.7%)

- 2012: 115.8 million (47.7% / 36.6%)

- 2013: 137.5 million (55.5% / 43.1%)

- 2014: 157.7 million (62.5% / 48.9%)

- 2015: 176.3 million (68.8% / 54.2%)

- 2016:192.4 million (74.1% / 58.5%)

The statistics depict a huge growth in the market share of mobile & smart phones,

this has turned marketers to modify their strategies and plans accordingly.

To ensure the messages are acknowledged and understood by users marketers are

making the necessary adjustments to their campaigns to ensure better

effectiveness.

Sorting of lists according to various yardsticks has helped marketers deliver the

right message in the right form and to the right users. This starts first with

demographic variation. Users from different parts of the world react and respond to

messages in a different way, the next aspect of sorting is age groups:

From an independent study of the US markets the following

observations were made:

From an independent study of the US markets the following observations were made:

18-24 age group: 62% of all subscribers- 25-34 age group: 66%- 35-44 age group: 58%- 45-54 age group: 45%- 55-64 age group: 33%- 65+ age group: 22%

The above statistics show that of all subscribers of a particular website program 75% had used and opted in via the mobile / smartphones. Insights such as these are helpful and necessary for creating a strategy for email marketing.

The designing, structure, content would vary according to these analysis which in turn will help create a better strategy and approach for the campaign.

Type of content

A positive content can attract users, instill confidence in their minds and work wonders for establishing lasting business relations.

Content that is written in the emails needs to be in accordance with the medium & preference of the subscriber.

The content that is drafted needs to be monitored carefully to optimize user engagement and help create a lasting impact on users.

Follow-up’s and others

Brand loyalty and brand recognition can be created with the help of a positive branding strategy and email marketing is an essential part of the Branding process. The impact a well branded product creates works wonders for the parent company, which helps future product development and diversification.

The competition in all type of markets is high and every marketer is battling it out in order to be the first choice of clients and marketers alike. What wins the battle is a bond that is created between the user and the marketer which helps create value and brand loyalty.

THANK

YOU