Agenda

Why Email Marketing?

Email Process

Campaigns types

Standard Metrics

Sophisticated Segmentation

Targeting

Reports & Analysis

Tools Used

Template Best Practices

Why Email Marketing?

Exact Geo Targeting New customer Acquisition

Refer a friend

Large Audience

Targeting missed audience

Why Email Marketing?

Mobile Friendly Revenue Growth

Social media incorporationEasy to reach out to customer

Email is faster than other operations – No need to wait

for result

Exact customer targeting

Email process

Email process

Email Design Email template design and coding. Email Content/ Colour Optimization to ensure higher deliverability rates.

Quality Assurance Check Email Spam Scores. Check emails across various browsers – IE 6,7,8, Mozilla & Chrome. Check email across various email clients – Yahoo, Hotmail, Gmail, Outlook

2003/2007.

Email Marketing DB Cleaning & Uploading. Test Email sent to check email delivery. Batch & Schedule Email Blasts. Weekly & Monthly Reports. Analysis & Recommendations.

Campaigns types

Promotional mailers

Transactional mailers

Newsletters & press releases

Awareness Campaign

Welcome Campaign

Re-Engagement Campaign

Lead generation campaigns (B2B & B2C)

Social media targeted campaigns

Promotional mailer

Promotional email marketing is usually generic and impersonal, with offers on the product to entice customers to make a purchase. It is often called “Batch & Blast” as it is not custom nor segmented.

ExamplesDiscount offers/promotionsNewsletters (generic)press releasesNew product announcementsBranding messages

Transactional mailers

Transactional Emails are very specific to a transaction and may or may not contain a marketing message. These messages are targeted messages pertaining to a specific customer.

ExamplesOrder confirmationShipping confirmationAccount updatesService messages

Newsletters & press releases

Information sheet often styled in the format of a small newspaper.

Newsletters generally contain information that is of interest primarily to a special group.

Awareness Campaign

Awareness campaigns helps for branding & to gain the customer trust.

Welcome Campaign

Welcome campaign is to congratulate the customer who has added to our mailing list and it helps to maintain a good relationship with the customer.

Re-Engagement Campaign

Re-engaging is a chore Depending on your business niche,

you might try different means to win back your subscribers’ attention, but the process is often the same.

Steps to be followed:Identify the target groupChoose the win-back strategyExecute your win-back strategy

Lead generation campaigns (B2B & B2C)

Generating hot leads for the B2B & B2C campaigns by nurturing the leads. Examples : Webinar registration Product purchase

Social media targeted campaigns

Social media campaigns plays an important role in email marketing.Unlimited accessSimplicityGlobal reachContact buildingBrandingFlexibility & Measurability

Sophisticated Segmentation

Sophisticated Segmentation

Filter Description

Profile Target messages based on Profile data stored in the Profile Fields of a Mailing List.

Click through Target messages based on previous Clickthrough behavior.

Recency of response - Last Open Date - Last Click Date- Last Purchase Date - Last Event Conversion Date

Pass Along Target messages to subscribers based on whether they have or have not Passed a previous message along.

HTML Open Target messages to subscribers based on whether they have or have not Opened a previous message.

Targeting

Email campaigns is to deliver the right message to the right audience with a strong offer or value proposition.

Targeting based on the below factors: B2B

Designations/ Titles Industry types/ SIC code Time Zone Company revenue No. of employee's of the organization

B2C Geography Gender Based on their response Interaction with the template Recency & depth of visit

Targeting based on scoring

Emails sent

Customer Response (Open, Clicks Etc)

Score assigned based on their response

Based on scoring, planning a strategy for

the customers

Steps :1. Scores will be assigned to the email

records as per the response.2. Total score for each individual will be

captured.3. Based on the score, planning a

strategy for the customers.

Optimal Email Metrics Delivery rate Open rate Click-to-deliver rate (CTDR) = # of clicks / # of emails delivered Subscriber retention rate = ( # subscribers - bounce backs – # unsubscribe )/ #

subscribers

Optimal Behavior Metrics Bounce Rate = # of email campaign visits with a single Page View / # of email

campaign visits Depth of Visit = percent of email campaign visits that last longer than xx pagesActions Completed = percent of email campaign visits that watched a video

Optimal Outcomes Metrics Profitability = (revenue generated – campaign cost – cost of goods sold) / # of

emails sent Average Revenue per Email Sent = total revenue / # of emails sent Macro Conversion Rate = # of One Big Thing / # of email campaign visits

Standard Success Metrics

Tools used

Graphic mail

Sales Genius

Dream & Dream mail

True Influence

Marketo

Bronto

Mail chimp

Template Best Practices

Content Best Practices

Keep it short!

Use a minimum of graphical elements

Be Relevant

Personalization

Sections requiredPrivacy policyphysical addressAdd to addressCopy RightHosted version

Use Mobile Version

Update your profile option

Images to Text ratio

Make your content scannable

Valid from and reply-to-address

Avoiding words causing SPAM Free investment Free installation Cash bonus Promise you ...! No investment

Template Best Practices

HTML Best Practices

Good pixel width is in the 600-700 pixel range.

Use of web safe fonts.

Use standard ASCII charters.

Use internal or in-line CSS. Do not link to CSS.

Optimize the size of the images for quick loading.

Do not use flash.

Do not use JAVA script.

Do not use Borders & Nested Tables.

Do not put forms in your email. In case needs to be added fill out the information, provide the link to get the form.

Reporting & Analysis

Weekly & Monthly Reports- Click through rate (CTR), - Conversion rate (CR)- Delivery Rates,- Open rates, Click Rates- Profitability- ROI

Analysis & Recommendations for the future campaigns.

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