Email Marketing is not Spamming: It’s an ROI Generator

Deepesh Sharma, Digital Media Manager – Digital Vidya

April 17, 2016

Email Vs Others

• Your Attendance in this session today?

• According to VentureBeat, email is the channel generating the highest ROI for marketers• Targated

• Cheap

• Measurable

• A big part of Affiliate is dependent on email

• For every $1 spent, $44.25 is the average return on email marketing investment. Experian

A Few More Facts

• 64% of decision-makers read their email via mobile devices. TopRankBlog

• 39% of marketers have no strategy for mobile email. eConsultancy

• 66% of consumers have made a purchase online as a result of an email marketing message Direct Marketing Association

• 89% of marketers say that email is their primary channel for lead generation. Mailigen

Mistakes

• With Great power comes great responsibilities: You can not call back your email.

• You should build a trust in your subscribers.

• Learning: Always do what's best for your readers and your subscribers, and delight them with every email.

Simple Maths to scale ROI

Emails SentOpenClickLandTake Action

Campaign 1100001000100808

Campaign 210000150015012012

Campaign 310000150020016016

Agenda for next 30 mins?

Overview on

1. Sending

2. Deliverability

3. Tips

4. Digital Marketing / Email Marketing Certification Course

5. Q & A

Sending

Tools Types

• Subscriber based: MailChimp, AWeber, Constant Contact, Get Response

• Upload list and send: e.g. Streamsend

• SMTP

• List Management tools: Interspire, Sendy, Octeth, Mailpoet

• Behavior Targeting: Customer.io, InfusionSoft

• Content: Litmus

• Email Capture: OptinMonster

Features of the tools:• Autoresponders• Personalization• Analytics• AB-test

Sending

Deliverability

50-60% emails goes to spambox

Deliverability is more of a function of:

• Server & IP

• Content

• Past record

• Domain

• etc

Check Your Deliverability

• MXToolsbox

• SenderScore / ReturnPath

• Litmus

• Barracuda central & WatchGuard (Reputation Authority)

Segmentation

• Forget About ‘One Size Fits All’• Various Stages

• WHAT• WHY• HOW

• Your Contacts Are at Different Points in Sales Cycle

A few Tips:

• Different Domains for Transaction & Promotional

• Responsiveness

• Personalization

• Test on new email IDs

• AB Test

• Take care for Unsubscriptions

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