BITS Pilani

Pilani Campus

Digital Marketing

BITS Pilani Nirankush Dutta

Pilani Campus
 BITS Pilani
Pilani Campus

E-Mail Marketing

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Learning Objectives
• Understand and harness the direct influence of email
marketing on a global basis.
• Collect and collate subscriber data so you can maximize your
audience targeting.
• Craft a compelling and contagious (in a good way) marketing
email, from subject line to imagery and text formatting.
• Optimize the delivery of your emails by avoiding spam filters,
embracing split testing, and scheduling efficiently.
• Describe and replicate the anatomy of an effective email
marketing campaign.
• Identify the email marketing metrics that matter and
incorporate them into your reporting.
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Importance of E-Mail
• Email volume increased by 10% from 2011 to 2012
• 92% internet users access email when they are on the web
• 69% consumers favour email as their first online activity of the
day
• 41% of all email are now opened on a mobile device
• 77% consumers choose email as their preferred method of
receiving marketing messages, compared to 4% opting for
Facebook
• 66% consumers have made some purchase after receiving a
promotional mail

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Objective
• Element of integrated marketing communication or
• Stand-alone operation
• E-mail marketing may help in eliciting
– Attention
– Interest
– Desire
– Action

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The Process

• Collection • Email clients

• Segmentation • Interaction
• Management • Senders/ subject/
copy
• Images
• Risks

1. DATA 2. DESIGN

4.
3. DELIVERY
DISCOVERY
• Interaction scale • ESPs
• Campaign report • Scheduling
• Subscriber report
• Split tests

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Stage 1: Data
• Spam mails characteristics
– Unsolicited
– Sent from spoofed addresses
– Fraudulent
– Full of objectionable content
– Likely to contain virus or malware
• Acts
– EU Directive on Privacy and Electronic Communications (2003)
– CAN-SPAM Act 2003 (Controlling the Assault of Non-solicited
pornography and Marketing Act)

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Stage 1: Data
• Bulk mail
• Avoiding spam filters
– Image and text imbalance
– Too much formatting
– Attachments
– Obscene terms
– Stay relevant
– Don’t conceal identity
– Don’t buy or sell lists

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Subscriber Management
• Potential target who have consented
• Source: Internal or external
• Offline methods for data collection
– Printed materials
– Events
– Customer touch-points
• Online methods for data collection
– Website sign-up forms
– Social media
– Customer touch-points

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Effective Web Sign-up Form
• Easy to find
• Non-intrusive
• Seek only relevant information

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Data Segmentation
• Demographics
• Geography
• History
• Relationship
• Customer lifestyle
• Dynamic segmentation

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Dynamic Segmentation

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Data Management
• Clean old data regularly
• Apply segmentation consistently
• Quality over quantity

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Stage 2: Development of Content
• Technical aspect
– E-mail clients
– Devices
– Location
– Time
• Textual content
– Subject line
– Content
– Landing page
– Testing of content and technology
• Size • Spam filters
• Configuration • Dedicated IP address
• A/B testing or multivariate testing
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Type of E-Mail Communication
• Welcome message
• Order confirmation
• Confirmation of shipping
• Delivery confirmation
• Confirmation of registration
• Quote confirmation
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• Reservation reminder
• Opt-out page
• After first purchase
• After an infrequent purchase
• Event related
• Random
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E-Mail Client
• Also known as Mail-User Agent (MUA)
• Devices dominating e-mail client market share
– Apple i-phone
– Apple i-pad
– Outlook

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Compelling E-Mail Copy
• Relevance
• Call to action
• Personalization
• Structure
– Heading
– Bullet points
– Bold text
– Balance of text and imagery
– Hyperlinks

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Images in E-Mail

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Stage 3: Delivery
• ESPs
– • Pay attention to
Security benefits
– – Relevance of message
Ease of access
– – Frequency of sending
Attractive templates
– – Interruption factor
Insights
• Scheduling e-mails
– Broadly between 5 AM to 9 PM
– B2B
• Tuesday through Thursday 10 AM to 12 PM and 2 PM to 4 PM
– B2C
• More in the evening

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Stage 4: Discovery
• Sales generated (units, value, order, average order value, total
profit)
• Leads created
• Membership sign-up

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Stage 4: Discovery
• KPIs
– Delivery rate
– Open rate Response rate
• Total open
• Unique open
• Click to open rate
– CTR
• Unique clicks
• Total clicks
– Viral rate
– Campaign comparison

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Measurements
• Churn rate
• List growth
• Bounce rate
– Hard bounce
– Soft bounce

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Newsletter Performance Report
within an ESP

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Link Activity Overview within an
ESP

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Social Sharing & Forwards within
an ESP

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Split Testing Report within an ESP

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Laws & Guidelines
• Data protection law
• Local privacy regulations
– Providing the option to opt out of marketing emails.
– Telling subscribers why their information has been collected.
– Ensuring that marketing emails are only about relevant products
and services and using email addresses only for the purpose for
which they were originally collected.
– Remembering that opt-ins are only valid for 12 months.
• Know the key governing bodies

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