Email Marketing

Definition
• A structured, systematic process that is one of
the most successful channels for delivering
highly relevant marketing communications to
targeted subscribers
• Informal : Instant inbox gratification
Process
 Spam
• Avoid Spam Filters
– Image & Text imbalance
– Too much formatting
– Attachments
– Obscene terms
• Save Subscriber lists from spam
• Stay relevant to stop spam
• Don’t conceal your identity
• Don’t Buy or Share Lists
 Stage 1: Data – Email Marketing
Process
• Subscriber Management
– Data collection
• Offline – Printed materials, Events, Customer touch-points
• Online – Website sign-up forms, Social media, Customer
touch-points
– Data Segmentation
• Demographics
• History
• Relationship
• Customer lifecycle
• Dynamic segmentation
Web Sign-up Form
Data Collection Example: Okabashi
 Stage 1: Data – Email Marketing
Process
• Subscriber Management
– Data Management
• Clean old data regularly
• Apply segmentation consistently
• Quality not quantity

• Video on Introduction
 Stage 2 – Design and Content
• Email Interaction Process
– Sender Familiarity
– Time of day
– Location
– Work priorities
– Personal priorities
• Compelling Email Copy
– Relevance
– CTA
– Personalization
– Structure
– Avoid too much images
– Mobile and Email Combined
– Video on Email Strategy
 Stage 3- Delivery
• ESPs
– Security benefits
– Easy to access
– Attractive templates
– Insights
– Video
• Schedule
– B2B
– B2C
 Stage 4 - Discovery
• Reporting & Analysis
– Open rate
– Total Opens
– Unique Opens
– Click to Open rate
– CTR
– Unique clicks
– Total clicks
 Stage 4 - Discovery
• Reporting & Analysis
– Unsubscribes
– Bounce rate
– Hard bounces
– Soft bounces
 Laws and Guidelines
• Providing the option of opt out
• Telling subscribers why their information has
been collected
• Ensuring that emails are used for specified
purpose mentioned during collection
• Remembering that opt-ins are only valid for 12
months