1. Email Marketing
….. The next step forward
Designed & Developed by
Dharmendra Gupta
* Logos are registered trademarks of respective owners. http://www.dharmendragupta.com

2. Index Today’s Agenda
Opportunities and Email Marketing Challenges
E-Mail Marketing Myths
Is Email Marketing Dead?
Understanding E-Mail Marketing Terms & Processes and their Meaning
Seven Steps to Email Marketing
So what makes E-Mail Marketing Campaign Successful
Craft Compelling Content for Email
Best Practices of Email Marketing.
Measure, Optimize, Analyze and Improve

3. Marketing Challenges
New B2B Marketing Challenges
2009 2010
Generating high quality Leads 69%
78%
Generating high volume of leads 35%
44%
Marketing to a lengthening sales cyle 39%
41%
Generating Perceived Value 37%
37%
Generating PR Buzz 33%
36%
Marketing to a growing number of people involved in the 33%
buying process 34%

4. Opportunities and Challenges of Email Marketing
Q: In the next 12 months what are the broad challenges and opportunities in industry that face b-to-b
marketers who are using email marketing?
Email Marketing Challenges as perceived by its users.
Delivering highly relevant content 56%
Measuring the ROI of E-Mail Marketing… 44%
Email deliverability 34%
Expanding on Opt-in Mailing Lists 31%
Database integration with email Systems 29%
Competition with Social Media 28%
Email Reputation challenges 27%
Combining SEO with E-Mail Marketing 23%
Spam Issues 22% Source: B-to-B State of
Working on international version of email… 6% Email Marketing: Best
Practices, February, 2011

5. Growing New Challenges of Email Marketing

6. Inbox Overload
Average number of
125 emails received per day
by corporate user. No of
emails will double up
from 2009 to 2012

7. Inbox Overload
How many emails do you receive on a typical workday?
140
125 121
120
100
80
60
48
39
40
20
0
1-500 Employees > 500 Employees
Mean Email Sent Mean Email Received

8. SPAM Inbox
of all emails are
20% junked by spam
filters

9. Delete Button
 According to
ExactTarget, people take
2.7 Seconds
to decide if they will
read, forward or delete a
message.
 People sit with their finger
on the delete button ready to
blast you into oblivion the
moment they detect that you
are trying to sell them
something.
Source: Jill Konrath – Author of Snapselling

10. Rise of Social Media

11. Shrinking Inbox sizes
Source Text: Tamara Gielen’s Email Marketing Presentation

12. Enhanced Inbox management

13. Add to this customer pro-activeness
83% : Used the Report Spam Button
80% : Use it without opening the message
73% : Base decision on the “from” line
69% : Base decision on subject line
20% : Use the spam button to unsubscribe

14. Let’s forget the existing challenges
Image blocking
HTML doesn’t render consistently
Spam filters that are getting better and
better
Declining open & click-through rates

15. Some Myths around Email Marketing
B2B
&
B2C
are different

16. Science:
 Do you use separate work and personal inboxes?
Responses Ye s
12%
No
88%
Businesses are consumers only. The very same person who works for a B2B firm also consumes
consumer products.

17. Assuming images will work

18. HTML Email: Using Images
 Images disabled for 65% of email clients
 How will your email look without images?
 This email isn’t too informative, is it?
18

19. Using Images without Alt Tags!
What they got:
Poor response.
19

20. Spray and pray is dead!

21. Does that mean email is dead?

22. “58% of people start their
online day by reading
emails”
– Exact Target’s Email X-Factor Study, 2010

23. Its almost impossible to beat the
ROI of Email Marketing.
Every $1 spent on email
marketing in 2009 returned
more than $43 in sales.
Direct Marketing Association, USA

24. Effectiveness of E- mail Marketing Tactics
Q: Please indicate the effectiveness of the following marketing tactics for your organisation.
Website 50%
43% 7%
Webinars 43%
48% 9%
Email Marketing 40%
55% 5%
SEO 36%
57%
PR 31% 7%
60%
Trade Shows 25% 9%
52%
Paid Search PPC 23% 22%
56%
Direct Mail 22% 20%
56%
Social Media 16% 21%
59%
Print Advertising 10% 25%
56%
0% 34%
20%
40%
60%
80%
Very Effective Somewhat effective Not effective 100%

25. E- mail Marketing is Cheaper
Estimated Relative Cost / Lead /Channel
Blogs / Social Media 55%
34% 11%
Email Marketing 49%
40% 11%
SEO 48%
38% 14%
Direct Mail 34%
41%
24%
PPC 32%
42%
Telemarketing 23% 25%
56%
Trade Shows 18% 20%
26%
55%
0%
20%
40%
60%
Source: Hubspot 2011 80%
100%
Below your average Near Your Average Above Your Average

26. Email is still a Preferred means of Communication
For many of • Read a message much faster than
your prospects listening to a rambling voice on
Email is the phone.
preferred • Decide which messages to read
method of now, defer to later or not read at
communication all.
because they • Easily give a quick response and
can; done with it.

27. Email Marketing Benefits
Highly Targeted: Dynamic, Personalised content
Immediate: Shorter lead times
Test and Refine: Ensuring optimal results through continues
improvement.
Measurable: Effectiveness of campaign (ROI). Greater insight into
customer behavior.
Reach: Unlimited distribution globally, indefinitely scalable.
Better Conversion rates: Seamless – uninterrupted process from
prospect to customer in a matter of clicks
Cost effective: Fast acting, flexible focused campaigns equals maximum
return on investment.

28. What holds Email Marketing back?
B2B marketers typically support
Complex products and sales cycles
Direct sales forces which don’t have the most cooperative
relationships with marketing
Specialized goals with only basic tools
Multiple marketing programs with limited resources
Limited customer insight capabilities
Source: Marketo

29. Understanding E-Mail Marketing Terms &
Processes and their Meaning
Open Rate Landing Page SPF Records
Click Through Rate (CTR) Conversion Rate Feedback Loop
Hard Bounce Auto Responder White List / Black List
Soft Bounce Double Opt-In Senderscore.org
Call to Action MIME Spam Traps

30. Email Marketing Metrics / Terminology
Open Rate
• The open rate is the percentage of email recipients who open
your e-mail. Open rates are often reported as being lower than
they actually are because e-mail clients who block images will not
be recorded as an email open, even if they read the e-mail.
Click through Rate (CTR)
• The click rate is the percentage of recipients who click on any
link in your email. The click rate is one of the most important
metrics because it is a measure of the quality of your e-mail
message and content. A recipient will click when you offer them
something of interest. If your click rate is low, you need to work
on your message and content.

31. Email Marketing Metrics / Terminologies
Hard Bounce
• Your email message has been returned as permanently undeliverable.
• Possible Causes – Invalid email addresses ( domain name doesn’t
exist, typos, changed address, etc) or the email recipient’s mail server has
blocked your server. Note that servers can interpret bounces differently, so a
soft bounce on one server may be classified as a hard bounce on another.
Soft Bounce
• Your email message reaches the recipient’s mail server but is bounced back
undelivered before it gets to the intended recipient.
• Possible causes –The recipient’s mail box is full, the server is down, the
message is too large or the user has abondoned the mailbox. Since delivery of
your email will be attempted regularly for a few days, it may take time for it to
officially become a hard bounce.

32. Email Marketing Metrics / Terminologies
Call to Action
• A call to action is a button or a link on your email that grabs a
user’s attention and directs that user to a landing page. On the
landing page, the user is prompted to complete a form and
submit contact information in order to receive what’s being
offered.Your call to action can be text, an image, or html but it
should always include a link to the corresponding landing page.
Landing Page
• In online marketing a landing page, sometimes known as
a lead capture page, is a single web page that appears in
response to clicking on an advertisement. The landing page will
usually display directed sales copy that is a logical extension of
the advertisement or link.

33. Email Marketing Metrics / Terminologies
Conversion Rate
• The conversion rate is the percentage of recipients who complete
your call to action such as downloading a white paper, submitting
an enquiry, filling up the registration forms etc. conversion rate
can be measured by the number of forms filled out or the
number of downloads.
Auto Responder
• An auto responder is a series of messages that can be scheduled
to be sent to your contacts automatically. Each auto responder
can have multiple messages that will be sent to a specified list of
recipients on a specified day.

34. Email Marketing Metrics / Terminologies
Double opt-in (confirmed opt-in)
• Single opt-in is when a visitor subscribes to a newsletter via a
form on the web site. They have opted-in once. Double opt-in is
when a visitor subscribes to a newsletter via a web site and then
is sent a confirmation email. The visitor will only be added as a
subscriber if they verify their email address and desire to receive
the newsletter. Generally, the visitor must either a) click a link in
the email or b) reply to the email. This is called doubl opt-in.
MIME
• Multi-part MIME is a method by which one can send both an
HTML message and a text message within the same document.

35. Email Marketing Metrics / Terminologies
SPF Records
• These are records you can set on your domain to improve email
deliverability. They are used to authorise an email service to send
messages on your behalf. SPF records are often set by Email Service
Provider.
Feeback Loop
• A feedback loop, or complaint feedback loop, is an inter
organisational form of feedback by which an Internet Service
Provider (ISP) forwards the complaints originating from their users
to the sender’s organisation.
• The most common methods of communication in a feedback loop is
the use of report spam buttons on webmail pages in email clients or
via help desks.

36. Email Marketing Metrics / Terminologies
White list / Black list
• These lists are maintained by ISP’S and Spam Filters.
• Unfortunately just a few spam reports is all it takes to land yourself on a list.
• 1 Spam report per 5,000 email is an industry acceptable norm that’s just 0.02%.
• Whether you know it or not, ISP’s constantly check your reputation as a commercial
email sender and filter or block messages accordingly.
• Gone are the days when receiving domains filtered on content and keywords alone.
• According to Return Path, more than 80% of delivery problems today are caused by the
sender’s Email Reputation.
• Some Blocklists ;
http://www.spamhaus.org, http://www.spamcop.net, http://www.mailabuse.com

37. Email Marketing Metrics / Terminologies
senderscroe
Senderscore.org
• These lists are maintained by ISP’S and Spam Filters.
• Senderscore.org is a valuable resource for evaluating your
sender reputation. By creating a user account, you can enter
your domain or IP address and receive a score based on
many of the factors.
• Senderscore aggregates a large amount of data from ISP’s
and other organization to help determine what kind of
sender you are.
• According to Return path, the higher the sender score, the
better your email deliverability. Based of 0-100 , Sender
Score enables you see where you rank other email senders.
• Visit; http://www.senderscore.org

38. Email Marketing Metrics / Terminologies
senderscroe
Spam Traps
• In order to combat spam, many large ISPs employ spam traps
as a way to identify spammers. In essence, spam traps consist
of email addresses that conceivably should not be receiving
any email.
• Sending to one of these spam traps is considered a hit and can
severely effect your email reputation and deliverability.
• Return Path found that a typical sender using legitimate
email server will see its deliverability rate drop from 58% to
38% with the inclusion of just one spam trap hit.
• Unfortunately, removing spam trap addresses from your list
is very difficult, and that’s because the originators of spam
trap addresses are unlikely to identify them out of fear of
such information getting into the hands of spammers.

39. So what makes a successful campaign ?

40. Seven Steps to Email Marketing

41. Seven Steps to Championing Email Marketing
Planning
Measure, An
alyze & Define Target
Optimize Audience
Campaign
Follow Best List
Practices Management
Craft
Define
Compelling
Objectives
Content

42. Step I Planning

43. eMail Marketing - Strategic Planning
Plan around the goals you will need to achieve.
Promotional • Users make a purchase
emails will • Users download a whitepaper
usually have an • Users request further information
immediate goal
• Users Sends an enquiry
with KPIs
Newsletters • Open rate
tend to focus on • Click through rate
longer term • Number of emails forwarded
goals, with KPIs • ROI

44. What’s behind the lightening quick decision?
• In other words, does it require effort for me to
How simple it is? quickly grasp the meaning or will it throw me into
overload?
Does this bring • Yes, they're making a decision about your
value? company, service or solution!
Is this aligned with • Unless what you say is clearly aligned, it's irrelevant and not
my objectives? worth even one more second of their valuable time.
How big a priority • Urgent matters always take precedence over everything else.
is it?
Source: Jill Konrath – Author of Snapselling

45. What you need to do first?
Frenzied • Frenzied prospects expect you to invest time learning
about them before initiating contact. Failure to do this
prospects home work will get you deleted in less than 3 secs. There
are no short cuts.
Valid reason • You need to have valid business reason for contacting your
prospect. By that, I don’t mean to sell them your stuff.
for contacting That’s your reason. They could care less about that.
• Your number one competitor is status quo. The last thing in
Prospects are the world that people want to do is create more work for
themselves. They are already on over load. Your email must
Crazy-Busy provide the prospect with the motivation to tackle an
additional project.

46. Step II – Who are your Target Audience?

47. Knowing your audience personas?
What is a persona and how does it help?
Personas are fictitious characters created to Develop detailed personas to put a face on your
represent the different user types within a target customers.
targeted demographic that might use a site or
product. Frame them so they become real people.

48. Knowing your audience personas?
Focus on the right buyers, with the right
problems, in the right accounts
Buyers demographics
Buyers organizational Buyers description of
(years of
Buyer’s key demographics their problems and
experience, typical
responsibilities (employees, revenue, i needs (the problems
team size, who they
ndustry etc.) you can solve)
report to, etc.)
Understanding the
Buyers perceptions
Your buyers buying time it takes your What your buyers
and expectations
process, in their buyers to make value most about your
around the price of
words decisions (your sales solution and why
your solution
cycle)
What your buyers
What your buyers see Sales best practices Any additional
identify as the
as missing from your (from the buyers potential buyer
weaknesses of your
solution perspective) personas
solution
Ken Allred, Founder and CEO of Primary Intelligence

49. Step III – List Management?
Data is Foundation
Bad data in. Bad data out. Data is a strategic business issue for every organization. It impacts
everything from email deliverability and lead conversion rates to corporate compliance
initiatives, and ultimately revenue generation.
Data accuracy and completeness are important to every Campaign you execute and every report
you analyze.
As a marketer, you spend the time, money and effort creating compelling Campaigns, but if your
data quality and management capabilities are not up to speed, your overall marketing effectiveness
suffers.
It is found that customers that leverage Quality data management practices & tools generate on
average 260% more leads per month.
Think about data as the foundation for any of your Campaigns and adopt a corporate data
governance framework that everyone can adhere to.
Data is everyone’s responsibility and should be treated as a corporate asset to achieve better
business results and marketing effectiveness.
Eloqua

50. Define List Segmentation
Targeting the message by
segmenting your existing
database into specific email
marketing targets can increase
your opens by 200% or more
Segment email lists based on
• Industry Types,
• Process Types,
• Product Types,
• Account size
• Behavior,
• Demographics,
• Geographies

51. Results from E-mail List Segmentation
Increased Open Rates 39%
Greater Email Relevance 34%
Lower Opt-Out /Unsubscribe Rates 28%
Better Deliverability 24%
Increased Sales Leads 24%
Greater Revenue 24%
Greater Customer Retention 21%
Greater Customer Acquisition 15%
Lower Spam Complaints 15%
Improved word of mouth 14%
Source: emarketer.com

52. Use Segmentation to drive relevance

53. Use Segmentation for Email Personalization
Add Personalization to email Marketing and increase
your response and ROI with a targeted marketing
message.

54. Tactics for improving E-mail Marketing
Which of the following tactics are you or your campaign working on to improve your
email marketing? Please check three most important
Delivering Content to Relevant Segment 66%
List Hygiene 42%
Email Personalization 38%
List Segmentation (recency, Frequency, or… 36%
Event triggered auto responder emails 31%
Sharing email on social networks 21%
Using transactional emails to cross or upsell 21%
Email Append 11%
Ads in Third Party Newsletters 10%
Updated Privacy Policy 5%
B-to-B State of E-Mail Marketing: Best Practices. February 2011

55. Email Personalization goes beyond subscriber name
Personal Name 81%
17% 2%
Company Name 52% 24% 24%
Source of Lead 48%
28% 24%
Professional Title /Role 41%
35%
25%
Personal or Company Address 34%
44%
22%
Personal or Company Phone 31%
5% 19%
Demogrphics 14% 21%
65%
0% 20% 40% 60%
We collect and use We collect but do not use 80%
We do not collect 100%
or use

56. Step IV – What are your objectives?

57. Email Marketing Benchmark Survey
B2B Email Marketing Objectives
Improving Customer Reltionship / Retention 25%
Increasing Sales Revenue 25%
Supporting offiline Marketing Campaign 28%
Increasing lead generation 37%
Top 3
objectives Increasing website traffic 37%
Building brand awareness 41%

58. Email Marketing Importance Survey
Increasing Sales Revenue 78% 16% 6%
Improving Customer Relations/Retention 72% 23% 5%
Increasing Lead Generation 67% 25% 8%
Increasing website traffic 61%
33% 6%
Building Brand Awareness 60%
32% 8%
Increasing size of Email Opt-in Lists 50%
41% 9%
Engaging Social Media audience 31%
45%
24%
Supporting Offline Marketing Campaigns 31%
44%
25%
0%
20% 40%
60% 80%
Very Important Somewhat Important Not Important 100%

59. Step V–Craft Compelling Content for Email

60. 5 Stages of Email Viewing
From
Name
Full Subject
Email Line
Opened Preview
Email Pane
(Pre-Scroll)

61. Start a conversation. Not Sell
The goal of email marketing program is to start a dialog with your
leads. B2B is buying is a complex decision, so you need to build
the relationship over time rather than just popping question.
Email marketing is a tool to start a dialog with your leads through
planned paths and builds trust that convince them to self identify
as prospects to you.

62. Keep your prospecting emails under 90 words.
Shorter is always better when dealing with
today’s crazy –busy prospects.
Keep the Size of the emailer within 600-800
pixel in width.

63. Eliminate Delete Inducers
Do away with gracious intros.
No company overview short/brief/condensed.
No self promoting talks
No technical jargons
No creative craps
No misaligned info

64. Communicate y our value proposition!
Over 90% of the people you Strong value proposition
reach out to contact via email jolt your prospects out of
are not looking to make a
change. But over 70% of them complacency with the
aren’t happy with their current status quo and move into
system, provider or product. action.
Source: Jill Konrath – Author of Snapselling

65. What is value proposition!
A value proposition is clear At this point, your prospects
statement of the tangible only care about if the
result the prospect gets using outcomes can help them reach
your product or service. their goals. They don’t care
Notice that it’s a description iota about you, your company
of a result, not what you’re or your product /service.
selling.
Source: Jill Konrath – Author of Snapselling

66. Know your Unique Selling Proposition! USP
To differentiate your company, communicate your unique
selling proposition or USP.
It is what makes you different from rest.
It is the special value you offer.
It resonates with your target audience.
You can offer it consistently.
3 things that your company does well.
3 reasons why customers buy from you.
3 areas of improvement!

67. Finding the Opportunity – A view point
Despite being tough to If you have right
reach your prospects really ideas, insights and
do need your help. They information that can help
are too busy to effectively them reach their
deal with everything that objectives, they’ll want to
needs to get done. meet you.
Source: Jill Konrath – Author of Snapselling

68. Writing an Effective Headline
All Marketing Messages must be The goal of a headline is similar
centered primarily on the to the goal of the opening scene
interests of the customer. of a movie – to arrest the
Therefore, when it comes to visitors attention and get them
crafting headlines, emphasize into first paragraph. Therefore.
what the visitors gets rather Utilize a ―point first‖ structure.
than what they must do. (i.e place the value at the front
of the headline)
Source Text: Marketing Experiment Webinar

69. An Experiment on Creating Effective Headline
Source: A
webinar slide
from
Marketing Source: A webinar by Marketing Experiments
Experiments

70. An Experiment on Creating Effective Headline
What do I Get ? Vs. What I must do?
Source: A
webinar slide
from
Marketing
Experiments

71. Subject Lines: Tell, don’t sell
• Use 4-6 words in your subject. Absolute
max nine words.
• The from line tells them who it’s from, so
The subject line of your don’t waste space saying it again.
email determines whether • You only have 2 secs to get their
your email will be opened attention, so use action words like
or not. Download or Watch or Get etc
• Test to learn what types of subject lines
work for you using A/B split testing
functionality in email marketing programs.

72. Subject Lines: Checklist
• Is your key message clear in the first
50-60 characters.
The subject line of your • Does this describes what the email
email determines whether is about?
your email will be opened • Does it describe how the reader will
or not.
benefit when he opens the email ?
• Does it entice readers to open the
email?

73. Optimize your Email for a preview Pane
• What is visible in the top 400X300 Pixels?
• Does this tease the reader to open the E-Mail

74. Call to Actions: What you want the reader to do?
Well-designed calls to action can dramatically increase a site's rate of conversion to its
goal.
Researches have shown that having fewer calls to action works better than multiple ones.
Focus on your top call to action to increase click through.
Make your call to action stand out clearly in the design.
Place your call to actions above the fold.
Make your call to action as specific as possible. Tell the user exactly what you want them
to do and how. Avoid vague generalities .
Create Urgency: Use discrete measurements of time in your call to action.
Test your wordings of Call to Actions

75. Call to Action!!! A few examples

76. Call to Action!!! A few examples

77. The Bigger Question: Designing content that sticks
People Act
on what they
can
remember
How do we
enable them
to remember
more?
But why do they typically forget?

78. Its hard to remember!!
• Numbers
• Passwords
• Names
• Information's

79. Memory is about
making
Neuron Connection

80. Distinctiveness

81. Good Email Designs: A few Samples
Takeaway #1
Excellent Branding
Takeaway #2
Clear call to action with
large button.
Takeaway #3
Brief, concise copy.

82. Best Email
Designs
Takeaway #1
Excellent Branding
Takeaway #2
Clear call to action at
prominent location.
Takeaway #3
Brief Bulleted concise
copy.

83. Best Email
Designs

84. Best Email
Designs

85. Using Customer Quotes: Humanizing content
Use customer quotes to add more personal
touch to your Emails.
Customers are not influenced by your words
but in fact by utility and measurability of your
information's.
All communications to customers should not
have exaggerated words and facts, shouldn’t be
an overblown trumpet of company.
you instantly humanizes your brand in a way
that even the best promotional copy can’t
match.
Customer prefer to believe on word of mouth
and advice from their colleagues and peers from
same industry.

86. What you should put in the Email footer?
Include an unsubscribe link?
Including your contact details?
Ask your readers to forward the email?
Inform readers why they are receiving this email.
Give them link to update their email preferences (Frequency, Type of
messages, Industry and Application etc)
Include your privacy policy link in the Email Footer

87. Creative Execution: Let’s Summaries
Parts of an eMail:
01 Header
• This has the “to”, “from” and “reply to” fields.
• Using personalized company email address for the “reply” field creates familiarity and
builds trust with the reader.
• The “from” address should also include the organization's name.
02 Subject Line
• Most important part of an email
• Aid the reader in identifying the email
• It is also scrutinized by spam filters
• Consistent subject lines using the name of the company and the newsletter edition, can
build familiarity and help readers to sort their inbox.
• Use A/B split testing to Test different Subject lines and find out the one which works
best
03 Email Personalization
• It is possible to personalize emails if you have an opt-in list
• “Dear Mr. Bharat” can elicit far better responses than “Dear Valued Customer”
• Occasionally, the subject line can be personalized as well to boost responses.

88. E-Mail Marketing Creative Execution……..2
Parts of an eMail:
04 Body
• Say no to too many images, it can increase the size of email.
• Text/HTML email option should be enabled (Multipart MIME)
• eMailTemplates should be tested with different browsers and email
programs for viewability
05 Footer
• Helps to build consistency
• At least should include the name and contact email of the company
• Can also include link to Privacy Policy or Privacy Policy in short.
• Forward to a friend button
• Should have an unsubscribe link
06 Unsubscribe link
• Should be mandatory on all commercial/promotional emails.

89. Before Sending: A few Check Points
Are your Email messages understandable in 5 seconds?
Is it clearly ask your readers what action do they need to take?
Are your paragraph maximum 3-4 lines long?
Are you using sub headers and bullet points?
Can the reader understand your email without images?
Have you mentioned ALT Tags for all your Email Messages?
Have you included google analytics code in your Email?
Does all your link work and are they going to correct places?
Do all your pictures have links going to correct places.

90. Step VI–Follow Best Practices

91. Email: Limited Rendering Abilities
70% of B2B email clients use Outlook
Email Rendering Factoids:
• Outlook 2007 supports only 42% of HTML code features
• Gmail / Google Apps supports 53% of HTML
• Yahoo does best at rendering
Outlook ‘07 Does not support:
• Background images
• Forms
• Flash, javascript or other plugins, animated GIFs
• CSS positioning or floats
• Images as bullet-points
91

92. Multi-Part MIME - HTML or Plain Text, or Both?
Around 5% of email recipients either are unable to view HTML messages or have turned
this feature off within their clients. Hence, you need to send Emails in a format called
Multi-Part MIME.
Today’s email clients can automatically detect a Multi-Part MIME message and display the
proper message.
Without a text version, the message will either show up blank or show up as garbled HTML
code for the percentage of recipients who cannot view HTML messages.
Mobile Email users prefers to read messages in Text only formats and keep their
preferences of their mobile email set at Text only.

93. Strong Signals
Mobile Email Marketing is connecting with
consumers.
Email marketing is becoming more relevant
with mobile phone users. More people are
using their mobile phones more often to read
their email.
This is a good news for marketers, but there is
still room to improve on message usability
and rendering across different devices.

94. Design for touch.
With the explosion of touch-screen tablet
devices and smart phones, a new
challenge has emerged for email
marketers—designing for the fingertip as
a mouse.
Email marketers need to rethink the
placement of hyperlinks, avoiding putting
them too close to each other, which
causes great frustration for users.
Incorporating clickable content blocks
that are at least a fingertip’s width apart is
an emerging best practice design
approach.

95. Step VII– Measure, Analyze & Optimize your results
Best in Class Average Laggards
46.00%
Open Rates 31.90%
15.40%
25.20%
Click Through Rates 7.60%
1.30%
0.60%
Bounceback Rate 3.90%
13.6%
1.00%
Opt-Out as % of Database 5.70%
39.50%
Benchmark Email Marketing Report 2011

96. Industry wise email open rates
Mean open rate
30.00%
25.30%
25.00%
20.00% 18.10%
16.70% 15.20%
14.80%
12.30%
15.60% 14.20% 11.70%
15.00% 13.30% 11.70%
10.20%9.20%
10.00% 8.20%7.40% 7.30%
5.00%
0.00%
Mean open rate
Source Eloqua Benchmark Data January 2011

97. Review click heat maps.
Regardless of relative
importance, every link
in an email is
essentially a call to
action.
Use click heat maps to
analyze prior nurture
campaigns and email
programs and learn
where people’s eyes go
within your messages
and the call to action
they take.
Image Source : Hubspot

98. Closing Statement
At many places in this presentation various information's, text, images, facts and concepts has been
taken from various documents available on internet.
I have tried to incorporate credits at most places but if inadvertently somewhere it is left please
brought it to my notice. I am thankful to them for their contribution to this presentation.
There are many other issues pertaining to Email marketing which are not touched in this
presentation.
Like List Management / Database Management & Landing Page Development requires which
attention as a separate topic.
If you have any suggestions or Feedback to improve this presentation please feel free to write back
to me.

99. Thank You for your Patience
Dharmendra Gupta
A Pragmatic New Age Marketing Professional
+91 9958005780
+91 124 4385493
Dharmendrag.1974@gmail.com
www.dharmendragupta.com