Declaimer: This is a school project, it is either educational or authoritative. Please do not apply it to any serious approach. Thank you!

1. Email Still Matters
The reasons, types of emailers, and the
successful rules

2. Table of Content
• Why Does Email Continue to Dominate?
• People Are Addicted to Email
• Terms of Commercial Email senders
• Five Fundamental Requirements for Sustained Email Success
1

3. Why Does Email Continue to Dominate?
Email remains the most effective way to target and communicate a
direct message to a specified individual
 Email allows one-to-one communication
 Email converts browsers into buyers
 High return on investment (ROI) comparing with other direct media (The data is displayed in the slide 3)
 Email reaches a mobile audience
 Easily measurable. Example of email metrics include the following:
o Opens: How many people on your list opened the email? This does not mean they read it, this is just
means that it was not deleted before being displayed.
o Clicks: How many people clicked on the element in the email to get more information or take
action?
o Click through rate (CTR): CTR defined as the number of clicks divided by the number of opens.
(Smith, Hanna, & Swain, 2016) 2

4. Median ROI of Select Direct Media01
0
5%
10%
15%
20%
25%
72%
94%
58%
21%-
23%
19%-
20%
15%-
17%
15%-
17%
12%-
14%
9%-
10%
6%

5. People Are Addicted to Email
Email is not just a communication tool used by marketers. Rather, it is the most
pervasive communication tool used by almost everyone, every day, throughout the
day. It may even be fair to say that many people are addicted to email.
According to the research of Relevacy Group, 53% U.S. consumers check their email
multiple times per day (data shows in slides 4). Another research found that that
59% people check their work email while on vacation and at least 6% have checked
their work email at a funeral (data shows in slides 5).
(Smith, Hanna, & Swain, 2016)
4

6. Frequency of checking primary email account02
Multiple times
per day
Multiple times
per week
Hourly or more
frequently
Daily
1%
53%
27%
13%
6%
Monthly, multiple times
per month

7. 81%
59%
75%
12%
10%
9%
0 50 100 150 200 250
6 %
6%
On the Weekend
During a Vacation
After 11 p.m.
None of the
Mentioned
events
During a
Children's
School
Events
At a Funeral
&
While you or
your spouse is in
labor
Events where people check their work emails03
During
a
Wedding
6

8. Terms of Commercial Email senders
7
 Two Key Dimensions
o The purpose of the email
o Sophistication of segmentation
With respect to different dimensions, most of emails can be classified as the table below.
The 2X2 scheme is useful for identifying the four main types of email senders in the ecosystem of e-marketing. (Slides 7)
It is important to think about how email senders differ with respect to the
nature of their email enterprise.
The purpose of the email (and elaboration) Sophistication of Segmentation
Education-oriented emails
Spreading information, directing recipients to
other informational content, sharing opinions,
or providing some other type of educational
value.
Whether mails are targeted based on
multivariate behavior customer data and
predictive models, versus being untargeted or
only coarsely targeted with rudimentary
information such as broad geographic locationConversion-oriented emails
Trying to drive traffic with a specific call to
action, such as making a purchase of a new
item or a sale item, signing up a participate in a
conference or webinar, etc.

9. Types of email senders04
02
YOUR TEXT
Add your text here. Add
your text here. Add your text
here. Add your text here.
Add your text here. Add
your text here.
02
YOUR TEXT
Add your text here. Add
your text here. Add your text
here. Add your text here.
Add your text here. Add
your text here.
02
Tier 1 Commerce
01
Custom
Insights
04
Thought-
Leadership/ Pundits
03
Tire 2 Commerce
Purpose of email
SegmentationSophistication Educational Conversion
Fundamental/
ListDriven
Sophisticated/
BehaviorDriven

10. 4 Types of Email Senders regarding to the 2X2 Scheme
Tire 1 Commerce Tier 2 Commerce Customer Insight Thought-leadership
Similar to Tire 1
Commerce, except
• User segments are
more predetermined
• There are not active,
real-time, or
automated triggers
• Still include rich or
personalized elements,
such as name
• Education-versus
conversion-oriented
• Use email as a means of
distributing custom insights
that are tailored to the
specific informational
needs of users
• Need sophisticated
customer information, it
has impact on intended
users but limits its
usefulness for cultivating
new customers who may
have district information
needs
Similar to Customer Insight
Sender, except
• Email is a way to
establish a reputation
for broader thought-
leadership through
timely articles and other
forms of commentary
• Don’t need sophisticated
customer information,
so list building is very
important
• Conversion-oriented
• Fully rely on
automated programs
assembled according
to user segments
• Often personalized and
targeted
• Real-time reactions in
physical stars,
websites, or apps
• i.e. Amazon, Hilton

11. Five Fundamental Requirements for Sustained Email Success
5. Continually collect and use data to
optimize emails. (Case. Dormify)
1. Make it personal by being
relevant. (Case. Strongwell)
3. Coordinate with other
channels.
2. Earn the right to send an email.
(Case. Charity: Water)
4. Pay attention to the metrics.

12. 11
Thank You for Reading!
Any question please contact ProAd

13. Reference List
• David Chaffey, F. E.-C. (2012). Digital Marketing strategy
implementation and practice. Harlow, Edinburgh Gate, United
Kingdom: Pearson Education Limited.
• Richard, Hanna, R. C., Swain, S. D., & Smith, J. (2016). Email Marketing
in a Digital World The Basics and Beyond. New York: Business Expert
Press.
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