The webinar was mainly focused on email marketing. This time we discussed about things to do while running anemail marketing campaing. The email marketing session was followed by report generation and analysis session. In report generation and analysis session we showed how to generate report and analyze them to prepare an effective marketing campain. The agenda of the webinar was: -Email marketing -Reports on BuildaBazaar platform -question and answer session

1. Retail vs. Marketplace
Commerce in Context
BuildaBazaar’s Weekly Bulletin
Version 5
May 4, 2013
Views mentioned here are personal
Infibeam and Buildabazaar does not endorse any statements made during the
presentation

2. • Email Marketing
 Bulk mail providers
 Avoiding spam folders
 Increasing open rates
 Use of Images
 More General emailing tips
• Reports on BuildaBazaar Platform
• Q&A
Agenda

3. • Email marketing is an effective and cheap way of communicating with your customers
• There are few open source software and some paid software
• Some of the popular Bulk Email Softwares:
 Sendgrid (www.sendgrid.com)
 Mailchimp (http://mailchimp.com/)
 Aweber (http://www.aweber.com/)
 Campaigner (http://www.campaigner.com/)
 Constant Contact(http://www.constantcontact.com/index.jsp)
 Icontact (http://www.icontact.com/)
 Pinpointe (http://www.pinpointe.com/)
Choosing Bulk Email Software

4. Basic Features:
 Add Images and Hyperlinks
 Adding header & Footer
 Remove unsubscribed
contacts
 Test Email
 Email/online Forms
 Delivered & Undelivered
Feature test
Important features
 Spam test
 Opened Emails
 Forwarded Emails
 Bounced Emails
 Export & Download reports
 Social Media Integration
 Click Through Tracking

5. What is Spam filtering? How does it Work ?
The spam filter checks the following and then decides
• Talks about lots of money (.193 points)
• Describes some sort of breakthrough (.232 points)
• Looks like mortgage pitch (.297 points)
• Contains urgent matter (.288 points)
• Money back guarantee (2.051 points)
Total Points 3.061
The total score exceeding certain threshold points
 mail goes to spam folder
Spam Filtering

6. • Avoid purchased email lists
• Send mails to only the subscribed users
• Check your sender reputation through various free online tools
• Do honour the un-subscribers
• Do include the date somewhere in the body of your email to show your message is
current
• Do keep emails short; too much of text is another red flag for spam filters
• Do use a familiar sender name to decrease the likelihood recipients won’t
recognize you in their inbox
Tips to avoid spam filtering

7. • Spam like phrases like “ Free” , “20 % Discount”, “ Once in Life Time
Opportunity” etc
• Multiple Exclamation points !!!!!!!!!!
• ALL CAPS (especially in the subject lines)
• Bright Colouring fonts
• Only images, no text
• Using the word “test” in the subject line
Avoid Common Mistakes

8. Open Rate is the percentage of people who opened and look at an email.
 Open rate > 50% is excellent
 Open rate > 40% is good
 Open rate <15% is very poor
Click Through Rate
 This represents the percentage of people who clicks the hyperlinks provided in
the email
 A click through rate of 2-3% is good result for your Email Campaign
Increasing Email open rate
bouncedEmailssentEmails
openedEmails
Openrate
__
_

9. • Provide Consistently good content
• Send mail at the right time ( What is the right time?)
• Create an email schedule. Deliver emails consistently and make sure
readers know when to expect them
• Use the headline and the first sentence effectively
• The trusty news letter
• Provide the unsubscribe link clearly
• Attract readers for the next Newsletter
How to Increase the Open rate

10. Effective Usage of Images
Try to avoid conveying Important messages through Images. Most of the Email
providers do not show them as default.

11. Default Image settings of various Mails
Most of the Mail clients do not
show the images. And people are
not ready to click the ‘display
Images’ button to view the images.
So the messages in the images do
not users as much as texts reach.

12. • Make sure Your Email has obvious links – This
will increase the click through rate
• Minimize your use of images
• Use double opt-in subscription
• Send mails only when you have something to
say. Do not fill your mails with irrelevant
contents
• Make it easy to unsubscribe
• Test the mail before sending it to the subscribers
• Maintain consistency in the format and details
Best practices

13. Example for a good Newsletter
This is an apple newsletter
We can observe the following things that
they are doing good:
All the information is in Text
Images are used for better look and feel
Clear segmentation of information
Lot of white space

14. • There are several online tools that tests the
performance of the bulk mails that you send.
• You can use any one of the following tools:
– www.trustedsource.org/
– postmaster.aol.com/cgi-bin/plugh/check_ip.pl
– www.sendmail.com/sm/resources/tools/ip_reputation/
– spamblock.outblaze.com/
How to evaluate your Bulk mail’s Performance

15. How Generate & Analyze Reports
• Types of Reports
– Order Detail Report
– Customer Report
– Guest Customer Report
– Cancel And Return Report
– Disable Variant Detail Report
– Tell Me When Available Report
– Stopped Shopping Cart Report (Frozen & Incheckout)

16. • Considered on of the most important reports of all as it provides all the
data about the purchases that customers make and most of the business
strategies can be based o this report.
• Fields included in the report
Order Detail Report
• Purchase_Number
• Confirmed_At
• Purchase_Status
• Customer_Type
• Name
• Email
• Customer Phone
• Shipping Address 1
• Shipping Address 2
• Shipping Pincode
• Shipping City
• Shipping State
• Billing Address 1
• Billing Address 2
• Billing Pincode
• Billing City
• Billing State
• Product Title
• Site SKU
• Product_Category
• Quantity
• Base_Price
• Item_Total
• Shipping_Charge
• Coupon_Name
• Coupon_Code
• Key_Features
• Browse_Node(s)
• Brand
• Stock_Notes
• Fulfiller
• Payment Method Used
• Payment Transaction Id
• PaymentGateway Id

17. • Sought by all the store owners and necessary for while running a
marketing campaign. This report is very important as this report provides
you details of all those customers who have filled in the registration form
on your site and had completed registration.
• It is assumed that when a customer registers on a site than the chance of
repeat purchase increases. That means all those customers who have
registered on your site are assumed to be a loyal customers. This reports
provides you all the details about the customer which he has filled in
registration form.
• Fields included in the report
Customer Report
• Name
• Type
• Email
• Mobile
• Registered at

18. • In an estore many a times it happens that customer do not register to your
site or avoid purchasing from your site if registration is mandatory as it
becomes times consuming process. For this purpose we have provided
guest checkout option on all our stores.
• Now for store owners it becomes important to gather data of these clients
when they wants to run a email marketing campaign as they see these
customers as potential buyers. With the help of this report store owner
can get the basic details required for marketing campaign.
• Fields included in the report
– Email
– Phone Number
– Purchase confirmed at
Guest Customer Report

19. • The report helps you to analyze the performance of your online business
by providing you the details of the canceled and return orders.
• Earlier customer have to find this in the order details report but now
whole new report has been created to provide better visibility on the
cancel and return report so that store owner can improve their services by
asking customers who have canceled or returned the orders.
• Fields included in the report
Cancel & Return Report
• Purchase number
• Shipment number
• Purchase date
• Product
• Quantity
• Price
• SKU
• Key_Features
• Status
• Reason
• Payment method
• Email
• Phone number

20. • When the number of products uploaded on your site increases to
thousands than it becomes difficult to find out how many products are
actually active and how many are disabled. This was the issue many of our
customer were facing so our tech team has developed a report in which all
the disabled products gets listed in an excel sheet.
• Now store owner do not need to waste time in finding the disable
product. They can download the report and check which product are
disabled and how many products are disabled.
• Field included in the report
– ID
– Title
– URL
– Site Sku
– Created At
Disable Variant Detail Report

21. • Tell me when available report gives you details of those customers who
have made a request to notify them when a particular product becomes in
stock. The features work when you have enabled the tell me when
available button on the product page so that if a product becomes out of
stock automatically a button of tell me when available appears in place of
buy and clicking on that customer can make a request to notify them as
and when the product becomes available.
• This feature gives you an opportunity to know your customer better and
enhance the user experience.
• Field included in the report
– Customer Name
– Email
– Phone
– Variant Title
– Variant SKU
Tell Me When Available Report

22. • This report gives you detail of all those orders where customer have tried
to added the product in the cart and left the cart abandon plus the orders
where customer has tried to make the purchase but for one reason or
another payment was not completed successfully.
• This report can be very useful as this gives you the details of all the
abandon customers who can be turned into buyers through making an
email marketing campaign.
• Field included in the report
Stopped Shopping Cart Report
• Title
• SKU
• Quantity
• Item Price
• Total cart price
• Cart creation time
• Cart updation time
• Guest user
• Purchase Number
• Purchase Status
• Customer Name
• Customer Email
• Customer Phone Number

23. Questions & Answers