1. Email Marketing an Unsung Hero?
Villains hate email too!
Image Credits: XKCD.com

2. With Social Media Ruling
Email is Dead.
Or is it?
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 2 of

3. Did You Know?
About $25 Million funding was made (in
the US) for apps around email in 2011.
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 3 of

4. Some Interesting Apps
FanBridge, helps bands, artists, sports teams, and even
small businesses and brands manage their fan base through opt-in
emails and sophisticated analytics.
It manages more than 120 million fans via email alone.
“Patent pending” technology that allows Banks to send out emails
such that readers can transact immediately via email itself.
Loyalty card solution without any plastic card or any phone app.
Your email address is your loyalty card.
Email
isn't
Helps sell and buy email ad inventory.
Dead.
Read More
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 4 of

5. The Best Thing About This Channel
Published BENCHMARKS
Published STANDARDS
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 5 of

6. Published Benchmarks
ROI
45.00
40.56
30.00
22.24
19.72
$
15.00
10.51
7.30
0.00
og bil
e ds arc
h ail
tal Mo yA Em
Ca pla Se
is
tD
rne
I nte
Channels
Read More
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 6 of

7. Email Trends Reports
Email Open Rates
Campaign Monitor 1 MailChimp 2 Juvlon 3
Retail ~ 10- 15% ~ 18% ~ 12%
Education ~ 30% ~ 17% ~ 11%
Finance ~ 10-15% ~ 21% ~ 13%
1 Read more
2 Read more
3 Read more
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 7 of

8. Published Standards
Formed and followed
by Industry
Leaders.
Read more
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 8 of

9. What is the best way to use this
channel for your business?
Here are some examples.
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 9 of

10. Salon Newsletter
Usually a full image
email is not
recommend
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 10 of

11. Salon Newsletter
But this salon email worked for
me. Lesson: Know what works
Fri, Apr 13, 2012 for you.
Presentation for IAMAI by www.juvlon.com 11 of

12. A Mutual Fund Newsletter
Notice the consistency. Branding of
newsletter. Relationship building
takes time and effort.
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 12 of

13. One sentence paras. White space.
Left to right reading. Clean. Blue
Underlines. Easy to read.
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 13 of

14. A Diwali Greeting
Came with a
Rs500
Voucher.
Made this
email
special.
Timing and
Promo was
right.
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 14 of

15. 3rd Party email. Right audience + Right
message worked.
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 15 of

16. Consistent Voice across Triggered
Email and Marketing Newsletter.
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 16 of

17. Consistent Voice. Email is a first
touch point many times. Lesson:
Use to establish high recall.
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 17 of

18. Email is best used when
You DO NOT treat your reader as
DATABASE
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 18 of

19. Email Channel Is Unique
Opportunity for DIALOG
ONE-TO-ONE
INSTANT REPORTS
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 19 of

20. PEOPLE VS DATABASE
FB, Twitter Users = DATABASE?
You treat them as PEOPLE.
Email is no different.
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 20 of

21. Email Marketing to PEOPLE
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 21 of

22. Email Best Practices
VALUE email address
COLLECT at every opportunity
MEASURE growth of the list
CLEAN it. Preen it.
EMAIL ADDRESS = MOST IMPORTANT
ASSET IN DIGITAL MARKETING.
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 22 of

23. Best Practices
Inform before subscription
Send a welcome email
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 23 of

24. Email Best Practices
FREQUNCY - do they have a
preference?
Don't “mine” the list. Seed it.
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 24 of

25. Email Best Practices
How much Time do they spend reading
email?
Read More
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 25 of

26. Email Best Practices
On what devices?
Read More
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 26 of

27. Measure Traffic from Email
Compare Email with other Channels
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 27 of

28. Is Email Right For You?
Email Readers spend upto 30% more
time on your website.
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 28 of

29. 2 Key Areas to Focus
1 Email Content Strategy
Who will write the content?
Which type of email? Newsletter, greetings etc.
What will you talk about?
When will it go out? Have a calendar.
Where will it be viewed. Design for devices.
How will you manage the sending?
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 29 of

30. 2 Key Areas to Focus
2 CRM Management
Who owns the CRM? IT? Marketing?
What data fields do you collect?
When will it get cleaned? Monthly?
Where do you collect the information from?Social
media, sign up pages?
Which sources of data are better? Track this.
How will you update the data with Email open Stats?
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 30 of

31. Perceived Email Marketing Challenges
How do I ensure that my email reaches the inbox?
What subject lines work better?
How do I improve the email design?
How do I improve Open Rate?
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 31 of

32. Actual Email Marketing Challenges
How do I plough back email open data into CRM?
How do I make use of the data?
How do I segment my audience?
What content do I offer?
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 32 of

33. Very Interesting Stuff around Email
Here are some examples.
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 33 of

34. Pre-headers
Pre-headers= first few characters of
Email. Use them to improve open
rate.
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 34 of

35. Video “image” in email....
Video “image” in email draws
attention.
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 35 of

36. From Share on FB / Twitter
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 36 of

37. To putting content from SoMe into
Email
z
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 37 of

38. Only Email Based Websites
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 38 of

39. Great Apps
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 39 of

40. Interesting Apps
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 40 of

41. Awesome Apps
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 41 of

42. Cutting Edge Apps
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 42 of

43. Cutting Edge Apps
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 43 of

44. Cutting Edge Apps
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 44 of

45. Email is an amazing channel if used
well.
Do get in touch for specific workshop on how to align
your business processes with Email Marketing.
Geetanjali.Dighe@Nichelive.com
Fri, Apr 13, 2012 Presentation for IAMAI by www.juvlon.com 45 of