This presentation is a detailed explanation to carry out email marketing to increase your sales,promote and advertise your company and services.

1. Agenda
Why Email Marketing?
 Email Process
 Campaigns types
 Standard Metrics
 Sophisticated Segmentation
 Targeting
 Reports & Analysis
 Tools Used
 Template Best Practices

2. Why Email Marketing?
Exact Geo Targeting New customer Acquisition
Large Audience
Refer a friend Targeting missed
audience

3. Why Email Marketing?
Mobile Friendly Exact customer targeting Revenue Growth
Social media incorporation Email is faster than other
Easy to reach out to
operations – No need to wait
customer
for result

4. Email process

5. Email process
 Email Design
 Email template design and coding.
 Email Content/ Colour Optimization to ensure higher deliverability rates.
 Quality Assurance
 Check Email Spam Scores.
 Check emails across various browsers – IE 6,7,8, Mozilla & Chrome.
 Check email across various email clients – Yahoo, Hotmail, Gmail, Outlook
2003/2007.
 Email Marketing
 DB Cleaning & Uploading.
 Test Email sent to check email delivery.
 Batch & Schedule Email Blasts.
 Weekly & Monthly Reports.
 Analysis & Recommendations.

6. Campaigns types
 Promotional mailers
 Transactional mailers
 Newsletters & press releases
 Awareness Campaign
 Welcome Campaign
 Re-Engagement Campaign
 Lead generation campaigns (B2B & B2C)
 Social media targeted campaigns

7. Promotional mailer
 Promotional email marketing is
usually generic and impersonal, with
offers on the product to entice
customers to make a purchase. It is
often called “Batch & Blast” as it is
not custom nor segmented.
 Examples
Discount offers/promotions
Newsletters (generic)
press releases
New product announcements
Branding messages

8. Transactional mailers
 Transactional Emails are very
specific to a transaction and may
or may not contain a marketing
message. These messages are
targeted messages pertaining to a
specific customer.
 Examples
Order confirmation
Shipping confirmation
Account updates
Service messages

9. Newsletters & press releases
 Information sheet often
styled in the format of a small
newspaper.
Newsletters generally contain
information that is of interest
primarily to a special group.

10. Awareness Campaign
 Awareness campaigns helps for branding & to gain the customer trust.

11. Welcome Campaign
 Welcome campaign is to
congratulate the customer
who has added to our
mailing list and it helps to
maintain a good
relationship with the
customer.

12. Re-Engagement Campaign
 Re-engaging is a chore
 Depending on your business
niche, you might try different means
to win back your subscribers’
attention, but the process is often the
same.
Steps to be followed:
Identify the target group
Choose the win-back strategy
Execute your win-back strategy

13. Lead generation campaigns (B2B & B2C)
 Generating hot leads for the B2B & B2C campaigns by nurturing the leads.
 Examples : Webinar registration
Product purchase

14. Social media targeted campaigns
 Social media campaigns plays an
important role in email marketing.
Unlimited access
Simplicity
Global reach
Contact building
Branding
Flexibility & Measurability

15. Sophisticated Segmentation

16. Sophisticated Segmentation
Filter Description
Profile Target messages based on Profile data stored in the Profile
Fields of a Mailing List.
Click through Target messages based on previous Clickthrough behavior.
Recency of response - Last Open Date - Last Click Date
- Last Purchase Date - Last Event Conversion Date
Pass Along Target messages to subscribers based on whether they
have or have not Passed a previous message along.
HTML Open Target messages to subscribers based on whether they
have or have not Opened a previous message.

17. Targeting
 Email campaigns is to deliver the right message to the right audience with a strong
offer or value proposition.
 Targeting based on the below factors:
 B2B
 Designations/ Titles
 Industry types/ SIC code
 Time Zone
 Company revenue
 No. of employee's of the organization
 B2C
 Geography
 Gender
 Based on their response
 Interaction with the template
 Recency & depth of visit

18. Targeting based on scoring
Steps : Emails sent
1. Scores will be assigned to the email
records as per the response.
2. Total score for each individual will be
captured. Customer Response
3. Based on the score, planning a (Open, Clicks Etc)
strategy for the customers.
Score assigned based
on their response
Based on
scoring, planning a
strategy for the
customers

19. Standard Success Metrics
 Optimal Email Metrics
 Delivery rate
 Open rate
 Click-to-deliver rate (CTDR) = # of clicks / # of emails delivered
 Subscriber retention rate = ( # subscribers - bounce backs – # unsubscribe )/ #
subscribers
 Optimal Behavior Metrics
 Bounce Rate = # of email campaign visits with a single Page View / # of email
campaign visits
 Depth of Visit = percent of email campaign visits that last longer than xx
pages
Actions Completed = percent of email campaign visits that watched a video
 Optimal Outcomes Metrics
 Profitability = (revenue generated – campaign cost – cost of goods sold) / # of
emails sent
 Average Revenue per Email Sent = total revenue / # of emails sent
 Macro Conversion Rate = # of One Big Thing / # of email campaign visits

20. Tools used
 Graphic mail
 Sales Genius
 Dream & Dream mail
 True Influence
 Marketo
 Bronto
 Mail chimp

21. Template Best Practices
Content Best Practices
 Keep it short!  Use Mobile Version
 Use a minimum of graphical elements  Update your profile option
 Be Relevant  Images to Text ratio
 Personalization  Make your content scannable
 Sections required  Valid from and reply-to-address
Privacy policy
physical address  Avoiding words causing SPAM
Add to address  Free investment
Copy Right  Free installation
Hosted version  Cash bonus
 Promise you ...!
 No investment

22. Template Best Practices
HTML Best Practices
 Good pixel width is in the 600-700 pixel range.
 Use of web safe fonts.
 Use standard ASCII charters.
 Use internal or in-line CSS. Do not link to CSS.
 Optimize the size of the images for quick loading.
 Do not use flash.
 Do not use JAVA script.
 Do not use Borders & Nested Tables.
 Do not put forms in your email. In case needs to be added fill out the
information, provide the link to get the form.

23. Reporting & Analysis
 Weekly & Monthly Reports
- Click through rate (CTR),
- Conversion rate (CR)
- Delivery Rates,
- Open rates, Click Rates
- Profitability
- ROI
 Analysis & Recommendations for the future campaigns.

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