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Geetanjali Dighe, Head Marketing, Juvlon.com gave a presentation on how email marketing is best suited for Travel Industry at the IAMAI Travel and Tourism summit held at Shangri La Hotel in New Delhi on 8th June 2012. Here is the presentation.
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Email MarketingEmail Marketing
Incredible Media for Gods Own IndustryIncredible Media for Gods Own Industry
Talk about this workshop on Twitter Talk about this workshop on Twitter using #juvlonusing #juvlon
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AgendaAgenda
Why Email Marketing?
Who is using it well?
Best Practices & Ideas
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How many of you do Email Marketing?
QuestionQuestion
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Why EmailWhy Email
Published BENCHMARKS
Published STANDARDS
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Published BenchmarksPublished Benchmarks
CatalogMobile
Internet Display Ads
SearchEmail
0.00
15.00
30.00
45.00
7.30
10.51
19.72
22.24
40.56
ROI
Channels
$
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Email Trends IndiaEmail Trends India
Open Rate
Travel 12%
Education 11%
Finance 13%
Retail 12%
Email Open Rates
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Published StandardsPublished Standards
Formed and followed by
Industry Leaders.
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Who is using it well?
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12
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14
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Responsive EmailResponsive Email
USE
Call me now buttons
Testimonials
Triggered email
Time bound emails
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A Diwali GreetingA Diwali GreetingCame with
a Rs500 Voucher. Made this
email special.
Timing and Promo was
right.
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3rd Party email. Right audience + Right message worked.
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Consistent Voice across Triggered Email and Marketing Newsletter.
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Consistent Voice. Email is a first touch point many times. Lesson:
Use to establish high recall.
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How many you of you think a good email design is a challenge?
QuestionQuestion
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Email is best used when
You DO NOT treat your reader as
DATABASE
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Email Channel Is UniqueEmail Channel Is Unique
Opportunity for DIALOG
ONE-TO-ONE
INSTANT REPORTS
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PEOPLE VS DATABASEPEOPLE VS DATABASE
FB, Twitter Users = DATABASE?
You treat them as PEOPLE.
Email is no different.
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Email Marketing to PEOPLE
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Email Best PracticesEmail 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.
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Best PracticesBest Practices● Inform before subscription● Send a welcome email
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Email Best PracticesEmail Best Practices
How much Time do they spend reading email?
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Email Best PracticesEmail Best Practices
On what devices?
Read More
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Measure Traffic from EmailMeasure Traffic from Email
Email Readers spend upto 30% more time on your website.
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Video “image” in email....Video “image” in email....
Video “image” in email draws attention.
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Share on FB / TwitterShare on FB / Twitter
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ChallengesChallenges
Email Delivery
Better Subject Lines
Improving Open Rates
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How many of you think measuring ROI is challenge?
QuestionQuestion
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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
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