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This is a copy of a presentation I gave at the IAMAI Travel and Tourism Summit In Delhi in the First week of July 2012.
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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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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.
