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What is Email marketing & why should I adopt it? What happens to an email when you click SEND Email Marketing – Getting Started Best practices for Email marketing activities Examples of Good & Bad Emails Good Email marketing tools What are the common challenges faced? Common mistakes made by Email Marketers Why Emails land in SPAM? Advanced Email Marketing practices Q&A
Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing.
Reference: Wikipedia
Three-quarters (75%) of companies agree that email offers "excellent" to "good" ROI.
For every $1 spent, email marketing generates $38 in ROI. – Campaign Monitor
86% of consumers would like to receive promotional emails from companies they do business with at least monthly, and 15% would like to get them daily.
Email is 40 times more effective at acquiring new customers than Facebook or Twitter. – McKinsey
Email subscribers are 3 times more likely to share your content via social media than visitors from other sources. – QuickSprout
72% people prefer to receive promotional content through email, compared to 17% who prefer social media. – MarketingSherpa
Send Email
Mail Server
OK to email?
Security Policy
SENDER RECEIVER
Get MX Record for Destination domain
DNS Server
Public DNS –get Destination domain MX record
Public DNS –get SPF record of sender domain
Server SPF record valid?
Establish SMTP Connection & send email
1
2
34
5
Security Policy
Is the Email content OK?
6
Does User exist?
7
8
Email is delivered
Create lists of contacts Remove invalid emails from the list Segment the customers
(source, geography, interests, services offered, etc.)
Create an email engagement planner Prepare content, Design emails Use a good tool & you are ready to go Don’t forget to track how you are doing!
You should create a quarterly emailengagement planner focusing on
Content
Segmented customer list &
Frequency of communication
Marketing Activities Content of Emails SSC (All students) SSC App Download SSC Prospects SSC Leads
SSC
Customers
SSC Past
Students MBA Sublist
Banking
Sublist
Email Campaign
Launch of SSC App -
Download
5 uses of the SSC App
New features released
Upsell of other features
Email Campaign
Reminder - App Download
(to those who haven't
downloaded)
Free Educational Guide (1
day)
Open Workshop - Career
Counselling (4 days)
Case Study/Testimonials
Personal Counselling
Session
Offer to attend Free Class
Referral Request Email Refer & Earn Rewards
Upsell to other programs Bank Test Series Launch
MBA Classes
Announcement
Drip - Launching SSC App
Drip to convert Prospects to
Leads
Drip to convert Leads to
Customers
Personalize your emails
Maintain brand consistency (look & feel in email)
Don’t make them think – Email should have a clear goal & ideally a single CTA
Provide easy option for customer to unsubscribe
Introduce urgency in emails (timers)
Ensure the email is mobile friendly
•Brand consistency
• Main focus of the email highlighted clearly
• Single goal –reiterated (to Shop)
Reference: Hubspot
• Smart way to use GIF image & stand out
•Good use of background colors to divide a long email
•Clear Well defined CTA blocks
Reference: Hubspot
This email is to highlight new product introduction
•Look at the real estate given to the product! –the heart of the email
Email space has been very wisely used
Reference: VerticalResponse
Be Consistent in messaging – Don’t use Click Baits
The subject line is a Click BAIT –You’re fired. The content is very different.You will get opens, but also a lot of unhappy customers
Reference: Zapier
• No clear difference between content of the email & the CTA buttons
•The viewer is likely to be lost looking at this email
Reference: Econsultancy
Ideally, you should personalize the emails. But if you do not personalize, you should definitely not club multiple event follow-ups in a single email
Reference: Hubspot
Unique Opens Is normal to see this in 10-20% for a valid contact database 30% & above consistently is a very good open rate
Unique Clicks Is generally 10% of the open rate If the open rate is 20%, click rate will be ~2%
Bounces Anything more than 15% is a red flag
Unsubscribes Anything more than 5% is a red flag
SPAM Complaints Anything more than 0.1%
Of course, these numbers are general numbers & vary based on industry & geography, but are good metrics to track your performance
Gives an easy drag & drop HTML designer?
Does it give open/click/other email stats?
Do they maintain suppressed lists?
What is the reputation of the servers it uses?
Does it provide auto responders /rule based email
automation?
Supports easy segmentation of contact lists
A/B testing?
Customer lists are not digitized or ready
Hard to create content
Designing emails is hard
Have tried, got very poor results & unable to quantify it
Unable to send to all customers at same time
Emails landing in SPAM
Email marketing provider has blocked account
Even my regular emails are not getting delivered
Getting Blacklisted by Spam authorities
1. Using Bought / Purchased Contact Lists SPAM traps Invalid email addresses
2. Mass Mail practice – Same email to everyone 42% of marketers do not send targeted email
messages; only 4% use layered targeting.
3. Ignoring Mobile Friendly Email designs Two-thirds of emails are read on either smart phones
or tablets. (Marketing Land, 2015)
1. Continue sending emails to suppressed lists
78% of consumers have unsubscribed from emails because a brand was sending too many emails
2. Send one single image or large attachments to everyone
3. Not tracking damage to IP/Domain reputation
4. Using same email domain for transactional & promotional emails
5. No segmentation on basis of engagement
IP Reputation of email sending server
Domain reputation of sender
Presence on Email Reputation tracking Blacklists
Inconsistent Email sending practices
IP Warm up, Sudden bursts, Unknown addresses, etc.
Content of Email
Image to Text Ratio
Attachments in email
Promotional/SPAM score of words & phrases used in email
Including Unsubscribe options in promotional emails
Email authenticated properly?
SPF – Sender Policy Framework (Mailed by valid sender)
DKIM – DomainKeys Identified Mail (Signed by valid sender)
DMARC – Domain Based Authentication, Reporting & Conformance (Framework to ensure SPF & DKIM are followed)
Email Headers correctly highlighted
Bulk/Transactional/etc.
User Email engagement History
Past Opens/Clicks/Engagement history with sender
Engagement history with similar content
& a lot more …
Returnpath/ Senderscore Your server senderscore should be monitored
regularly & should be above 80 (ideally 90+)
Mxtools Blacklist checker Check if your IP has been blacklisted by global email
reputation authorities
Spam assassin ( Try isnotspam.com)
Spam assassin is a great tool to monitor if your email content is good & not having any issues
Email Automation (Email Marketing on Nitro)
Drip Marketing
Demographic & Behavioral Targeting
Registered but not purchased handling
Abandoned cart handling
Date based automation, etc.
Dynamic Content on Emails
A/B testing
Canvass Products
Firecart (firecart.io)-Ecommerce Marketing Automation Software
InboundLeads (inboundleads.io)-Inbound Lead Generation Widgets for Marketing Agencies
Ankur NanduCOO, Canvass Inc (http://canvass.in)
[email protected]://www.linkedin.com/in/ankurnandu