Email Marketing - Most Critical Marketing Channel

Email Marketing-Most Critical Marketing Channel

View Email Marketing course details at www.edureka.co/email-marketing

Slide 2 www.edureka.co/email-marketing

Agenda

®Email Marketing Facts

®Highlight key metrics of Email Marketing

® Compare with other Marketing Channels

® Role of Email in influencing Consumer Action

®Role of Email in Sales Process

http://www.edureka.co/email-marketing

Slide 3 www.edureka.co/email-marketingSlide 3

Amazing Facts About Email Marketing



Facts

Source: salesforce

48%

Percentage of consumers who prefer to communicate with brands via EMAIL



Facts

Source: salesforce

3times

MORE customers than Twitter and Facebook COMBINED



Email Marketing: Why it should matter to You?

Adds value to your sales and service of your business

Email plays a key role in every goal for your organization

Ensures your Business strategy is aligned

Email enables you to test, promote teaser, generate hype



Performance on 3 R’s

source:entro.solutions

Reach

Relevance

ROI




® 4.9 Billion email accounts expected by early 2018

® Despite misconceptions that Email is dying, its usage is growing at a

rate of 6% per year

® 90%+ consumers check their email daily

® 2 out of 3 consumers prefer to have details sent on email

REACH

Source: www.towerdata.com

Source: reachforliteracy.com




® Relevance=Right Message + Right Time

® There are close to 1 Billion mobile email users

® An average email user interacts with about 10 Brands per day on email

® Over 50% of users prefer to interact with brands on email

RELEVANCE


Source: sendblaster




® Email delivers $40+ of returns for every dollar spent

® Revenue from email shot up by 30% in 2014 compared to 2013

® Over 40% of email users made at least 1 purchase in 2014 based on the promotional email they received

® 70%+ companies who used email marketing in 2014 reported it as the ‘Most Economical Channel’

ROI


Source: www. proofhq.com



Customer Engagement with different Channels

Source: www.dazeinfo.com

39.24%

9.87%

36.55%

11.21%

3.14%

% of Respondents

Email Message SMS Social Media News Letters Blogs



Time Spent with Digital Media per day

Digital Media 2010 2011 2012 2013

Social Networks 26 30 37 37

Email 26 28 33 29

Online Video 10 17 24 23

Search 16 20 22 23

Online Games 13 16 17 19

Blogs 05 06 07 08

Online Radio 07 06 06 08

Online Newspapers 06 06 06 05

Online Magazines 02 03 03 03

Other Misc 42 44 31 31

US Customers 2010-2013 (mins), ages 18-64

Source: IAB ‘2014 Digital Media Study’ conducted with GfK



Industry wise break of Email Volume

Source: www.business2community.com/emailmarketing

20.20%

12.30%

12.10%

9.60%7.40%5.20%

4.50%

3.90%3.20%

21.60%

Top Email Senders - Volume

Finance & Insurance Telecom Advertising Healthcare EntertainmentRetail Social Media Education Travel Other



Industry wise Performance of Marketing MailsIndustry Open Rate Click-Through Rate Click-To-Open Rate

B2B 18.7% 1.5% 7.8%

Consumer Services 12.4% 2.0% 15.9%

CPG 18.3% 2.2% 12.1%

Entertainment 19.8% 2.4% 12.2%

Financial Services 28.0% 1.0% 3.7%

Healthcare 17.7% 3.3% 18.8%

Hospitality/Travel 19.7% 2.1% 10.6%

Insurance 31.4% 7.6% 24.1%

Advertising 9.8% 0.7% 7.2%

Publishing 17.5% 2.9% 16.7%

Retail/Wholesale 14.0% 1.4% 9.8%

Technology 20.7% 1.1% 5.3%

Source: Yesmail ‘Q1 Email Trends and Benchmarks’ Q1, 2014



Email vs. Rest: Numbers Game

Source: blog.kissmetrics.com

Email has thrice the no. of accounts than Facebook and

Twitter combined

All web searches made on search engines in a day is equal to 1/100th

of daily email traffic

All pages viewed on web in a day use only 1/4th of the

bandwidth consumed by email



Email vs. Offline: Comparing Measurability

TV• No view for who is watching the Ad• A comparative rating system to evaluate reach

Direct Mail• View of who will receive the mail• No view if the mail has been delivered or read by the receiver

Email• View of who will receive the mail• View if the mail has been opened, clicked, which links are working

(or not)

Source: www.datanyze.com



Email vs Social Media Marekting

Source: www.brainstorm-digital.com



Email vs. Social Media: Comparing CTRs

FacebookAvg. CTR on Facebook is 1.49%

TwitterAvg. CTR on

twitter is 1.64%

EmailAvg. CTR on Email is 5.2%




Email vs. Rest: Comparing Conversion Rate

Search Engine• Avg. Conv Rate on search engines

is 2.50%

Social Media• Avg. Conv Rate on social media is

0.60%

Email• Avg. Conv Rate on Email is 4.25%




Email vs. Social Media: Different Purposes® Facebook and Twitter mediums are like TV where a user has a different purpose altogether of logging in

Twitter

Twitter people use to find interesting

things and see what the people you

follow are saying.

Brands use the medium to engage

users in conversations by

doing contests and other promotional

activities

Facebook

Facebook people use primarily to

interact with friends and share their stuff

Brands use the medium to put relevant ads to

attract user attention

Source: www.business2community.com



Email vs. Social Media: Different Purposes

More Transactional

Email is much more transactional in nature where a user expects a message from her subscribed website and you can have a 1:1 conversation with a user

Based on Sales Lifecycle

In email you can gradually send an appropriate message to a user depending on where the user is in the Sales Lifecycle



Role of Email in Sales Process

® Inbound leads captured by your systems are most valuable for your business

There are multiple ways you build on those leads:

Tele Calling

Video Conferencing

Setting up meeting in person

Staying in touch to nurture the lead

Source: www.webmarektingcircle.com



Role of Email in Sales Process

Email is not only one of the ways to build on a lead but also plays an importance in other processes as well

Usual follow up of a Tele Call is sending a mail with quotation or additional information

Before setting up a meeting in person or through VC, you send a mail to set the right expectations so that the meeting is fruitful

Setting Meeting

Source: www.invast.com

Setting the right expectation



®About 80% leads that enter your CRM are not sales qualified and require at least 6 to 10 contacts before converting them into a sale

®As a business the more you can maximize on these leads higher will be your profitability as significant amount of resources have gone in to generate those leads

®Nurtured leads through emails result in 40% more sales than those that aren’t

Source: www.sozialia.com

Nurturing a Lead


Content Marketing & Its Role in Email

Course LOGO

View Email Marketing course details at www.edureka.co/email-marketing


Agenda

®Content Marketing and Consumer Behavior

® What Businesses need to do?

® Its Role in Email Marketing

®How are companies using content to their advantage in the email communication?



Myth: Riding the ‘Viral’ Bandwagon

® Content Marketing is not ONLY about getting your content (read Video) viral

® Creating an effective and engaging video, which is shared by millions on YouTube and other Social Media platforms, can definitely be an important part of your Content Plan but it cannot define your strategy

® Your strategy should be to get all pieces (incl. Video) of your Content right and hope it gets viral as well

Source: www.wikipedia.com



Content Marketing: Stats on Content Creation

Original Content

70% Marketers back original content over licensed content

Content Strategist

57% of all companies have 2 or more dedicated Content Strategists

YoY Content Increase

80%Marketers are creating more content compared to previous year

Source: www.contently.comSource:www.wearetogether.ca



Content Marketing: Stats on Content Goals

Marketing Budget

• 25% marketers are putting over 50% of budget for content

Goals to Measure

• 50% of marketers are looking at LTV as most valuable goals of content

Increase in ROI & Brand Lift

• 70% Marketers are looking to achieve 2.5x more ROI and Brand lift through Content

Source: www.contently.comSource: www. socialfulcrum.comSource: www. www.loans.com.au



Content Marketing: Priority

® Delivering high value original content is the

Top priority for marketers

® Brands are increasingly studying their ‘Buyer

Persona’ to come up with engaging content

which can give them an edge over competition

® In marketing circuits terms like Native

Content, Content Publishing and

Earned/Owned Media have become more

relevant than ever before Source:www.solocube.com



Content Marketing: Value

® Investment into creating awesome content helps a brand in getting Free Media

® Using visual platforms like Instagram, Snapchat, Pinterest you can reach out to new users with almost no acquisition cost

® Focusing on content strategy w.r.t. your business strategy is the ideal way of planning content



Content Marketing: Usage of Different Platforms

® Your strategy should be to build content and use relevant

platforms for distribution and not the other way where you

build content specifically for the platform

® Content distributed on different platforms should ‘talk to

each other’ and should be part of a complete narrative

® Isolated pieces of content poorly distributed do more harm

than good to your overall Brand positioning

Source:www.cliparts.co



Content Marketing: Management

® Having great content on all platforms is not enough, you

need to manage your content well

® Publishing content in accordance with your marketing

calendar and events planned is as important as

producing content

® Organizing your content well and to staying on top of

each assignment should be well thought out in advance

Source:www.biznextdoor.com



Content Marketing: Formats

Source: www.hubspot.com/contentmarketing

® Most exhaustive list of content formats a

marketer can explore

® Depending upon the industry and consumer

group some formats will be very relevant for you

while some you may ignore

® Email is an integral part of this story which acts

as a format and also as a distributor of other

formats on different platforms



Content Marketing: Best In Class Examples

Source: www.contenmarketinginstitute.com

® Compelling images find a good

connect with the consumers

® Stat: Tweets with images get

150% more Retweets than

those without

Source:www.dagensanalys.se+





® American Express makes sure to use images and videos in its communication on Social Media and other platforms




Source: www.postano.com

® ‘Cause Marketing’ and content related to it

moves people and they feel good about

your Brand

® Associate yourself with worthy causes and

build quality content around it





® Whole Foods got it right by focusing on Food and Environmental issues with a collection of provocative films



Content Marketing: Media Strategy

Paid Media Earned Media Owned Media




® As the name suggests it is everything that you spend money to reach out to your target audience

® Print, Television, Paid Online Marketing (Search, Display, Video), Direct mail etc. all are parts of Paid Media

® You need to be careful while picking out content for paid media to ensure that your best content is the one you are spending money on

® A good media mix is required to ensure that your content reaches the right people at the right time

Paid Media




® It is everything that you own like your website, blogs, social media pages, YouTube account etc.

® Your consumers interact with you on these and it is crucial that the content is right on all these platforms to delight your consumer

® Your efforts on the Paid Media will be successful if users who have reached your owned media are served well

Owned Media




® Also known as Free Media but Brands need to work very hard to earn this media

® Things like Social Media comments/mentions, YouTube comments/shares, word of mouth and consumer activity on blogs, vlogs etc.

® It’s a place for fans of your brand and also for your critics

Earned Media



Content Marketing: Role in Email Marketing



Email: Content Distributor

All your acquired customers as well as potential ones can get

your content through email

It can be your new campaign, video or any other user generated

content

Test it out using email and then based on results spend big on

Paid Media

Source: www.differencebetween.info



Email: Content Format

Create engaging Newsletters, Welcome Mails, well timed messages

Among all your formats Email has the potential to provide

impressive ROIs and high engagement nos.

Content Professionals handling your email business is crucial for

the medium to realize its true potential



Email: Content Meeting Point

Email as a meeting point for all your content formats like social

media, blogs, videos etc.

Notifying engaged people through emails when there is any

user activity like comments, likes can help in improving lifetime

value of users

Increasing subscribers organically is a key goal for most

organizations and your content programs should have the

‘User Action’ defined for this

Content Meeting Point

Source: neilpatel.com



Questions


