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E Mail Marketing

E-mail marketing involves outbound email campaigns, managing incoming emails, and resolving customer queries. It has benefits like low cost, direct response, fast deployment, and personalization. Key success factors include creative and relevant content, incentives for the recipient, targeted and timely delivery, integration with other marketing channels, copy structure and explanation, HTML or text format, landing pages, calls to action, testing, and legal compliance. Effective emails should grab attention, be brief and relevant, personalized, provide opt-out options, include hyperlinks and calls to action. Challenges include deliverability, renderability, response decay, and preferences. Options for outbound emails include conversion, newsletters, house lists, and event-triggered sequences.

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Nisarga Ganesh
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1K views15 pages

E Mail Marketing

E-mail marketing involves outbound email campaigns, managing incoming emails, and resolving customer queries. It has benefits like low cost, direct response, fast deployment, and personalization. Key success factors include creative and relevant content, incentives for the recipient, targeted and timely delivery, integration with other marketing channels, copy structure and explanation, HTML or text format, landing pages, calls to action, testing, and legal compliance. Effective emails should grab attention, be brief and relevant, personalized, provide opt-out options, include hyperlinks and calls to action. Challenges include deliverability, renderability, response decay, and preferences. Options for outbound emails include conversion, newsletters, house lists, and event-triggered sequences.

Uploaded by

Nisarga Ganesh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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E-Mail Marketing

E mail marketing
It involves combining excellence in outbound email
campaigns, managing incoming emails and resolving
customer queries in a satisfactory manner.
Benefits

a) Relatively low cost of fulfilment

b) Direct response medium for immediate action

c) Faster campaign deployment

d) Ease of personalization

e) Options for testing

f) Integration
Success factors for email marketing
1) Creative

2) Relevance – Relevant for the recipient.

3) Incentive : What is in it for me?

4) Targeting and Timing : Is the email have a single


message to all prospects or tailored.

Timing when the email is received.


5) Integration : Is it part of IMC?

6) Copy : Refers to structure, style and explanation of the offer

7) Attributes : HTML or Text

8) Landing page or microsite


Effective email should
 Grab attention – Subject line and body

 Be brief and relevant

 Be personalized – Should be addressed to individual


customers.

 Provide opt-out or unsubscribe

 Hyperlink to website
 Clear call to action at the beginning and end of the
message.

 Be Tested

 Operate fulfilling the legal and ethical constraints for a


country.
Email marketing - Challenges

a) Deliverability : Difficulty of getting message delivered. Can be


classified as SPAM ( Sending persistent annoying e-mail).

Lyris content checker and email advisor tool to check whether its
classified as spam.

b) Renderability : limitations of displaying in a creative manner.

c) Email response decay

d) Communication preferences of recipients

e) Resource intensive
Options for out bound email marketing

a) Conversion email: Response to consumer interest for a product or


service.

b) Regular e-newsletter type

c) House-list campaign : Periodic emails for trial of new product,


reactivation and repeat purchase etc.

d) Event- triggered email sequence

Ex : Rain triggered emails-AMF bowling and Silver pop, Travel


bookings
Managing incoming emails

• Receive, sort and route the incoming emails

• Auto acknowledgement

• Provide a suitable response , regardless of the quantities of


incoming emails
Opt –in email

Companies can give customers option for further


communication and selecting their communication
preferences.

Ex : email , Frequency of email, content etc.


Opt in mail for customer acquisition

a) Cold email campaign : Receipt receives an opt in mail


from an organization which rented the list from consumer
email list provider. Ex : Experian, Claritas etc.

b) Co-branded email : Ex :- HDFC and Amazon.

c) Third party news letter.


Insights : email campaign results-WH Smith

1. Generic branded follow-up-email : +10% Conversion


rate.

2. Personalized remarketing email with a promo code for a


5 % discount time limited to 72 hrs = +100 conversion
rate.

3. Personalized remarketing email with a promo code for a


5 % discount time limited to 48 hrs = +200 conversion
rate.
Email campaigns : Essentials

a) Number : Distinct no of follow mails

b) Timing

c) Content

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