EMAIL MARKETING

Palak R Chaudhary
Email marketing
• Powerful and direct
• Massive reach
• Customised and personalised
• Brand recall
• Proof of views
• Software oriented
• CRM
• Offers, news, launches
Trends
The global e-mail marketing market was valued at $7.5 billion in 2020 and is projected to increase to $17.9 billion by 2027

• Focus on privacy (General Data Protection Regulation (GDPR) 2018)

• Sustainable email marketing (paperless but not green – Update, optimise, tailor and purposeful)
• Hyper-personalisation
• Artificial Intelligence (Specific, content rich and crisp)
• Email marketing automation ("Automated emails generate 320% more revenue than non-automated emails“)
• Mobile-first
• Interactive emails
• Accessibility (disability 15% - Headers, sub-headers, links, call to action buttons)
Email marketing types
• Welcome emails
• Newsletter emails
• Lead nurturing emails
• Confirmation emails
• Dedicated emails
• Invite emails
• Promotional emails
• Survey email
• Seasonal emails
Activity time
Curate an email for :
• Colgate toothpaste
• An NGO for blind girls
• Kids play area
• New hospital in city
• New school in city
• New chemist
• Bank branch relocation
Challenges
• Deliverability Issues
• Increasing Email Open Rates
• Growing and Maintaining an Engaged Subscriber List
• Navigating Privacy Regulations and Consent
• Adapting to Technology and Automation Advances
• Ensuring Mobile-Friendly Email Designs
• Perception of push marketing
Email marketing tools
1. Active Campaign
10. Campaign Monitor
2. MailChimp 11. SalesHandy
3. Gist 12. Moosend
13. Omnisend
4. Constant Contact
14. SendX
5. HubSpot 15. GetResponse
6. GlueUp 16. AWeber
17. MailerLite
7. Zoho
18. Benchmark Email
8. Act-On 19. ConvertKit
9. Sendinblue 20. EmailOctopus
Aligning Email Marketing Strategies
With Business Goals
• For Increasing Sales
• For Enhancing Brand Awareness
• For Strengthening Customer Loyalty
• For Gathering Customer Feedback
• For Lead Nurturing
Effective email marketing strategies
• Segmentation and Personalization
Example 1: A fashion retailer can send different emails to different subscribers based on their previous purchase
history—formal wear suggestions to those who bought suits and casual style tips to those who purchased jeans.
Example 2: A travel agency can send personalized travel destination recommendations based on the subscriber’s past booking
or browsing behavior on its website.
• Automated Email Campaigns
Example 1: A welcome email series for new subscribers, providing an introduction to the brand and special introductory offers.
Example 2: Birthday emails with a special discount or gift to customers on their birthday.
• Mobile Optimization
Example 1: Promotional email with a responsive design that adjusts the menu layout based on the device’s screen size.
Example 2: Newsletters that feature large, easily clickable buttons for mobile users.
• A/B Testing
Example 1: Testing two different subject lines to see which one yields a higher open rate.
Example 2: Comparing the performance of two different email layouts in terms of click-through rates.
• Interactive
Example 1: An online store can include a quiz in their email to help subscribers discover their personal style.
Example 2: A real estate agency can send an email with an interactive map allowing users to explore available properties in
different areas.
• Drip Campaigns
Example 1: A series of educational emails following a webinar registration, providing related information
and resources.
Example 2: Post-purchase emails that guide customers on how to use the product they just bought.
• Value-Driven Content
Example 1: A cooking blog can send out weekly recipes and cooking tips.
Example 2: A financial services company can provide weekly, fortnightly or monthly insights on market
trends and investment tips.
• User-Generated Content and Testimonials
Example 1: A beauty brand can feature customer before-and-after photos in its product promotion emails.
Example 2: An e-commerce platform can include customer reviews and ratings for products in its
promotional emails.
• Re-Engagement Campaigns
Example 1: An email to inactive subscribers offering a special discount to encourage them to make a
purchase.
Example 2: A survey email asking disengaged subscribers for feedback on what type of content they would
like to receive.
• Integration With Social Media
Example 1: An email campaign that encourages subscribers to participate in a social media contest hosted by
the brand.
Example 2: Including social media feed snippets in emails, showing recent posts or popular products
Measuring the Success of Email
Marketing Strategies: 7 Critical Metrics
To ensure that your email marketing strategies are delivering the desired results, it’s crucial to track and measure their performance.
Here are key e-mail marketing metrics and tools that can help you evaluate the effectiveness of your email campaigns:
• Open Rate: This metric shows the percentage of recipients who opened your email. A high open rate often indicates
compelling subject lines and a well-targeted audience.
• Click-Through Rate (CTR): CTR measures the percentage of email recipients who clicked on one or more links contained in
an email. This metric helps gauge the effectiveness of your email content and calls to action.
• Conversion Rate: This is the percentage of email recipients who clicked on a link within an email and completed a desired
action, such as making a purchase or filling out a form. It directly reflects the effectiveness of the email in driving business
objectives.
• Bounce Rate: The bounce rate tracks the percentage of your emails that could not be delivered to the recipient’s inbox.
Keeping an eye on this metric helps maintain a healthy email list.
• List Growth Rate: This measures how quickly your email list is growing. Regularly tracking this metric can offer insights into
the effectiveness of your list-building strategies.
• Unsubscribe Rate: While it’s normal to have some recipients unsubscribe, a high rate can indicate issues with your content or
frequency of emails.
• Email Sharing/Forwarding Rate: This measures how often your email is shared or forwarded by recipients. A high rate here
can indicate highly engaging or valuable content.
Tools such as Google Analytics, Mailchimp and HubSpot offer comprehensive analytics to track these metrics, allowing you to
refine your strategies for better performance. Remember that the goal is continuous optimization. Regularly analyze these metrics
to gain insights for tweaking your strategies, ensuring they remain effective and aligned with your evolving business goals.
Email Marketing Best Practices

• Do not overlook mobile optimization

• Segment your list as much as you can.
• Send emails at regular frequency
• Spend time on crafting perfect subject lines
• Clean your email list regularly
• Test a lot and optimize according to insights gained
• Always include a call to action (CTA)
• Never ignore data and feedback