5 TOP Email Marketing Campaigns of 2015

ABOUT THE PRESENTER Lovely Chauhan is an Email Marketing Consultant at netCORE helping clients with result driven email marketing and developing end-to-end strategy for email and cross-channel automations. Lovely has led clients to successfully meet their business goals with her deep knowledge of industry trends combined with analytic approach. @lovely_chauhan

THINGS TO REMEMBER #BestofEmail2015 Tweet Question Slides & Recording Use below hashtags and handle to tweet during the webinar @netcoresolution #BestofEmail2015 Please use the chat window to ask questions during the webinar You will get an email with slides and recording post webinar

E M A I L S in 2 1 4

Dear %%First Name%% Mobile friendly emails Animation in emails (GIF / Video) Going little beyond basic Personalization Segmented email campaigns

How Email Marketing in 2015 was

Given the sheer number of emails a user received each day, brands did a re-look at email marketing and took to new tools and methods in email

What won the hearts in 2015? Exciting and new experiences in email Relevant communications in the connected, technology powered world

Presenting The 5 Best Email Campaigns of 2015

Why these are the chosen ones Best subscriber response Achieved business objective Took email to next level

1

From brick to click – as retail goes online, what will prompt shoppers to go to the online portal and buy directly? CHALLENGE Brand Ethic retail brand To act on the human psychology and add a sense of urgency with countdown timer in email Have a series of emails to make it more impactful IDEA

⌛Tick-Tock, Tick Tock ⌚ Our "Flash ④⑧ Hour Sale " has begun 167% increase in website traffic Increase in online orders per email by 18.5% RESULTS Subject Line ⌛Tick-Tock, Tick Tock ⌚ Our "Flash ④⑧ Hour Sale " has begun

The innovative subject lines that got users to open the email The timer that accurately shows in real time how much time is left for the sale WHAT WE LIKE WHAT WE LIKE ABOUT THE CAMPAIGN

CAMPAIGN WON GOLD FOR THE BEST EMAIL MARKETING CAMPAIGN AT IAMAI’S 6TH INDIA DIGITAL AWARDS

2

The biggest challenge of any email marketer – subscriber disinterest and disengagement leading to dropping sales CHALLENGE Brand Online Travel Company Leverage on the upcoming Valentine’s day and plan innovative interactive email campaign Engage with the audience differently in a fun way IDEA

Subject Line Calculate your Love %

Angelina Brad

Increase in open rate by 30% and click rate by 60% Best ever % of inquiries from email of 40% compared to the usual 10-12% (Source: Client) RESULTS

Interactive elements (Love Test) gamify the email experience Innovative content strategy that brings users’ attention to brand’s offering (travel packages) WHAT WE LIKE WHAT WE LIKE ABOUT THE CAMPAIGN

WINNER IN THE BEST USE OF CONTENT CATEGORY AT THE INTERNATIONAL EMAIL EXPERIENCE COUNCIL (EEC) EMAIL MARKETING PROGRAM AWARDS 2016

3

In a market flooded with similar products, how can one effectively use email marketing to draw investor interest to the company’s new NFO offering? CHALLENGE Brand Mutual Funds Company in India Taking a multi-channel (Email SMS, Voice), personalized approach Combining with behavioral targeting IDEA

Multi channel work flow z Z Z Day 1 Email about offer sent to customer Day 1 Customer doesn’t open the email Day 2 Email sent again SMS reminder to all non openers Day 2 Customer opens the second email Day 2 Voice call triggered to all email openers Day 2 Customer well informed about the product and purchases online Multi channel work flow

RESULTS 162.69% higher response from investors Email contributed to 25% of the total online sales (Source: Client) RESULTS Subject Line Email1: UTI Focussed Equity Fund Series I (1100 days) - 30 Best Ideas to invest Email 2: Equity NFO closes on 27th Aug, an opportunity you shouldn't Miss!

Not to hard push sales but to educate and convince to get conversions Testing and experimenting – Time optimization, A/B Testing WHAT WE LIKE WHAT WE LIKE ABOUT THE CAMPAIGN

4

OTAs help hotels get ‘discovered’ but come at a cost OTAs help hotels get ‘discovered’ but come at a cost. How can hotels maximize on direct website bookings using email? CHALLENGE Brand Fastest growing chain of business and leisure hotels Loyalty program email to attract and retain guests Systematically planned email marketing automation IDEA

Loyalty Discount Voucher Email 1 Voucher Reminder Email 2 OTA Booking Direct Booking Attract Retain Automation Segment Loyalty Discount Voucher Email 1 AUTOMATION WORK FLOW 30 days Redeemed voucher Check if still in segment Did not redeem voucher END Voucher Reminder Email 2 END

1000 reasons why you should book through lemontreehotels.com Increase in engagement by 157.25% 93.75% decrease in acquisition cost (Source: Client) RESULTS Subject Line 1000 reasons why you should book through lemontreehotels.com

Could target each guest personally and uniquely (automated reminder email 30 days after the first email) Integrating with offline (making the offer applicable for direct check-ins) amplified the campaign’s effectiveness WHAT WE LIKE WHAT WE LIKE ABOUT THE CAMPAIGN

5

How do you drive action (read conversions) from someone who has less knowledge about your complex product? CHALLENGE Brand Life Insurance company in India Plan a highly targeted email with real-time dynamic content that shows customized insurance quotes Add Click-to-call in email to humanize the email experience IDEA

RESULTS A 40% jump in sales conversions from this single campaign Age personalization Click-to-Call Call-to-action Dynamic content A 40% jump in sales conversions from this single campaign Pre-calculated premium amount RESULTS Subject Line A very Happy Birthday [NAME] It’s your Birthday month! A piece of advice from Reliance Life.

WHAT WE LIKE Combines the reach of email with the power of human voice Campaign sent during customer’s birthday week to drive maximum relevancy Successfully addressed the click and conversion gap WHAT WE LIKE WHAT WE LIKE ABOUT THE CAMPAIGN

FINALIST AT THE INTERNATIONAL MARKETING & TECH INNOVATION AWARDS 2016 IN EMAIL MARKETING INNOVATION CATEGORY

Key Takeaways As Marketers relook at email marketing, it’s email combined with technology and tools that has dominated in 2015 Live content and gamification prove to be the best tactic to draw subscribers attention and engage with the brand Personalized automation where email combines with other channels like SMS & Voice is the way forward to deliver a truly unified one-one experience to customers

& Q A

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