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Email Marketing “If you’re running a real business, email is still the most effective way to universally reach people who have expressed interest in your product or site. For that, it really can’t be beaten.” – Colin Nederkoorn (founder Customer.IO)

Let’s Look at some Stats More than 34% of people worldwide use emails (ie; 2.5 billion people) Predicted to increase to 2.8 billion towards end of this year 196 billion emails are sent daily, out of which 109 are business emails **above data is provided by Radicati group’s research conducted in 2014

Email Isn't Social Media, but It's Still Pretty Popular 81% and 80% of respondents, respectively, said email marketing drives customer acquisition and retention. Email’s usefulness was followed by that of other digital tactics like organic search at 62% for acquisition and social media at 44% for retention—both rated effective by far fewer respondents than chose email.

Commonly Used Devices for Checking emails

Agenda Email marketing best practices Email management systems Taking it to the next level

Features of a Killer Email 4 1 3 2 5 6 7 Features of a Killer Email Subject: Experience the Works of Manet From: Susan Curator, Square Gallery To: John Doe, Art College Targeted recipient Recognizable Sender (better if it’s from an actual person) Clear and compelling subject line (under 50 characters) Branded email Valuable content Clear call-to-action Company info & unsubscribe links/email preference

A Good Email Is … … by, for and about people (not robots) Keep it conversational Read your email aloud to check tone/language … based on what you know about the recipient Segment your list based on language, how the email was acquired, previous action taken, etc.

You Only Have 3 Seconds!

Subject or headline You Only Have 3 Seconds! winning the battle of priorities [don’t do this] March Newsletter [do this instead] Tomorrow: Need 3 Hammers – Can You Help? [don’t do this] Joe’s Pet Store Newsletter [do this instead] 3 Tips: help your dog beat the heat [don’t do this] Children’s Classes [do this instead] Limited Spaces available for Children’s Classes

DO NOT BE ROMANCED BY A HIGH OPEN RATE – MEASURE ACTIONS! When to Send & Post best day best time DO NOT BE ROMANCED BY A HIGH OPEN RATE – MEASURE ACTIONS!

(and on your mobile device) Practical Advice Many – but not all may not see your images key action must be above scroll line text links get more clicks than buttons do not give too many choices place your logo left or center in email make all images clickable (and with text labels) include company name in text test it on yourself! (and on your mobile device)

make it easy and obvious One click away Above the scroll line Left or center, avoid right Not just a graphic, include text link as well Not in a list of other options Make sure you measure response

Do people read my emails? # of people who open your email # of people who click on a link Open Rate = Click Through Rate = # of people you sent it to # of people you sent it to # of emails that can’t be delivered Bounce Rate = # of emails that can’t be delivered Unsubscribe Rate = # of people you sent it to # of people you sent it to

Email Marketing Systems

What’s an Email Marketing System? Email marketing systems are web-based services that are designed to send mass emails: Approved bulk mailers Follow professional and legal mailing practices Provides listing hosting and subscription management User-friendly and typically requires little to no technical skill Detailed reporting & feedback

“But can’t I just use Outlook/Hotmail/Gmail?” Your standard email account (e.g., Outlook, Gmail, Hotmail, Yahoo etc.) is not designed for email marketing No authentication = easily get blacklisted or identified as spam Can’t track clicks or opens No automatic bounce removal No control over unsubscribing No personalization Poor HTML

Choosing an Email Management System Factors to Consider: Ease of use Availability of templates / ability to create your own templates Pricing (Per email? Per subscriber?) Ability to segment your lists

Optimize Your Emails for Mobile 48% of emails are opened on mobile devices (smartphone & tablet) If your email doesn’t look good, it will likely get deleted or ignored Use a pre-built responsive template or make your template responsive Requires CSS skills

Take it to the next level

List Segmentation Consider what information you have about your subscribers Location (postal code) Past performances attended Past behaviour (opened/clicked previous emails) Segment your list based on the information Customize your email for each segment

Track website visits Name the campaign and segment Create “URL Builder” links for each combination of campaign/segment https://support.google.com/analytics/answer/1033867?hl=en Use “URL Builder” links for all links to your website in the email Note: some email management systems do this automatically! Check Google Analytics to see how many visits came from each campaign

A/B Testing Decide which to test & create 2 options Subject line “From” name Email content – design, call to action, text Send each option to a small portion of your list 5-15% See which is more successful & send to the rest of your list!

Takeaways at a Glance Subject Line Relationship Keep it short Share what’s inside Relationship What value have you provided in the past? How engaged are you? Also consider: Time & day Weekday vs weekend? Early morning, lunch, after work, evening? Volume of email How much email do you send? List cleanup Get rid of old subscribers who aren’t engaged

THANK YOU contactus@dignitasdigital.com Visit: www.dignitasdigital.com For queries & information contactus@dignitasdigital.com +91 1145501210, +91-9599444523 Visit: www.dignitasdigital.com