1. 5
TOP
Marketing Campaigns of 2015

2. ABOUT THE PRESENTER
Lovely Chauhan is an Marketing Consultant at netCORE helping clients with result driven marketing and developing end-to-end strategy for 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

3. THINGS TO REMEMBER #BestofEmail2015 Tweet Question Slides & Recording
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#Bestof 2015
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4. E M A I L S in 2 1 4

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

6. How Email Marketing in 2015 was

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

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

9. Presenting The 5 Best Email Campaigns of 2015

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

11. 1

12. 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
Have a series of s to make it more impactful
IDEA

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

14. 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

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

16. 2

17. The biggest challenge of any 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 campaign
Engage with the audience differently in a fun way
IDEA

18. Subject Line
Calculate your Love %

19. Angelina
Brad

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

23. 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

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

25. 3

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

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

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

29. 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

30. 4

31. 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 ?
CHALLENGE
Brand
Fastest growing chain of business and leisure hotels
Loyalty program to attract and retain guests
Systematically planned marketing automation
IDEA

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

33. 1000 reasons why you should book through lemontreehotels.com
Increase in engagement by %
93.75% decrease in acquisition cost
(Source: Client)
RESULTS
Subject Line
1000 reasons why you should book through lemontreehotels.com

34. Could target each guest personally and uniquely (automated reminder 30 days after the first )
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

35. 5

36. 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 with real-time dynamic content that shows customized insurance quotes
Add Click-to-call in to humanize the experience
IDEA

37. 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.

38. 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

39. FINALIST AT THE INTERNATIONAL MARKETING & TECH INNOVATION AWARDS IN MARKETING INNOVATION CATEGORY

40. Key
Takeaways
As Marketers relook at marketing, it’s 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 combines with other channels like SMS & Voice is the way forward to deliver a truly unified one-one experience to customers

41. & Q A

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