1. Over 6,000 users
from
over 200+ colleges

2. Marketing
“If you’re running a real business, 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)

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

4. Email Isn't Social Media, but It's Still Pretty Popular
81% and 80% of respondents, respectively, said marketing drives customer acquisition and retention. ’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 .

5. Commonly Used Devices for Checking emails

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

7. Features of a Killer Email4 1 3 2 5 6 7
Features of a Killer
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
Valuable content
Clear call-to-action
Company info & unsubscribe links/ preference

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

9. You Only Have 3 Seconds!

10. 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

11. 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!

12. (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
make all images clickable (and with text labels)
include company name in text
test it on yourself!
(and on your mobile device)

13. 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

14. Do people read my emails?
# of people who open your
# 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 s that can’t be delivered
Bounce Rate =
# of s that can’t be delivered
Unsubscribe Rate =
# of people you sent it to
# of people you sent it to

15. Email Marketing Systems

16. What’s an Email Marketing System?
marketing systems are web-based services that are designed to send mass s:
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

17. “But can’t I just use Outlook/Hotmail/Gmail?”
Your standard account (e.g., Outlook, Gmail, Hotmail, Yahoo etc.) is not designed for 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

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

19. Optimize Your Emails for Mobile
48% of s are opened on mobile devices (smartphone & tablet)
If your 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

20. Take it to the next level

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

22. Track website visits Name the campaign and segment
Create “URL Builder” links for each combination of campaign/segment
Use “URL Builder” links for all links to your website in the
Note: some management systems do this automatically!
Check Google Analytics to see how many visits came from each campaign

23. A/B Testing Decide which to test & create 2 options
Subject line
“From” name
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!

24. 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
How much do you send?
List cleanup
Get rid of old subscribers who aren’t engaged

25. THANK YOU contactus@dignitasdigital.com Visit: www.dignitasdigital.com
For queries & information ,
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