1. Data Driven Marketing - Chetan Sharma

2. Main Components of e-mail Campaigns 1. Mailer Types 2. Mailing list 3. Subject line 4. Mailer Content 5. Compatibility 6. Landing page

3. Subject line (Most Imp.) 90 – 95% readers never make it past the subject line Traffic can vary as much as 500% based on the subject line

4. Subject line (Most Imp.) Normal (Ways to Make Drinking Tea More Delightful) Question (What are the Ways to Make Drinking Tea More Delightful?) How to (How to Make Drinking Tea More Delightful) Number (30 Ways To Make Drinking Tea More Delightful) Reader-Addressing (Hey Neha, Checkout Ways to Make Drinking Tea More Delightful) Use of Superlative (best, smartest, perfect) Capitalization (Sentence case, All Caps, Lowercase)

5. Movie Offer Mailer

6. Planning to watch movie this weekend? Great offers inside! Rs. 200 Off on Movie Tickets, Limited Coupons Available! Go on a movie-watching spree with up to Rs.200 off on movie tickets. This one’s for movie buffs like you! Neha, Save upto Rs.200 on movie tickets this weekend Check how can you save upto Rs.200 on movie tickets this weekend Different Subject lines

7. Rs. 200 Off on Movie Tickets, Limited Coupons Available! Open Rate of 8.36% Winner Subject line Least Performing Subject line Planning to watch movie this weekend? Great offers inside! Open Rate of 2.42%

8. Subject line Preferences

9. Capitalization Preferences

10. Re-activation Mailer

11. Open rate - 5.2%Open rate -5.1% Conv. rate – 55.7% Conv. rate – 60.4% CTR – 31.5%CTR – 37.7%

12. Sample Mailers

13. New Offer Update

14. Seasonal Contest

15. Feedback Mailer

16. Emails Opened Over Time

17. Open % Share at different time

18. Problem Majority of the Marketers still rely primarily on intuition, not data, in making customer related decisions.

19. Points to Remember Data is King Quantity is not important Quality is Start building your marketing list Personalised e-mailers as much as possible

20. Questions?