Email marketing
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E – MAIL MARKETING Presented by: Daysen Pather Date: Dec 2010
description
It is about email marketing. Characteristics, significance ,Pros and cons
Transcript of Email marketing
E – MAIL MARKETING
Presented by:
Daysen Pather
Date: Dec 2010
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AGENDA
Introduction to E-Mail MarketingIntroduction to E-Mail Marketing
Types of E-Mail MarketingTypes of E-Mail Marketing
Executing E-Mail Marketing CampaignExecuting E-Mail Marketing Campaign
Pros & Cons of E-Mail MarketingPros & Cons of E-Mail Marketing
Sum Up & ConclusionSum Up & Conclusion
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INTRODUCTION
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A Powerful Tactic?
E-Mail Marketing
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Types of E-Mail Marketing
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Executing an Email Campaign
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Step 1: Strategic Planning
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Step 2: Define list
The most valuable asset of an email campaignThe most valuable asset of an email campaign
Permission is a pre-requisitePermission is a pre-requisite
In some countries legal action can be taken againstIn some countries legal action can be taken against
companies that send unsolicited bulk email - Spamcompanies that send unsolicited bulk email - Spam
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Step 3: Create Execution
Part of an email
ContentRelevantRelevantInformativeInformative
Test the email to see if it passes SPAM filters e.g at spamassassin.apache.org
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Step 4: Intergrate Campaign with other Channels
Can stand aloneCan stand alone
But integrating with other channels, both alone & offline:But integrating with other channels, both alone & offline:
Reinforce a brand’s messageReinforce a brand’s message
Increase ResponsesIncrease Responses
Step 5: Personalise the message
Allow for mass customisationAllow for mass customisation
Use recipients’ nameUse recipients’ name
Step 6: Deployment
Deliver at consistent timesDeliver at consistent times
Best time should be testedBest time should be tested
Seek permissionSeek permission
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Step 7: Interaction handling
Every interaction via email should be considered as part of a company’s email marketing Practice
Automated emails – opportunity to engage with customers
Step 8: Generate Reports
Key Measurables:Key Measurables:
No. of emails deliveredNo. of emails delivered
No. of emails BouncesNo. of emails Bounces
No. of emails openedNo. of emails opened
UnsubscribesUnsubscribes
Pass on ratePass on rate
Check through rates & Check through rates &
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Step 9: Analyse Results
Open rates along different subject lines & Delivery timesOpen rates along different subject lines & Delivery times
Optimal number of links in an email for click through rates and conversionsOptimal number of links in an email for click through rates and conversions
Different copy styles & copy lengthDifferent copy styles & copy length
The effect of video on delivery rates & conversationThe effect of video on delivery rates & conversation
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Pros & Cons
Pros Cons
1. Permission based email give the highest ROI of any marketing activities
1. Many Customers are email fatigue
2.Technology allows mass customisation, personalisation across large list of subscribers
2. Easily marked as spam
3. Increase life time value of customer
4. Highly measurable & segmentable
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Conclusion
