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Intelligent Email MarketingFocused actions for better results

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Co-founder at UW Media Ventures, an integrated digital media company that has interests in

Performance MarketingDigital publishingMobilityE-Commerce

Formerly VP Affiliate Marketing at Flight Network responsible for business growth and service delivery across Canada, US and IndiaAs independent media and marketing consultant for over 5 years, helped build an Affiliate Marketing networkComputer Science and BBA from University of Calgary with 10 years of experience

Jitendra Arora

3Good Email Creative

Stunning Subject LineCrispy ContentInformation HierarchyImagesConsistent branding Strong call to action Social icons and/or feeds

Must Haves

4Intelligent Email designUse HTML instead of graphical textInclude alt tags

Employ the Bulletproof button

Use Snippet Text

Summarize message in subject lines & pre-header

Use Fear as Messaging-split test

(Use Alternate text for every image in the message and rewrite image text as alternate text)

(Follow law of diminishing returns less is more!, Use the right trigger words early in the Subject lines)

(TIP! Use Fear 1 out of 5 messages)

5Intelligent Email

designDesign with mobile in mind

Combine meta viewport & media queries

Plan for clumsy fingers

The children's book approach

(Top sheet <meta name = “viewport” content = “width = 320”> and @media only screen and (max-device-width: 480px) { .hide { display: none !important; } .table, .cell { width: 300px !important; } .divider { height: 1px !important; } })

(Apple suggests a pixel space of 29 X 44)

(Fewer words, shorter sentences and straight to the point)

6The Good, bad & the ugly

7The Good, bad & the ugly

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The Good, bad & the ugly

9AnalyticsTrack Beyond the Opens and Clicks

Who actually read your email

Skim Read and Deleted

Use remarketing campaigns

List Segmentation Behavioral targeting

Track which users converted on what messaging idea

Triggered Messaging Always be testing!

(TIP! Do A/B Tests continuously on both emails and landing page Keep messaging idea, call to Action Consistent)

(TIP! Sending a follow up email to people who have opened or clicked on particular emails)

(TIP! Use First Responders Club)

10Behavioral TargetingIntegration of behavioural email with properly segmented data that will maximize revenue and optimize communication

Right targeting can get high ROI and double digit open rates

Think beyond Cart abandonment.

Messaging should be relevant

Get data from multiple touch points and understand their behaviour

Less is more even here!

(Tip! Think Cross Selling, Customer bought X not Y, Insurance Renewal , List can go on and on!)

(TIP! It will reduce your costs and increase deliverability!)

(TIP! One size doesn't fit all.)

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Social Integration on EmailDrive Engagement through email and Social Integration

Think Beyond just adding social media icons in your message

Send Dedicated Email about brand pages on Social Network

Use 360 Degree Approach

Add Facebook like on email Opt in and Unsubscribe Messages

Use Email Analytics and Apply that on Facebook or Vice Versa

(TIP! Promote Email sign up via Social Networks, Create an Email Opt in Tab on Facebook)

(TIP! Even though the user does not want to be part of the email program, they might still want to interact with your brand on Facebook where they will receive fewer communications.)

(TIP! Even though the user does not want to be part of the email program, they might still want to interact with your brand on Facebook where they will receive fewer communications.)