Dr.

Bhim Rao Ambedkar College

University of Delhi

Project on

“E-Mail
Marketing”

By
Name: Nishant Kumar
Roll no.: 766
Class: B.Com (Program)
Section: C
Subject: Digital Marketing

Teacher Name: Dr. Sunita Chaki

 ACKNOWLEDGEMENT

I would like to express my special thanks of

gratitude to my Digital Marketing teacher Dr.
Sunita Chaki as well as our principal R.N. Dubey
who gave me the golden opportunity to do this
wonderful project on the topic “E-Mail Marketing”.
Secondly, I would also like to thank my parents and
friends who helped me a lot in finalizing this project
within the limited time frame.
 CERTIFICATE

This is to certify that Nishant Kumar student of

course B.Com (Program), Section-C of Dr. Bhim
Rao Ambedkar College, University of Delhi has
successfully completed her Digital Marketing
project on “E-Mail Marketing” under the guidance
of Dr. Sunita Chaki.
 E-Mail Marketing

Email Marketing is a strong marketing channel, a type of direct

marketing as well as digital marketing, that utilizes email to advance
the business products and services. It can assist with making the
customers mindful of the most recent things or offers by coordinating
it into the marketing computerization endeavors. It can likewise
assume a vital role in the promoting procedure with lead generation,
brand awareness, building connections or keeping customers
connected between purchases through various kinds of marketing
emails.

Role of E-Mail Marketing:

1. Outreach: Email is an excellent channel for outreach, whether
you want to bump your brand awareness or stay in front of
existing subscribers. For example, a monthly newsletter can help
you communicate the latest tips, trends, or updates about your
organization or industry. A one-off email announcing a brand-
 new service or limited-time offer is the perfect opportunity to
reach out to customers who want to stay informed.
2. Affiliate: With affiliate marketing, your business gets referrals
from a third-party website or company that advertises your
services or products on your behalf. Email marketing serves a
critical role in this relationship, as it not only introduces
potential customers to your company but also communicates the
values and benefits of becoming your customer.
3. Nurture: Once you have existing subscribers and customers,
it’s important to maintain those relationships. Whether you are
speaking to a potential buyer or long-time loyalist, the role of
email marketing in this case is to nurture them along.
4. Remarketing: Sending remarketing emails is a priority for
companies that want to keep existing customers engaged and
recover potential lost sales from those who haven’t yet made a
commitment. This includes everything from connecting with
people who already purchased from you in the past, to those
who added items to their cart but left without purchasing.

Types of E-Mail Marketing:

There are basically three types of email marketing which are

listed as follows:
1. Transactional Marketing
2. Relational Marketing
3. Promotional Marketing
1. Transactional Marketing: These are the messages that get
conveyed by the robotized frameworks, affirming moves
initiated by the possibilities and customers. There are 6 types
of transactional marketing:
a. Order Confirmations: Order confirmation emails have
a higher open rate than any other type of email. The
recipient has just given you the money and wants to
verify the details of their purchase. Most brands
don't do anything to optimize this email for growth.
This email confirms the purchase, sets expectations,
and finishes the transaction. The customer is excited
about their purchase-which means it's a great time to
add an additional offer or ask for a referral.
b. Purchase Receipts: Receipt emails, like confirmation
emails, have a high open rate, but they’re rarely
leveraged for growth. Shipping Notices, another
email that excites the customers is the shipping alert
email, telling them their purchase has been shipped
and when it will arrive. There's not usually anything
in this email that could excite the customer journey.
But it just reminds the customer of their purchase,
renewing their excitement about getting it in the mail.
c. Account Creation: This email goes out when one
creates an account for new purchases, providing
customers their login information. As with most
transactional emails, this email is rarely leveraged.
But getting access to a closed group is a bit like
getting a present. The customers feel excited and
happy.
d. Return Confirmation: If you sell physical products and
someone requests a return merchandise authorization
(RMA), this is a fantastic time to make them an offer
or give them a coupon. While they aren't happy
about the product they’re returning, they can get
excited about your excellent customer service. Your
goal here is to re-engage customers, perhaps by
offering a different product that would fit their needs
better or by providing a coupon code. For example,
you might double the refund amount on another
purchase. As with Return Confirmation emails,
support ticket follow-up emails give you an
opportunity to add tons of value. If someone
received great support, you can easily ask them to
share their experience or extend their happiness by
giving them a coupon.
e. Password Reminders
f. Unsubscribe Confirmations
Here is the sample of transactional mail I received:
2. Relational Marketing: Companies that use email to
nurture leads generate 50% more sales-ready leads at
33% lower cost. Here are 7 types of relational emails
one can use to get the results for business-whether it's
digital or brick-and-mortar.
a. New Subscriber Welcome: This email should be sent
immediately to every new contact. It introduces
them to the brand and tells them what to expect,
including the benefits of being on the list and the
value that the company intend to provide.
b. Newsletters/Blog Articles: Whenever one creates
content, one should use email to distribute it to the
subscribers. These emails can be short and simple,
introducing the topic and providing a link to access
it.
c. Webinar/Event Confirmation: This type of email is both
relational and transactional. One has been asked
someone to block off some time to put them into
their schedule. They've made a commitment to
t h e m . They need to confirm that commitment.
d. Survey/Review: Surveys can help you learn more
about your customers’ interests. It can also help you
segment them so your offers will be precisely
targeted to their needs.
e. Social Update: Update your followers on changes in
your company or your product. This can help you
build excitement as well as preparing them for
what’s coming up.
f. Contest Announcement: Contests build excitement and
attract new subscribers.
g. Referral Request: After any positive interaction with
your subscribers, it makes sense to ask for a
referral.
Relational emails, regardless of why they're being sent,
should be “human” rather than scripted. And they
should always provide value.
Here is the sample of relational mail I received:
3. Promotional Marketing: According to the Direct
Marketing Association, 66% of consumers have made a
purchase online as a direct result of an email marketing
message. Obviously, promotional emails are a
powerful growth tool. The 8 types of promotional
marketing are as follows:
a. Promotional Content: Promotional content is the
content that's perceived as valuable to the
audience while it generates sales for you. This
type of content shouldn’t be overused, but
balanced with relational content, it’s a good
way to engage the subscribers.
b. New Gated Content: Gated content aims to attract
new subscribers, but existing subscribers are
likely to want it as well.
c. A Sale Announcement: Sale announcements get
more engagement than any other type of email.
Clearly, if one wants to make a bunch of sales,
they can use it.
d. New Product Release: The goal as an email
marketer is to take new subscribers all the way
through the value journey, transforming them
into promoters. Because promoters are hyper-
responsive and typically want everything you
produce. That being the case, you should
always be producing new products to support
these “hyper-buyers”.
e. Webinar Announcements
f. Event Announcements
g. Trial Offers
h. Upgrade Offers

Here is the sample of Promotional mail that I received:

Conclusion:
Email plays a part in many aspects of marketing, from the very first
stages of brand awareness to engagement after the conversion.