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Email Marketing

This document outlines the email marketing process which includes collecting subscriber data through various online and offline methods, designing compelling content, delivering emails through an ESP, and analyzing reporting metrics like open and click rates as well as unsubscribes.

Uploaded by

Surinder Singh
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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14 views18 pages

Email Marketing

This document outlines the email marketing process which includes collecting subscriber data through various online and offline methods, designing compelling content, delivering emails through an ESP, and analyzing reporting metrics like open and click rates as well as unsubscribes.

Uploaded by

Surinder Singh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Email Marketing

Definition
• A structured, systematic process that is one of
the most successful channels for delivering
highly relevant marketing communications to
targeted subscribers
• Informal : Instant inbox gratification
Process
Spam
• Avoid Spam Filters
– Image & Text imbalance
– Too much formatting
– Attachments
– Obscene terms
• Save Subscriber lists from spam
• Stay relevant to stop spam
• Don’t conceal your identity
• Don’t Buy or Share Lists
Stage 1: Data – Email Marketing
Process
• Subscriber Management
– Data collection
• Offline – Printed materials, Events, Customer touch-points
• Online – Website sign-up forms, Social media, Customer
touch-points
– Data Segmentation
• Demographics
• History
• Relationship
• Customer lifecycle
• Dynamic segmentation
Web Sign-up Form
Data Collection Example: Okabashi
Stage 1: Data – Email Marketing
Process
• Subscriber Management
– Data Management
• Clean old data regularly
• Apply segmentation consistently
• Quality not quantity
Stage 2 – Design and Content
• Email Interaction Process
– Sender Familiarity
– Time of day
– Location
– Work priorities
– Personal priorities
• Compelling Email Copy
– Relevance (Subject Line)
– Call to action (include clear and specific calls to action)
– Personalization
– Structure
– Avoid too much images
– Mobile and Email Combined
Email with Images (Alt Text)
Stage 3- Delivery
• ESPs
– Security benefits
– Easy to access
– Attractive templates
– Insights
• Schedule
– B2B
– B2C
Stage 4 - Discovery
• Reporting & Analysis
– Open rate
– Total Opens
– Unique Opens
– Click to Open rate
– CTR
– Unique clicks
– Total clicks
Stage 4 - Discovery
• Reporting & Analysis- Open rate, total opens,
unique opens, click to open rate= unique
clicks/unique opens, click through rate,
unique links, total clicks
• Unsubscribes
– Bounce rate
– Hard bounces
– Soft bounces
Email Reports
Email Reports
Email Reports
Laws and Guidelines
• Providing the option of opt out
• Telling subscribers why their information has
been collected
• Ensuring that emails are used for specified
purpose mentioned during collection
• Remembering that opt-ins are only valid for
12 months

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