Email marketing involves companies sending commercial electronic messages to groups of potential customers at a relatively low cost compared to other advertising. It can include images, video and other rich media formats. Email marketing is effective because it can reach a large percentage of internet users, generates higher response rates than direct mail, and has lower costs than other forms of communication. To be successful, email marketers must get permission from recipients, send relevant content on a regular basis, and use metrics like open and clickthrough rates to measure performance.

1. Presented by:
Rishab Gupta

2. What Is Email Marketing?
 Email marketing occurs when a company sends a
commercial message to a group of people by use of
electronic email.
 It is a way to reach thousands of potential
customers directly at a relatively low cost when
compared to advertising or other forms of media
exposure.
 It can be more than just text, rich media formats can
provide images and give your product or service
texture and flavor.

3. Why Market via Email?
 Critical mass: reaches 93% of internet users.
 Response rates: 10x greater than direct mail.
 Lower costs: 1/10th the cost per communication.
 Relationship builder: 80% of visitors never return.

4. Define Business Objectives
 Audience
◦ Prospects, customers, advocates, partners
 Goals
◦ Registrations, Signups, Sales
 Content
◦ Newsletter, Promotions, Reminders, Invitations
 Metrics
◦ Click through, Registration, Visits, Booking/Purchase

5. Conversion Costs for Retention
and Acquisition Goals
Acquisition Retention
E-mail $57.10 $2.50
Direct Mail $25.00 $60.00
Banner ads $140.00 N/A
Acquisition versus retention
Acquisition Retention
Search engine positioning 94% 6%
Banner ads 91% 9%
Referral/viral programs 85% 15%
Affiliate programs/ sponsorships 75% 25%
Incentive programs 51% 49%
E-Mail Marketing 37% 63%

6. Top reasons why Internet users respond to
e-mail offers.
 Know and trust brand
 Relevant information
 Friend has recommended
 Price/coupon/reward
 Timely
 Compelling subject
 Entertaining

7. ã 2002 L-Soft
Why customers would give personal
info?
 Guarantee that the information will not be misused
 Eligibility to win a prize in a sweepstakes
 Regular e-mail updates on products they are
interested in
 Access to more or better content or information
 Affinity points
 Receive targeted ads they’re likely to be interested
in

8. ã 2003 L-Soft
Viral Marketing: Types of messages that are
forwarded
 Merchandise deals and promotions
 Prize/coupon/reward
 Social/political messages and petitions
 Warnings and advisories
 High level of relevance
 Funny
 Work related
 Informative
 Cool
 New Technology

9. ã 2003 L-Soft
How internet users learn about new web
sites
Source: IMT Strategies, Sept. 2001
19%
22%
48%
56%
59%
80%
0% 20% 40% 60% 80% 100%
Radio
Guess URL
Television
Viral Marketing
Link from other site
Search engines

10. Spam
 Unsolicited Commercial Email (UCE)
 Typical spam has a bogus sender address, bogus
unsubscribe instructions, and bogus offers
 Spam is in the eye of the beholder
 Ensure recipients don’t misconstrue your message
as spam

11. ã 2003 L-Soft
Response to permission e-mail versus
unknown senders
52%
21%
15%
12%
1%
3%
6%
29%
49%
13%
0% 20% 40% 60%
Delete
Open but annoyed
Indifferent
Curious to read
Eager to read
Unknown senders Permission e-mail

12. Get Permission
 Opt-in, not opt-out. Get recipient’s consent in
advance!
◦ Opt-in: recipient volunteered to receive your email.
◦ Opt-out: recipient didn’t have the opportunity to avoid
receiving your first email, only to avoid receiving
subsequent ones.
 “Hand-raisers” are a lot more likely to not only
tolerate receiving your emails, but also to respond
favorably.

13. ã 2003 L-Soft
Opt-in, opt-out, double opt-in, spam:
Preferred e-mail marketing methods
64%
31%
4%
1%
Double Opt-In
Opt-in
Opt-out
Spam
Source: Opt-In News, May 2002

14. 1. Always keep a goal in mind
 What is your specific purpose?
 Before you create an email, think about the outcome
you want.
 There are several reasons to send email: To share
news, build loyalty, educate, invite people to events,
drive traffic to your site, sell your product or service,
etc.
Back-to-Basics: 5 Email Marketing
Fundamentals You Should Revisit !

15. 2. Follow these basic email tips
 Mail regularly – You want your email subscribers to think of your business
when they need the product or service you offer, so remind them of your
presence with email. Mail at the least, once per month.
 Send what you promised at sign-up. If subscribers signed up for tips and
tactics delivered twice a week, that’s what you should deliver. Part of
keeping your email readers engaged is sending the information they actually
wanted.
 Use images and links – Always include a mix of images and text, and
include links back to your website, products or services.
 Make it readable – At every step of the email creation process, think of your
readers. Use a sans serif (no curlicues or swishes on the letters) font such
as Verdana, Arial or Times New Roman in black or dark grey for easy
reading.
 Include a postal address and unsubscribe link – A postal address and
unsubscribe link is required by CAN-SPAM.

16. 3. Understand delivery
 Getting your email to your subscriber’s inbox is important – if
it ends up in a SPAM folder, all that hard work you put into it
won’t be seen by anyone.
 Have a good balance of text and images, and make sure your
important information is listed in the text just in case images
are blocked.
 Use links in your emails, but make sure you only link to
trusted sites. Bad links can cause delivery issues.
 Keep your HTML code clean, or use a pre-designed template
from your ESP.
 Send what you promised at sign up to keep your readers
engaged. ISPs look at many things, and engagement is part
of that.
 Mail only to people who have requested your emails.

17. 4. Build quality lists
 The better quality your email lists are, the more
likely your email will get delivered.
 Only use “opted in” email addresses for your
marketing – Those who have agreed to receive
emails from you.
 Higher engagement, better inbox placement and
fewer unsubscribes and spam complaints

18. 5. Use an ESP
 An email service provider (ESP) is a company that
offers email marketing or bulk email services.
 An email service provider (ESP) can help your small
business generate and send emails that are
targeted to your customer niche, and provide
results.

19. Example 1

20. Example 2

21. Example 3

22. Measure Success
 Unsubscribe rate
 Bounce rate
 Unique open rate
 Total open rate
 Clickthrough rate
◦ Can separate HTML vs. plaintext clickthroughs
 Conversion rate

23. Conclusion
Therefore, email marketing can help your business to become more
profitable, but that will only happen if you do it in the exact way.