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• You can see the presentation and hear me
• You can ask questions on chat
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• This is being recorded and you will get a video
recording

Digital Marketing for Startup
Session 10
Email Marketing

In this Session
• Importance of email marketing
• Factors influencing effective email marketing
• Best practices of email marketing

If you want to grow your business, you need
to invest in Email Marketing

This is not email
marketing !!

Nor is this email marketing!
Spamming me 3 times a day!

Nor is receiving
an email that
looks like this!

Email Marketing Components

Database
• Permission Based
– Create a plan to
continuously convert traffic
on your site into email
subs.
– You can expect better
results
• Non-Permission based
– Rented/Extracted database
of email prospects
– Your results will be poorer
Focus on building databases of prospects & supplement that with 3rd party database

Building your own prospect database
1. Website registration data
2. Convert your website
traffic through lead
capture devices by
offering something of
value to your customer
that will make him give
you their details.
3. Your customer sales data
4. Your prospective sales
contact data with whom
you are already in
correspondence

Invest in an email campaign software
• Mail Chimp
• Zoho
• Constant Contact
• NetCore
An email campaign software will help you
create campaigns and make life easier
You can integrate it with your website to set
up some terrific auto-responders that can
boost your conversions

Develop a content communication plan
• What are you
going to
communicate?
• To whom will you
communicate
what?
• When will you
communicate this?
• Create a communication
calendar
• Create content based on the
user segment
– First time visitor
– Regular
– Customer
– Prospect
• Automate this with the email
campaign mgt software

Segment and Analyze your Data
• Segment your email list into sub-groups. Remember one size does not fit all !
• You can segment them by various parameters depending on your business
– Active customers
– Active prospects
– Blog Readers/newsletter subs
– People who have previously taken up an offer
– Website registrants
– Shopping cart abandoners
– Etc etc
• Your email marketing communication plan should be tailored for each sub-segment
• Analyze your email campaign data to see how people have reacted
– Open Rates
– Click Through Rates
– Unsubscribes

Some key aspects of Good Email
Practices

Personalization
• Personalizing your email to the sender can increase your
response rates significantly
– Personalize the “To “
– Personalize in the subject line
• “Dear______, I thought you might like this blog”
– Keep your email conversation tone personal and friendly
– Insert personalization into the body text
• Person’s name
• Company name
• Anything he /she has bought/read/used from you before.

Subject Line
• The right subject line can impact your Open Rates significantly.
• Here is a nice tool to test out your subject lines
– http://www.subjectline.com/
– https://coschedule.com/headline-analyzer
• Avoid starting your email with words like Free, Win- they are likely to get put into
spam by the email filter.
• Good Subject Lines invoke one of the following:
– Self Interest
– Curiosity
– Offer
– Urgency/Scarcity
– Humanity
– News
– Social Proof
– Story

Using these words in your
subject line could trigger
the anti-spam filter at your
recipient end

Text or HTML?
Text Only Email outscores HTML emailers hands down!
• Your sexy HTML design may not look as good on all
email client email browsers
• Gmail/Outlook/Lotus/Yahoo/Webmail/etc
• Email filters block images many times
• Outlook definitely blocks all images
• Unless your email is responsive- you wont show up
well enough on mobile phones
• People access email on phone, reading a short text
emails with hyperlinks and scrolling down is more
user friendly.
Save Time.Save Money
Get better results with
Text only

Call To Action
• What is it that you want the reader to do?
• Have a clear call to action in your email message
– Read something
– Visit a page
– Fill up a form
– Respond with a yes
• Embed the CTA across the message body
• Add a postscript with the CTA
• Track the CTA in your analytics

Email Tracking
• Open Rates
– No of people who opened your email over the number of people who the email was sent out to
– Subject lines influence open rates, hence track what kind of subject lines have worked best for your business
• Click Through Rates
– No of people who clicked on a link in your email over the number of people who opened it.
– Your message content, language, personalization influence your CTR, hence keep track of this
• Bounce Rate
– No of emails that were never delivered- Quality of database issue
• Analyze by Device
– How is the data looking by device access? Is there any insights you can get to see?
• Time of access
– What time are people usually opening it? It will give you a good indication of when to broadcast your email
• Un-subscribe rates
– Are people un-subscribing? It will give you an insight of whether your content is being found valuable or not.

In the next session
• We look at Website conversion techniques
• Next class ? Can we do this on Thursday this
week ? i.e the 21st?

Question Time
Join Facebook-
Digital Marketing Mentoring Group
https://www.facebook.com/groups/2072644232986996/