Email MarketingEmail Marketing

Email Engagement StrategiesEmail Engagement Strategies

Talk about this workshop on Twitter Talk about this workshop on Twitter using #juvlonusing #juvlon

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AgendaAgenda

What is Email Engagement?

& Why is it important?

Best Practices & Ideas

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QuestionQuestion

How many of you measure Email Metrics?

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Email is SpecialEmail is Special

Published BENCHMARKS

Published STANDARDS

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Published BenchmarksPublished Benchmarks

0.00

15.00

30.00

45.00

7.30

10.51

19.72

22.24

40.56

ROI

Channels

$

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Email Trends IndiaEmail Trends India

Open Rate

Travel 12%

Education 11%

Finance 13%

Retail 12%

Email Open Rates

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Published StandardsPublished Standards

Formed and followed by

Industry Leaders.

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Engagement = readers viewing and clicking email messages

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Are your readers engaged?

Don't just watch Open & Click Rate.

What % of your audience has “never opened” the email?

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Priority Inbox measures “interaction” i.e opens, clicks & replies

Measures read and deleted, deleted without read, replied and frequency.

Why Engagement?Why Engagement?

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Better Engagement = Better Delivery

Why Engagement?Why Engagement?

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Windows Live Hotmail:

“If as little as 1% of your customers complain, the inability to communicate with your entire customer base may be the end result”

Yahoo Postmaster:“One of our strongest tools is our users' feedback, i.e. the

messages users mark as "Spam" and "Not Spam."

What ISPs SayWhat ISPs Say

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Top Reasons why readers lose interest:

1. Emails are too frequent

2. Repetitive & boring content

3. Irrelevant content

IssuesIssues

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5 Steps to building engagement:

D. E. L. T. A = Delta

1. Design

2. Email

3. List

4. Testing

5. Analytics

How To Build InterestHow To Build Interest

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Is creating a good design a challenge for you?

QuestionQuestion

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A booklet of good looking designs

Email designed for viewing on phone

Responsive DesignResponsive Design

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Do you have a content editor?

Here is an example of a content heavy email.

QuestionQuestion

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http://bit.ly/juv-1

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● Call me now buttons

● Customer Testimonials

● Triggered email

● Birthdays

● Anniversaries

● Abandoned Cart

● Welcome emails

Improve Email ContentImprove Email Content

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● Re-Engagement

● Post purchase message

● Gift reminders

● Re-order reminders

● New product announcements

● Time bound emails

Responsive EmailResponsive Email

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Pre-headers= first few characters of Email. Use them to improve open rate.

Tricks – Pre HeadersTricks – Pre Headers

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Video “image” in email....Video “image” in email....

Video “image” in email draws attention.

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Share on FB / TwitterShare on FB / Twitter

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Social MediaSocial Media

Cross promote Social Media

z

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● VALUE email address

● COLLECT at every opportunity

● MEASURE growth of the list

● CLEAN it. Preen it.

EMAIL ADDRESS = MOST IMPORTANT ASSET IN DIGITAL MARKETING.

Email ListEmail List

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● Acquisition

● What is your current readership?

● How much has it grown?

● What is your target?

● Reactivation

● Who are non engaged audience?

● What can you offer them? Which other channels?

Email ListEmail List

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Here are few more examples of emails that engage...

ExamplesExamples

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A Diwali GreetingA Diwali Greeting

Came with a Rs500 Voucher. Made this

email special.

Timing and Promo was

right.

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3rd Party email. Right audience + Right message worked.

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Consistent Voice across Triggered Email and Marketing Newsletter.

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Consistent Voice. Email is a first touch point many times. Lesson:

Use to establish high recall.

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Welcome EmailWelcome Email

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● A/B testing

● Design

● Content

● From name

● Day

● Subject

● Google Analytics Integration

TestingTesting

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Measure Traffic from EmailMeasure Traffic from Email

Email Readers spend upto 30% more time on your website.

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Email AnalyticsEmail Analytics

Compare Conversion Rates

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Email AnalyticsEmail Analytics

How much Time do they spend reading email?

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Email Devices ReportEmail Devices Report

On what devices?

Read More

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Email is an amazing channel if used well.

Do get in touch for specific workshop on how to align your business processes with Email

Marketing.

Geetanjali.Dighe@Nichelive.com