Email Engagement Strategies
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Email Marketing Email Marketing Email Engagement Strategies Email Engagement Strategies Talk about this workshop on Twitter Talk about this workshop on Twitter using #juvlon using #juvlon
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This is a copy of the presentation I gave at the Email Marketing Workshop at Delhi on 13th July 2012. The video is here: http://67.228.219.56/iamai/webcast/130712/webcast.asp
Transcript of Email Engagement Strategies
Email MarketingEmail Marketing
Email Engagement StrategiesEmail Engagement Strategies
Talk about this workshop on Twitter Talk about this workshop on Twitter using #juvlonusing #juvlon
2
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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● 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.
