Presented by:Rishab Gupta

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.

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.

Define Business ObjectivesAudience

◦Prospects, customers, advocates, partnersGoals

◦Registrations, Signups, Sales Content

◦Newsletter, Promotions, Reminders, InvitationsMetrics

◦Click through, Registration, Visits, Booking/Purchase

Conversion Costs for Retention and Acquisition Goals

Acquisition Retention

E-mail $57.10 $2.50Direct Mail $25.00 $60.00Banner 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%

Top reasons why Internet users respond to e-mail offers.

Know and trust brandRelevant informationFriend has recommendedPrice/coupon/rewardTimelyCompelling subjectEntertaining

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Why customers would give personal info?Guarantee that the information will not be

misusedEligibility to win a prize in a sweepstakesRegular e-mail updates on products they are

interested inAccess to more or better content or

informationAffinity pointsReceive targeted ads they’re likely to be

interested in

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Viral Marketing: Types of messages that are forwarded

Merchandise deals and promotionsPrize/coupon/rewardSocial/political messages and petitions Warnings and advisories High level of relevanceFunnyWork related InformativeCoolNew Technology

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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

SpamUnsolicited Commercial Email (UCE)Typical spam has a bogus sender address,

bogus unsubscribe instructions, and bogus offers

Spam is in the eye of the beholderEnsure recipients don’t misconstrue your

message as spam

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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

Get PermissionOpt-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.

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Opt-in, opt-out, double opt-in, spam: Preferred e-mail marketing methods

64%

31%

4%1%

Double Opt-I nOpt-inOpt-outSpam

Source: Opt-In News, May 2002

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 !

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.

3. Understand deliveryGetting 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.

4. Build quality listsThe 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

5. Use an ESPAn 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.

Example 1

Example 2

Example 3

Measure SuccessUnsubscribe rateBounce rateUnique open rateTotal open rateClickthrough rate

◦Can separate HTML vs. plaintext clickthroughsConversion rate

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