` A to Z of Email Almost Everything about it

@emailmeetup

What is Email ?

Transactional & Promotional

Fundamentals of Email

What are the Basic Parameters ?

The Basic Parameters of Email

• Sender Address (From)

• Recipient Address (To)

• Reply-To

• Subject

• Body

• Attachments

• Envelope Headers

Param #1. Sender Address

Sender Address

• Two Components: – Sender Name – Sender Email ID

• Example: Narendra Modi <narendra.modi@gov.in> PVR Cinemas no-reply@pvrcinemas.com

• Importance of Sender:

– Helps in recognizing the sender

– Helps Increasing the Open rate of your emails

Email is a 2-way communication

Technique #1 – Stop using no-reply in sender

Ever wondered by you do not receive Facebook notification from

facebookmail.com and not facebook.com?

Technique #2 – Sender Domain same as Business domain

Why use a dedicated domain for Email Marketing?

Make sure that you do not use your main domain for sending out your promotional email campaigns.

I see too many junk mails from BuyFromMe.com. Let

me send this to spam as well..

Business proposal to ImpClient.com

Who are all these people?!

A certain Shobha is offering exclusive apartments. How do I trust her?

Browntimee what?! Can’t be a genuine brand for sure

Technique #3 – Don’t Use unknown sender name

No generic campaigns for me, I will personalize all

communication.. Even the from field!

Health Plans

health@insurance.com

Child Plan

parentcare@insurance.com

Saving Plan

saving@insurance.com

Insurance.com

Technique #4 – Don’t Change Sender ID frequently

Param #2. Recipient Address

Recipient Address

• One or Many

• Big Question- How to get an email id ? How to get subscribers ?

Every marketer’s dream..

Email Marketing has helped marketers churn cash for ages..

But.. With time, some fishes are bound to leave the stream..

Studies suggest 84% of marketers record an annual attrition rate of 16%

- Marketing Sherpa

Data attrition is an

unavoidable evil.

Inflow of new potential

buyers is a must

Is procuring data option?

You will

NOT procure email

Identities

Huge customers online

Short Form to Fill

Reason to Register

Technique #1 – Registration Box/Pop-up on Website

Technique #2 – Giving Offers at the Time of Signup

Try it yourself:- http://www.sulekha.com/

Technique #3 – Connect Using Social Media on Website

Click here to see for yourselves:- http://www.facebook.com/pantaloons/app_371527116222899

Technique #4 – Using Subscription Widget on Your Social Media Pages..

See this Live :- http://www.facebook.com/Volkswagenindia/app_364228163616528

Technique #5 – Using an “App” to collect email Ids on Facebook…

Technique #6 – Collect data through invites…

Invite Friends and Earn Money – Reward your customers to invite their friends!

Technique #7 – Increase database by “Refer a Friend” Campaigns…

Technique #8 – Invite Your Gmail, Yahoo etc Contacts…

Technique #9 - Run contests on your website that require an email address to enter

Submit your Guesses with your email & mobile…

Technique #10 – Collect Email Ids directly from the Banner Ad…

Banner Ad by Tata AIG.. Here they collect the email ids directly from the Ad itself

Banner Ad by Jabong.. This gets re-directed to their website

Technique #11 – Re-direct user from Banner Ad to Your Website

You could send an email targeting a specific target audience

Collect data through subscription, fill a lead, drop a query or re-directing them to your website where they can register

Technique #12 – Affiliate Email Marketing Using Someone else Opt-in Data

Technique #13 – Sign Up Forms

Users can fill Membership forms at: • Malls • Restaurants • Retail Outlets

In these forms we can ask users to tick on a preferred way/medium to stay updated on various offers.

Technique # 14 – Collect email Id at the time of Tele-calling

At the time of describing the product or answering a client query it can be made mandatory to collect email ids! Don’t forget to Ask for Permission!

Technique #15 – Collect in an Event!

• Collect business cards at events

• Then subscription emails can be sent to these Ids asking them to subscribe to receive emails from you.

Technique #16 – Using QR Codes…

QR Code on the Pepsi Can Scan it on the Smart Phone Redirected to pepsi.co.uk

More Visits on the Pepsi Website => More Registrations…

Technique #16 – Using QR Codes on Trains..

Tesco used QR codes on the Subway so that users could purchase the products On the Go and get the goodies delivered to their homes!

Technique #16 – Using QR Codes to get feedback

Ask for a Feedback using QR Codes – these can be on :- • Hoardings • Posters • Shop Windows • Malls Once they get re-directed to the website they have to give their details and then proceed…

• We can use QR Codes at the back on the business cards instead of a blank Space

• This QR code can be linked to the website where the user has to visit and subscribe.

Technique #16 – Using QR Codes at the back of business cards

Technique #17 – On Business Cards

• We can also have a number to which one can “Miss Call” , after which they would start receiving Text Messages

• We can also include some offers like : Get Rs. 100 OFF, SMS “<emailid>” to 12345 OR Offers for Signing Up!

Technique #18/19/20 Unexplored Territories…

Tie up with Cabs The customers will get a unique discount code depending upon the fare of the cab in his phone. He needs to log on to the particular portal and register to redeem the unique code.

Using Bluetooth There can be banners asking customers to switch on their Bluetooth where they can be sent deals & asked to register on websites.

Foursquare Checkin Once you claim your business location on Foursquare, for example, you can create rewards, sweepstakes and other programs and ask visitors to register via their Facebook or Foursquare account. You’ll then have access to their email address and can message registrants via email about the program and special offers

Param #3. Reply-To Address

Reply-To Address

Param #4. Subject Line

Under-estimating subject line

Re: The Fake Reply

Re: Personal

car loan

“The best subject lines tell what’s inside, and the worst subject lines sell what’s inside.”

And some simply kill what’s inside..

Lengthy subject liens are virtually worthless

“Personalization is an art by which a brand tailors its communication as if it

was meant only for you..”

Marketeers have simply nailed personalization

Ummm… Or have they?

Param #5. Body

What all things a Email Body can contain ?? Any Guesses…

What all things a Email Body can contain ??

• Plain Text or HTML

• Images

• Video-In Email

• Animated Gif Image

• Form

• Live Ticker

• Live Twitter Feeds

• Personalised Images

Organize Your Email Content

Email Content

HTML’ized email

Alt-text

Eye-path

White-space

Flow of content

Innovation in content

Components of a well-planned email content include

#1. Single Email V/s HTML

Why not Single image?

Heavy email, opens slowly with limited bandwidth Creates inbox delivery issue Entire email clickable, leading to deceptive results.

HTML’ization of email creative is a MUST!

What really is an HTML’ized Email?

HTML’ization of email does NOT

mean slicing a JPEG into parts

#2. Smart use of Alt-text

• Suitable Text-to-Image Ratio

• Relevant Alt Text

• Strategic hosting of images

AFTER IMAGES DISPLAY : BEFORE IMAGES DISPLAY :

#3. Directing user’s eye-path toward desired CTA

• Eye-path refers to the way in which humans respond to the use of forms, colors etc. to scan email content

• Optimizing eye path improves the overall experience for a website's user.

• This results in lesser page abandonments

A. Explicitly direct User’s Eye path

Human eyes tend to follow the direction it is pointed to. Notice how the arrow brings attention to the search bar immediately, making the purpose of the page very clear for prospects:

B. Direct user’s Eye path with F-pattern

C. Direct eye-path with subject’s gaze

It matters where subjects in images are looking. Subconsciously, people tend to follow the gaze of subjects and look in the same direction.

C. Direct eye-path with subject’s gaze

It matters where subjects in images are looking. Subconsciously, people tend to follow the gaze of subjects and look in the same direction.

C. Direct eye-path with subject’s gaze

It matters where subjects in images are looking. Subconsciously, people tend to follow the gaze of subjects and look in the same direction.

#3. Use White-Space with Caution

Whitespace is extremely important to improve readability Too much whitespace can also give a sense of disconnect between the elements.

#4. Effective flow of content

Components of a well-planned email content include :

• A headline – Make sure your headline creates an impact for the user to

browse through the remaining content.

• A defined eye-path - Make sure that the flow of the content is easy to understand.

• Call-to-Action – End action point, which is your main intent of your communication.

The Fold is over-rated

Marry me! Umm… I’m not sure..

Ok, let me NOW tell you more about

myself..

Often, a single yes is all about many micro-yes.. in the right chronology. Not everything needs to be in 1st fold of email

Who are Mis-sellers? Is it the Brand? Branding is only in the second scroll. Mail is selling Term Insurance with nil content which may confuse the customer.

120% increase in CTR with content Optimization CONTROL :

120% increase in CTR with content Optimization

70% of subscribers

across all verticals are Un-Engaged

Headline & Detailing

Why go for Term Plans

Comparison & Detailing

Call-to-Action

The mailer depicts a logical flow that

guides the recipient all the way to the Call-to-

Action

TREATMENT :

#5. Innovation of content with GIF

Eye-appealing

Space saving

An animated message can help you appeal to lots of different people without bothering with segmenting and using advanced email analytics

Dell provides Real-Life feel of new Laptop using GIF

Winner at Design & Create Award at MarketingSherpa Awards

Excellent use of GIF to demonstrate USP of laptop

Param #6. Most Interesting… Envelope Headers

Envelope Headers

Users relate to B&B products with real need of conditioner with GIF

Effect of humidity on hair perfectly shown by hair-care brand

Paul Marra is moving.. Quite, literally!

Innovative way of informing of change of address

Thank You…

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