Mayank Tomar Email Marketing Consultant @ netCORE Mayank is an Email marketing Consultant at netCORE helping top businesses from every vertical maximize their ROI from digital marketing. His highly innovative engagement driven email programs have not just won client appreciation but also received awards and recognition. Mayank spends his free time conducting training on digital marketing while chasing his other passions in life such as traveling and playing outdoor sports like Badminton and Football. EMAIL MARKETING WEBINAR
Transcript
Mayank Tomar Email Marketing Consultant @ netCORE
Mayank is an Email marketing Consultant at netCORE helping top
businesses from every vertical maximize their ROI from digital marketing.
His highly innovative engagement driven email programs have not just
won client appreciation but also received awards and recognition. Mayank
spends his free time conducting training on digital marketing while chasing
his other passions in life such as traveling and playing outdoor sports like
Badminton and Football.
EMAIL MARKETING WEBINAR
EMAIL
MARKETING
TRENDS
2015 26 FEBRUARY 2015 | 16:00 – 17:00 IST
What are the
Top Email Marketing Trends?
TREND #1
Emails to focus more
on people on the move
MOBILE EMAIL
173 mil mobile internet users
as on Dec 2014
(IAMAI & IMRB)
India Statistics on Mobile Internet users in India
35% Opens On smart phones and
Tablets
Source: IAMAI, Nielsen Report
70% delete emails that are not
mobile compatible
Go Mobile, Go Responsive
Making emails responsive across various devices
Marketing will be by
experiment and not hunch
TREND #2
…a d get etter results
How can Brands start experimenting
Subject Line
Segment
User activity
Headline Sender Names
Colors
Time and Day
Call-to-Action
CTA Placement
Keep Experimenting
1 Experimenting with Call-to-action
Experimenting with different colours helped brand achieve better responses
Experimenting with Days of the week 2
Time spent online by customers is
same on Weekends as on Weekdays
29.6 mins on Weekdays | 28.8 mins on Weekends
2 Experimenting with Sunday Campaigns
Source: IAMAI & IMRB Report
Inactive
transacted
users
Inactive
Non
transacted
users
CASE STUDY OF
Experimenting with Segments
Behavioural Targeting based on user activity
3
Inactive transacted users are more valuable
to you Inactive
transacted
users
Inactive
Non
transacted
users
CASE STUDY OF
Experimenting with Segments
Behavioural Targeting based on user activity
3
3 part email series to TRANSACTED INACTIVE USERS CASE STUDY OF
Experimenting with Segments & Subject line 3
Subject line:
Do you remember what you did on
26th Oct 2014? <TRANS DATE>
Subject line:
Rajesh, We Need To Talk Subject line:
It all started from 26th Jan 2014
<JOIN DATE>
EMAIL 3 EMAIL 2 EMAIL 1
Successful in reactivating 17% of the potential transacted inactive subscribers
TREND #3
Multichannel integration
to open a window
of possibilities
SMS
EMAIL SMS SOCIAL VOICE
The Combined Power of Four
Amplifying the capability of email by innovative integrating
with SMS, Social Media and Voice
Consistent
Communication
Highly
choreographed
campaigns
Single
customer view
(Data sync up)
Increase
in ROI
Better
Customer
experience
Benefits of Multichannel integration
1. To create meaningful conversations
Use information to create follow-up opportunities
Example: (Mutual Fund Industry)
A customer who shows interest in the latest NFO offering, but does ’t ake a pur hase at that ti e ay get a follow-up from the call center.
Let’s see how..
1. To create meaningful conversations
Email about the NFO
Call from UTI Customer Care on NFO details
Customer now well informed about the product Purchases online
Ignores
Clicks email
CASE STUDY OF
Email about the NFO
Call from UTI Customer Care on NFO details
Customer now well informed about the product Purchases online
Email about the NFO
Gentle SMS reminder to check email
2nd email (reminder to open)
Lead drop CASE STUDY OF
Ignores
Clicks email
Email about the NFO
Call from UTI Customer Care on NFO details
Customer now well informed about the product Purchases online
Email about the NFO
Gentle SMS reminder to check email
2nd email (reminder to open)
Lead drop CASE STUDY OF
Ignores
Clicks email
Email and Mobile Messaging work
great together. Our clients reported
greater conversions
Reminder notification to check email saw a
phenomenal above industry open rate
of 15.77%
162.69% higher response from investors as
against sending a single email
How it helped the brand
2. To enable prompt actions from customers
Make customers act instantly on your email by integrating email with call
Example: (Insurance)
A customer interested in financial product can connect instantly with his financial advisor and get more information with the Click-to-Call feature within the email
Let’s see how..
2. To enable prompt actions from customers
Click to Call to connect user to his advisor instantly over email
Contact your financial advisor
Financial Advisor Customer
Call Patching
Customer satisfaction
Brand recognition
Email Deep Linking
Setting up URLs within the App so that users can directly go to
the page that he is looking for, thereby bypassing the need of a
browser redirect.
3. To enable smooth transition across devices
Customer opens
the email about
Dubai holiday
package
Travel App is
launched on mobile
Customer can make
his booking from
the App itself
Tha ks fo you i ui y
email
You ooki g is o fi ed
email
Co plete you ooki g e ail Email received
Email Deep linking eliminates extra clicks, brings content closer to consumers,
and makes it easier for customers to transact
Marketers get real
LIVE content
TREND #4
Video-in-Email Real-time Feeds from
Social and Website
Live Time Ticker Application
Integration
Big shift in the way email will be perceived
Real Time Personalization
Deal ends in
Add new elements
Animated timer brings email to
life and triggers urgency to act
upon it
1. Show urgency using countdown timer
2. Animate emails with Video PRESENTING THE NEW FACE OF EMM
Hi XXXX,
Introducing the EMM 5.0. Faster and Smarter Email Marketing tool. EMM
has constantly evolved to efficiently deliver new services and live up to
customer expectations.
We have worked hard to redesign EMM and improve the productivity levels
and operational convenience so as to redefine our customer’s email
marketing experience. It has a lot of new features. Check Out!
One Click Support Notification Center Campaign Creation Analytics Dashboard
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