Indonesia Email Marketing Trends 2016

INDONESIA EMAIL MARKETING

T R E N D S2016

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Tanmay helps brands achieve their business objectives through Email Marketing and Cross Channel programs. He consults some of the leading international brands such as Blibli.com, Elevenia, Olx, Malindoair, Air Asia and Globe with innovative thinking and analytic approach.

TANMAY TIWARIEMAIL MARKETING CONSULTANT @ NETCORE SOLUTIONS

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5102E M A I L S

in

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Batch & Blast Email Marketing

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Basic Segmentation

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Basic Segmentation

Text Heavy Image Emails

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How Email Marketing In 2016 Is Going To Be

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MOBILE EMAILEmails to focus more on

people on the move1

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7Source Statista

Mobile Internet Users In Indonesia

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47.9% 50.4%42.4%

2014 2015 2016(predicted)

7Source Statista

Mobile Internet Users In Indonesia

Mobile internet usage is undergoing double-digit growth rates and currently stands at close to 30 percent among the population

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STREAM ONLINE MUSIC

SOCIAL MEDIA

INSTANT MESSAGING

SEARCH INFORMATION

EMAIL

DOWNLOAD FREE APPS

SHARE PHOTOS

21%

76%

45%

42%

37%

30%

25%

What They Do On Mobile Phones?

Source eMarketer &

Marketers should realize that responsive email design is not a matter of choice but survival

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Customers Use Different Types Of Mobile Devices

Source InMobi &

46.3%

ANDROID WINDOWSRIM BLACKBERRYAPPLE IOS

14.9% 4.6%30.0%

Customers Use Different Types Of Mobile Devices

Source InMobi

4.1%

OTHERS

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Your Emails Must Be Responsive Across All Devices

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Before Responsive design: iPhone scales its content down to make it fit to the

device width

Before Responsive design: Android maintains the set email width and makes user scroll horizontally to read the content

iPHONE ANDROID PHONE&


iPHONE ANDROID PHONESource: Marketing Sherpa “Consumer Views of Email

Marketing” &

If an email does not display correctly, 71.2% will delete it immediately

Target Your Mobile Users DifferentlyImproving mobile user experience includes not just

going responsive but having compelling email content

that keeps up with user’s short attention spans

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Use Technology to Improve Experience Offer seamless experience to mobile users with

Email Deep Linking

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Email Deep Linking

Email received

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Email Deep Linking

Customer opens email on mobile

Email received

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Email Deep Linking


Travel App is launched on mobile

Email received

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Email Deep Linking



Booking can be made in App itself

Email received

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Email Deep Linking




‘Thanks for your inquiry’ email

‘Your booking is confirmed’ email

‘Complete your booking’ emailEmail received

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Email Deep Linking




‘Thanks for your inquiry’ email

‘Your booking is confirmed’ email

‘Complete your booking’ emailEmail received

Email Deep linking eliminates extra clicks, brings content closer to consumers, and makes it easier for customers to transact.

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Email Deep Linking

EMAIL + SOCIALSynergy of these two powerful mediums drives extraordinary

results

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Combining the Reach of Email

with the Power of Social Media

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Encourage Social Media Shares

Plan an innovative email campaign to captivate audience

f@

Subject line: Rent a Tiger for a week for Rp 10.000

Key highlights:-Unusual deal draws curiosity-Email planned as an April Fool’s prank

t

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Encourage Social Media Sharesf

@t

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Details about the unusual deal shared


@t

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@t

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Encourage customers to share the prank with friends on facebook/ Twitter

f@

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How it helps? Customer engagement at its peak with 300% increase in open rate (12%)

Maximized social media presence with: a. Facebook Likes – 6,254 b. Tweets on hash tag – 2,745 c. Impressions on Twitter: 1.6 MN

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t

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Encourage Facebook Sharesf

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Track all subscribers who click on your social shares in email and build a social media active segment

Encourage Facebook Sharesf

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EMAIL EXPERIMENTATIONBrands will experiment with different elements in email

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Time & DayCTA PlacementUser Activity

ColorsCall-To-ActionSegment

Sender NamesHeadlineSubject Line


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Experiment With Call-To-Action Button1

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Experimenting with different colors helped brand achieve better responses

Experiment With Call-To-Action Button1

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2 Experiment With Days Of The Week

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59minutes

ONLINE VIA DESKTOP/ LAPTOP

106minutes

USING MOBILE


The Daily LifeActive on internet during weekends as well

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The Daily LifeActive on internet during weekends as well

Are Sunday Campaigns the missed opportunities in

Email Marketing?

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Inactive transacted

users

Inactive Non

transacted users

CASE STUDY OF

1 2

Behavioural Targeting based on user activity

3 Experiment With Segments

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Inactive transacted users are more valuable to youInactive

transacted users

Inactive Non

transacted users

CASE STUDY OF

Behavioural Targeting based on user activity


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3 part email series to TRANSACTED INACTIVE USERSCASE STUDY OF


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EMAIL 13 Experiment With Segments

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Subject line: Do you remember what you did on

26th Oct 2014? <TRANS DATE>


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Subject line: Budi, We Need To Talk

EMAIL 2EMAIL 13 Experiment With Segments

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EMAIL 2EMAIL 13 Experiment With Segments

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Subject line: It all started from 26th Jan 2014

<JOIN DATE>

EMAIL 3EMAIL 2EMAIL 13 Experiment With Segments

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<JOIN DATE>

EMAIL 3EMAIL 2EMAIL 13 Experiment With Segments

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<JOIN DATE>

EMAIL 3EMAIL 2EMAIL 1

Successful in reactivating 17% of the potential transacted inactive subscribers


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4 Experiment With Subject Line Pre-header

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DYNAMIC INBOXReal-Time Content In Email To

Redefine User Experience4

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Indonesia’s Love for Videos

6 billion Youtube views per month 22% of views come from mobile

Video is a popular channel and brands can capitalize this trend by embedding videos in emails

Source: YouTube Report

Video In Emails

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Acts on Human Psychology

Instantly draws subscriber’s attention

Motivates them to take action on email

Improves engagement and conversions

Adds element of “FOMO”

Countdown Timer In Emails

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The email shows live real-time postings from website at the instant that customer opens

Live Website Feeds In Email

WEBSITE EMAIL &

Live Content puts Life in EmailsVery few brands send emails with live content. But

those that do have top-of-the-mind recall and also saw

improvement in performance

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1-1 PERSONALIZATION WITH AUTOMATION

Doing more than ‘Hi First Name’ to make an impact in

minds of customers

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What Is Personalization With Automation?

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What Is Personalization With Automation?

Delivering the right content to right users at the most

appropriate time on the channel preferred by your users

so as to amplify your ROI and improve customer relations

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Personalization With Automation

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Personalization With Automation

Less than 5% brands do personalization with automation.

Yet the ones that do find multi-fold increase in response

and revenue

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Multi-Channel Targeting

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Multichannel Automated messaging that enables

personalized experiences to the customer basis his

interactions with the brand

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Multichannel Automated messaging that enables

personalized experiences to the customer basis his

interactions with the brand

Let’s see how

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DAY 1Customer sent email about the time bound offer

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Rio, Last day to save upto IDR 275K for your trip abroad. Check you email

DAY 2All email non-openers targeted and an SMS reminder is sent


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Multi-Channel Targeting1

DAY 2All email non-openers targeted and an SMS reminder is sent


DAY 2Retarget email with different subject line & email content

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Multi-Channel Targeting1

Behavioral Targeting

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Automated messaging that enables personalized

experiences to the customer basis his interests in the

brand offering

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Automated messaging that enables personalized

experiences to the customer basis his interests in the

brand offering

Let’s see how

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Email about array of products sent to customer

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Customer shows interest in Travel insurance

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PolicyBazaar sends out email about the product customer is highly likely to buy

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KEY TAKEAWAYS

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Mobile users need to be targeted differently – Subject, Content & Time

Synergy of Email and Social to drive extraordinary results

Experimentation (Subject lines, A/B Testing) is the key to better metrics

Live Content, which is still unexplored by majority of the brands has

top-of-the-mind recall

Multi-channel Automated emails help brands improve performance by 2-3 times

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