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E-marketing Very simply put, eMarketing or electronic marketing refers to the application of marketing principles and techniques via electronic media and more specifically the Internet. The terms eMarketing, Internet marketing and online marketing, are frequently interchanged, and can often be considered synonymous. eMarketing is the process of marketing a brand using the Internet. It includes both direct response marketing and indirect marketing elements and uses a range of technologies to help connect businesses to their customers. By such a definition, eMarketing encompasses all the activities a business conducts via the worldwide web with the aim of attracting new business, retaining current business and developing its brand identity.
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Raising Funds through E-marketing
Yogesh Aggarwal Director
Purpose of emailing
Planning your e-campaign
• What is your Target Audience? • What kind of campaign do you need?• When to do ? • What to Ask?• How Much to Ask?• Cost Benefit?• Landing Pages ? • Spam Issues? How to handle? Why my mails go in Spam?• Text VS Image mailers?• How to read you campaign success?• Should you do integrated campaign or an isolated targeting?
28 - 30 November, India International Centre, New Delhi
E-marketing flow Plan your Ask Strategy?
Test Data Segments, SPAM Etc.
Test Subject Line(Open Rates)
Test Mailer Content(Click Rates)
Test Landing Page efficiency ( conversion)
Build Scale Up Strategy
Scale UP
Targeting ?
• Hypothesis? • Study of your current donor base?• Test ? • Scaling?
Stage of campaign?
• Is it new ? • Does it needs engagement program or direct
donations?• Engagement program --- How to integrate?• Fund Raising Program ? … What to Ask?
Timing of Campaign
Day wise Open %
Sun4% Mon
8%
Tue16%
Wed18%Thu
29%
Fri17%
Sat9%
Open
Wed- Fri ( Best to do Campaigns)
Hourly Chart – Day wise
1 2 3 4 5 6 7 8 9 10 11 1213 14 15 16 1718 19 20 21 22 230
20000
40000
60000
80000
100000
120000
140000
160000
180000
SunMonTueWedThuFriSat
Axi
s Ti
tle
Prime Time :• Thur 9 : 18• Wed-Fri : 12-19
What to Ask?
• Participation?• Donations ? – For What ? – What Value ?
Projections – Email Marketing
Aug Sep Oct Nov Dec Jan Feb Mar Total
Qty 400000 500000 700000 700000 700000 700000 700000 700000 5100000
Conversion @.01% 40 50 70 70 70 70 70 70 510
ADV 2000 2000 2000 2000 2000 2000 2000 2000 2000
Value 80000 100000 140000 140000 140000 140000 140000 140000 1020000COST @10 paise per emailer 40000 50000 70000 70000 70000 70000 70000 70000 510000
COA 0.50 0.50 0.50 0.50 0.50 0.50 0.50 0.50 0.50
Year 1 : Total projected donors to be acquired X & value of Y Lakh
OPEN / CTR
Subject
EnteredTotal Sent
Bounces
Unique Viewed
Total Clicks
Open Rate
Click Rate
Unsubscribe Abuses
Dear [NAME], don't let your salary disappear 613901 595245 18656 16698 4960 2.81 0.83 490 198Dear [NAME], manage your finances easily and Get Rs 4000 worth travel voucher. 499584 497655 1929 19232 1072 3.86 0.22 196 91Dear [NAME], don't let your salary disappear 851149 826460 24689 45968 7032 5.56 0.85 891 246Dear [NAME], manage your finances easily and Get Rs 4000 worth travel voucher. 597937 596749 1188 5932 608 0.99 0.10 107 81Dear [NAME], don't let your salary disappear 776794 773968 2826 36062 3754 4.66 0.49 807 137Dear [NAME], don't let your salary disappear 519702 512143 7559 34865 5208 6.81 1.02 678 157Dear [NAME], don't let your salary disappear 236000 234861 1139 18880 1582 8.04 0.67 377 80Dear [NAME], don't let your salary disappear 480000 477002 2998 17519 5262 3.67 1.10 504 162Don't let your salary disappear 1011106 1006355 4751 34592 4094 3.44 0.41 849 235Manage your finances easily and get Rs 4000 worth travel vouchers 969259 966527 2732 21995 1104 2.28 0.11 250 161
Testing ? What All ?
• Subject Line?• Email creative?• Is it capable to attract Donor to Click?• Your Ask?• Your Landing Page? – Is it good enough to
make him Act?
Maximize your Email Delivery
28 - 30 November, India International Centre, New Delhi
Tips to Maximize delivery potentialCreate great content.:
– ISPs are increasingly looking at user engagement as a means of gauging the legitimacy of emails and their senders.
– Open rates, click rates, response rates and user-generatedspam flags all matter, and to drive strong metrics in these areas • You need to present highly relevant content with each communication. • To draw customers’ interest, the content must tailor to their needs and
desires. • Ask yourself: Does this message fit my audience’s
demographics, behavioural patterns and personal preferences? • To find out, test your messages before you disseminate them to assess the
impact of your send frequency, subject lines and other personalizationtactics.
• The bottom line on content is that it must spark customer engagement.If customers find that emails from your brand contain useful anddesirable information, they will keep opening your messages.
Tips to Maximize delivery potential• Adhere to the law to steer clear of spam. Sending relevant content
and developing a reputation for doing so are the best ways to ensureISPs direct your emails to customers’ inboxes.– But while content relevance is king, there are also certain
regulations that provide a threshold for legal compliance.– The federal CAN-SPAM law applies to all commercial, non-transactional
messages sent within the United States. (Commercial messages include any emails sent with the primary purpose of advertising or promoting a commercial product or service, including content on a website operated for a commercial purpose.) • It requires three specific areas of compliance
related to – unsubscribe processes,– email content – sending practices
Tips to Maximize delivery potential• Keep your distribution lists clean.• It’s important that the people who receive your emails are people who have indicated
that they want to receive these messages. • If you keep your email lists organized and free from inactive addresses, you will
undoubtedly increase your delivery results. • A good way to start is by removing all hard bounces after every campaign mailing.
Then, take off any users that haven’t opened a message in six months.
• Simultaneously, it’s crucial to nurture new opt-ins by sending automated welcome messages that lay the foundation for strong relationships. Purchasing email lists and third-party data is not a wise practice, as it inhibitspersonalization—a key element of strong email content.
• Finally, make it transparent and easy for users to unsubscribe. Makingit difficult to do so encourages customers to flag unwanted messagesas spam. Better that they don’t receive the messages in the firstplace.
EMAILING DURING OCCASIONS
Emailing During Occassions• Tip 1: Review last year's campaigns. Take some time to look at last year's creative,
messaging, offers and metrics, paying close attention to conversions and any spikes in opens, clicks, unsubscribes and complaints. Knowing what worked for you last year will help you build a successful strategy this year.
Tip 2: Pay attention to fundamentals. Don't rush through creation and miss important aspects like tags,broken images or links. Pay close attention to: • Subject lines: Stand out in a crowded inbox with clever, uniquesubject lines, and be sure to mention offers and discounts.
• Call-to-action messages: Be sure to include a text version ofyour call-to-action as images might not display. And remember, whileit is tempting to pack emails with products, offers, and more, toomany options overwhelm shoppers. Keep it simple.
• Holiday flair: Use holiday-inspired headers and footers that linkto gift centres, customer service, shipping rates, and deliveryschedules.
Emailing During Occassions
• Tip 3: Design effective landing pages.– Landing pages must be designed to entice and
encourage a sale, and – must make it very easy for the customer to complete
the Donation – Just like your emails, landing pages should be direct and
focus on the product linkedfrom the email.
– If you require your customers to search for the itemyou'll lose them.
Emailing During Occassions
• Create a consistent cross-channel campaign.To maximize sales you must communicate with your customers across multiple channels—email, mobile and social, online and print ads,in-store displays, and more.
• Most importantly, you must be consistentin the messaging.
• Be sure that the main message (including prices,dates and specials) remains the same.
• Your multi-channel campaigns should be designed to work together and support each other.
Emailing During Occassions• Launch a special holiday email series.
Creating a holiday campaign, promoting it as a special series Helps • Remind.
You could be losing three-fourths of your potential donors to abandoned; but an automated re-marketing campaign / Call Backs can increase conversions, average order size and your overall ROI.
The holiday season is hectic for everyone, but don't overlook thesetips – they will increase the loyalty and lifetime values of yourcustomers and grow your holiday revenue.
28 - 30 November, India International Centre, New Delhi
Normal Mailer Mailer Modified for festive season
SPAM FILTERS – WHY YOUR MAIL IS GETTING INTO SPAM? \
Why mailers in SPAM?
• Domain Reputation ? • Data Integrity ? – Open rate to be managed ?– Bounce Rate Controlled < 1% – Spam Complaints to be < .1%
• Behaviors Analysis… Open Rate , Click Rate • Excess Usage of IP : More than specified • Spam Words? Impact 1% • Design Failure? Text and Image (60:40)• Image Download : Content of Image , Alt Tagged in
HTML.
Instances -- Spam Words
WELCOME TO PROFESSIONAL E-MAILING