Unit 2 -Email Marketing digital mar.pptx

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1. Unit 2 Email Marketing Presentation By –Dr. Anshu Singh

2. The Tools We Will Use Mail Chimp It's Free Up to 2000 Subscribers Can Send 10000 Emails in a day/Month We get Performance Stats Wordpress It's Free  It works with Mailchimp You can customize it as you wish  It's easy to use

3. Email Marketing

4. Journey of Emails • First email was sent in 1971 by a computer engineer named Ray Tomlinson. • In 1978, a marketing manager at Digital Equipment Corp named Gary Thuerk used first commercial email to let people know about a new product. His email list only had 400 addresses, but the emails he sent resulted in about $13 million in sales. • By the '90s, the internet had become commercially available to the masses. • In 2019, there were 3.9 billion global email users (source: Statista) • 80% of Americans check their email at least once per day, with nearly a quarter of them checking their personal email several times a day (Fluent Inbox Report, 2018) • 80% of business professionals believe that email marketing increases customer retention (Emarsys 2018)

5. What Is Email Marketing?

6. What is Email Marketing Email is one of the oldest forms of digital communication—but it’s also one of the most effective digital marketing strategies out there.  there are newer methods of communicating with your audience and customers like social media and live chat. However, with a user base of over 4.5 billion people, email is the king of marketing channels. Additionally, email marketing has an ROI of $36 for every dollar spent, meaning it deserves a place in every marketer’s toolbox.  Email marketing is still ranked as the most effective marketing channel, beating out social media, SEO, and affiliate marketing.

7. What Is Email Marketing? • Email marketing is a powerful marketing channel, a form of direct marketing as well as digital marketing, that uses email to promote your business’s products or services.  • It can help make your customers aware of your latest items or offers by integrating it into your marketing automation efforts.  • It can also play a pivotal role in your marketing strategy with lead generation, brand awareness, building relationships or keeping customers engaged between purchases through different types of marketing emails

8. Email Marketing • Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It involves using email to send advertisements, request business, or solicit sales or donations.

9. Is Email Marketing Outdated?

10. Is Email Marketing Outdated? Despite the rise of social, people use email more than other platforms. After all, what’s the good of marketing to someone if they’re not there? Data shows that most people are on email—and the number increases every year. In addition, with email marketing you own the connections—you don’t have to worry about algorithm changes tanking your reach. According to HubSpot,  four out of five  marketers say they’d rather give up social media than email marketing. 

11. Email Marketing Objectives

12. Types of Email marketing • Welcome Emails • Email Newsletters • Dedicated Emails • Lead Nurturing Emails or Re-Engagement Emails • Sponsorship Emails • Transactional Emails •• Brand Story Emails • Review Request Emails • Automated triggered Emails

13. What is email marketing strategy? • Is a set of procedures that a marketer identifies and follows to achieve desired marketing goals with email advertising. • According to studies by Steven MacDonald, in May 2021 .Nearly 4.4 billion people have access to the internet and 3.9 million of them use email. • More than 290 billion emails are sent daily Expected to reach 347 billion daily emails by the end of 2023

14. What is email marketing strategy? • Email marketing strategies commonly seek to achieve one or more of three primary objectives, to build loyalty, trust, or brand awareness. • The term usually refers to sending email messages with the purpose of enhancing a merchant’s relationship with current or previous customers, encouraging customer loyalty and repeat business, acquiring new customers or convincing current customers to purchase something immediately, and sharing third-party ads.

15. Email Marketing Strategy 1. Set email marketing goals  2. Identify the platform 3.Focus on your target audience 4. Grow Your Email List 5. Segment Your Email List 6. Personalize Your Emails  7. Create Compelling Subject Lines  8. Design Eye-Catching Emails  9. Craft Powerful Calls to Action  10. Provide Value to Your Subscribers 11. Create Mobile-Friendly Emails 12. Re-engage Inactive Subscribers 13.Share User-Generated Content  14. Automate your Emails through Trigger Based Campaigns 15.Send Emails at the Right Time  16.A/B Test and Split Test  17.Monitor Your Email Campaign Performance

16. Set email marketing goals -

17. Identify the platform SendinBlue, Mailchimp, Omnisend, Enhage bay, Emailoctopus and many more

18. Segment Your Email List  Number of factors like interests,behavior, demographics etc

19. Personalize Your Emails  • Facts :In fact, personalized email campaigns receive 29% higher open rates and 41% higher click-through rates than non-personalized emails. • Improve conversion rates by 10%

20. 7. Create Compelling Subject Lines 

21. Design Eye-Catching Emails  use of email marketing templates, visually appealing fonts, images, colors, and other design elements

22. Email Marketing Strategy 9. Craft Powerful Calls to Action - "Right call to action" 10. Provide Value to Your Subscribers Adopt the practice of 1:3 i.e. limit your promotional emails to a 1for every three value-only emails.

23. Create Mobile-Friendly Emails Few tips to make your emails mobile-friendly: Use a responsive email template Add a single call to action Keep subject lines short Format for easy skimming Space buttons and links to make them click

24. 13.Share User-Generated Content  • Incorporating user-generated content like photos, stories, videos, reviews and more into your email marketing campaigns.             • Studies show that "Increase click-through rates upto 73%“.

25. Send Emails at the Right Time  The choice of email style depends on the aim of each specific campaign.

26. 16.A/B Test and Split Test 

27. Monitor Your Email Campaign Performance

28. Email Marketing Metrics

29. Open rate

30. How valuable is your email open rate? You can get some value out of open rate as a metric if you use it as a comparative metric. For instance, if you compare the open rates of this week's email send to last week's email send (both to the same lists) it might give you some insight since the variables are somewhat controlled.

31. Conversion Rate What It Is:  The percentage of email recipients who clicked on a link within an email and completed a desired action, such as filling out a lead generation form or purchasing a product. How to Calculate It:  (Number of people who completed the desired action ÷ Number of total emails delivered) * 100 Example : 400 people who completed the desired action ÷ 10,000 total email delivered * 100 = 4% conversion rate

32. How valuable is your conversion rate? If your goal is to generate leads, conversion rates are incredibly important as they show you how successful your newsletters are at actually generating prospects and leads.

33. Clickthrough Rate(CTR)

34. Click Through Rate CTR is also frequently used for determining the results of A/B tests, as these tests are often designed with the intention of finding new ways to get more clicks in your emails. •Benefit Helps track, direct insight into how many people on your list are engaging with your content and interested in learning more about your brand or your offer

35. How valuable is a clickthrough rate? Clickthrough rate is a very important metric for all email marketers to be tracking, as it gives you direct insight into how many people on your list are engaging with your content and interested in learning more about your brand or your offer.

36. Bounce Rate

37. Bounce Rate There are two kinds of bounces to track: “ hard” bounces and “soft” bounces. Soft bounces are the result of a temporary problem with a valid email address, such as a full inbox or a problem with the recipient’s server. The recipient’s server may hold these emails for delivery once the problem clears up, or you may try re-sending your email message to soft bounces. Hard bounces are the result of an invalid, closed, or non-existent email address, and these emails will never be successfully delivered. You should immediately remove hard bounce addresses from your email list, because internet service providers (ISPs) use bounce rates as one of the key factors to determine an email sender’s reputation. 

38. Bounce Rate • Benefit • Having too many hard bounces can make your company look like a spammer in the eyes of ISP

39. Number of unsubscribers What It Is:  The percentage of email recipients unsubscribe from your send list after opening a given email. • Calculation • (Number of people who completed the desired action ÷Number of total emails delivered) * 100 • Benefits • Helps track, achievement of desired goal • Average unsubscribe rate is 0.17%

40. List growth rate What It Is:  The rate at which your email list is growing. How to Calculate It:  ([(Number of new subscribers) minus (Number of unsubscribes + email/spam complaints)] ÷ Total number of email addresses on your list]) * 100 Example:  (500 new subscribers - 100 unsubscribes and email/spam complaints) ÷ 10,000 email addresses on the list * 100 = 4% list growth rate • Benefit : Need to pay attention to your growing subscriber list

41. Email Sharing/Forwarding Rate • What It Is:  The percentage of email recipients who clicked on a “share this” button to post email content to a social network, and/or who clicked on a “forward to a friend” button. • How to Calculate It:  (Number of clicks on a share and/or forward button ÷ Number of total delivered emails) * 100 • Example:  100 clicks on a share/forward button ÷ 10,000 total delivered emails * 100 = 1% email sharing/forwarding rate

42. Overall ROI What It Is:  The overall return on investment for your email campaigns. In other words, total revenue divided by total spend. How to Calculate It:  [($ in additional sales made minus $ invested in the campaign) ÷ $ invested in the campaign] * 100 Example:  ($1,000 in additional sales - $100 invested in the campaign / $100 invested in the campaign) * 100 = a 900% return on investment for the campaign

43. How valuable is ROI? How many of each of these types of leads did you generate via email marketing? How does this translate to potential revenue? Actual revenue? These are the types of metrics that will help you show your boss and your sales team how valuable email marketing is as a channel that drives real, tangible results.

44. Understanding Campaign

45. Mail Chimp Is a platform for email marketing with more than 15 million customers . • Can send about 1 billion emails every day . • Used by many companies and is a popular platform for email marketing campaigns . • It is easy to use , and you do not require specialized training to operate it . • User - friendly & displays all its critical features on the dashboard .

46. How to Get email Subscribers We need a lead Magnet Typically, a business offers something free, out valuable, that website visitors will be willing to get in exchange for their information, like an email address to continue building the relationship.

47. AIDA

48. WHAT THIS PRACTICALLY LOOKS LIKE. Visitor Arrives on Website  Visitor Sees  a lead Magnet Trades Email for Magnet Email Subscriber.

49. ALIGN YOUR LEAD MAGNET WITH YOUR PRODUCT. THE BEST LEAD MAGNETS ARE INSPIRED BY YOUR AUDIENCE. ANSWERING THESE QUESTIONS WILL HELP YOU CREATE THE PERFECT LEAD MAGNET. WHAT DO THEY NEED? WHAT PROBLEMS CAN YOU HELP THEM WITH? WHAT COULD SAVE THEM TIME? WHAT COULD HELP THEM REACH THEIR GOAL? HOW COULD YOU HELP THEM FOR FREE?

50. Effective Types of Lead Magnet

51. HOW TO GET EMAIL SUBSCRIBERS

52. Setting Up Mailchimp Account https://mailchimp.com/

53. Integrate wordpress and MailChimp https://mailchimp.com/integrations/wordpress/ MC4WP plugin

54. Create a lead Capture Design a form https://www.idplr.com/ PLR Products (private label products)

55. Integrate  wordpress  and MailChimp https://www.youtube.com/watch?reload=9&v=35KjtuDNNZw

56. Thanks