Email meetup- Learn A-Z of Email
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This document provides techniques for optimizing key email parameters such as the sender address, recipient address, and email content. It discusses 15 techniques for collecting email addresses from websites, social media, events, and other offline sources. It also covers best practices for email design like using HTML formatting, directing the user's eye path, and innovating content with images, GIFs, and other multimedia. The goal is to engage recipients and drive them to take desired actions through effective use of these email fundamentals and design principles.
Email meetup- Learn A-Z of Email
- 1. `A to Z of Email Almost Everything about it
- 2. @emailmeetup
- 3. What is Email ?
- 6. What are the Basic Parameters ?
- 7. The Basic Parameters of Email • Sender Address (From) • Recipient Address (To) • Reply-To • Subject • Body • Attachments • Envelope Headers
- 8. Param #1. Sender Address
- 9. 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
- 10. Email is a 2-way communication Technique #1 – Stop using no-reply in sender
- 11. Ever wondered by you do not receive Facebook notification from facebookmail.com and not facebook.com? Technique #2 – Sender Domain same as Business domain
- 12. 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
- 13. 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
- 14. 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
- 15. Param #2. Recipient Address
- 16. Recipient Address • One or Many • Big Question- How to get an email id ? How to get subscribers ?
- 18. Email Marketing has helped marketers churn cash for ages..
- 19. 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
- 20. Data attrition is an unavoidable evil. Inflow of new potential buyers is a must
- 22. Is procuring data option? You will NOT procure email Identities
- 25. Short Form to Fill Reason to Register Technique #1 – Registration Box/Pop-up on Website
- 26. Technique #2 – Giving Offers at the Time of Signup
- 27. Try it yourself:- http://www.sulekha.com/ Technique #3 – Connect Using Social Media on Website
- 28. Click here to see for yourselves:- http://www.facebook.com/pantaloons/app_371527116222899 Technique #4 – Using Subscription Widget on Your Social Media Pages..
- 29. See this Live :- http://www.facebook.com/Volkswagenindia/app_364228163616528 Technique #5 – Using an “App” to collect email Ids on Facebook…
- 30. Technique #6 – Collect data through invites… Invite Friends and Earn Money – Reward your customers to invite their friends!
- 31. Technique #7 – Increase database by “Refer a Friend” Campaigns…
- 32. Technique #8 – Invite Your Gmail, Yahoo etc Contacts…
- 33. Technique #9 - Run contests on your website that require an email address to enter Submit your Guesses with your email & mobile…
- 34. 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
- 35. Banner Ad by Jabong.. This gets re-directed to their website Technique #11 – Re-direct user from Banner Ad to Your Website
- 36. 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
- 37. 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.
- 38. 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!
- 39. 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.
- 40. 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…
- 41. 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!
- 42. 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…
- 43. • 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
- 44. 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!
- 45. 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
- 46. Param #3. Reply-To Address
- 47. Reply-To Address
- 48. Param #4. Subject Line
- 49. 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..
- 50. Lengthy subject liens are virtually worthless
- 51. “Personalization is an art by which a brand tailors its communication as if it was meant only for you..”
- 52. Marketeers have simply nailed personalization Ummm… Or have they?
- 53. Param #5. Body
- 54. What all things a Email Body can contain ?? Any Guesses…
- 55. 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
- 56. 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
- 57. #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!
- 58. What really is an HTML’ized Email? HTML’ization of email does NOT mean slicing a JPEG into parts
- 59. #2. Smart use of Alt-text • Suitable Text-to-Image Ratio • Relevant Alt Text • Strategic hosting of images AFTER IMAGES DISPLAY :BEFORE IMAGES DISPLAY :
- 60. #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
- 61. 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:
- 62. B. Direct user’s Eye path with F-pattern
- 63. 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.
- 64. 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.
- 65. 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.
- 66. #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.
- 67. #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.
- 68. 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
- 69. 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 :
- 70. 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 :
- 71. #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
- 72. 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
- 73. Param #6. Most Interesting… Envelope Headers
- 74. Envelope Headers
- 75. Users relate to B&B products with real need of conditioner with GIF Effect of humidity on hair perfectly shown by hair-care brand
- 76. Paul Marra is moving.. Quite, literally! Innovative way of informing of change of address
- 77. Thank You… Follow us on at @emailmeetup to get latest updates on Email Deliverability and on our upcoming events.