5 valuable email marketing tactics you can implement today
TRANSCRIPT
5 Valuable Email Marketing Tactics
You Can Implement Today
Before We Get Started
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Today’s Presenter
Nidhi Raj Puri
Marketing Programs Manager (Asia-
Pacific)
@nidhirajpuri
Agenda
• Behavior-triggered email
• Email drip programs (lead nurturing)
• Driving Social Engagement
• Responsive design
BEHAVIOUR – TRIGGERED
EMAIL PROGRAMS
Behavioural Emails
The Basic Concept
Trigger emails when a user takes a specific
action (or dosen’t)
Behavioural Emails
Video watched Tool usage
Login
Call activity Downloads
Purchase
Email action
Opt-in
Cart abandonment
Contest entry Event attendance
Behavioural Emails
The right Message at the right time
Timely + Relevant
Conversions CTR
Behavioural Emails
Idea
Welcome Email
Behavioural Emails
Idea
Transactional
Upsell
Behavioural Emails
Idea
Re-Engagement
Behavioural Emails
Idea
Cart Abandonment
(+ “you may also like”)
Behavioural Emails
Idea
Download Follow-up
Behavioural Emails
The Big Huddles
Data
Data
Also Data
Behavioural Emails
Keys to Success
Be genuinely helpful
Be relevant and timely
Test timing
E-MAIL DRIPS /
LEAD NURTURING
Drip Campaigns
A drip.. What?
Automated email workflow
Focused, guided series of related messages
Delivered over a specified time period
Drip Campaigns
Why bother?
Initial Investment = Long term rewards
One email cant do the job, a series can
Hypertargeted to lifecycles / purchasing cycles
Drip Campaigns
Plus…
Brands that nurture leads see a 45% higher
ROI than those that don’t.
Source: MarketingSherpa
Drip Campaigns
See the foundation of your drip
Figure out: who you are targeting
what you want them to do
how you’ll track success
Drip Campaigns
Visualize it!
Diagram each email
Label frequency
Email 1
Email 2
Email 3
Day 1
Day 3
Day 5
Drip Campaigns
Idea
Post-webinar
drip
Drip Campaigns
Idea
Whitepaper
drip
Drip Campaigns
Key to Success
Test these, too!
Consider user behaviour
Think about interaction with other emails
Incorporate other channels
Drip Campaigns
Avoid this common mistake…
“Set it and Forget it” X
DRIVING SOCIAL
ENGAGEMENT
Why All The Bells And Whistles?
Stand out among inbox clutter
Earn points with the tech-savvy users.
Increase Engagement
Animated GIFs
Draw some extra attention with subtle
movement
GIF to demo a product feature
Add life and depth with a cinemagraph
Tweet Me – Get Social
Scenarios
Breaking News – share now
Community contribution contests
Sharing tips and opinions
Sharing promo codes
RESPONSIVE EMAIL
DESIGN
Responsive Email
The crazy growth of mobile
43% of email opens are mobile
400% growth in 3 years
Source: http://emailclientmarketshare.com/
Responsive Email
Email has been slow to adapt
80% of subscribers delete emails that
look bad on their phones.
Source: BlueHomet Consumer Views On Email Marketing
Responsive Email
So, how does responsive design factor in?
Advance mobile email design approach
Designed to respond to screen size
Resize, relocate or remove content.
Responsive Email
Responsive Email
Idea
Strong visual hierarchy
Responsive Email
Mobile strategy =
More than just design
Consider the entire
mobile inbox experience
Responsive Email
Ultimately…
It’s about meeting your subscribers where
they are
