5 valuable email marketing tactics you can implement today

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)

nidhi.rajpuri@act-on.net

@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

QUESTIONS?

Call: +91 80 4098-5338 | Email: nidhi.rajpuri@act-on.com

Web:www.act-on.com | @nidhirajpuri