webinar pres 19th feb

All Rights Reserved © 2014 :: Octane Marketing.

Convert more customers through#EmailMarketing

Punit ModhgilCo-Founder - Octane.in

Director – Octane Research

@modhgil@octanein

About Octane.in @octanein

• India’s no. 1 ESP platform for opt-in, permission based email marketing; started the No-Spam movement in India

• Enterprise class, secure and scalable• 100+ brands, ~1bn emails per month• Onsite (Premise) & Online (Cloud); 100% DIY• Multi-channel –> Email + SMS, Transactional

and Promotional• Best in Class Product Engg, from India

All Rights Reserved © 2014 :: Octane Marketing

@modhgil

Agenda

• Why Email Marketing in India• How to get the best of #EmailMarketing in

2014• Research data• Q&A


Why #EmailMarketing

• 1$ investment in Email Marketing delivers $44 in revenues (DMA, US)

• E-Commerce in India: 8-12% direct impact on revenues through email marketing, month after month, leaders at 20-25% every month (Octane Research, 2014)

• Email completes multi-channel experience for a consumer

• Growth in online in India, and 200+% growth in smartphone shipments YoY


Why #EmailMarketing

• Measurable in real time• Multi-device• Interactive, two way• Long tail impact• Personalized & Relevant• Scalable & Automation• Sticky engagement• Content led (Live Content-> Video etc.)


Why #EmailMarketing

• Measurable• Multi-device• Interactive, two way• Long tail impact• Personalized & Relevant• Scalable• Sticky• Content led


How to get the best out of #EmailMarketing in 2014• User controlled, Content led• 100% Opt-in• TransPromo• Progressive Profiling & Personalization


How to get the best out of #EmailMarketing in 2014• ‘Send’ is 1/3rd of the project• Programmatic & Not Ad hoc– Automated triggers– Part of CRM and not standalone– Welcome program, Cart Abandonment program,

Re-engagement program, Predictive• Responsive, responsive, responsive• Measure, test, measure, test-> A, B, C…


Mon Tue Wed Thu Fri Sat Sun

OpenClick

Best Engagement Rate: Opens & Clicks by Best Day of the Week

#EmailMarketing: Which day?


0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

ClickOpen

Best Engagement Rate: Opens & Clicks by Best Hour of the Day


#EmailMarketing: Which Hour?


#EmailMarketing: Which Platform?

Mon Tue Wed Thu Fri Sat Sun

Android

iPad

iPhone

Mac OS

Windows

Best Engagement Rate: Opens by OS/Devices Across the Days of The Week


#EmailMarketing: Which Platform?

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Android

iPad

iPhone

Mac OS

Windows

Best Engagement Rate: Opens by OS/Devices Across the Hours of The Day


#EmailMarketing: Which Industry?

Quarter 1 Quarter 2 Quarter 3 Quarter 42% 0% 2% 2%

17% 13%

2%4%

13%9%

4%13%

33%

4%6%

15%

36%

74%

86%

66%

automobile education bfsitravel & hospitality retail

Click % Share: By Industries over 4 Quarters 2013


#EmailMarketing: Which City?

26%

19%32%

11%

12%

Mumbai

Bangalore

New Delhi

Hyderabad

Chennai

Best Engagement Rate: 2013 Open % Share by Top 5 Cities in India

Participant Profile:For this report, we wanted to cover a diverse range of industries to get a morecomplete view of the e-Marketing domain in India. This was essential because wewanted the survey to represent all Indian marketers' opinions as accurately aspossible.


Igniting Engagement: The State of e-Marketing in IndiaIndia e-Marketing Outlook 2014

Research Participants: 134 Online Companies, industry heavyweights to ambitious start-ups. Our research team analysed feedback received from CXOs, Directors, Presidents & Vice-Presidents, Business Heads and Marketing Managers



Primary Marketing Goal for 2014: For the fourth successive year, Customer Acquisition remains the top choice as the primary marketing goal for marketers in India with 51% of the respondents choosing this option over customer retention or brand awareness.



Preferred channel for Customer Engagement:Social Media updates and Email Campaigns continue to dominate the minds of marketers in India (both at 35%) when it comes to preferred channels of customer engagement. While Email had significantly dropped last year (29% in 2013 vs. 39% in 2012), it now seems to be back in favour with a 21% growth in the number of marketers choosing it for 2013-2014.





Importance of Integrated Marketing: 89% of marketers shared that integrated marketing (Email+Mobile+Social) can have an important impact on the conversion rate for their campaigns. From these, 88% intend to increase their investment in Email marketing in 2014, 93% intend to increase investment in Social Media marketing and 86% plan the same for Mobile/SMS marketing.

Measures to decrease Spam and Inbox Clutter:



Marketer’s Anti-Spam Sentiment:



Activities that will see an increase in marketing investment in 2014:The biggest winner this year seems to be ‘Websites’ with 52% of the marketers voting for it (Vs. 15% in 2013). At the same time, Email marketing continues its upward trend with an increase of 18% this year (40% in 2011 vs. 58% in 2014) while Social media marketing has bounced to near its 2012 levels with an increase of 16% over last year (37% in 2013 vs. 52% in 2014).



Adapting marketing strategies to the rise of smartphone usage:Over the last two years, there has been a 5% increase in the number of marketers who are adapting well to the rise of smartphones as a marketing engagement channel (45% in 2014 vs. 40% in 2013). There has been a positive drop (of 4%) in the number of marketers who don’t yet see the use of smartphones for customer engagement.

All Rights Reserved © 2014 :: Octane Marketing.All Rights Reserved © 2014 :: Octane Marketing






@modhgil@octanein

Q&A





@modhgil@octanein

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