Email

Marke+ng

Module #1
Email Marke+ng

Why Email Marketing?

 Why Email Marke+ng?

It is easy &
anyone can #71b7da

do it. Prac%ce the art of knowing & balancing!

 Why Email Marke+ng?

Larger reach
with
minimal
cost Plenty OR Few, You decide!
 Why Email Marke+ng?

Measurable

Measure Success!
 Why Email Marke+ng?

Higher
Returns
than most Smart emails, return smart results.

digital
channels
 Why Email Marke+ng?

Preferred
medium Source: Nielsen Norman Group

type Source: Convince and Convert

Everyone uses it!

 Why Email Marke+ng?

None can
replace the
email channel
Unlike the cola war J
Objectives:
 Email Marke+ng : Objec+ve

Increase
web visitors
 Email Marke+ng : Objec+ve

Increase
repeat
business
 Email Marke+ng : Objec+ve

Increase
new
opportuni?es
(prospects)
 Email Marke+ng : Objec+ve

Increase
Reten?on

Upgrade your ride to a Prime for flat Rs 25 more than Mini fares, whatever
the distance, Experience the comfort of Prime sedans with Auto-Connect
Wi-Fi.
 Email Marke+ng : Objec+ve

Increase
Transparency
 Email Marke+ng : Objec+ve

Increase
Brand
engagement
 Email Marke+ng : Objec+ve

Increase
aDendance
 Email Marke+ng : Objec+ve

Nurture
exis?ng
cold/warm
leads
 Email Marke+ng : Objec+ve

Human
connect/touch!
 Receiver
Sender
Inbox Spam Folder

ESP

IP address/es

Challenges: Did my email have a pleasant trip?

Did my email have a pleasant trip?
Arrival
loca?on
will say it
all.
 Receiver
Sender
Inbox Spam Folder

ESP

IP address/es

Why?: Let’s investigate

 Everything in minuet detail.

Check list: Did we do it right?

•  From Email ID
•  To Email Ids (Database)
•  Email Content
•  Email Template Design
•  Authen?ca?on (check post one)
•  Reputa?on (check post two)
•  Corporate Firewall
Email Bureau Of Inves?ga?on
 Email Journey
Knocks the
Sender receiver’s mail COP shows up! Receiver
agent

Allocated IP
Inbox
Receiver’s Spam
Firewall Folder
•  Upload TO emails
•  HTML template Valida?ng:
IP address/es •  Ac+vate campaign •  Authen?ca?on
•  SPF
Using ESP •  Hit the Send
buDon •  Compliance
•  Reputa?on
•  Content
•  Volume
•  Spam complaints
•  Blacklisted history
•  User engagement

•  ESP = Email Service Provider. Eg. Mailchimp, Aweber, Madmimi, etc.

 Everything in minuet details.

Check list: Did we do it right?

•  From Email ID
•  To Email Ids (Database)
•  Email Content = 2nd module
•  Email Template Design = 3rd module
•  Authen?ca?on (check post one)
•  Reputa?on (check post two) = 2nd
module
Email Bureau Of Inves?ga?on •  Corporate Firewall
 Everything in minuet details.

Header info

From name: Seth Godin

From email ID: no+fy@sethgodin.com
Subject line: Seth's Blog : Differences
Pre-Text: If you’re sharing a cab to the airport
with a stranger, what happens if he’s two
IP address: Commonly invisible to the reader
 Email Journey
Knocks the
Sender receiver’s mail COP shows up! Receiver
agent

Allocated IP
Inbox
Receiver’s Spam
Firewall Folder
•  Upload TO emails
•  HTML template Valida?ng:
IP address/es •  Ac+vate campaign •  Authen?ca?on
•  SPF
Using ESP •  Hit the Send
buDon •  Compliance
•  Reputa?on
•  Content
•  Volume
•  Spam complaints
•  Blacklisted history
•  User engagement

•  ESP = Email Service Provider. Eg. Mailchimp, Aweber, Madmimi, etc.

 Receiver
Sender
Inbox Spam Folder

ESP

IP address/es

Authentication
Valida?on:
• Authen?ca?on
• SPF
• Compliance
SPF = Sender Policy Framework

h`p://www.mail-tester.com/spf/godaddy
 Receiver
Sender
Inbox Spam Folder

ESP

IP address/es

Authentication
• Compliance
Compliance
Corporate Email ESP

IP address/es IP address/es
Can-Spam-Act-2003

•  Don’t use false or misleading header informa+on.

•  Don’t use decep+ve subject lines.
•  Iden+fy the message as an ad.
•  Tell recipients where you’re located.
•  Tell recipients how to opt out of receiving future email from you.
•  Honor opt-out requests promptly.
•  Monitor what others are doing on your behalf.

h`ps://www.bc.gov/+ps-advice/business-center/guidance/can-spam-act-compliance-
guide-business
Reputation

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