DIGITAL MARKETING

UNIT 3

DIGITAL PROMOTION
TECHNIQUES

By: Neha Gupta

Email Marketing
The first Email was sent in 1971by RayTomlinson
4.3 Billion
Email accounts

122,500,453,020
Emails are sent every day
 Email marketing is

‘’ directly marketing a
commercial message to
a group of people to
build LOYALTY, TRUST,
STICKINESS or
BRAND AWARNESS
 WHY EMAIL
MARKETING?
 WHY EMAIL MARKETING?

80% of content marketers use email marketing

55% of companies generate more than 10 percent of sales from Email
42% of businesses say email is one of their most effective lead generation channels
88% of marketers say email marketing is bringing them a positive ROI
Email delivers your message
90%Email gets delivered to the intended recipient’s inbox

0nly 2%of your Facebook fans see yourposts

Email drives conversions
average click-through rate of an email campaignis
around 3%
average click-through rate from a tweetis
around 0.5%

6x
 E-MAIL
MARKETING
Outbound e-mail marketing, where e-mail campaigns are used as a
form of direct marketing to encourage trial and purchases and as
part of a CRM dialogue

Inbound e-mail marketing, where e-mails from customers such as

support enquiries are managed.
 Key measures for e-mail
marketing

Delivery rate (here indicated by ‘non-bounce rate’) – e-mails will bounce if the
e-mail address is no longer valid or a spam filter blocks the e-mail. So online
marketers check their ‘deliverability’ to make sure their messages are not
identified as ‘false positives’ by spam prevention software.

Open rate – This is measured for HTML messages through downloaded images.
It is an indication of how many customers open an e-mail, but is not always
accurate since some users have preview panes in their e-mail readers which
load the message even if is deleted without reading

Clickthrough or click rate – This is the number of people who click through on
the email of those delivered (strictly unique clicks rather than total clicks).
BULID YOUR LIST
Signup form
Signup form
In article links
Website pop-up
PERFECT EMAIL MARKETING
What to Write inYour Emails?

Promote the Share a case Ask for feedback.

benefits of your study.
product.
1.Subject Line
2.Sender Name
3.Images Within
4.Email Copy
5.Call to Action
Subject line

the most important factor for users to open an email

41-50 61-70
characters characters
are the most deliver the highest
popular among read rates
marketers
Curiosity
Urgency
Exclusivity
Testing Different Subject Lines
Sender name

Often, businesses use - The first email lacks

the company name, any information
brand name, product about the brand
name, name of a name.. The email
person, gives little
encouragement to
users to open it.
Images Within Email

Number of
Images

Using Alt Tags

Using Different
File Formats for
Images
 Emaill copy

- Write Scannable Copy

- Use Headlines

- Avoid Spammy Words

- Clearly State TheBenefits

 Call to action

-User-friendly

-Make the CTA Visible

45%of Email messages are
opened in mobile devices

45%
 Personalization

➢ Segmenting Your Subscribers

➢ What to send to people who opened specific

messages

➢ Why to send based on who clicked certain links

➢ What to send to subscribers who haven’t responded to ANY

recent message

➢ What to give people who provided contact preferences at sign

Up
 Opt-in email

Opt-in email is a term used when someone is not initially added to an

emailing list and is instead given the option to join the emailing list.
Typically, this is some sort of mailing list, newsletter, or advertising.

Opt-in email marketing is a marketing campaign that uses

permission-based email-collection methods to capture email
addresses from willing consumers. Once you have a potential
customer’s email, you can add it to a marketing list based on the
customer’s position in the sales funnel.
Thanks!