E-marketing

Raising Funds through E-marketing

Yogesh Aggarwal Director

Purpose of emailing

Planning your e-campaign

• What is your Target Audience? • What kind of campaign do you need?• When to do ? • What to Ask?• How Much to Ask?• Cost Benefit?• Landing Pages ? • Spam Issues? How to handle? Why my mails go in Spam?• Text VS Image mailers?• How to read you campaign success?• Should you do integrated campaign or an isolated targeting?

28 - 30 November, India International Centre, New Delhi

E-marketing flow Plan your Ask Strategy?

Test Data Segments, SPAM Etc.

Test Subject Line(Open Rates)

Test Mailer Content(Click Rates)

Test Landing Page efficiency ( conversion)

Build Scale Up Strategy

Scale UP

Targeting ?

• Hypothesis? • Study of your current donor base?• Test ? • Scaling?

Stage of campaign?

• Is it new ? • Does it needs engagement program or direct

donations?• Engagement program --- How to integrate?• Fund Raising Program ? … What to Ask?

Timing of Campaign

Day wise Open %

Sun4% Mon

8%

Tue16%

Wed18%Thu

29%

Fri17%

Sat9%

Open

Wed- Fri ( Best to do Campaigns)

Hourly Chart – Day wise

1 2 3 4 5 6 7 8 9 10 11 1213 14 15 16 1718 19 20 21 22 230

20000

40000

60000

80000

100000

120000

140000

160000

180000

SunMonTueWedThuFriSat

Axi

s Ti

tle

Prime Time :• Thur 9 : 18• Wed-Fri : 12-19

What to Ask?

• Participation?• Donations ? – For What ? – What Value ?

Projections – Email Marketing

Aug Sep Oct Nov Dec Jan Feb Mar Total

Qty 400000 500000 700000 700000 700000 700000 700000 700000 5100000

Conversion @.01% 40 50 70 70 70 70 70 70 510

ADV 2000 2000 2000 2000 2000 2000 2000 2000 2000

Value 80000 100000 140000 140000 140000 140000 140000 140000 1020000COST @10 paise per emailer 40000 50000 70000 70000 70000 70000 70000 70000 510000

COA 0.50 0.50 0.50 0.50 0.50 0.50 0.50 0.50 0.50

Year 1 : Total projected donors to be acquired X & value of Y Lakh

OPEN / CTR

Subject

EnteredTotal Sent

Bounces

Unique Viewed

Total Clicks

Open Rate

Click Rate

Unsubscribe Abuses

Dear [NAME], don't let your salary disappear 613901 595245 18656 16698 4960 2.81 0.83 490 198Dear [NAME], manage your finances easily and Get Rs 4000 worth travel voucher. 499584 497655 1929 19232 1072 3.86 0.22 196 91Dear [NAME], don't let your salary disappear 851149 826460 24689 45968 7032 5.56 0.85 891 246Dear [NAME], manage your finances easily and Get Rs 4000 worth travel voucher. 597937 596749 1188 5932 608 0.99 0.10 107 81Dear [NAME], don't let your salary disappear 776794 773968 2826 36062 3754 4.66 0.49 807 137Dear [NAME], don't let your salary disappear 519702 512143 7559 34865 5208 6.81 1.02 678 157Dear [NAME], don't let your salary disappear 236000 234861 1139 18880 1582 8.04 0.67 377 80Dear [NAME], don't let your salary disappear 480000 477002 2998 17519 5262 3.67 1.10 504 162Don't let your salary disappear 1011106 1006355 4751 34592 4094 3.44 0.41 849 235Manage your finances easily and get Rs 4000 worth travel vouchers 969259 966527 2732 21995 1104 2.28 0.11 250 161

Testing ? What All ?

• Subject Line?• Email creative?• Is it capable to attract Donor to Click?• Your Ask?• Your Landing Page? – Is it good enough to

make him Act?

Maximize your Email Delivery

28 - 30 November, India International Centre, New Delhi

Tips to Maximize delivery potentialCreate great content.:

– ISPs are increasingly looking at user engagement as a means of gauging the legitimacy of emails and their senders.

– Open rates, click rates, response rates and user-generatedspam flags all matter, and to drive strong metrics in these areas • You need to present highly relevant content with each communication. • To draw customers’ interest, the content must tailor to their needs and

desires. • Ask yourself: Does this message fit my audience’s

demographics, behavioural patterns and personal preferences? • To find out, test your messages before you disseminate them to assess the

impact of your send frequency, subject lines and other personalizationtactics.

• The bottom line on content is that it must spark customer engagement.If customers find that emails from your brand contain useful anddesirable information, they will keep opening your messages.

Tips to Maximize delivery potential• Adhere to the law to steer clear of spam. Sending relevant content

and developing a reputation for doing so are the best ways to ensureISPs direct your emails to customers’ inboxes.– But while content relevance is king, there are also certain

regulations that provide a threshold for legal compliance.– The federal CAN-SPAM law applies to all commercial, non-transactional

messages sent within the United States. (Commercial messages include any emails sent with the primary purpose of advertising or promoting a commercial product or service, including content on a website operated for a commercial purpose.) • It requires three specific areas of compliance

related to – unsubscribe processes,– email content – sending practices

Tips to Maximize delivery potential• Keep your distribution lists clean.• It’s important that the people who receive your emails are people who have indicated

that they want to receive these messages. • If you keep your email lists organized and free from inactive addresses, you will

undoubtedly increase your delivery results. • A good way to start is by removing all hard bounces after every campaign mailing.

Then, take off any users that haven’t opened a message in six months.

• Simultaneously, it’s crucial to nurture new opt-ins by sending automated welcome messages that lay the foundation for strong relationships. Purchasing email lists and third-party data is not a wise practice, as it inhibitspersonalization—a key element of strong email content.

• Finally, make it transparent and easy for users to unsubscribe. Makingit difficult to do so encourages customers to flag unwanted messagesas spam. Better that they don’t receive the messages in the firstplace.

EMAILING DURING OCCASIONS

Emailing During Occassions• Tip 1: Review last year's campaigns. Take some time to look at last year's creative,

messaging, offers and metrics, paying close attention to conversions and any spikes in opens, clicks, unsubscribes and complaints. Knowing what worked for you last year will help you build a successful strategy this year.

Tip 2: Pay attention to fundamentals. Don't rush through creation and miss important aspects like tags,broken images or links. Pay close attention to: • Subject lines: Stand out in a crowded inbox with clever, uniquesubject lines, and be sure to mention offers and discounts.

• Call-to-action messages: Be sure to include a text version ofyour call-to-action as images might not display. And remember, whileit is tempting to pack emails with products, offers, and more, toomany options overwhelm shoppers. Keep it simple.

• Holiday flair: Use holiday-inspired headers and footers that linkto gift centres, customer service, shipping rates, and deliveryschedules.

Emailing During Occassions

• Tip 3: Design effective landing pages.– Landing pages must be designed to entice and

encourage a sale, and – must make it very easy for the customer to complete

the Donation – Just like your emails, landing pages should be direct and

focus on the product linkedfrom the email.

– If you require your customers to search for the itemyou'll lose them.

Emailing During Occassions

• Create a consistent cross-channel campaign.To maximize sales you must communicate with your customers across multiple channels—email, mobile and social, online and print ads,in-store displays, and more.

• Most importantly, you must be consistentin the messaging.

• Be sure that the main message (including prices,dates and specials) remains the same.

• Your multi-channel campaigns should be designed to work together and support each other.

Emailing During Occassions• Launch a special holiday email series.

Creating a holiday campaign, promoting it as a special series Helps • Remind.

You could be losing three-fourths of your potential donors to abandoned; but an automated re-marketing campaign / Call Backs can increase conversions, average order size and your overall ROI.

The holiday season is hectic for everyone, but don't overlook thesetips – they will increase the loyalty and lifetime values of yourcustomers and grow your holiday revenue.

28 - 30 November, India International Centre, New Delhi

Normal Mailer Mailer Modified for festive season

SPAM FILTERS – WHY YOUR MAIL IS GETTING INTO SPAM? \

Why mailers in SPAM?

• Domain Reputation ? • Data Integrity ? – Open rate to be managed ?– Bounce Rate Controlled < 1% – Spam Complaints to be < .1%

• Behaviors Analysis… Open Rate , Click Rate • Excess Usage of IP : More than specified • Spam Words? Impact 1% • Design Failure? Text and Image (60:40)• Image Download : Content of Image , Alt Tagged in

HTML.

Instances -- Spam Words

WELCOME TO PROFESSIONAL E-MAILING