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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