Top three reasons for sending out newsletter – traffic traffic traffic

I have come across many companies who after having sent their customary email are happy to look at open rates and CTRs in a monthly report. That’ all.  That’s the end of email marketing. What next? What do you do after you have sent the emails? Which brings me to fundamental question why are you sending the newsletter at all? Read the rest of this entry »


How to compare Email Marketing with CPC or PPC

If you run an online business and if you are wearing the hat of a marketing manager your key areas of concern are

  • How to get more visitors to your website
  • How to engage them better
  • How to convince them to purchase

Knowing how fickle the Indian consumer is, no one marketing solution is going to work for your online store.  You probably realize this and have spread your marketing budget across:

  • Online PR, articles, news,
  • Social media activities
  • PPC and banner ads
  • SEO and SEM
  • Email marketing
  • SMS marketing
  • Tele calling

Of the last month’s sales, what percentage do you attribute to each channel? There will not be very clear cut answers, since your visitor may have clicked your email, but may have also visited from a banner ad, you probably have sent an SMS as well, and perhaps your customer care has called your customer to find out about his abandoned cart. This obviously is a simplistic example to highlight that using all the channels to communicate is important. What is more important is that your CRM system should record this information for you to analyse later. Read the rest of this entry »


Top 10 Email Marketing must have tools

Email Marketing is India is still at its nascent stage. It’s a science and art is what I keep saying. So if you are one of the people in India who are either a part of an email marketing services team or are a digital marketing team thinking about email as a channel then this blog is written for you. Email Marketing is a dirty word for many and they kinda/sorta hide while uttering bulk and blast under their breaths. Well if you utter those words you should hide. What’s more every time you purchase an email list a puppy dies. If you are killing puppies then this blog is not for you.

In fact for a very long time I did not know what I should blog about. I felt strongly about many topics but none that warranted a blog; until Email Marketing / Digital Marketing came along. We are in an exciting stage in India (when were we not! 🙂 ), and specially in the Digital Marketing space. I am all charged up when I think of the possibilities.

When Rediff.com started blogging feature sometime around the year 2000 it was hailed as a feature that would be a serious contender for newspapers. 10 years on we still have newspapers. Email marketing of late has also been declared, old, dead, dying compared to the new and fancy social media and established mobile apps and services. I say “we’ll see” to all such doom sayers.

For all the rest of you who want to plough around in the Email Marketing field here are some nice tools to sharpen your saw and show your tongue to the doom sayers. Read the rest of this entry »


Increasing your email list – Fashion and You Email

I heard the buzz recently about Fashion and You and decided to join after I got an invite via Vogue India newsletter advertisement. Fashion and You claims to be a shopping club which is by invitation only, a concept similar to Cocosa in the UK. The brands Fashion and You sells online have a high aspiration tag. It’s early days for this concept to take hold in India but it’s interesting and these are interesting times that we live in. Here are my thoughts on their email marketing in India. Read the rest of this entry »


Do forms work in HTML emails?

Last week I received some emails with submission forms embedded in them.  This is definitely not a best practice to follow and has been very well written in this (old but still relevant) post at Campaign Monitor.

Forms can have JavaScript for validation and will redirect readers to another website URL.  Not all email clients enable JavaScript and many don’t even display the form correctly.  Most readers will receive a warning message during the redirection.  Effectively your chances of fulfilling the objectives of your campaign are far lower with a submission form.

Here is an offer from Mint newspaper to the readers of Value Research Online.
Read the rest of this entry »


Simple solutions to manage your email frequency

I have mentioned before about giving your readers the option of controlling the frequency of emails. This is good for 2 reasons:

  1. If readers know when they can expect an email they are less likely to hit delete or spam button (even if they have subscribed to your emails), or unsubscribe
  2. It helps you plan your campaigns and their content better and brings in email schedule discipline

Ideally it would be great if your CRM system talks to your email marketing system and you can configure your recipients based on their daily, weekly or monthly, quarterly frequency requests.   This might involve some database jugglery to fine tune your audience.

However email frequency by itself has no meaning.  What it also means is that the content of your weekly, monthly, quarterly emails needs to be different. So if you are one of the companies that have one size fits all model, here is a simple way you could change that and at the same time give your readers the option they sorely need.

If you send daily emails to your list, simply creating a weekly summary of the top stories and a monthly “best of the month” will give you added flexibility.

On your sign up form you can then give these options to your readers.  Assuming that you can add /import this “frequency” field to your email marketing system (almost every vendor should be able to do this) you can then send the weekly campaign to only those readers who had selected this field. This is a simple example. You could have last minute offers, once in a blue moon special deal with partners, or a something newsworthy that you might want to communicate.  This involves a review of all your content, categorizing it and putting in place a discipline of which type of email falls into what category.

This is not difficult to do; the real question is however is how involved are your readers to give you this level of engagement? That is the stuff of building brand loyalty. Email marketing can be a great tool to give you insight into how engaged are your readers.

Email Marketing in India - Email Frequency

Email Frequency Report in Google Analytics