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Pepipost
Simple. Effective. Fast
Knowledge Partner
Who says that “emails” are dead? Emails
are still the most widely used means for
marketing. More than ever, emails are being
used to sell, promote, market, retain, and
what not! But yes, with changing times,
emails and email users have changed.
Starting from lists to From names, subject
lines and social network integration, each
facet of email marketing is undergoing a
radical change! However big or small you
are, here is the plan to transform your ways
of campaigning to learn the newest rules of
the email marketing game!
In early 2015, we started Pepipost with
a single mission – to help startups and
businesses send transactional emails in
the most efficient way and at the most
disruptive pricing ever. We still continue
to do so.
We believe that communication in any
business scenario should be free, and
this philosophy is at the core of
Pepipost. That’s why we came up with
a pricing model where you only have to
pay for emails that are not opened by
your customers. The emails that are clicked,
opened, or engaged with will always be
free. Always. We promise you that.
With our reliable and scalable cloud-based
email infrastructure, we’re able to help
hundreds of businesses to send millions of
emails every day without any hassle. We
follow the best delivery guidelines,
protocols and industry standards to fight
against spam and make sure that emails
delivered on time and reach the receipient’s
inbox in the blink of an eye.
INTRODUCTIONINTRODUCTION
Key Features
We are happy to introduce EmailMonks as
Pepipost's knowledge partner. The Monks
would guide you in terms of content &
brand building. EmailMonks can help
PepiPost's customers design and code
awesome emails and landing pages in a
quick TAT of 8 hours. Monks offer strict
NDA terms, white-labelled services & much
more. Know more at www.emailmonks.com
In this handbook, Pepipost and
EmailMonks come together to provide you
with awesome email tips.
Pepipost
Quick and
Easy Integration
Highly Optimized
Delivery
High Inbox
Placement Rate
Bounce and
Unsubscribe Handling
Triggerware -
A Powerful Rule Engine
Actionable Real-
time Analytics
Controlled Delivery
via Send Management
PERSONALIZE EMAILS
WITH PREDICTIVE
DYNAMIC CONTENT
Think beyond the normal personalization of just saying “Hi Mike or Hi Jenny".
The real opportunities for personalization are in what’s called “dynamic
content.” Now, start serving the email content based on each user’s information and
interest.
Most of the ESPs track the user actions and publish reports on the same. Have you
ever wondered how effectively and innovatively can this information be used!
• Using geo location or zip code (if you
have), show weather reports, location
based updates, show nearby stores,
use local culture/place images and a
lot more.
• From the purchase behavior, show
other products which are
complimentary to previous purchases
or the customer might be interested in.
• From click behavior, customize news
or content based on a subscriber’s
past click behavior.
• From demographic information, you
can use the combination of age,
gender and birthday or any
anniversary date, to send personalized
gift offers or content.
There are almost no limits on what you can
do with the Dynamic Content. You can think
of different combinations of information which
you have and which you are generating and
plan your content accordingly.
Personalization along with Dynamic Content
and Open time optimization can really add a
great value to your communications and can
trigger the next level of growth.
Open time optimization is the new thing
which marketers have now started focusing
on, based on the time of email open in real
time you can change the content of the
email. The content can be as simple as
saying Good morning with a cup of coffee, if
the user has opened the email in early
morning.
Generally, you receive two sets of information from the users:
1. When the user signs up
2. When the user opens or clicks the email.
Dynamic content is all about leveraging the power of these two sets of information.
Let’s see a couple of examples about how to use these information;
Tip 2Tip 1
“What’s in it
for me?”
Hi!
Keep your
email campaign
relevant &
focused to your
customers
USE EMAIL AS
CONVERSATION,
NOT INVASION
Gone are the days of sending Batch and Blast. In this fast moving world, users expect
relevant and personalized deals, and like to be treated in special ways.
When you batch and blast, you are essentially admitting that your emails are not
individually relevant. You have to give subscribers reasons to engage with your emails.
Abandon the idea of sending batch and blast and enter into a relationship oriented
mindset that continuously builds engagement with customers.
A romantic date goes badly if all you do is talk about yourself. The same holds true for
marketing conversations. If you don’t listen — really listen — to your prospects and
customers, you’ll never earn the chance for a “second date,” let alone a long-term
commitment.
Listen your customers at various stages and then respond accordingly.
You might be thinking, how to listen what the customers are saying. Right?
There are some innovative ways to accomplish them:
Tip 2Tip 2
• Reply Based Campaigns
• Survey
• Feedback
• Building Automation
CustomerCustomer
BrandBrand
xxx
xxx
Have
Conversations
not campaigns.
Your Inboxing
depends on it.
START SENDING
WELCOME SERIES OF
EMAILS
Tip 2Tip 3
If you are a seasoned email marketer, you already know that a welcome email is an incredibly
powerful tool to on-board your new customer. While almost every other brand today sends a
welcome email, we find that more than 60% of the brands send a single plain Jane ‘you are
subscribed’ kind of welcome note rather than a well-planned series of welcome emails.
Brands should realize that welcome email is more than an opportunity to say ‘hi’ and capitalize
on the potential a series of emails would have to differentiate them from the rest.
3 reasons why you should be sending a welcome series:
1. Increase engagement and improve inbox deliverability
Planning a series of emails is a smart tactic to warm up your customer to your brand, increase
engagement and improve deliverability. A series helps in gradually building trust and credibility
of the brand and paves way for positive engagement. Furthermore, it also gets you the
thumbs up from MSPs who place high importance on engagement for delivering your emails in
customers’ inbox.
2. Drip market your brand
You only get one chance to make the right first impression and welcome series gives you the
perfect opportunity to extend this interaction. A series allows time for your customers to get to
know you and your product/ service offering in a better way, thereby creating the right
impression about your brand.
3. Improve customer life cycle
Getting it right in the beginning itself will ensure you build a long lasting relationship with your
customers. Make an intelligent email series that will draw useful insights on your customer and
will help you plan an email strategy accurately.
Some of the things you can incorporate in the email series to improve the customer life cycle
are as follows:
– Capture customer preferences (what type of emails they prefer to receive) and send
tailor made emails
– Get customer attributes (location, birthday, gender, etc) so you know more about
them and send meaningful and relevant emails
– Understand their email frequency preferences and reduce unsubscribe rate
– Share Easy-to-use information (store locations, e-catalogues, etc) so your customer
can know more about your brand
Open Rate
Dropped
No Welcome
Series
Open Rate
Dropped
No Welcome
Series
Consider welcome
emails. Open Rates
drop by 25% after few
weeks of sign-up
if a welcome email
is not sent.
1. Sending Time is very important. Send
the first cart abandonment email
within 1 hour:
The longer you wait to hit send, the lesser
chance you have to re-engage them back
with your store.
Reason being, that if the email is triggered
after a long duration, they would not be
able to recall the information entirely, or
may not have the same emotional
attachment they felt while adding the
product(s) in their carts.
2. Always Choose Clarity Over
Creativity:
It is the subject line that entices a
customer to open your email. Therefore, it
should precisely describe the abandoned
item or category. Do not confuse or
mislead the customer by using a
cluttered subject line.
e.g. On opening the mail, a pre-header
reads “Your shopping cart misses you,
<my name>” and that was one-click
personalization.
3. Focus on Copy, Headlines and CTA:
A compelling visual with a great copy
will trigger the same emotions the
customer felt while adding the products
to the cart.
Avoid sending only TEXT-based emails.
4. Positive Reviews, Ratings and
Customer Success Stories:
Show That You Can Be Trusted with all
information you have.
START SENDING
CART ABANDONMENT
EMAILS
Abandoned cart emails are sent to customers who have added products to their cart but failed
to check out.
It’s remarkably effective as a sales recovery tactic. Research says, that nearly half of all
abandoned cart emails are opened and over a third of clicks lead to purchases back on site.
You have to understand that customers often abandon their carts without meaning to do so,
for example because the website crashed, because the process was complicated, or because
the site timed out.
Reduce your cart abandonment rate and recover lost revenue instantly with automated cart
abandonment email campaigns.
Few best practices for sending cart abandonment emails:
Tip 4
CATEGORY
Home Women Clothing
FILTER PRODUCTS BY
> Women Clothing
Kurtas & Suit Sets (407)
Salwars & Churidars (2)
Wiinter Wear (1)
Trousers & Jeans (1)
Get 26% off, Use code:
STYLE26
S
APPAREL WOMEN SIZE
PRICE
OFFERS
All Clothing
UPTO 80% + EXTRA 26% OFF
NO MINIMUM PURCHASE VALUE | COUPON CODE: STYLE26
FRE SHIPPING* | 30 DAYS RETURN
CASH ON DELIVERY*
L
XXL
32
36
40
46
M
XL
XXXL
34
38
42
Free Size
ONLINE com
Women
Gift Cards | Track Order | Hi, xxx xxxxx
Search by typing the product or brand name...
Man Kds Premimum Brands Sports Sale
CITYBANK OMG! SALE
FLAT 30% OFF
Home
WOMEN BIBA CLOTHING ONLINE SALE 411 Products
BRAND: DISCOUNTS:Biba Discounted items Clear All
(5)
Sort By: Popularity
NEW
-30%
Biba
Cotton Blend Red Suit Set
Rs.4500 Rs.3150
NEW
-50%
Biba
Cotton Blend Beige Suit Set
Rs.7500 Rs.5050
NEW
-30%
Biba
Printed Pink Suit Set
Rs.6995 Rs.4897
Cart
Abandonment
Emails sent within
24 hours of cart
abandonment
generates 105%
more revenue.
Segment.
Because a small
list that wants exactly
what you’re offering
is better than a list that
is not committed.
SLICE & DICE YOUR
EMAIL LIST FOR BETTER
SEGMENTATION
Tip 2Tip 5
Email list building is one of the most challenging exercises. You can blend various online and
offline list building techniques and ensure your email list to remain hygienic. However,
segmenting the email list to deliver optimum results is even more intriguing.
Here are a few ways; you can use to segment your email list
and differentiate apples from oranges:
1. Segmentation based on the gender, age,
income, occupation and interest areas.
2. Segmentation based on geographic
location, previous purchases, buying
behaviour, frequency of purchases, type
of product/service preferences.
3. Segmentation based on preference
centers like daily, weekly, monthly
subscribers.
4. Segmentation based on the kind of
content preferred to be delivered:
E.g. Whitepapers, Case studies,
Infographics etc.
5. Segmentation based on relationship with
the customers like a prospect, existing
customer, previous customer.
6. Segment your data into Active and
Inactive. Touch inactive base at lesser
frequency. If you send a daily newsletter,
touch your inactive base once a week.
7. Start your campaigns every day with
BEST of your dataset and move to rest.
Say: You hit your frequent openers when
you start the campaign. Slowly move to
less frequent openers. Maximize opens
by atleast 2%. Give priority to people
who open your email daily, than a person
who opens your email once a week?
8. Use a list hygiene service to clean
spamtraps and screamer accounts.
9. Getting most out of Inactive users :-
Exclusive offers? Historical user
preference analysis and target specific
offers to them? Try to reach out via other
mediums like Gmail Ads? Facebook
Ads?
While selecting
an ESP, check
customer service,
security & compliance
beforehand.
Choose the right vendor
HOW TO SELECT THE
RIGHT ESP FOR
YOUR BUSINESS?
Tip 6
Email is one of the most preferred and cost-effective channels of communication and
marketing. To execute email marketing well, you need to have the right ESP support.
Platform: There are crows and there are cuckoos! After having a self-examination about
the kind of requirements, start your search for the right platform that matches your needs.
• Increasing your deliverability rate & ROI
• Eliminating a future cost of switching to
any other ESP
• Integrating your technology and
automation systems with it
• Minimizing the unsubscribe and spam
complaints
• Building scalable & reliable mail server
A: Is it a Usability rockstar
Usability of the platform is quintessential.
If the platform isn’t user friendly, your staff
might not be able to use it quite well.
Consider the speed of training your staff.
B: How strong is the deliverability?
Deliverability is the key concern for most
marketers. Without emails being
delivered, marketers will not be able to
track the ROI from the campaigns.
C: Is your ESP reliable?
Make sure the ESP is reliable.
• Are you able to track the success of
your email programs?
• Does migrating to a new ESP impact
your revenue?
• Are you evaluating ESPs keeping in
mind the budget?
• Would you require robust deliverability
and reporting?
A right ESP helps in: Before selecting the ESP,
ask a few questions:
D: How scalable in the ESP?
Remember, migrating an ESP is tougher
than selecting an ESP ab initio. That said;
it is now mission critical to choose a
platform that is easily scalable with your
growing needs.
E: How effective are the analytics?
Reporting and analytics is a crucial part of
any ESP’s feature list. With marketers now
tracking more than just email open, click
through rate and unsubscribe complaints, it
is essential that the ESP provides more logical
matrices than just open and click rates.
Pricing : Fly high reasonably! Having a pricing term that fits your budgets and sending
pattern matters. Analyze pricing plans from various vendors before selecting an ESP.
Customer Service, Security and Compliance : The other kind of question to probe while
choosing an ESP is about the customer service, security and compliance. Check whether
there will be consulting, 24/7 support, data security, trial accounts etc.
Is “FOLD”
hampering your
design goals?
Consider a fold
free approach
for email designs.
BELOW
THE FOLD
ABOVE
THE FOLD
‘FOLD FREE’ APPROACH
FOR EMAIL DESIGN
Tip 2Tip 7
• Your content in the fold might not work out all over as there are multiple resolutions and devices
• Fold will also change depending on horizontal and vertical preview pane
• These concepts will change furthermore with emails wrapped around on your wrists. Yes,
wearable and other smart connected devices.
Newspapers are now obsolete, but email is alive and well. Thinking fold? Think twice!
Some tips that will not hamper your design goals and at the same time enable you in placing
CTAs at the right spot without jogging the gray:
1) Carve a Story : Give users a good reason to scroll. Let them explore the email by creating
a story starting from the top of the page. A curiosity at the top of the page can encourage a
reader to scroll down the page.
2) Use the power of preview pane : Using appropriate preview pane and pre-headers will
encourage users to scroll and engage with the CTAs irrespective of their placements.
3) Stack up the content together: Instead of stuffing a lot of visible text in an email, it is
beneficial to simply tell the user that there is more content for them to see with the help of an
accordion and menu. This may power a reader to click on accordion and read more content in
each section or rather simply click on the menu and redirect to an entire page.
4) Adjust the blocks to create curiosity: At times the length of the content doesn’t really
matter. This is especially true when your email has different blocks for different target
audience. For desktop users, there could be a different layout with different CTAs within the
folds. However, the same could be drastically overhauled for the mobile user. You can also use
content blocks and images in a way that there is clear indication and curiosity about a CTA in
upcoming folds.
5) Identify the clicks and engagement: You should not stop monitoring your user behavior
to ensure placing CTAs at the right spot. Measure it in relation to the most commonly used
screen resolutions and then place the valuable content in a way that gets the most
clickthroughs.
Challenges
Adapted from newspapers, the words “Above the Fold” and “Below the Fold” are now also
being used while designing an email. The vital information and CTAs are placed at the beginning
to instigate an action initially. However, this could not be true always.
There are many debates about putting efforts to drive engagement using the folds in email.
Above the fold could be crucial as an average email is read for only 51 seconds, but this can
also hamper and obstruct the overall design goals.
Our study indicates
that Video in email
increases the click
rate by 92.8%.
call-to-action
20%
30%
40%
50%
Buy
Egoole
INCREASE
CLICKTHROUGH
RATES BY USING
VIDEO IN EMAIL
1. Stand Out of the Crowd: Using video in
email gives you the first mover advantage
and helps you stand out from the
competition.
2. Increased ROI: Research has shown
that video email receives a better
response in terms of open rates and very
high click-through rates compared to
traditional emails.
3. Better Branding and Search Results:
Using video email leads to increased
website traffic, increased conversion
rate, brand awareness, and more
referrals in turn.
4. Matches Human Touch: Videos with
quality content and a “human touch” add
to strategies. In fact, they can even
replace physical salesmen.
5. Cross Selling Opportunity: Adding
strategic clickable links can direct the
recipient to certain web pages or video
channels, thus enabling cross-selling or
up-selling opportunities for your
business.
6. Video Creates Buzz: Ease of
distribution over the internet allows
video emails to go viral.
7. Video has humongous scope:
Relevant, educational, engaging and
problem solving videos can consistently
motivate the interest and involvement of
employees, customers, suppliers and
business partners.
Video support in email is becoming the hottest topic in email marketing circles.
HTML5 Video is supported by 58% of email clients.
7 awe inspiring BUSINESS ADVANTAGES of video email:
Most chanted video email types:
HTML5 Method
Using HTML5 video, email marketers
can embed video directly in email
through the use of a video tag without
causing deliverability problems.
Static Image Method
This is a type of video email where
marketers use a static image of the video
within an email. When a user clicks on the
image, they will be redirected to the landing
page where the video will play.
Video email will play for 58% of users, and for others they will see the
fallback image instead of the video.
Tip 8
Egoole
From
Name
Subject Line
Egoole
1st
Micro
Yes
2nd
Micro
Yes
BEST HEADER
AND HEADLINE
Egoole
PARAGRAPHS &
PRODUCTS
Egoole
Call to Action
Recognition
and opens
Confirmation
and enticement
Explanation and
‘need to knows’
Click and Hand off to
the Landing page
3rd
Micro
Yes
4th
Micro
Yes
EMAIL LIKE A PRO, WITH
MICRO-YES CONCEPT
Tip 2Tip 9
Human mind works on the micro yes concept. Before taking any big decision, we consider
multiple things in our mind. After multiple small Yeses, the bigger yes comes.
In case of emails also, the same concept is applied, because the readers of the email are
actually human beings only. There are various logical steps in an email which the human
analyzes one after the other to take a bigger decision to buy a product or to even read further.
Now think of those elements as steps on a stairway. You need to go from one to the other, in
order to rise up the stairs.
1. The name and the subject line should entice the reader to open the email. (1st micro yes).
2. The header and headline should explain what is in your email and entice the reader to pay
attention (2nd micro yes).
3. The body of the message: text and images to convince the reader to click (3rd micro yes).
4. Then the Call to Action to proceed to the landing page (4th micro yes).
Logical steps
Subject line speaks “great sales on dresses this week”.
But the headline says “all products 30% off”. There is a clear mixed messaging.
Is the email factually wrong? No. Does it feel disconnected? Yes.
The first yes (open), isn’t confirmed in the email and headline. Every time we have to think
to make the connection between elements, we lose a part of our audience. So, that is a
big email marketing No-No.
Avoiding misalignment. An example:
Your images play a big role in your path to yes, too. Promising an exclusive service and
showing a stock image. It just doesn’t say yes. Make sure your images reinforce the main
message and keep them consistent and reappear on to the landing page. That way,
people feel that they have landed on the right page and can easily continue the flow. More
about the flow and placement of ”yes enabled” images next time.
Making images say “yes” too
Make it more than a consistent message, make it a persuasive message.
INCREASE YOUR
DOMAIN REPUTATION TO
AVOID SPAM FOLDERS
Tip 10
With email being one of the most cost-effective channels of communication and marketing,
it is widely used by most brands globally. However, to achieve a great deal of ROI from this
channel, your emails ought to deliver. Many email marketers dream of making their way into the
inbox, but in reality they end up going into the spam folders. In fact, Return Path report claims
that one spam trap can affect your deliverability by 53%.
Consider a scenario, John’s boss asked him about the automated nurturing workflow and John
uprightly informed him that the emails are going from time to time, but the open rates seem to
be low. Boss tried digging deep and found most emails actually weren’t delivered into the
inbox. Bummer, Huh!
The story is the same for many email marketers. So how can you treat your email campaigns
to make them work?
Warm up exercises – A must for healthy emailing: Warm up exercises help rejuvenate
your body. Dig some deep for identifying the ISP pain points. Try gaining some trust by
warming up your IP. Cover up poor sending score and make sure you start covering this
up by sending emails to a small segmented list. Make sure that this list is of subscribers
who are more engaged and regular loyal email readers.
Sub domains – They work as your medical claim: Imagine you are stuck with poor
health and have a financial crunch! A permanent medical claim can help you overcome
your health issues and get treated against insurance anytime. Creating a subdomain that
exclusively handles the email marketing activities might be a smart move to make which
will safeguard you for the rest of your life. With such a sub domain, you will be able to
build trust among your users. It will also go the extra mile in helping you to monitor your IP
reputation and win against the most challenging domain based certification filters.
SPF – A great way to prevent email tanning: Like a sunscreen lotion with a SPF that
makes you more beautiful, Sender Policy Framework can help you build trust among
receiving mail exchangers. It is an email validation system designed to ensure that the
host domains are authorized. If your domain name matches the associated IP, your emails
have higher chances to get delivered. So, use it like your sunscreen!
Monitor your heart-rate – “Blacklisting”: Most companies never pay heed to
blacklisting unless they are blacklisted! Some ISPs keep changing their algorithms and
with changing rules, you might at some point fall prey to blacklisting although you practice
safe emailing. In such a scenario where you feel you are blacklisted without a known
cause, do write to them and identify the reasons. If it is a stroke of bad luck stroke,
request to lift the blacklisting.
ISP Monitoring
IP
Management
Spam Complaint
Management
Reputation
Monitoring
IP
Made with © 2015 PepiPost. All Rights Reserved.
www.pepipost.com
@pepi_post
Pepipost
4th Floor, Peninsula Chambers,
Peninsula Corporate Park,
Lower Parel (W),
Mumbai - 400013, India.
Email: pepis@pepipost.com
Notes:
Made with © 2015 PepiPost. All Rights Reserved.
www.pepipost.com
@pepi_post
Pepipost
4th Floor, Peninsula Chambers,
Peninsula Corporate Park,
Lower Parel (W),
Mumbai - 400013, India.
Email: pepis@pepipost.com

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Pepipost- Email Marketing Handbook

  • 2.
  • 3. Who says that “emails” are dead? Emails are still the most widely used means for marketing. More than ever, emails are being used to sell, promote, market, retain, and what not! But yes, with changing times, emails and email users have changed. Starting from lists to From names, subject lines and social network integration, each facet of email marketing is undergoing a radical change! However big or small you are, here is the plan to transform your ways of campaigning to learn the newest rules of the email marketing game!
  • 4. In early 2015, we started Pepipost with a single mission – to help startups and businesses send transactional emails in the most efficient way and at the most disruptive pricing ever. We still continue to do so. We believe that communication in any business scenario should be free, and this philosophy is at the core of Pepipost. That’s why we came up with a pricing model where you only have to pay for emails that are not opened by your customers. The emails that are clicked, opened, or engaged with will always be free. Always. We promise you that. With our reliable and scalable cloud-based email infrastructure, we’re able to help hundreds of businesses to send millions of emails every day without any hassle. We follow the best delivery guidelines, protocols and industry standards to fight against spam and make sure that emails delivered on time and reach the receipient’s inbox in the blink of an eye. INTRODUCTIONINTRODUCTION Key Features We are happy to introduce EmailMonks as Pepipost's knowledge partner. The Monks would guide you in terms of content & brand building. EmailMonks can help PepiPost's customers design and code awesome emails and landing pages in a quick TAT of 8 hours. Monks offer strict NDA terms, white-labelled services & much more. Know more at www.emailmonks.com In this handbook, Pepipost and EmailMonks come together to provide you with awesome email tips. Pepipost Quick and Easy Integration Highly Optimized Delivery High Inbox Placement Rate Bounce and Unsubscribe Handling Triggerware - A Powerful Rule Engine Actionable Real- time Analytics Controlled Delivery via Send Management
  • 5. PERSONALIZE EMAILS WITH PREDICTIVE DYNAMIC CONTENT Think beyond the normal personalization of just saying “Hi Mike or Hi Jenny". The real opportunities for personalization are in what’s called “dynamic content.” Now, start serving the email content based on each user’s information and interest. Most of the ESPs track the user actions and publish reports on the same. Have you ever wondered how effectively and innovatively can this information be used! • Using geo location or zip code (if you have), show weather reports, location based updates, show nearby stores, use local culture/place images and a lot more. • From the purchase behavior, show other products which are complimentary to previous purchases or the customer might be interested in. • From click behavior, customize news or content based on a subscriber’s past click behavior. • From demographic information, you can use the combination of age, gender and birthday or any anniversary date, to send personalized gift offers or content. There are almost no limits on what you can do with the Dynamic Content. You can think of different combinations of information which you have and which you are generating and plan your content accordingly. Personalization along with Dynamic Content and Open time optimization can really add a great value to your communications and can trigger the next level of growth. Open time optimization is the new thing which marketers have now started focusing on, based on the time of email open in real time you can change the content of the email. The content can be as simple as saying Good morning with a cup of coffee, if the user has opened the email in early morning. Generally, you receive two sets of information from the users: 1. When the user signs up 2. When the user opens or clicks the email. Dynamic content is all about leveraging the power of these two sets of information. Let’s see a couple of examples about how to use these information; Tip 2Tip 1
  • 6. “What’s in it for me?” Hi! Keep your email campaign relevant & focused to your customers
  • 7. USE EMAIL AS CONVERSATION, NOT INVASION Gone are the days of sending Batch and Blast. In this fast moving world, users expect relevant and personalized deals, and like to be treated in special ways. When you batch and blast, you are essentially admitting that your emails are not individually relevant. You have to give subscribers reasons to engage with your emails. Abandon the idea of sending batch and blast and enter into a relationship oriented mindset that continuously builds engagement with customers. A romantic date goes badly if all you do is talk about yourself. The same holds true for marketing conversations. If you don’t listen — really listen — to your prospects and customers, you’ll never earn the chance for a “second date,” let alone a long-term commitment. Listen your customers at various stages and then respond accordingly. You might be thinking, how to listen what the customers are saying. Right? There are some innovative ways to accomplish them: Tip 2Tip 2 • Reply Based Campaigns • Survey • Feedback • Building Automation
  • 9. START SENDING WELCOME SERIES OF EMAILS Tip 2Tip 3 If you are a seasoned email marketer, you already know that a welcome email is an incredibly powerful tool to on-board your new customer. While almost every other brand today sends a welcome email, we find that more than 60% of the brands send a single plain Jane ‘you are subscribed’ kind of welcome note rather than a well-planned series of welcome emails. Brands should realize that welcome email is more than an opportunity to say ‘hi’ and capitalize on the potential a series of emails would have to differentiate them from the rest. 3 reasons why you should be sending a welcome series: 1. Increase engagement and improve inbox deliverability Planning a series of emails is a smart tactic to warm up your customer to your brand, increase engagement and improve deliverability. A series helps in gradually building trust and credibility of the brand and paves way for positive engagement. Furthermore, it also gets you the thumbs up from MSPs who place high importance on engagement for delivering your emails in customers’ inbox. 2. Drip market your brand You only get one chance to make the right first impression and welcome series gives you the perfect opportunity to extend this interaction. A series allows time for your customers to get to know you and your product/ service offering in a better way, thereby creating the right impression about your brand. 3. Improve customer life cycle Getting it right in the beginning itself will ensure you build a long lasting relationship with your customers. Make an intelligent email series that will draw useful insights on your customer and will help you plan an email strategy accurately. Some of the things you can incorporate in the email series to improve the customer life cycle are as follows: – Capture customer preferences (what type of emails they prefer to receive) and send tailor made emails – Get customer attributes (location, birthday, gender, etc) so you know more about them and send meaningful and relevant emails – Understand their email frequency preferences and reduce unsubscribe rate – Share Easy-to-use information (store locations, e-catalogues, etc) so your customer can know more about your brand
  • 10. Open Rate Dropped No Welcome Series Open Rate Dropped No Welcome Series Consider welcome emails. Open Rates drop by 25% after few weeks of sign-up if a welcome email is not sent.
  • 11. 1. Sending Time is very important. Send the first cart abandonment email within 1 hour: The longer you wait to hit send, the lesser chance you have to re-engage them back with your store. Reason being, that if the email is triggered after a long duration, they would not be able to recall the information entirely, or may not have the same emotional attachment they felt while adding the product(s) in their carts. 2. Always Choose Clarity Over Creativity: It is the subject line that entices a customer to open your email. Therefore, it should precisely describe the abandoned item or category. Do not confuse or mislead the customer by using a cluttered subject line. e.g. On opening the mail, a pre-header reads “Your shopping cart misses you, <my name>” and that was one-click personalization. 3. Focus on Copy, Headlines and CTA: A compelling visual with a great copy will trigger the same emotions the customer felt while adding the products to the cart. Avoid sending only TEXT-based emails. 4. Positive Reviews, Ratings and Customer Success Stories: Show That You Can Be Trusted with all information you have. START SENDING CART ABANDONMENT EMAILS Abandoned cart emails are sent to customers who have added products to their cart but failed to check out. It’s remarkably effective as a sales recovery tactic. Research says, that nearly half of all abandoned cart emails are opened and over a third of clicks lead to purchases back on site. You have to understand that customers often abandon their carts without meaning to do so, for example because the website crashed, because the process was complicated, or because the site timed out. Reduce your cart abandonment rate and recover lost revenue instantly with automated cart abandonment email campaigns. Few best practices for sending cart abandonment emails: Tip 4
  • 12. CATEGORY Home Women Clothing FILTER PRODUCTS BY > Women Clothing Kurtas & Suit Sets (407) Salwars & Churidars (2) Wiinter Wear (1) Trousers & Jeans (1) Get 26% off, Use code: STYLE26 S APPAREL WOMEN SIZE PRICE OFFERS All Clothing UPTO 80% + EXTRA 26% OFF NO MINIMUM PURCHASE VALUE | COUPON CODE: STYLE26 FRE SHIPPING* | 30 DAYS RETURN CASH ON DELIVERY* L XXL 32 36 40 46 M XL XXXL 34 38 42 Free Size ONLINE com Women Gift Cards | Track Order | Hi, xxx xxxxx Search by typing the product or brand name... Man Kds Premimum Brands Sports Sale CITYBANK OMG! SALE FLAT 30% OFF Home WOMEN BIBA CLOTHING ONLINE SALE 411 Products BRAND: DISCOUNTS:Biba Discounted items Clear All (5) Sort By: Popularity NEW -30% Biba Cotton Blend Red Suit Set Rs.4500 Rs.3150 NEW -50% Biba Cotton Blend Beige Suit Set Rs.7500 Rs.5050 NEW -30% Biba Printed Pink Suit Set Rs.6995 Rs.4897 Cart Abandonment Emails sent within 24 hours of cart abandonment generates 105% more revenue.
  • 13. Segment. Because a small list that wants exactly what you’re offering is better than a list that is not committed.
  • 14. SLICE & DICE YOUR EMAIL LIST FOR BETTER SEGMENTATION Tip 2Tip 5 Email list building is one of the most challenging exercises. You can blend various online and offline list building techniques and ensure your email list to remain hygienic. However, segmenting the email list to deliver optimum results is even more intriguing. Here are a few ways; you can use to segment your email list and differentiate apples from oranges: 1. Segmentation based on the gender, age, income, occupation and interest areas. 2. Segmentation based on geographic location, previous purchases, buying behaviour, frequency of purchases, type of product/service preferences. 3. Segmentation based on preference centers like daily, weekly, monthly subscribers. 4. Segmentation based on the kind of content preferred to be delivered: E.g. Whitepapers, Case studies, Infographics etc. 5. Segmentation based on relationship with the customers like a prospect, existing customer, previous customer. 6. Segment your data into Active and Inactive. Touch inactive base at lesser frequency. If you send a daily newsletter, touch your inactive base once a week. 7. Start your campaigns every day with BEST of your dataset and move to rest. Say: You hit your frequent openers when you start the campaign. Slowly move to less frequent openers. Maximize opens by atleast 2%. Give priority to people who open your email daily, than a person who opens your email once a week? 8. Use a list hygiene service to clean spamtraps and screamer accounts. 9. Getting most out of Inactive users :- Exclusive offers? Historical user preference analysis and target specific offers to them? Try to reach out via other mediums like Gmail Ads? Facebook Ads?
  • 15. While selecting an ESP, check customer service, security & compliance beforehand. Choose the right vendor
  • 16. HOW TO SELECT THE RIGHT ESP FOR YOUR BUSINESS? Tip 6 Email is one of the most preferred and cost-effective channels of communication and marketing. To execute email marketing well, you need to have the right ESP support. Platform: There are crows and there are cuckoos! After having a self-examination about the kind of requirements, start your search for the right platform that matches your needs. • Increasing your deliverability rate & ROI • Eliminating a future cost of switching to any other ESP • Integrating your technology and automation systems with it • Minimizing the unsubscribe and spam complaints • Building scalable & reliable mail server A: Is it a Usability rockstar Usability of the platform is quintessential. If the platform isn’t user friendly, your staff might not be able to use it quite well. Consider the speed of training your staff. B: How strong is the deliverability? Deliverability is the key concern for most marketers. Without emails being delivered, marketers will not be able to track the ROI from the campaigns. C: Is your ESP reliable? Make sure the ESP is reliable. • Are you able to track the success of your email programs? • Does migrating to a new ESP impact your revenue? • Are you evaluating ESPs keeping in mind the budget? • Would you require robust deliverability and reporting? A right ESP helps in: Before selecting the ESP, ask a few questions: D: How scalable in the ESP? Remember, migrating an ESP is tougher than selecting an ESP ab initio. That said; it is now mission critical to choose a platform that is easily scalable with your growing needs. E: How effective are the analytics? Reporting and analytics is a crucial part of any ESP’s feature list. With marketers now tracking more than just email open, click through rate and unsubscribe complaints, it is essential that the ESP provides more logical matrices than just open and click rates. Pricing : Fly high reasonably! Having a pricing term that fits your budgets and sending pattern matters. Analyze pricing plans from various vendors before selecting an ESP. Customer Service, Security and Compliance : The other kind of question to probe while choosing an ESP is about the customer service, security and compliance. Check whether there will be consulting, 24/7 support, data security, trial accounts etc.
  • 17. Is “FOLD” hampering your design goals? Consider a fold free approach for email designs. BELOW THE FOLD ABOVE THE FOLD
  • 18. ‘FOLD FREE’ APPROACH FOR EMAIL DESIGN Tip 2Tip 7 • Your content in the fold might not work out all over as there are multiple resolutions and devices • Fold will also change depending on horizontal and vertical preview pane • These concepts will change furthermore with emails wrapped around on your wrists. Yes, wearable and other smart connected devices. Newspapers are now obsolete, but email is alive and well. Thinking fold? Think twice! Some tips that will not hamper your design goals and at the same time enable you in placing CTAs at the right spot without jogging the gray: 1) Carve a Story : Give users a good reason to scroll. Let them explore the email by creating a story starting from the top of the page. A curiosity at the top of the page can encourage a reader to scroll down the page. 2) Use the power of preview pane : Using appropriate preview pane and pre-headers will encourage users to scroll and engage with the CTAs irrespective of their placements. 3) Stack up the content together: Instead of stuffing a lot of visible text in an email, it is beneficial to simply tell the user that there is more content for them to see with the help of an accordion and menu. This may power a reader to click on accordion and read more content in each section or rather simply click on the menu and redirect to an entire page. 4) Adjust the blocks to create curiosity: At times the length of the content doesn’t really matter. This is especially true when your email has different blocks for different target audience. For desktop users, there could be a different layout with different CTAs within the folds. However, the same could be drastically overhauled for the mobile user. You can also use content blocks and images in a way that there is clear indication and curiosity about a CTA in upcoming folds. 5) Identify the clicks and engagement: You should not stop monitoring your user behavior to ensure placing CTAs at the right spot. Measure it in relation to the most commonly used screen resolutions and then place the valuable content in a way that gets the most clickthroughs. Challenges Adapted from newspapers, the words “Above the Fold” and “Below the Fold” are now also being used while designing an email. The vital information and CTAs are placed at the beginning to instigate an action initially. However, this could not be true always. There are many debates about putting efforts to drive engagement using the folds in email. Above the fold could be crucial as an average email is read for only 51 seconds, but this can also hamper and obstruct the overall design goals.
  • 19. Our study indicates that Video in email increases the click rate by 92.8%. call-to-action 20% 30% 40% 50% Buy Egoole
  • 20. INCREASE CLICKTHROUGH RATES BY USING VIDEO IN EMAIL 1. Stand Out of the Crowd: Using video in email gives you the first mover advantage and helps you stand out from the competition. 2. Increased ROI: Research has shown that video email receives a better response in terms of open rates and very high click-through rates compared to traditional emails. 3. Better Branding and Search Results: Using video email leads to increased website traffic, increased conversion rate, brand awareness, and more referrals in turn. 4. Matches Human Touch: Videos with quality content and a “human touch” add to strategies. In fact, they can even replace physical salesmen. 5. Cross Selling Opportunity: Adding strategic clickable links can direct the recipient to certain web pages or video channels, thus enabling cross-selling or up-selling opportunities for your business. 6. Video Creates Buzz: Ease of distribution over the internet allows video emails to go viral. 7. Video has humongous scope: Relevant, educational, engaging and problem solving videos can consistently motivate the interest and involvement of employees, customers, suppliers and business partners. Video support in email is becoming the hottest topic in email marketing circles. HTML5 Video is supported by 58% of email clients. 7 awe inspiring BUSINESS ADVANTAGES of video email: Most chanted video email types: HTML5 Method Using HTML5 video, email marketers can embed video directly in email through the use of a video tag without causing deliverability problems. Static Image Method This is a type of video email where marketers use a static image of the video within an email. When a user clicks on the image, they will be redirected to the landing page where the video will play. Video email will play for 58% of users, and for others they will see the fallback image instead of the video. Tip 8
  • 21. Egoole From Name Subject Line Egoole 1st Micro Yes 2nd Micro Yes BEST HEADER AND HEADLINE Egoole PARAGRAPHS & PRODUCTS Egoole Call to Action Recognition and opens Confirmation and enticement Explanation and ‘need to knows’ Click and Hand off to the Landing page 3rd Micro Yes 4th Micro Yes
  • 22. EMAIL LIKE A PRO, WITH MICRO-YES CONCEPT Tip 2Tip 9 Human mind works on the micro yes concept. Before taking any big decision, we consider multiple things in our mind. After multiple small Yeses, the bigger yes comes. In case of emails also, the same concept is applied, because the readers of the email are actually human beings only. There are various logical steps in an email which the human analyzes one after the other to take a bigger decision to buy a product or to even read further. Now think of those elements as steps on a stairway. You need to go from one to the other, in order to rise up the stairs. 1. The name and the subject line should entice the reader to open the email. (1st micro yes). 2. The header and headline should explain what is in your email and entice the reader to pay attention (2nd micro yes). 3. The body of the message: text and images to convince the reader to click (3rd micro yes). 4. Then the Call to Action to proceed to the landing page (4th micro yes). Logical steps Subject line speaks “great sales on dresses this week”. But the headline says “all products 30% off”. There is a clear mixed messaging. Is the email factually wrong? No. Does it feel disconnected? Yes. The first yes (open), isn’t confirmed in the email and headline. Every time we have to think to make the connection between elements, we lose a part of our audience. So, that is a big email marketing No-No. Avoiding misalignment. An example: Your images play a big role in your path to yes, too. Promising an exclusive service and showing a stock image. It just doesn’t say yes. Make sure your images reinforce the main message and keep them consistent and reappear on to the landing page. That way, people feel that they have landed on the right page and can easily continue the flow. More about the flow and placement of ”yes enabled” images next time. Making images say “yes” too Make it more than a consistent message, make it a persuasive message.
  • 23. INCREASE YOUR DOMAIN REPUTATION TO AVOID SPAM FOLDERS Tip 10 With email being one of the most cost-effective channels of communication and marketing, it is widely used by most brands globally. However, to achieve a great deal of ROI from this channel, your emails ought to deliver. Many email marketers dream of making their way into the inbox, but in reality they end up going into the spam folders. In fact, Return Path report claims that one spam trap can affect your deliverability by 53%. Consider a scenario, John’s boss asked him about the automated nurturing workflow and John uprightly informed him that the emails are going from time to time, but the open rates seem to be low. Boss tried digging deep and found most emails actually weren’t delivered into the inbox. Bummer, Huh! The story is the same for many email marketers. So how can you treat your email campaigns to make them work? Warm up exercises – A must for healthy emailing: Warm up exercises help rejuvenate your body. Dig some deep for identifying the ISP pain points. Try gaining some trust by warming up your IP. Cover up poor sending score and make sure you start covering this up by sending emails to a small segmented list. Make sure that this list is of subscribers who are more engaged and regular loyal email readers. Sub domains – They work as your medical claim: Imagine you are stuck with poor health and have a financial crunch! A permanent medical claim can help you overcome your health issues and get treated against insurance anytime. Creating a subdomain that exclusively handles the email marketing activities might be a smart move to make which will safeguard you for the rest of your life. With such a sub domain, you will be able to build trust among your users. It will also go the extra mile in helping you to monitor your IP reputation and win against the most challenging domain based certification filters. SPF – A great way to prevent email tanning: Like a sunscreen lotion with a SPF that makes you more beautiful, Sender Policy Framework can help you build trust among receiving mail exchangers. It is an email validation system designed to ensure that the host domains are authorized. If your domain name matches the associated IP, your emails have higher chances to get delivered. So, use it like your sunscreen! Monitor your heart-rate – “Blacklisting”: Most companies never pay heed to blacklisting unless they are blacklisted! Some ISPs keep changing their algorithms and with changing rules, you might at some point fall prey to blacklisting although you practice safe emailing. In such a scenario where you feel you are blacklisted without a known cause, do write to them and identify the reasons. If it is a stroke of bad luck stroke, request to lift the blacklisting.
  • 25. Made with © 2015 PepiPost. All Rights Reserved. www.pepipost.com @pepi_post Pepipost 4th Floor, Peninsula Chambers, Peninsula Corporate Park, Lower Parel (W), Mumbai - 400013, India. Email: pepis@pepipost.com
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  • 28. Made with © 2015 PepiPost. All Rights Reserved. www.pepipost.com @pepi_post Pepipost 4th Floor, Peninsula Chambers, Peninsula Corporate Park, Lower Parel (W), Mumbai - 400013, India. Email: pepis@pepipost.com