Presentation to share about EMAIL, SMS & OTT

EMAIL, SMS & OTT
“A small list that wants exactly what you’re offering is better than a bigger list that isn’t committed”
All rights reserved @2019 by Conversion Asia LLC

19h00-19h45
TRAINING AGENDA
SESSION 01 SESSION 02 SESSION 03 SESSION 04
EMAIL MARKETING
OVERVIEW
Understand about email
and its working
mechanism as well as
less known information
such as what is
considered as spam and
not spam? How to
optimize the email from
the content side?
EMAIL PLATFORMS &
INTEGRATION
How to choose a good
email platform for your
company? What are the
integration options and
their pros and cons?
What the efficient
metrics to optimize
emails?
SMS & OTT
Basic understanding of
SMS and how it works?
What are the types of
common SMS and their
applications for
business? OTTs /
chatbots as a rising
frontier for company to
engage with customers?
Q&A
Questions and answers
for all speakers about
Email, SMS and OTT or
related information via
Sli.do
19h45-20h15 20h15-20h45 20h45-21h15

EXPECTED OUTCOME
Email marketing and how it works? How many
types of emails and their use cases?
What is considered as spam and not spam? GDPR
what is it and how it would affect your business?
How to optimize emails from content side? And
what you should pay attention to?
How to chose the correct email marketing
platform for your company? And what are the
options to integrate your email platform with your
internal tools?
The correct metrics for email optimization and
how to optimize them effectively?
SMS and how it works? OTTs and ther rising status
as a new frontier for customer engagement. How
can you utilize OTT as an effective tools for that?

REAL TIME ENGAGEMENT
You can be engaging and active by asking
questions any time during the training and these
questions would be answered by trainers during
the Q&A time at the end of each session. To start
asking question:
• Open your phone or laptop browser (Chrome,
Safari) and go to sli.do
• Input the following code: FSM0814
• You can start asking questions or vote for
questions that you find helpful
• Questions with higher rating will be prioritized
to answer from top down
• Great questions will receive special rewards

EMAIL TYPES
Type Trigger Relationship Unsubscribe Goal
Promotional Business 1 to many YES Promotion
Notification
Business /
customer
1 to 1 YES Engagement
Transactional Customer 1 to 1 NO Support
Promotional
Promotional email is sent by
business to customers / prospects
with the goal of:
• Promote products / services
• Incentivize them to purchase
• Stimulate demand
Examples:
• Discount / voucher
• New product intro
• Up-sell & cross-sell
Notification
Notification email is sent to
customers / prospects to notify
them of new activities, changes to
product / service to encourage
them to engage further and take a
desired action.
Examples:
• Your friend tagged you in a
post
• We miss you
• You still have an item in your
checkout cart
• Change of policy, pricing
Transactional
Transactional email is only
triggered by customers when
conducting certain actions that
requires them to confirm /
acknowledge of their action.
Examples:
• Change password, billing info
• Payment deduction
• Subscribe / unsubscribe

EMAIL DELIVERY METHODS
Method Domain Host & IP
Tracking &
Analytics
Sending
Limit
A/B Testing
Automation
& integration
Deliverability Cost
Free email
services +
software
Email
domain
Free service’s
hosting & IP
Not possible Low rate No No Ok Lowest
Self-hosted
email
Custom
domain
Self-hosting
& IP
Basic Medium rate
Basic &
Manual
Basic Depends Low
Cloud email
service
Custom
domain
Service
hosting & IP
Advanced High rate
Advanced &
Automatic
Yes Ok High
Free email services + software
• Not a legit method
• Abusive and spammy
• Churn and burn, no branding
• Lowest cost
Self-hosted email
• Tech capacity required
• Less complex email tactics
• Simple or no automation with basic API
integration (depends on platform)
• Low cost
Cloud email service
• No tech capacity required
• Complex email tactics possible
• Fully automation and robust
integration possible
• High cost per email / contact

WHAT IS SPAM?
Spam means sending message to recipient WITHOUT PERMISSION
What do you think spam means:
Go to spam
/ non-inbox
Users think
content is
irrelevant
Users click
to send to
spam
Source: No. 90/2008/NĐ-CP

HOW TO NOT SPAM?
To comply with legal practices and respect
customers:
• Do not purchase list of customer
information (via internet, etc.) – it is illegal
• Have a form or checkbox in which customer
confirm their consent for the subscription
• Maintain a Term of Service / Privacy Policy
page in which indicates clearly how
personal information is handled by the
business
• Users MUST HAVE the option to opt-out /
unsubscribe from the list
Comply with all these rules would allow you to
legally communicate with your customers.

WHY ALL THESE REGULATIONS?
2,600,000 per second
156,000,000 per minute
9,360,000,000 per hour
224,000,000,000 per day
90% or more are spam or unwanted (*)
~55% of all emails are spam according to
Kaspersky & Synmantec
That means there are still around
123,000,000,000 spam email per day.
Each person on earth would consistently
receive:
• 16 spam emails per day
• 500+ spam emails per month
Source: M3AAWG – Spam Metrics Report 16

SPAM FIREWALL
Spam firewall remove a significant
majority (>90%) of all spam emails by
using a combination of:
• Blacklist
• Spam filters
Thanks to them, we are not
overwhelmed by all the spam right now
But how do they work?

JOURNEY OF AN EMAIL (AS YOU THINK)
Sent to receiver server
INBOX
Sender email server
Email interface

CORPORATE’S SETTINGS
JOURNEY OF AN EMAIL
Sent to receiver server
Email blacklist
Check IP, domain
Allow
Reject
Spam Filter
Content, HTML/CSS,
meta data, history, etc.
SpamAssasin
INBOX
PROMO
UPDATE
SPAM
DISTRIBUTEEMAIL
SERVER’S
SETTINGS
Domain, SMTP,
IP , server
BOSS

EMAIL BLACKLIST
Honeypot: spamtrap
for crawlers and spam
emails
Popular email blacklist:
• spamhaus.org
• sorbs.net
• uceprotect.net
More information:
https://conversion.vn/tai-sao-email-inbox/

EMAIL CLIENTS & SPAM FILTERS
Text analysis, bayesian filter, RBL check, history,
text-to-code ratio, images, outbound links, meta data

EMAIL OPTIMIZATION CHECKLIST
TECHNICAL:
• Email server settings (SMTP, IP, domain,
port)
• Check whether you are in a blacklist
HTML & META
• Must be mobile optimization
No to low HTML errors
• Text / code ratio
• Meta data in sender an from field
• CAREFUL with copy-paste content from
Word and other HTML-based editor
CONTENT:
• Check email content for bad words
according to spam filters
• No typo!
• Subject title
• Not too much images
• NO IMAGE EMAIL!
• No ALL CAP title or in content
• Preview content is very important
• Must / should have CTA in most cases
• CTA should be optimized
TARGET AUDIENCE
TIMING
PERSONALIZATION
A/B TESTING

EMAIL REPORT & METRICS
Email report and HTML templates – notable metrics:
Open rate: % of people open emails on total emails sent
Click through rate: % people click on links in the email on total emails sent
Soft bounce: amount of email addresses return temporary errors
Hard Bounce: amount of email addresses return permanent errors
Unsubscribe: amount of unsubscribe in this email campaign
Abuse: amount of people click “abuse / send to spam / block” in this email campaign

SPEAKER PROFILE
BUI QUANG TINH TU
ASIA CMO @RINGIER AG
FOUNDER @UAN
Ex-CMO @GO-VIET
WORKING EXPERIENCES
10 YRS
Marketing, general
management, go-to
market strategy,
consultation &
business development
BRAND
• Marry Network
• GO-VIET
• MuaBanNhaDat
• Wall Street English
• Lazada Vietnam
Technology, platform,
e-commerce,
marketplace,
transportation, real
estate, education,etc.
DIGITAL MARKETING IS SIMPLY JUST MARKETING IN A DIGITAL WORLD!
Mobile / Zalo: 090 798 7060
Email: tu.bui@conversion.vn
Blog: https://conversion.vn

Digital Marketing Expertise + Smart Tech Solutions
Email Marketing Platforms
Các Nền Tảng Gửi Email, Ứng Dụng và Tích Hợp.

Digital Marketing Expertise + Smart Tech SolutionsDigital Marketing Expertise + Smart Tech Solutions
Mục đích:
Maximum Growth and ROI
thông qua các kết quả có thể được dự đoán và theo dõi qua các nền
tảng.

Nền tảng Email
Marketing Platform tốt
giúp tối ưu tất cả các
kênh trong hệ sinh thái
online marketing nhằm
mục đích tăng doanh
thu và lợi nhuận.
Xây dựng Vòng Tròn Phát Triển (Virtuous Circle)
PERFORMANCE
MARKETING
WEBSITE / APPs
RETENTION
GENERATE PROFITS

Lựa chọn nền tảng
theo nhu cầu kinh
doanh

HOW?
Stage 1 Stage 2 Stage 3 Stage 4
Lập chiến lược
Hiểu rõ mục đích kinh
doanh của bạn
Xác định nền tảng phù
hợp và chuẩn bị ngân
sách
Xây dựng chiến lược
lâu dài để tránh phát
sinh chi phí
Chọn lựa nền tảng
Lập danh sách các nhà
cung cấp
Đánh giá mô hình giá
linh hoạt và thương
thảo chi phí
Đánh giá khả năng tích
hợp và quy trình hỗ
trợ/cài đặt
Tối ưu việc sử dụng
Chuẩn bị đội ngũ vận
hành
Đảm bảo việc training
và quy trình onboarding
Quản lý chặt chẽ cơ sở
dữ liệu (data
management)
Xây dựng Marketing Stack cho doanh nghiệp
ROI & Growth
Đảm bảo xác định data
kém chất lượng và bổ
sung data mới
Duy trì tần suất tương
tác với người dùng đều
đặn
Theo dõi và phân tích
các chỉ số performance
và liên tục A/B Test

Step 1
Mua nền tảng
(Platform buying)
Chọn lựa nền tảng
gửi email từ các nhà
cung cấp, hoặc xây
dựng in-house.
Step 2
Thương thảo
(Negotiation)
Thương thảo với các
nhà cung cấp về chi
phí, băng thông/hạn
mức sử dụng, và các
tính năng đi kèm.
Step 3
Triển khai
(Implementation)
Lên kế hoạch các giai
đoạn triển khai, cài
đặt hệ thống chủ, cấu
hình.
Step 4
Sử dụng và Tối ưu
(Utilization)
Sử dụng platform
đúng cách và tối ưu
hiệu quả.
Quy trình
chọn lựa
nền tảng

Phân loại các nền tảng Marketing
Stack (Martech)
Martech là việc đưa ra chiến lược phù hợp với doanh nghiệp của bạn và xác định công nghệ sẽ giúp bạn
thực hiện chiến lược đó.

One Channel All-in-One Enterprise
Mobile Focus
Phân loại các Email Marketing Platform
Các mô hình email marketing platform phổ biến
All channels

Giải pháp ‘Stitch it together’
- Kết nối các nền tảng riêng lẻ
Ưu điểm: Tinh giản hoá thu thập data, linh hoạt chọn nền tảng yêu thích, dễ vận hành,
giá cả hợp lý. Các nền tảng phát huy được thế mạnh riêng.
Nhược điểm: Quản lý và vận hành nhiều nền tảng cùng lúc, dễ sai sót trong khâu tích
hợp và kết nối dữ liệu.
CDI/CDP
+
Single-Channel
Single-Channel

Giải pháp “All-in-One” Suite
Mobile FocusAll Channel Focus
Ưu điểm: Quản lý tất cả các kênh và tính năng của online marketing trên một nền tảng tích hợp duy
nhất.
Nhược điểm: Chi phí vận hành cao. Một số tính năng/kênh online marketing không được tối ưu.

Giải pháp “Enterprise”
Enterprise
Nền tảng là bộ giải pháp hạ tầng cơ sở dữ liệu (Data
Infrastructure Solutions)
Ưu điểm: Tích hợp toàn bộ các kênh online marketing. Đảm bảo
việc kết nối và tổng hợp cơ sở dữ liệu ở các kênh.
Nhược điểm: Chi phí đầu tư cao, thời gian triển khai kéo dài, không
thân thiện với người sử dụng.

Key Metrics for Email Marketing
Các yếu tố cần lưu ý để cải thiện các chỉ số cho chiến dịch email
campaign

Targeting Audience & Database Quality
Chất lượng database và tập người nhận quyết định kết quả chiến dịch email
Email Database Means to You

How Database should look like

How often you should send to subscriber?

Email Deliverability
Điều kiện để email được vào hộp thư người dùng (inbox)
● Xây dựng cơ sở dữ liệu chất lượng, không mua bán cơ sở dữ liệu từ
các bên thứ ba.
● Cải thiện chất lượng domain thông qua quy trình IP Warm Up và
chiến lược chọn lọc người nhận cụ thể nhằm tối ưu tỉ lệ tương tác
của người nhận thư.
● Xác thực SPF, DKIM, DMARC cho email doanh nghiệp

How Open/Click rate should look like
when selecting the right audience & maintain a good mailing frequency
Engagement Rate
Đảm bảo việc chọn lọc nhóm người nhận (Targeted Audiences) phù hợp và duy trì tần
suất email đều đặn (Mailing Frequency).

Engagement Rate
Đảm bảo việc chọn lọc nhóm người nhận (Targeted Audiences) phù hợp và duy trì tần
suất email đều đặn (Mailing Frequency).
How Conversion & Revenue should look like
when selecting the right audience & maintain a good mailing frequency

Engagement Rate
Các chỉ số hiệu quả không duy trì mãi mãi. A/B Test để luôn tối ưu các chỉ số.
A/B Test các yếu tố như subject line, content , send time nhằm
mục đích liên tục tối ưu các chỉ số của campaign như
Open/Click Rate.
A/B Test là một quá trình liên tục quay vòng, kiểm chứng các
yếu tố được test để đạt được kết quả cao nhất.

API Integration
Các tích hợp căn bản của nền tảng email

Tích hợp website với Email Platform
Đảm bảo dữ liệu từ website được kết nối tự động vào nền tảng gửi email.
=> Cơ sở dữ liệu mới được cập nhật tự động cập nhật về
Email Marketing Platform và kích hoạt welcome messsage
đến người đăng ký.

Tích hợp e-commerce website với
Email Marketing Platform để xây dựng
các chuỗi email tự động

Tích hợp
e-commerce website với
Email Marketing Platform
để xây dựng các
chuỗi email tự động

Tích hợp CRM với Email Platform để đồng bộ dữ liệu và lựa chọn targeting
audience phù hợp cho từng chiến dịch email

Digital Marketing Solutions
Ematic Digital Marketing Solutions

Local teams with
Global Resources
We’re a team of tech builders and strategist who are committed to
solving growth and ROI challenges related to buyer’s journey.
Our work is a mix between digital marketing strategy and
technology invention.
With our network, it gives us a local insight, speak local language
but global resources and capabilities to allow us to optimize your
business growth and result better.
Responsive, responsible staff driven by data and driven by
delivering you results.
Our offices located in Singapore, Taiwan, Malaysia, Thailand,
Indonesia, Philippines, Vietnam, Hong Kong.
FOUNDED IN 2013
165
DIGITAL EXPERT IN
SOUTH EAST ASIA
8 LOCAL OFFICES
HQ IN SINGAPORE
30 TECH GENIUSES IN EU

1-stop Digital Marketing Solutions
Tech Solutions powered by Artificial Intelligence
Bye-iQ
Maximizing Database
Hi-iQ
Email Marketing Optimization
Retry-iQ
Retargeting
Cross Channel Analytics
Dashboard
Hi-iQ
Retry-iQ
Data Management
CRM Setup
Strategy & Planning
Content & Creative
Emails
Cross Channel
Dashboard
Distribution Channel
Model
A/B Testing
Strategy & Planning
Content & Creative
Bye-iQ
Web Development
SEO
Planning &
Management
Content & Creative
Strategy &
Consultation
Social Media
Campaign
Creative, Content &
Video Production
Influencers
Platform Integration
Data Migration
Platform +
Data Management
Platform Buying
Email Marketing
Digital Performance
Marketing
Website CRO &
Development
Social Media MarketingMarketing Platform

Clientele - 400 + Satisfied customers.

SMS TYPES
Type Trigger Relationship Unsubscribe Goal
Promotional Business 1 to many YES Promotion
Notification
Business /
customer
1 to 1 YES Engagement
Transactional Customer 1 to 1 NO Support
Promotional
Promotional email is sent by
business to customers / prospects
with the goal of:
• Promote products / services
• Incentivize them to purchase
• Stimulate demand
Examples:
• Discount / voucher
• New product intro
• Up-sell & cross-sell
Notification
Notification email is sent to
customers / prospects to notify
them of new activities, changes to
product / service to encourage
them to engage further and take a
desired action.
Examples:
• Your friend tagged you in a
post
• We miss you
• You still have an item in your
checkout cart
• Change of policy, pricing
Transactional
Transactional email is only
triggered by customers when
conducting certain actions that
requires them to confirm /
acknowledge of their action.
Examples:
• Change password, billing info
• Payment deduction
• Subscribe / unsubscribe

SMS DELIVERY METHODS
Type Limit Relationship Unsubscribe Goal
Non-branded SMS 160 1 to many NO Promotion
Branded SMS -
Promotion
121 1 to many YES Promotion
Branded SMS -
Transactional
160 1 to 1 NO Support
Non-branded SMS
● Self-do with software +
hardware
● Or work with agency
● No brand awareness
● Bad perception & spammy
Branded SMS
● Brand awareness
● Work via agency
● Through API integration
● Price depends on volume
● Allow receivers to
unsubscribe

SMS EXAMPLES
Non-branded SMS spam, Branded promotion and branded
transactional SMS

SMS SHORTCODE
SMS shortcode allows engage with customers via simple messaging function. Advertisers can quickly capture a user information by encouraging
them to send a short message to a shortcode number. The shortcode server then response with a message for customers.

QR CODE -> SMS TRIGGER
Assigned phone NUMBER with
prepared MESSAGE. Users just
need to click send.
There is many other use cases

SMS OPTIMIZATION CHECKLIST
• SMS message are 160 but for promotional message there are a
compulsory unsub text so the length is only around 121
• Senders can choose whether a receiver can unsub freely or with
a cost (determine by the number – for example 9241
• SMS message should be short, concise, to the point
• Always have call to action in the form of a voucher, discount
code or a link
• Link SHOULD ALWAYS be tracked using UTM other methods
• Use shortened link to save precious space for more content!
• Use branded shortlink if possible
TARGET AUDIENCE
TIMING
PERSONALIZATION
A/B TESTING

SMS REPORT & METRICS
Metrics that you have from reporting dashboard:
Total receivers: amount of contacts in the list
Total sent: amount of sms successfully sent. Should be
less than total receivers because of errors, out-of-range,
opt-out of advertising, number no longer exist, etc.
Total click: how many people click on your link in SMS
CTR: amount of click divide for the amount of total sent
Some service provide link tracking built-in their dashboard
which can provide more information about the users who
click the link for example: type of mobile, OS, browser,
etc. More convenient but this is also all the information
you can get from Google Analytics.

OTT (MESSENGER): ALL-IN-ONE APP

MESSENGER APPS ARE NEW FRONTIER
And that new frontier is … chatbot

TYPES OF CHATBOT
Proactive
Right info, right time
Social
Work in groups
Chatty
Focus on
conversation
Superbot
Virtual assistants
Optimizer
Do a better job

CHATBOTS ARE EASY TO CREATE
Chatfuel.com Botsify.com

2 FACTORS OF A CHATBOT
GUI & Conversation
Is conversation a must for your bot?
If not, your bot should be built around a
very rich GUI (graphical user interface).
It depends on the purpose of your chat
bot: what kind of problem you want to
solve for your customer?
Most of the time it should be 90% GUI
and 10% conversation.

FUTURE OF CHATBOT
Artificial Intelligence: incorporate
human intelligence into machine or
computer system
Machine Learning: algorithms of
making system learn with data from
past experiences
Natural Language Processing:
explaining and translating human
languages into something that the
machine or computer system can
understand
Big Data: how we handle large amount
of data with the development of
platforms

CHATBOT CAN CHANGE BUSINESSES
Replace apps on
mobile
Replace customer
service
Replace websites
But for now, chatbots can help with:
● Customer service
● Sales support
● Communication

Presentation to share about EMAIL, SMS & OTT

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