DIGITAL MARKETING

Week Introduction: Week: 6

Hello Learners, Welcome to another exciting week of Our Course on Digital Marketing.
After understandings the basics of Search Engine Optimization, Now it is time to Explore
various online platforms used for promotion of products and Services. We will begin with
email marketing. During this week we will cover 2 modules and these two Modules are
Module: 15: Email Marketing- Introduction and Significance
Module: 16: MailChimp: Building E-mail List and Signup Forms
In the first module, we will learn about basics of email marketing and its significance in
promotion of product and services with the help of few statistics
In the second Module, I will demonstrate how to set up MailChimp account and how to
design various signup forms. After the successful completion of this week you will be able to:
1. Recognize the significance of email-marketing in the digital environment
2. Complete the MailChimp set up process along with various settings
3. Use the MailChimp for creating the audience and signup forms
So, let us move one step more in the field of digital marketing to explore the opportunities of
email marketing for our businesses.
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Module: 15: Email Marketing- Introduction and Significance

Presenter:
Dr. Tejinderpal Singh
Associate Professor
University Business School
Panjab University Chandigarh

Part-1
Welcome to the first module of this week and the name of module is Email Marketing-
Introduction and Significance. You will agree with that email has become an essential part of
our life and is being widely used by individual and organizations for communication purpose.
E-mail marketing is an important domain of digital marketing and in this module; I will
discuss basics of e-mail marketing along with its significance. Under this module you will
specifically learn.
1. What is email-marketing?
2. What are various types of emails used in e-mail marketing?
3. How email marketing is impacting business‟s performance?
Let us begin by explaining the concept of email marketing
What is email-marketing?
I can say with surety that whosoever is using email services must have seen/received a
promotional e-mail form reputed brands right in their Inbox. Not only the promotional mail,
but sometimes you must have received a mail like order conformation mail, reminder mail,
announcement mails, product return confirmation mail and so on. This is nothing but you are
experiencing email-marketing in one or another way. Therefore, email marketing is
“Promoting the products and services through email”. Moreover, it is not limited to
promotion of the products and services; it can also be used for building relations with the
customers and to reach out the potential customers. Further, email marketing helps businesses
to keep their customer informed about various events and transactions.
Let„s have a look a few statistics about e-mail marketing to understand the opportunities of
and significance of email and email-marketing.
Extensive use of emails.
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The total number of email users, in the year 2017 was 3.7billion and it is further projected to
grow in the year 2022 to 4.3 billion users (Statista, 2018). It is clear that half of the world
population is using email and it is a good opportunity to include email marketing in overall
promotion portfolio.
Large number of email sent on daily basis
Have you ever thought how many mails are being sent and received on daily basis throughout
the world? The number is amazing.
In the year 2017, 269 billions mails were sent and received on each day and this number will
further grow to 333 billions daily mails in 2022 (Statista, 2018).
There is no doubt that over a period of time numbers of new ways of communication have
emerged. However, email marketing is continuously growing and remained popular choice of
marketers.
High return on investment
The question is always asked about the return on investment in email marketing. You will be
happy to know that According to DMA, 2018 for every $1 you spend on email marketing, you
may expect return of $32 which seems to be very impressive!!!!
Driver of business growth
Customer acquisition and retention is the important element of customer management for all
types of businesses. According to Emarsys, (2018), 81% of small business enterprises rely on
email as their primary channel to acquire the customers.
There is no doubt that social media platforms, organics search, paid search etc are playing
very significant role in the overall marketing process. However, when it comes to customer
acquisition, email marketing tops the chart because of its direct reach and impact.
Open Rate of Welcome mails is very High
To assess the success of email marketing strategy, open rate is very vital metric that shows
how frequently, your customers are opening the mail. Have you ever thought how many
people open the emails? Let us talk of statistics. According to GetResponse, 2017, the
average open rate of email is 20.81%. You will be surprised to note that, Average open rate
of welcome email is 82%. With such a high open rate of welcome emails, it offer good
opportunity to collect and leverage the relevant information from the customers.
Personalization is the Key to email marketing:
As previously, mentioned open rate of email is 20.81%. However, personalized emails can
impact the open rate up to great extent. According to Yes Lifecycle Marketing, (2017) email
with personalized subject line generates 50 % more open rate. Therefore, email marketing
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will work with more success when, personalized mails by including the name of recipient in
the mail.
Abandoned Cart Emails can do wonder for you
An abandoned cart mail is a follow up mail sent to the someone who add items to carts and
left the site without making purchases. You might have noticed that sometimes customers
browse the site extensively, put some items in the cart and exit from the site without
completing the check out process that may be detrimental to the business performance. A
business can, regain the lost customers by sending them abandoned cart mails to them.
According to Omnisend (2018), by sending three abandoned cart mails results in 69% more
orders than a single mail?
Interactive Emails increase the engagement
We discussed the relevance of engagement in one the modules in the beginning of the course.
Email sent to prospects or customers creates engagement by offering more interactive content
in the mails. Statistics shows that just adding video to the email can increase the click rate by
300% (Martech Advisor‟s 2017). Inserting sliders, Gifs, collapsible menus increase the
interactivity of emails
Customers are eager to listen from brand
Do our customers really want to listen to us? Interesting statistics says YES. According to
(Statista 2017) 49 % of customers said that they would like to receive promotional mail from
their favorite brands weekly. With this statistics, it is evident that your customers would like
to listen from you and you need not to worry of sending frequent mails to your customers.
Mobile Audience is accessible through emails
With the increased penetration of smart phones, marketers are always looking for ways to
reach mobile users. There cannot be better way of reaching them out through emails as
according to IBM (2018) , 49 % of all emails are opened using mobile phones.
By looking at the statistics, it is clear that email marketing always stood in the test of time. If
you really wants to acquire the customers and wants to build the long term relations with
them, you cannot ignore the email marketing.
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Part-2
After understanding the, significance of email marketing with the help of statistics, this is
time to talk more about email marketing. In this video I will discuss various objectives and
types of mails. As you know , promotion is not the only purpose of email marketing. There
are other objectives of email marketing as well. Let us discuss them
There are three types of email from marketing purpose perspective. And these are
1. Transactional
2. Relational
3. Promotional
Let me explain in detail with the help of examples.
Transactional Purposes
Transactional purposes are set to facilitate the transactions with the customers. For this
purpose transactional e-mails are used. There are various forms or types of Transactional
mails.
Let us discuss them.
Order Confirmations
Order confirmation e-mails are sent immediately after successful order placement. I am
showing you the order confirmation mail received from Amazon.
The open rate of such emails is very high as every customer is interested in knowing the
details of the order. Moreover, such mails assure customer that everything is according to the
order that a customer has placed. Most of the brands don‟t make any attempt to optimize
order confirmation mails.
But look at the strategy of Amazon what they do to optimize the Order confirmation mails.
Here in Amazon is recommending me Top few products based on my interest or the products
that I previously purchased. It will surely help the brand to use order confirmations for future
mails.
Very Interesting!
Purchase Receipts
Purchased receipts emails are just like order confirmation mails. Such emails presents details
of your orders. \
Look at the mail received from Tank studio.
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The open rate of emails is very high. These mails can also be leveraged for growth purpose.
Like in this template, you can see few tabs like Home and contact us are used to provided
more interactivity.
Shipping Notices
Shipping mails really excite customers. These mails are sent when items are shipped to the
customers. A customer can tract the delivery status of the items by using tacking link embed
in the mails. Here is the template of shipping mail.
Although, the purpose such mails is to update the delivery status. However, these mails can
be leveraged to increase the traffic to website or to the social profiles like this one .
Account Creation
These mails are sent when a new account registration or account is created for shopping
purpose with login credentials of the customer. Here is an example. Although, there is
nothing to leverage in case of such mails but customers may be asked to go for social sharing
Return Confirmation
Nothing technical, return confirmation mails are sent, when a customer request to return the
items purchased because of whatsoever reason. Such mails can also be used to offer discount,
deals, and coupons to regain the customer. Moreover, you may also promote other products
based on the browsing history of the customer. Like here
Password Reminders/ Reset emails
Most of the password reset mails contain nothing but a link to resent password. Like here.
Unsubscribe Confirmations. These mails are usually sent in an automated mode when
someone unsubscribes the services. There is not much to do with such mails. However, you
may ask the customer for reasons of unsubscribing. It may help you in managing the future
customers.
Relational Mails
The second type of mail category is relational mails.Relational mails play a very significant
role in engaging the customers and to build the long term relationship with them. For this
purpose different types of mails are used. Let me give you the overview of such types of
mails.
Welcome mail
I think we all must have received this type of mail at least once in the last few days. This type
of email is sent immediately to the new contact automatically. This mail introduces the
subscriber to the brand and explains the benefits of being in the contact list
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Gated Content Delivery

You must have noticed that sometime if we want to download free book, brochure, and any
other free information we have to pay price for that either in the form of exchanging our
email ID or social sharing. The content that you will download is called gated content.
Usually an automated mail is sent having a link to download the content. Though this mail
seem to be transaction one but there is a lot of scope to use this mail creatively
Let me show you an example of Gated content delivery mail.
This is the mail received from DigitalMarketer to download The Ultimate Guide to Digital
Marketing
And here is the link to download my free pdf book on digital marketing
Sending newsletters or Blog Articles
Every blog writer aims that subscribers of his blog should receive the alert of new articles
when it got published automatically. This is done by sending automatic mails to the
subscribers. Here is an example this type of mail.
Confirmation of Webinar or Event Mail
Again it is very common type of mail, which is usually sent to confirm the date and time of
the event or webinars. This type of mail is both transactional and relational mail. As a
transactional mail, you have to confirm the date and time to enable the subscriber to make the
schedule. As a relational mail, you have to optimize the mail in such a way that they will opt
for your services and will be with you in the future as well as your customer.
This is an example of Webinar or Event Mail.
There can be other types of mails that can be used as relational mails like Survey, Review,
Social Updates, Referral request etc.
Promotional Emails
Promotional mails are powerful tool to acquire the new customers as According to Direct
Marketing Statistics 66% of consumers have made a purchase online as a direct result of an
email marketing message.
Let me explain various types of Promotional mails
Promotional Content
Every day, we receive promotional mails having promotional content of products/ services/
events etc. A promotional content may be defined as a content that is perceived as valuable to
the audience and it generates sales for brands sending promotional content.
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This is my personal Gmail account. And you can see various Promotional mails are there, Let
me open this one. Yes, it contains promotional content about various products of the
company.
Sale Announcement emails
Sales announcements are sent to the existing or potential customers from time to time by the
brands. These mails plays significant role in engaging the customers than any other mail. To
improve the open rate the subject line of sales announcement mails should be very catchy
These are examples of sales announcements
New Product Release
The role of email marketers is to take the new subscribers through the customer journey from
the stranger to partner. New product release mails are sent to both existing as well potential
customers. You may leverage such mails by offering discounts, deals and first time buyer
coupons
Similarly, there can be other promotional mails such as
Webinar Announcements, Event Announcements, Trial Offer, Upgrade Offers.
Part-3
Hello, everyone. I would like to ask one question to you. According to you which platform
should we use for email marketing?
I think most of you might be thinking Gmail, Yahoo mail, Rediff mails etc.
No!!!
Email marketers don‟t use any of these platforms as these platforms are meant for personal or
business communication only not for promotional purpose.
In this video, I will briefly discuss various platforms that are being used by email marketers.
In the subsequent modules, I will one of these platforms in very comprehensive way. Let us
start with marketing tools.
Constant Contact
First, we have Constant Contact bulk mails sender that you can use for email marketing
purpose. This is a premium platform. However, you can use it for free of cost for one month.
Let us have a look at few features of this platform
It supports drag and drop editing that mean various elements of email like images, links,
fields, videos can be added to ,ail format by just dragging and dropping.
According to the official website, it helps in driving more sales in a less period with
automatic systems.
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Further, it supports ecommerce e-mail marketing where you can acquires new customers,
engage them, and segment the customers on the basis of some pre defines criteria .
By using this platform, you can manage the contacts easily like you can directly upload excel
files, data from sales force or any other source.
This is a great tool to measure the email marketing efforts in the real time. You can easily see
who is opening, clicking, and sharing the mail.
By using this platform, you can easily automate your email marketing campaigns, run survey
and pools, run donation campaigns and other things.
Let us check Pricing plans: AT cheapest, you can send 10000mails months @just 323Rs
along with other features. Similarly, you can browse for other plans as well.
Just go the website of Constant Contact and have more knowledge about the features of this
platform.
Get Response
Get response is popular email marketing. But it offers you many more features just than email
marketing. According the website of get response it has more than 350,000 Business usersas
on date and is further growing.
It has some very good unique features like designing of landing pages, setting of
webinars and auto funnel.
This platform has the power to integrate with most of the popular apps like Wordpres,
Facebook ,Paypal etc.
The interface is very intuitive and simple and supports drag and drop features. Similar to
other platforms it has all advance features of email marketing like segmentation A/B testing,
Auto responder and software integrations,
This platform is very is very suitable for medium size business and does not require any
technical skill.
As far as pricing is concerned, it is bit costlier and basic plan for 1000 mails per month stars
from $15. There is a free trail of 30 days where you can access all the features of this
platform
MailChimp
MailChimp, a simple and very effective tool of email marketing is primarily used by bloggers
and small websites because of its free plans.
The popularity of this platform can be seen from the statistics provided on its website that
over 1 billion emails are sent per day using this platform. This platform has all advance
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features that are essential for email marketing like email automation, landing pages,
integrations, social media ads etc.
Under free plan, you can add up to 2000 subscribers and send 10000 mails per month. Most
of the blogger and small business are using this platform because of its cost effectiveness.
Now the good news, even in our course we will learn how to use MailChimp for email
marketing purpose, just wail for that
AWeber
AWeber is another very popular tool for email marketing almost for the 18 years in the
market. It has all important features starting from basic to advance. You will get access to
drag and drop email editor, pre designed email templates, Email automation, Split testing,
Auto responder, and integration to various platforms.
Further you may have insight about how customers are opening, clicking, and sharing emails
etc mails.
You can access to various features of AWeber by subscribing to one month trial period.
Drip
Drip is the fast growing email platform specially designs for bloggers, marketers and
ecommerce websites.
This tool is often called intelligent marketing automation as it does so many things for you
like collection of customer data, personalization, engagement and optimization
This platform is suitable for those businesses who sell lot many products and wants to create
complex marketing sequence
The good thing about this platform is that its starter plan up 100 subscribers and unlimited
mails is free for ever.
Similarly, there are other email marketing platforms : SendInBlue, ConvertKit, Keap,
MailerLite, ActiveCampaign.
You may explore them further by visiting the respective websites.
So, this was an overview of various email marketing platforms. The purpose of showing
features and pricing plans was to apprise you about the email marketing platforms industry.
The choice to select an appropriate platform depends on your budget and the scale of
business.
In the next Module, we will learn about designing email marketing campaigns using
MailChimp by understanding each and every step of it.
Join me in the next Module. Thanks for being with me.
Links to Part 3
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Constant Contact https://www.constantcontact.com

Get Response https://www.getresponse.com/
MailChimp https://MailChimp.com/
AWeber https://www.aweber.com/
Drip https://www.drip.com/
SendInBlue https://www.sendinblue.com/
ConvertKit https://convertkit.com/
Keap https://keap.com/
MailerLite https://www.mailerlite.com/
ActiveCampaign https://www.activecampaign.com/