I made a presentation on 13th April 2012, at the 8Th Marketing Conclave hosted by IAMAI. The topic was Email Marketing an Unsung Hero. Here are the slides of the presentation where I talked about some email examples, best practices and some new apps around email.

If you are marketer and are looking at digital channels, you probably have SEO to reach your audience, use SEM, and PPC to get interested audience to click through to your website and also have Social Media presence to build awareness and engage your audience. However, not many marketers swear by Email Marketing. Here are a few awesome reasons to look at Email Marketing this festive season.

It’s a direct channel.

Behind the mountains of online and offline purchase data, loyalty points system and CRM servers is the data about your customer or prospect. It can be a name of customer, with her physical address or her loyalty card number. In short anything that identifies your buyer uniquely.

This unique identifier in the online world is the email address. I call it the most important address on the Internet that you can own especially if you are conducting business online. We, as digital marketers, should give this CRM data, especially the email addresses its deserved respect, comb it for correctness, and update it regularly, literally like ants in an ant hill. This is your own data of customers that you can finally build a direct dialog with.

This email address is more valuable because the customers have given the permission to receive emails. If this permission is abused, it’s a simple matter for your email to land in the junk folder or worse be marked as spam. This has far serious implications than many marketers think and eventually you will see erosion in trust in your brand.

However done right, it will result in direct sales for you. (Download the Forrester Research)
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Email Marketing may not yet seem that awesome to many. But if you are a digital marketer and don’t know the power of this medium, you are missing the woods for the trees. The Juvlon team releases various Email Marketing Statistics from time to time (See the latest report here). Bounce Rate, Open Rate and Click to Open Rate are the typical metrics used to assess the performance of Email Campaigns. Along with these we have been using two more excellent metrics. They show how powerful this medium can be.

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So you have a good email list. You send out emails regularly. You look at your open rates and try to improve them.  What next? What more can you do? Here are 3 quick things you can do to improve your email marketing program….

1] Welcome Email

Readers are most engaged when they share their email with you.  Sending a welcome email helps reinforce that engagement.  Do send a welcome email as soon as possible.  It helps to thank the readers and tell them what content to expect from the newsletters.
The open rates and click rates for welcome emails are among the highest, so many ecommerce retailers include a welcome discount coupon. This gives an incentive to readers to purchase online when they are most engaged.

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I was very enthused to talk to a client who want to track email click throughs in their Google Analytics Report.  Email Marketing is slowly moving from sending a full image “blast” to “what can we do next”.  Don’t even get me started on what all you can do with the analytics reports!  That post is for some other time in this post I show you how to track your email campaigns in Google Analytics.

There is simple way you can track clicks from your links outside your website in Google Analytics, like from a banner on a certain website or a link in an email. You can track the clicks using the URL builder tool.

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Juvlon was at the Franchise India Conference held on 21st and 22nd May 2011.  It was amazing to see the energy at the event. We saw and met many aspirants who want to become entrepreneurs and start a Franchise business. One of the speakers in the conference mentioned what everyone was feeling, that when you see the presentation from companies, their expansion plans and the eager entrepreneurs you feel that this is a great time of growth for India.

I made a small presentation to the energetic crowd on why digital media is important for small and medium enterprises and why Email is such an awesome channel.

Here is a copy of that presentation.