53% of Indian marketers voted for email marketing as one of the top e-marketing activities. Around 89% of India Marketers voted for Email Marketing to be an effective tool for their business.
Welcome to the 39th episode of Digital India Podcast on FIR Podcast Network. This show is ‘Weekly Updates’ brought to you by staff and students of Web Marketing Academy
It’s the perfect channel where you can truly understand why marketers are going away from B2B and B2C to P2P. Gmail the most-used email client worldwide and the most-used email client in India (84%), last year introduced ‘block’ and ‘unsubscribe’ features for users to block email Ids and unsubscribe from newsletters with a few clicks.
CASE STUDY 1
For our first case study I want to talk about the brand that won Best Email Marketing Campaign of 2015 title at the India Digital Summit on February 24, 2016 – Online venture Trendin.com of Aditya Birla’s Madura Fashion.
CASE STUDY 2
TheBetterIndia, a Bangalore based online publication startup that holds a claim to reporting positive stories, happy stories and stories of unsung heroes. The reader base now stands at more than 1.5M monthly readers with more than 650K fans on Facebook which help these stories gain massive eyeballs.
CASE STUDY 3
TradeBriefs, a e-newsletter company for Indian professionals which curates news, insights. jobs from 10 business verticals.
Some other case studies here come from:
GiveIndia – Email marketing helped GiveIndia in expanding their reach globally and they also saw an increase in donor engagement.
HT Media – Octane has been awesome partner and helped to increase retention rate by 31%.
LensKart – Octane helped and played a major role in doubling the ROI on our campaigns within 6 months. This was possible only because of systemic and triggered alerts program.
Snapdeal – Snapdeal increased its return on email marketing by 30%
Easypolicy – Easypolicy reduces cost per acquisition by 75% using email marketing
Futurebazaar – E-mail marketing delivers best ROI amongst all the elements of marketing for Futurebazaar.com.
TRENDS IN EMAIL MARKETING IN INDIA
2016 will also witness a jump of almost 50% of India Marketers who will be increasing their investment by 31%-50% in email channel. The biggest jump in percentage of 42% happens in less than 10% followed by 11-30% of 30%. The good sign is that there is a growing trend of increase in budget % across all segments. To sum it up, I’d like to read out the Top 8 Highlights on Email Marketing shared by Octane Marketing in their Inbox Report 2015.
‘Frequency/Volumes of sending’ is the most important factor that will impact Inbox Deliverability in 2015, replacing ‘Content’ as the primary factor since 2011.
‘Sender Reputation’ is a growing concern for marketers, with 66% increase over the last 5 years (36% in 2015 vs 21% in 2011).
‘Reaching out to the target audience’ is the biggest Email Marketing challenge India Marketers faced in 2014, with 51% Marketers agreeing to this statement.
However, 60% of BFSI sectors believe ‘Inadequate Segmentation’ to be a bigger issue for them. Over the years from 2012 to 2014, ‘Emails being not relevant’ is the top reason for consumers unsubscribing followed by ‘Do not remember signing up’.
Emails viewed on Android and Windows devices have increased by 11% in 2014, abridging the share from Apple products, still desktop views continue to have 67% of all Open % Share.
For Click % Share, Mumbai (30%) leads the consumer email activity followed by Delhi (28%), Bengaluru (17%) and Chennai (11%) in 2014 as compared to 2013.
For e-Commerce sector, from 9am to 12noon there is an almost 300% increase in Open Rates with Click Through Rates (CTR) not far behind.
Shopping Cart Abandonment is an important issue for all Online Retailers. Deploying a simple Cart Abandonment Program (CAP) increases revenue by improving Cart Abandonment Rates. Yet currently only 48% of India e-Commerce Marketers have deployed a Cart Abandonment Program.
100% of large companies (Rs. 5000+ crores turnover) & ‘Behavioral Targeting’ and the number of retail marketers believe that ‘Behavioral Targeting’ has brought signi”cant change to their campaigns have increased by 24% (77% in 2015 vs 62% in 2014).
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Editor : Bharani