How Marketing Automation has been a game changer for Email Marketing.

1. The Changing Face Of Email
Marketing
How Marketing Automation has been a game changer for Email Marketing

2. Divya has been working with Startups since
the start of her career and has been the part
of strategy and growth for organisations-
Zepo, WebEngage, FTC. She now heads
Email Marketing for CleverTap. She
believes data is all we need to get all the
answers and is an ardent follower of the
startup ecosystem.
Divya Sharma Dixit
Speaker
02
Head of Email Marketing at CleverTap

3. What is CleverTap?

4. An Experience Optimization
Platform
We offer a customer data platform (CDP), real-time customer
insights, a segmentation engine and powerful engagement
tools into one intelligent marketing platform.

5. The CleverTap Experience Optimization Platform
CUSTOMER RETENTION SUITE
Marketing
Analytics
Omnichannel
Campaigns
Marketing
Automation
Personalization
At Scale
Geolocation
Targeting
Experimentation
& Testing
Drive Long Term
User Retention and
Revenue Growth
MobileDesktop CRM POS Call CenterUnify Data Across Silos
CUSTOMER DATA PLATFORM & REAL-TIME ANALYTICS
AI/ML Powered Customer Insights
Get Actionable
Data Driven Insights
ADVANCED SEGMENTATION ENGINE
Intent Based, Automated and Psychographic Segmentation
Orchestrate
Hyper Personalized
Engagement Strategies

6. Our Customers
Demand & FoodTech Ecomm & more
Telco & Finance Media & OTT Travel & Ticketing

7. $2 Billion
Combined Revenue Delivered$
25 Million
Campaigns Sent Per Month
1 Billion
Devices Reached
8000+
Customers Globally
Proven Performance & Scale
CleverTap Architecture solves for a variety of use cases without any assumption of domain

8. Agenda
• Why Email Marketing as a channel still gives better ROI than most of the other channels
• If so then why are marketers struggling; Low open rates, spam regulations, deliverability
• How to create and draft tackle each email problem
• How to stop working in silos and sew it all back together
• Case Study- CleverTap and ixigo
• Open to questions
03

9. Why Email? Do people even care? (yes they do!)
80% of retail professionals indicate that email marketing is their greatest driver of customer
retention (followed by Social media, identified by just 44% of those same professionals).
77% of people prefer to get permission-based promotional messages via email (versus direct mail, text,
phone, or social media.
Email is the third most influential source of information for B2B audiences, behind only colleague
recommendations and industry-specific thought leaders.
04
86% of business professionals prefer to use email when communicating for business purposes.
59% of B2B marketers say email is their most effective channel in terms of revenue generation.

10. Why Are Emails Struggling?
(unutilized potential= no potential)
• Low open rates (Is it the copy or design or deliverability issue?)
• Lower click through rates (Again is it my copy or design or no CTAs)
• Landing in the spam folder (Why? Am I really spamming?)
• Lower ROI (Sent 100000 emails, converted only 10, where’s the context?)
• Lack personalisation (Free! Discount! Duh! Doesn’t work like a charm anymore)
• Team working in silos (Are you pushing the user away?)
• Nothing putting it all together (Email, sent, delivered, clicked, next what?)
05

11. Life Of Email Marketing Campaign
07

12. Who are you Sending Emails to?
(paid lists don’t work!)
06
Email
Signed Up For Product
Have requested For Information Have Interacted With Your Site
CustomersDownloaded an Asset
Subscribed To Blog

13. What To Send (Emailers That Have Proven Record!)
08
The success of an email sent to a right person depends on 3 things- Content, Design, Context
• Subject Lines (Use Emojis)
Content
• Token Usage (First Name,
Company Name,
Designation
• Avoid Spam Words
Design
Mobile Friendly
• Emails with personalised
subject lines are 26%
more likely to be opened.
Design
• Mobile Friendly
• About 53% of emails are
opened on mobile devices
• HTML template has 25%
lower opens
• Move to plain text emailers
for B2B
• B2C can use HTML but with
lesser links to ensure opens
• Personalisation (Custom
Tailored)
• Personalised emails deliver
6x higher transaction rates.
• Marketers have noted a
760% increase in revenue
from segmented campaigns.
• Past Purchase Behaviour
• User Activity
Content

14. How To Send Emails (that are opened, read and clicked!)
09
Open Rates
Design
Mobile Friendly
• Placement of Call To Action
• Use Urgency Words(last 24
hours)
• Use Social Buttons
• Include a PS
• Be Negative
• Mobile Optimized
Click Through Rates
• Send email with a ‘human’ name
• Stop Using 4-Letter Words
(free, help)
• Preheader Tweaks
• Forget About the “Best Days/Times”
• Be Negative
• Numbered Lists
Check your
Sender
Reputation
Score!!

15. Metrics That Really Matter (it’s not just Opens and CTRs)
10
Email
Page Views
Hard Bounces Unsubscribes
Engagement RatesConversion rate
Time Spent On Website
Apart From Open Rate and CTR which definitely are important

16. 11
Mapping Success (it just doesn’t stop at clicks and transactions)
Sometimes it requires multiple touch points for a user to convert, just because he did not convert through
one email doesn’t mean that email did not contribute
You have to map user actions to CTA clicks as well as page views.

17. 12
Conversation that started on 8th led to a conversion on 10th

18. What is Automation (and why is this world raving about it)
13
+ =
Analytics Engagement
Automation

19. Why Automate (let the machines take over at what they do better)
• Nurture your Leads
• Send Personalised, one-one Communication
• Reach Your Customer
• Email Gets Read and You Get Seen
• Easy to Segment and Send Targeted Messages
• Streamline Your Sales Funnel
• Keeps Your Business Top of Mind
• Reduce your staffing costs
• Increased revenue and average deal size
• Schedule posts and campaigns ahead of time
14

20. How to Improve Conversions via Email
Problem
One of the core metrics we track at CleverTap is the conversion rate of
marketing qualified leads (MQLs) to sales qualified leads (SQLs). Our goal
is to keep that number at around 33%. We want a third of the people that
marketing brings in to become qualified leads for sales. Our SQL-to-
customer conversion is around 50%. So somewhere around one-sixth of the
people our marketing team brings in are converted into customers.
Results
Solution
By closely monitoring analytics, we can make sure that we’re focusing our
efforts on the leads that are the most likely to convert.
Using tools like CleverTap, HubSpot, to nurture people, segmentation, and
A/B Testing.
2x Open Rates
3x
25%
Click Through Rate
15
Better
Conversion

21. Increase Responses on Emails
Problem
The biggest challenge they faced was the activity of users immediately after
download. User activity decreased and ixigo was looking for a way to provide
a great onboarding experience to new users and retain them long term.
One of the other challenges was repeat transactions by first-time users.
There was a significant drop in that particular metric. Because all the above
was happening online, emails became the starting point for all conversation
and for converting users.
Results
Solution
ixigo used Funnels to see the drop offs from one stage to another. They fixed
these friction points through personalized email campaigns that made the
user interact more often on their app.
3%
15
Click- Through
Rates
54% Open Rates
13% Response Rate

22. There is no perfect email strategy that works for everyone!
Key is Testing, Optimizing and Re-Testing
16

23. Open to Questions
You can Email me to get the complete guide
to Data-Driven Email Marketing
Email- divya@clevertap.com
17