webinar pres 19th feb
TRANSCRIPT
All Rights Reserved © 2014 :: Octane Marketing.
Convert more customers through#EmailMarketing
Punit ModhgilCo-Founder - Octane.in
Director – Octane Research
@modhgil@octanein
About Octane.in @octanein
• India’s no. 1 ESP platform for opt-in, permission based email marketing; started the No-Spam movement in India
• Enterprise class, secure and scalable• 100+ brands, ~1bn emails per month• Onsite (Premise) & Online (Cloud); 100% DIY• Multi-channel –> Email + SMS, Transactional
and Promotional• Best in Class Product Engg, from India
All Rights Reserved © 2014 :: Octane Marketing
@modhgil
Agenda
• Why Email Marketing in India• How to get the best of #EmailMarketing in
2014• Research data• Q&A
All Rights Reserved © 2014 :: Octane Marketing
Why #EmailMarketing
• 1$ investment in Email Marketing delivers $44 in revenues (DMA, US)
• E-Commerce in India: 8-12% direct impact on revenues through email marketing, month after month, leaders at 20-25% every month (Octane Research, 2014)
• Email completes multi-channel experience for a consumer
• Growth in online in India, and 200+% growth in smartphone shipments YoY
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Why #EmailMarketing
• Measurable in real time• Multi-device• Interactive, two way• Long tail impact• Personalized & Relevant• Scalable & Automation• Sticky engagement• Content led (Live Content-> Video etc.)
All Rights Reserved © 2014 :: Octane Marketing
Why #EmailMarketing
• Measurable• Multi-device• Interactive, two way• Long tail impact• Personalized & Relevant• Scalable• Sticky• Content led
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How to get the best out of #EmailMarketing in 2014• User controlled, Content led• 100% Opt-in• TransPromo• Progressive Profiling & Personalization
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How to get the best out of #EmailMarketing in 2014• ‘Send’ is 1/3rd of the project• Programmatic & Not Ad hoc– Automated triggers– Part of CRM and not standalone– Welcome program, Cart Abandonment program,
Re-engagement program, Predictive• Responsive, responsive, responsive• Measure, test, measure, test-> A, B, C…
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Mon Tue Wed Thu Fri Sat Sun
OpenClick
Best Engagement Rate: Opens & Clicks by Best Day of the Week
#EmailMarketing: Which day?
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0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
ClickOpen
Best Engagement Rate: Opens & Clicks by Best Hour of the Day
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#EmailMarketing: Which Hour?
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#EmailMarketing: Which Platform?
Mon Tue Wed Thu Fri Sat Sun
Android
iPad
iPhone
Mac OS
Windows
Best Engagement Rate: Opens by OS/Devices Across the Days of The Week
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#EmailMarketing: Which Platform?
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Android
iPad
iPhone
Mac OS
Windows
Best Engagement Rate: Opens by OS/Devices Across the Hours of The Day
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#EmailMarketing: Which Industry?
Quarter 1 Quarter 2 Quarter 3 Quarter 42% 0% 2% 2%
17% 13%
2%4%
13%9%
4%13%
33%
4%6%
15%
36%
74%
86%
66%
automobile education bfsitravel & hospitality retail
Click % Share: By Industries over 4 Quarters 2013
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#EmailMarketing: Which City?
26%
19%32%
11%
12%
Mumbai
Bangalore
New Delhi
Hyderabad
Chennai
Best Engagement Rate: 2013 Open % Share by Top 5 Cities in India
Participant Profile:For this report, we wanted to cover a diverse range of industries to get a morecomplete view of the e-Marketing domain in India. This was essential because wewanted the survey to represent all Indian marketers' opinions as accurately aspossible.
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Igniting Engagement: The State of e-Marketing in IndiaIndia e-Marketing Outlook 2014
Research Participants: 134 Online Companies, industry heavyweights to ambitious start-ups. Our research team analysed feedback received from CXOs, Directors, Presidents & Vice-Presidents, Business Heads and Marketing Managers
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Igniting Engagement: The State of e-Marketing in IndiaIndia e-Marketing Outlook 2014
Primary Marketing Goal for 2014: For the fourth successive year, Customer Acquisition remains the top choice as the primary marketing goal for marketers in India with 51% of the respondents choosing this option over customer retention or brand awareness.
All Rights Reserved © 2014 :: Octane Marketing
Igniting Engagement: The State of e-Marketing in IndiaIndia e-Marketing Outlook 2014
Preferred channel for Customer Engagement:Social Media updates and Email Campaigns continue to dominate the minds of marketers in India (both at 35%) when it comes to preferred channels of customer engagement. While Email had significantly dropped last year (29% in 2013 vs. 39% in 2012), it now seems to be back in favour with a 21% growth in the number of marketers choosing it for 2013-2014.
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Igniting Engagement: The State of e-Marketing in IndiaIndia e-Marketing Outlook 2014
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Contribution of e-Marketing in total revenue:
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Igniting Engagement: The State of e-Marketing in IndiaIndia e-Marketing Outlook 2014
All Rights Reserved © 2014 :: Octane Marketing
Igniting Engagement: The State of e-Marketing in IndiaIndia e-Marketing Outlook 2014
Importance of Integrated Marketing: 89% of marketers shared that integrated marketing (Email+Mobile+Social) can have an important impact on the conversion rate for their campaigns. From these, 88% intend to increase their investment in Email marketing in 2014, 93% intend to increase investment in Social Media marketing and 86% plan the same for Mobile/SMS marketing.
Measures to decrease Spam and Inbox Clutter:
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Igniting Engagement: The State of e-Marketing in IndiaIndia e-Marketing Outlook 2014
Marketer’s Anti-Spam Sentiment:
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Igniting Engagement: The State of e-Marketing in IndiaIndia e-Marketing Outlook 2014
Activities that will see an increase in marketing investment in 2014:The biggest winner this year seems to be ‘Websites’ with 52% of the marketers voting for it (Vs. 15% in 2013). At the same time, Email marketing continues its upward trend with an increase of 18% this year (40% in 2011 vs. 58% in 2014) while Social media marketing has bounced to near its 2012 levels with an increase of 16% over last year (37% in 2013 vs. 52% in 2014).
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Igniting Engagement: The State of e-Marketing in IndiaIndia e-Marketing Outlook 2014
Adapting marketing strategies to the rise of smartphone usage:Over the last two years, there has been a 5% increase in the number of marketers who are adapting well to the rise of smartphones as a marketing engagement channel (45% in 2014 vs. 40% in 2013). There has been a positive drop (of 4%) in the number of marketers who don’t yet see the use of smartphones for customer engagement.
All Rights Reserved © 2014 :: Octane Marketing.All Rights Reserved © 2014 :: Octane Marketing
Igniting Engagement: The State of e-Marketing in IndiaIndia e-Marketing Outlook 2014
All Rights Reserved © 2014 :: Octane Marketing.
Convert more customers through#EmailMarketing
Punit ModhgilCo-Founder - Octane.in
Director – Octane Research
@modhgil@octanein
Q&A
All Rights Reserved © 2014 :: Octane Marketing.
Convert more customers through#EmailMarketing
Punit ModhgilCo-Founder - Octane.in
Director – Octane Research
@modhgil@octanein
Thank you