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Email
Marketing
Here is where your newsletter journey begins

# Table of contents #
01
What is email marketing Why Email marketing
03
How does it help
your brand
04
02
Introduction
Types of email
campaign
05
Essential elements
06
Key metrics to
track
07
Email marketing
providers
08
Additional tips
09

Introduction
01

Futuready Media started in 2012 with an aim to blend creativity
with technology. We create brands, campaigns and digital platforms
that help our clients grow and thrive.
We have worked with numerous clients across various industries
and have successfully created award winning campaigns. Our
expertise lies in digital marketing, social media marketing, graphic
design, web design, web development, video and animation, and
SEO services.
Our Company

Despite being a decades-old digital marketing tool, email
marketing still yields better results compared to other forms of
digital marketing. It's an effective way to connect with people
and enhance relationships with them. By being constantly in
touch, a business can interest a user with its offerings and
communication and may convert a lead into business.

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“Quality over quantity—Emails may be
cost efficient but it’s no excuse to not
produce quality content to give to a
targeted audience.”
– Benjamin Murray

What is email
marketing
02

Email marketing can be described as
sending personalised emails to your
contacts in mass quantities and sharing
updates about your business, products or
services, offers, or simply providing
education on a subject, etc. to generate and
nurture leads and sales.
The target audience of email marketing
could be known and unknown people, who
have shown interest in your business,
communication, are or have been a
customer, or worked with you in the past.
This helps in filtering undesired audiences
and focusing on contacts who could
potentially become a lead.

Why email
marketing
03

Reach
Email Marketing delivers your content to nearly 90% of your subscribers, while social media organically
delivers to 5% of your followers.
A study shows that 60% of online marketers believe email marketing outperforms social media. With the
help of email marketing, businesses drive more traffic and gain direct conversion as compared to social
media. The algorithm of social media hinders the organic reach of a brand’s posts. For example, if a brand
has 2,000 Facebook followers, only 2-5 people will be able to see each of the brand’s posts. Whereas, if a
brand has 2,000 email subscribers, there is a high chance that at least 400 subscribers would open the
mail.

Better roi
It has a higher ROI compared to any other marketing strategy as its main aim is to drive conversions for
the business. On average, the conversion rate of Email Marketing is 30 times what we spend.
At the end of the day, what matters in business is ROI and the cost of opportunity. From the business
point of view, it's wise to invest in a strategy that gives the best returns and email marketing always comes
through. Email marketing is cost-effective, easy to practice, and results in better conversion if the content
and design compliments the message and speaks to the audience.

Preferred mode of
communication
Email is the preferred mode of communication - at least 88% of consumers check their email on a regular
basis. Today, almost every person has at least one email account which further increases the scope to opt
for email marketing. In email marketing, the user determines when and whether he/she wants to engage
with the email based on his/her convenience unlike the sponsored or unskippable ads on the internet
which may feel intrusive.

Email is a clear sign of
interest
When anybody who signs up to your email list or gets in touch with you has some interest in the products
or service you provide. Email marketing provides a filtered audience and facilitates a brand to persuade
those users and convert them into leads or sales. Moreover, email marketing is also used to educate the
users and boost brand awareness among prospective customers and people alike.

Effective channel across
businesses
Email Marketing is a channel that is used by all businesses, whether B2B or B2C. It reaches out to the
targeted audience of both B2C and B2B businesses. Furthermore, email marketing can be used to
develop a relationship with all the contacts rather than focusing on hard selling.

How can Email Marketing
help your brand?
04

There are 3 main ways in which Email Marketing can help elevate your
brand:
Conversion of
potential customers
Increase in Brand
Recall
Growth of Brand
Image in the minds
of the people

Types of
Email Campaign
05

Welcome emails
These emails encourage new subscribers to engage with your products and services. A small
acknowledgment can go a long way, especially when every other brand is trying to personalise its content
to reach out to people. Welcome emails are used to introduce the company and build familiarity with the
new users. A company can emphasise its brand values, goals, and promises which will give more clarity to
them. Companies who have mastered the art of email marketing believe in welcome series. It's one of the
most effective ways to open, share and make connections with the users.

newsletter
This is a significant way of educating your audience and prospects about your products and business.
Newsletter shared by a company typically features its products and services updates, relevant and unique
knowledge, and sometimes content for entertainment purposes. This leads the company to stay top of
the user’s minds, build a loyal customer base, and grow the size of users by sharing high-quality content.

Promotional emails
These emails drive revenue by sending special offers. It is also one of the common email campaigns.
Promotional emails usually talk about the new offers or sales of a product or service. It requires less to no
strategy as it is often sent out as an individual mail. On a daily basis, an internet user receives tens and
hundreds of such emails, thus, enticing the user’s attention becomes imperative. For successful email
marketing, a strong CTA and a dedicated landing page play a significant part to drive conversion.

Abandonment cart
emails
These are shared with clients who have kept products on their cart but did not complete the checkout
process. In order to encourage users to take the desired action, such emails often offer discounts or
incentives. Similar to welcome emails, abandonment cart emails have higher open rates and conversions.

Re-engagement
campaign
It is a practice of sending a series of emails to inactive email subscribers. Every year, about 25-30% of an
email list is churned. This percentile is normal given the fact people change their email ids, organisation
change their name. Re-engagement campaign focuses on the same challenge by trying to bring these
subscribers back and by deciding if there's a scope to re-engage with those users. In case, a user account
is inactive for over 6 months and shows no sign of re-engagement then cleansing the email list is
important. Inactive user accounts are like dead weight and can affect the deliverability rate.

Educational emails
These emails educate your audience about various trends in the industry and how they can impact their
lives/businesses. Customers like to interact or engage with companies that offer benefits and make their
life easy. Educational emails can grow a company’s subscriber rate exponentially.

Essential elements of
Email Marketing
06

An Email
List
Email
Marketing
Platform
Clearly
Defined
Objectives
Timing
Subject
Lines
Content &
Graphic
Device
optimization

Key metrics
to track
07

Open Rate -
The number of people opening your emails. If your open rate is low, it usually means you have a lot of
unengaged subscribers.
Open rate tracks the percentage of subscribers who open the emails you send. On average the open rate
is between 15-25% and you should aim for that. If your open rates are low, consider using subscribers’
first names in emails to personalise your messaging.
Click through Rate (CTR) -
It shows how many people clicked on a link (if any) in your email. If your CTR is low, it means that your
message is either not targeted enough, or simply not getting through
Click-through rate (CTR) tracks how many people clicked on the links in your email. With this metric, you
should aim for an average CTR of around 2.5%. If you’re seeing below 1% in CTR, try placing links at the
beginning of your email or anywhere above the fold. If subscribers aren’t making it to the end of your
emails, giving them the link early could help increase CTR.

Click-to-open-rate -
The click-to-open rate (CTOR) compares the number of unique clicks to unique opens. This number
indicates how effective the email message, design, and content performed, and whether it created
enough interest in the recipient to take action. Unlike click-through rate, click-to-open rate is the number
of clicks out of the number of opens
Unsubscribe Rate -
The unsubscribe rate is the percentage of subscribers who choose to unsubscribe from receiving your
emails. For most campaigns, the average unsubscribe rate is 0.17%, which is relatively low but can vary
wildly depending on the size of your email lists and the frequency of your emails.
To avoid unsubscribes from recipients in your email marketing campaign list, you might want to consider
sending fewer emails each week or each month. This might seem opposite to sales goals, but you’re more
likely to keep subscribers engaged if you aren’t spamming them with emails on a regular basis.

Bounce rate -
Bounce rate tracks the percentage of emails that went undelivered to your selected email list. When
tracking the bounce rate, which should be around 2% for a good campaign, keep in mind that there are
two kinds of bounces you can track: soft bounces and hard bounces.
A soft bounce is usually an issue on the recipient’s end that you can’t control. These could be things like
the recipient’s mailbox is full, or their mail server is down. A hard bounce, this is an indication that
something is wrong on your end. Maybe the email you’re sending to is fake, or your email has been
blocked by the recipient’s mail server, typically indicating you’ve been marked as spam.

Email marketing
providers
08

Platforms
Mailchimp Constant
contact
SendinBlue
Mailchimp is easy to
use and has plenty
of customizable
options, as well as
key features such as
list segmentation
and automation.
Constant Contact
offers plans to fit
any budget, all of
the important
features for a
successful campaign
and a user-friendly
interface.
Sendinblue is a
great option for
larger businesses or
businesses that
have a large email
volume. With this
service, you pay
only for what you
use, which makes it
a good choice for
companies on a
budget.

Additional tips
09

Make your idea
understandable...
The frequency of the emails
depends on the nature of your
business. You might send out
emails once a day, week or a
month - the key is to be
consistent.
Use Email Automation
effectively - It
automatically sends out
emails that you
schedule in advance.
There should be a clear
opt-out option to refrain
from receiving future
emails.
Know Your Audience -
This will help you better
segment your list and
create hyper-targeted
email copy.
Leverage Storytelling -
appeal to the
audience’s emotions,
keep them engaged

Choose your focus...
Craft a Hard-to-Ignore
Subject Line - use keywords
to make it benefit driven, use
active voice and personalise
it as much as possible.
Use Psychology to your
advantage - Use psychological
triggers to direct your readers
towards fulfilling your
campaign objectives.
Get the Preview Text
Right - it acts as an
elevator pitch to convince
people to open your
email.
Visual content will attract
the eye, so consider
adding strong images that
support your message
and email goal.
Keep it easy to read by
avoiding jargon and
complicated words,
using bullet points,
and infographics.

thanks
If you think of it, most people prefer email to connect and communicate
with professionals and businesses without feeling their privacy is invaded.
This is why more than 4 billion people choose email as a medium for
marketing. You too can create compelling campaigns to reach your
audience, let us help you!
hello@futureadymedia.com | +91 99873 48608 | https://www.futureadymedia.com/

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