Email Marketing: The Most Cost-Effective Component In The Marketing Budget Insights from the Round Table

  • Held on 7th Jan, 2010, the event had an attendance of 150 marketers
  • Panel agrees that social and email marketing are complimentary to each other
  • Email marketing moving from batch and blast to more profiled and targeted methods

New Delhi, 8 Jan, 2010: netCore Solutions, Pioneers of Digital Marketing Solutions in association with IAMAI held the 1st Email marketing Round Table in India at the India Habitat Center in Delhi on Friday, 7th January 2011. The event was attended by CMOs, Marketing Heads of enterprises and media houses from around the country.

The eclectic discussion had over 150 participants glued while the panel of new age companies and digital marketers including Sandeep Lakhina, Chief Operating Officer – South Asia at Starcom Worldwide, Starcomm, Salil Kumar, CEO, Bag it Today, Amitabh Saran, CEO, Buzz in Town & Hitesh Oberoi, CEO, Naukri.com and the moderator Abhijit Saxena from netCore Solutions, brought insights on the success and power of email as a communication and marketing tool.

“Marketers in India are still between Batch and Blast to Opt-in email marketing. However, we are seeing movement towards email marketing based on the profile and need of the consumer, thus email marketing 2.0 will play a significant role in addressing Indian markets,” said Kalpit Jain, Business Head, Enterprise Group, netCore Solutions.

Email marketing is replacing direct marketing of yesteryears opined Sandeep Lakhina. He said,”Digital marketing budgets in India are at about 10% and email marketing gets a small part of that. Traditional methods have dominated the digital medium, but growing internet penetration holds a huge opportunity.’

Hitesh Oberoi, CEO, Naukri.com, India’s no.1 Job site shared interesting instances of using email marketing. He said, “Tools like email job alerts multiplied our traffic way early as 2001-2002. The volumes today have moved up to 30-40 million job alerts a week. Infact, we are moving towards behavioral targeting to increase the efficacy of mailing.” He also shared that in today’s situation early stage companies should be careful in utilizing the tool.

Email completes the circle of marketing. To this effect, Amitabh Saran, CEO, BuzzinTown.com said, “We have been using email marketing effectively for user acquisition, communication with the user in the form of newsletter, deals etc. Another aspect that has worked to our favour is that we believe in data mining and directing appropriate deals and ads to the end consumer.”

Salil Kumar shared that email marketing can help in growing business by 30% with the same database. He emphasized that, “Email as a marketing tool should be used tactfully. Marketers should create a platinum database of high-response customers. White-listing is important to make sure that your content lands at the right place and the right time.”

To sum up the discussion, Abhijit Saxena, CEO, netCore Solutions said, “Email marketing is a highly potent tool in the hands of a skilled marketer. It is much more than product and technology. It is actually about building an eco-system where marketers identify a class of curious buyers, qualify them as prospects, engage with prospects with an appropriate pitch to convert prospects to customers and all this by just a simple email.

All of this sounds simple, but the fact is that majority in India have not been able to do it successfully and ends up qualifying themselves as spammers.

With these series of events, and having service 300+ clients last year, netCore is now taking a lead in helping marketers build a rock solid infrastructure of email marketing by sharing the technical as well as business challenges with respect to email marketing.”

The panel was on a consensus that email marketing and social media marketing are complementary. The panelists insisted that integration of the two platforms is an important factor in accelerating growth of marketing and communications.

Almost 87% of India’s 94 million Internet population usually logs on to the Internet to check their emails. The simplicity and the effectiveness of an email compounded by a huge user base is something that marketers would find hard to ignore which is further supported by a report published by MarketSherpa that mentions email marketing budgets increased by 51% in the BFSI sector, followed by Education/Healthcare (47%), Manufacturing / Consumer goods (41%) and Retail / eCommerce (39%) in 2010.

The three areas marketers will be aiming to address in the year 2011, as per Customer Survey (CS) held by netCore showed that they would be focusing on delivering more through email marketing and have expressed improvement in delivering of highly relevant emails (71%), ROI measurement on campaigns (62%), increase the opt-in subscriber base (59%). The Campaign Analytics team at netCore also reiterates a similar split on the 2 billion emails which were routed through their Emergic Mass Mail (EMM) solution, with BFSI sector contributing the most. Email campaigns were used for promotional and informational purposes, with 36% mailers sent for announcing deals and offers, 31% for affiliate marketing, 18% to communicate transactional information and 15% as newsletters across all sectors.

DMA (Direct Marketing Association) also states the email typically generates 21.6% of total revenue from campaigns.

Indian companies have been catering global customers and hence the potential and the size of email marketing has increased exponentially in the last decade. The worldwide email users were projected to increase from over 1.4 billion in 2009 to almost 1.9 billion by 2013. The worldwide email traffic which was 247 billion messages per day would almost double by 2013 and would roughly account to 507 billion emails per day.

netCore will continue to do similar events, sharing their experience of servicing 300+ customers last year and ensuring organization keep benefiting from the email marketing initiative. Mumbai will the next destination for series, with an event being planned in April 2011.

About netCore Solutions:

netCore Solutions Pvt. Ltd, pioneers in digital marketing solutions, was founded in the year 1998. The company focuses on affordable digital communication solutions for emerging economies.

netCore Solutions helps enterprises manage their email infrastructure, anti-spam, broadcast transactional and promotional emails in bulk. netCore offers consumer and enterprise mobility solutions for entire customer lifecycle using interactive text, picture, voice SMS and WAP Push. netCore services various sectors including BFSI, Retail, Media and Hospitality. In the consumer category, netCore owns SMS Superstore – My Today, and internet portals OneIndia.in, India’s leading vernacular news portal, and Click.in, India’s leading classifieds portal. netCore has 1,500+ enterprise customers, and also reaches 4 million subscribers through its My Today SMS service.

Jan, 11, 2011

0

SHARE THIS