Top Story

Home >> Digital >> Article

Emails most cost effective way to reach consumers

01-March-2011
Font Size   16
Emails most cost effective way to reach consumers

Email marketing in India is still in the nascent stage and stands at around Rs 50 crore. NetCORE, which claims to have successfully delivered 2 billion emails in 2010, is leading the initiative in helping organisations strategise and implement successful email marketing campaigns.

Highlighting some of the trends in the digital space, Ratish Nair, Co-Founder, Ad Magnet, said that only 3-4 per cent of the total ad spends was dedicated to digital, out of which only one-tenth of the total spend was dedicated to mobile.

With the advent of 3G, feature-heavy phones at affordable rates and affordable data plans, the ad revenue might see a boost in the mobile medium. But stating his concern on the medium, Rajesh Jain, MD, netCORE, said, “Mobile is a personal medium. Ads can be seen as being intrusive.”

Talking about the popularity of Google, Nair said, “Search is growing and Google gets a lot of revenue from the display network.” He further said that Facebook was bigger than Google in India, hence the social network could not be ignored. The brands begin by creating a fan page and hiring online relationship managers, but the strategies and innovations are not at par with some of the other parts of the world.

Two of the sectors that have increased their spends in the digital medium are telecom and consumer durables. “FMCG has not gone full force except for some brands. But the future is positive,” Nair asserted.

Another space growing in the digital space is YouTube. The consumption of videos is increasing due to entertainment benefit. “The worry in this segment is that not many advertisers are interested as of now,” Nair noted. According to him, “Digital media in India clearly needs more matrices. The medium should be measured on a similar platform like TV or print.”

Speaking about the challenges in the email marketing space, Kalpit Jain, CTO, NetCORE Solutions, said, “How to increase opt-in subscribers, getting ROI and how to get the mail in the target audiences’ inbox are the three main challenges that worry marketers.”

On the benefits, he said, “Mobile marketing is highly targeted, is measurable, can get the desired reach in a very cost effective manner and it has better conversion rates.” Building strong database, successful planning, targeting, and personalisation were keys to getting the desired set of audience, he added.

Sankarson Banerjee, CIO, India Infoline, observed that whilst emails faced the problem of being unsubscribed and opt-in and also a lot of the people not using it, emails were the only easy and the most cost effective way to reach a consumer.

When asked if email marketing could be a good startup step, Atul Phadnis, CEO, What’s on India, said that emails were a cost effective and targeted form of reaching a consumer. “However, challenge for startup is that it is very difficult and time consuming to collate the desired database,” he pointed out.

“Emails need not be transactional and boring. They should be entertaining with a message, targeted and relevant,” stressed Gulshan Verma, Country Head, Komli Media.

Giving the marketer’s perspective on the relevance of email marketing, Sandip Tarkas, President - Customer Strategy, Future Group, said that email was not a good tool to acquire more customers. “Email is a good tool for consumer retention and one-on-one dialogue for select data base,” he added.

The industry speaking at the second Email Marketing Conference, held in Mumbai. The Conference was organised by NetCORE Solutions, in association with IAMAI, and focused on email as a marketing tool and its growing significance in India.
 

The MD of Sai Estate Consultants, Chembur, on their marketing strategy, adopting a carpet bombing approach, response to the Wajood app and why he now allocates maximum of his marketing spends on digital

Prachi Mohapatra on fbb’s latest campaign, one-year after going omni-channel, and its growing reliance on content marketing

The marketing head of Greenpanel on marketing approach and how the company is working towards educating consumer about MDF

BookMyShow, Uber, Chumbak, Viacom18 and Radio City are some of the clients of the company

right
left
KARAN THAPAR & SHEKHAR GUPTA DISCUSS JOURNALISTIC ETHICS AT THE PRINT’S ‘OFF THE CUFF’ WOMEN ECONOMIC FORUM AWARDS 2018 RECOGNIZE WOMEN LEADERS OF THE DECADE THE 6TH EDITION OF IAA AWARDS RECOGNIZES THE WORK OF INDUSTRY PROFESSIONALS 11 INDUSTRY EXPERTS PRESENT  THEIR FAVOURITE DIGITAL CASE STUDIES @AD CLUB’S ‘D-CODE BUSINESSWORLD LAUNCHES 14TH EDITION OF MARKETING WHITEBOOK IN MUMBAI INDUSTRY VETERANS CHEER AS ADMAN AMBI PARAMESWARAN LAUNCHES NEW BOOK SPONG AAAI HONOURS VETERAN ADMAN RAM SEHGAL WITH THE 2018 LIFETIME ACHIEVEMENT AWAR PITCH TOP 50 BRANDS 2018 AWARDS COMPANIES WITH BEST MARKETING PRACTICES TEAM BBDO ORGANIZES AJAI JHALA’S FAREWELL WITH FRIENDS & ASSOCIATES RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018

Yoav Tourel has been promoted as Head of Sales for Asia Pacific and Helena Gavros as the Head of Brands and Agencies for Southeast Asia. Also, Anand Makhija has been promoted as the Director of Busine...

Karan Kumar says Fabindia tries to engage with customers only intermittently

In the three months ended June 2018, Hotstar reported Rs 5.69 billion in revenue, compared to Rs 5.71 billion it posted in the 12 months ended March 2018