Email

Marketing and
Campaigns
Module: 1

Dr. Saurabh Mishra

PIBA, Parul University
Topics Cover
01 Evolution of Email Marketing

02 Email Marketing Ecosystem

03 Email Campaign Types &

Strategy
Evolution of Email
Marketing
Meaning, Evolution and Importance of
email marketing
 Meaning & Definition
Email marketing is a digital marketing strategy that involves
sending targeted messages to a group of recipients via email. It's
one of the most direct and effective ways for businesses to
communicate with their audience.

Core Definition
Email marketing is the use of email to promote products or
services, build relationships with potential and existing customers,
and encourage customer loyalty and repeat business. It's a form of
direct marketing that uses electronic mail as a means of
communicating commercial messages to an audience.
 Key Components
• Collections of email addresses from
individuals who have consented to receive
Opt-in Lists
communications from a business or
organization.
Email • Planned sequences of marketing emails sent
Campaigns to achieve specific objectives.
• Dividing email subscribers into smaller
Segmentation groups based on criteria like demographics,
purchase history, or engagement level.
• Tailoring email content to individual recipients
Personalization
based on their data and behavior.
• Using software to trigger emails based on
Automation specific actions, timeframes, or customer
behaviors.
 Importance of Email Marketing
Cost-Effective Communication
•Low Cost: Compared to traditional marketing channels (TV, print), email marketing is inexpensive.
•High ROI: According to studies, email marketing can deliver an ROI of up to $42 for every $1 spent.
Direct and Personalized Reach
•Direct Access: Emails land straight in the recipient’s inbox, offering a personal touch.
•Personalization: Marketers can segment lists and tailor messages based on user behavior, preferences, and demographics.
Measurable Results
•Marketers can track open rates, click-through rates, bounce rates, and conversions.
•This data helps optimize campaigns and improve future email strategies.
Customer Retention and Engagement
•Emails help maintain continuous engagement with customers through newsletters, offers, updates, and more.
•Automated drip campaigns nurture leads and guide them through the sales funnel.
Automation and Scalability
•Tools allow businesses to automate email campaigns, saving time and ensuring timely communication.
•Campaigns can scale from hundreds to millions of subscribers with ease.
Mobile-Friendly
•A significant portion of email is opened on mobile devices, making it a convenient channel to reach users on the go.

Ownership and Control

•Unlike social media platforms, where reach is subject to algorithm changes, email lists are owned assets, giving marketers full control over their
communication.
Builds Trust and Brand Awareness
•Regular, valuable content builds brand credibility.
•Consistent communication fosters long-term relationships and customer loyalty.
The Evolution of Email Marketing
The The
Growth Modern
Phase Age

1970s-1990s 2010s

2000s 2020s-
Present
The The
Early Maturation
Era
Days
 The Early Days (1970s-1990s)
1978: The first marketing email was sent by Gary Thuerk of Digital Equipment
Corporation to 400 potential clients, resulting in $13 million in sales

1980s-Early 1990s: Email was primarily text-based and one-way

communication

1991: The internet became publicly available, expanding email's potential

reach

Mid-1990s: The emergence of HTML emails allowed for basic formatting and
image

1998: The term "spam" became widely used as unsolicited mass emails grew
problematic
 The Growth Phase (2000s)
Early 2000s: Introduction of email service providers (ESPs)
offering specialized marketing platforms
2003: The CAN-SPAM Act was passed in the US, establishing
the first national standards for commercial email
Mid-2000s: Email segmentation began, moving away from
"batch and blast" approaches
Late 2000s: Email analytics became more sophisticated,
allowing marketers to track opens, clicks, and conversions
2009: The rise of smartphones began changing how people
accessed and consumed email content
 The Maturation Era (2010s)
2010-2015: Mobile email opens surpassed desktop, driving
responsive design adoption
2012: Gmail introduced tabbed inboxes, changing email
deliverability dynamics
Mid-2010s: Marketing automation platforms gained
popularity, enabling trigger-based and behavioral emails
2016: The European Union introduced GDPR, dramatically
impacting email consent and privacy practices
2018-2019: AI and machine learning began enhancing
personalization and send-time optimization
The Modern Age (2020s-Present)
2020: The COVID-19 pandemic
accelerated digital transformation,
making email even more critical for
business communication
2021-2022: Apple's Mail Privacy
Protection changed open rate tracking
and measurement strategies

2023-Present: Advanced
personalization using zero-party data
(information explicitly shared by
customers)
 Current Trends
Interactive AMP (Accelerated Mobile Pages)
emails enabling in-email experiences
Hyper-personalization beyond basic name
insertion
Integration with omnichannel marketing
experiences
Greater focus on subscriber consent and
privacy
AI-generated content and optimization
More emphasis on email accessibility and
inclusive design
Email Marketing
Ecosystem
Ecosystem and Landscape of email
marketing
 Email Marketing Ecosystem
The email marketing ecosystem refers
to the interconnected components,
tools, strategies, and stakeholders that
work together to plan, execute, and
optimize email marketing campaigns. A
well-functioning ecosystem ensures
successful customer communication,
engagement, and conversion.
-Core Infrastructure Components
-Data and Content Layer
-Regulatory and Compliance
Framework
-Supporting Services and Technologies
-Stakeholder Network
Core Infrastructure Components

Email Service Internet Service Delivery Infrastructure

Providers (ESPs) Providers (ISPs) • The technical backbone
• Platforms like Mailchimp, • Gmail, Yahoo, Outlook, and including SMTP servers, IP
Constant Contact, Klaviyo, other email clients that addresses, domain
and HubSpot that provide the receive and filter emails. They authentication protocols (SPF,
technical foundation for operate sophisticated DKIM, DMARC), and content
creating, sending, and algorithms to determine inbox delivery networks that ensure
managing email campaigns. placement and spam filtering, emails reach their intended
These platforms handle directly impacting campaign destinations.
deliverability, compliance, success.
analytics, and automation
features.
 Data and Content Layer
Customer Relationship Management (CRM) Systems

• Platforms that store customer data, purchase history, and behavioral

information that feeds into email personalization and segmentation strategies.

Data Management Platforms

• Systems that collect, organize, and analyze customer data from multiple
touchpoints to create comprehensive subscriber profiles for more targeted
messaging.

Content Management Systems

• Tools for creating, storing, and managing email templates, images, and copy
that form the creative foundation of email campaigns.
Regulatory and Compliance Framework
• Legal Requirements
• GDPR in Europe, CAN-SPAM in the US, CASL in Canada, and other regional
regulations that govern consent, data protection, and email marketing practices.
• Industry Standards
• Best practices established by organizations like the Email Sender & Provider
Coalition and deliverability guidelines that maintain ecosystem health.

Supporting Services and Technologies

• Email Authentication Services
• Third-party providers that help establish sender reputation and improve
deliverability through proper authentication setup and monitoring.
• Analytics and Attribution Platforms
• Tools that track email performance, customer journey mapping, and revenue
attribution to measure campaign effectiveness and ROI.
• Design and Development Tools
• Email template builders, coding frameworks, and testing platforms that enable the
creation of responsive, accessible email designs.
 Stakeholder Network

Marketing Teams Deliverability Specialists

• Strategy developers, content creators, • Experts who focus on inbox placement,
designers, and analysts who plan and sender reputation management, and
execute email campaigns within technical optimization to ensure emails
organizations. reach subscribers.

Compliance and Legal Teams Technology Vendors

• Professionals who ensure email • The companies providing specialized
marketing practices adhere to privacy tools for automation, personalization,
laws and industry regulations. testing, and optimization within the email
marketing space.
 Email Marketing Landscape
The email marketing landscape represents the current
state and competitive environment of the industry,
encompassing market dynamics, key players, emerging
trends, and the forces shaping its future.

1 Market Overview

2 Competitive Landscape

3 Industry Segments

4 Geographic Considerations
Technology Trends Shaping the
5
Landscape
 Market Overview

Market Size and Growth Market Penetration

• The global email marketing market is • Over 4 billion people worldwide use
valued at approximately $7.5 billion email, making it one of the most
as of 2024, with projected growth to ubiquitous digital communication
over $17 billion by 2030. This channels. Approximately 87% of B2B
represents a compound annual marketers and 79% of B2C marketers
growth rate of around 13-15%, driven use email as a primary distribution
by increased digital adoption and channel.
sophisticated automation capabilities.
 Competitive Landscape
Salesforce HubSpot, Klaviyo, Mailchimp, Niche providers
Marketing Cloud, Campaign Constant Contact, like Litmus (email
Adobe Campaign, Monitor, and ConvertKit, and testing), SendGrid
and Oracle Eloqua ActiveCampaign GetResponse (transactional
dominate the serve growing focus on ease of email), and
Enterprise Solutions

enterprise businesses with use, affordability, Postmark

Mid-Market Leaders

Specialized Players
segment, offering robust features at and quick setup (developer-
comprehensive more accessible for smaller focused) serve

Small Business
marketing price points, often organizations and specific segments
automation suites specializing in individual creators of the market with
with advanced specific industries specialized

Platforms
personalization or use cases. capabilities.
and integration
capabilities.
 Industry Segments
• Platforms increasingly integrate with Shopify,
E-commerce WooCommerce, and other e-commerce systems,
Integration offering product recommendations, abandoned cart
recovery, and post-purchase sequences.
• Solutions focused on longer sales cycles, lead
B2B Lead
scoring, and integration with CRM systems to
Nurturing
support complex B2B buying processes.
• Platforms designed for newsletters, course creators,
Content Creator
and personal brands, emphasizing subscriber
Economy
growth and monetization features.
• Infrastructure providers specializing in high-volume,
Transactional
reliable delivery of transactional messages like
Email
receipts, notifications, and password resets.
 Geographic Considerations

North America Europe Asia-Pacific Emerging Markets

• Mature market with high • GDPR has significantly • Rapidly growing market • Growing adoption of email
adoption rates and shaped the landscape, with diverse regulatory marketing as businesses
sophisticated compliance emphasizing consent environments, increasing digitize, often leapfrogging
requirements, dominated management and data mobile-first email to mobile-optimized
by established players and protection, with both global consumption, and solutions and cost-
premium solutions. and regional players emerging local effective platforms.
adapting to stricter competitors.
regulations.
Technology Trends Shaping the Landscape
Artificial Intelligence Integration
• AI-powered subject line optimization, send-time prediction, content
generation, and predictive analytics are becoming standard features
across platforms.

Privacy-First Marketing
• Apple's Mail Privacy Protection, Google's privacy updates, and increasing
consumer awareness are driving zero-party data strategies and consent-
based marketing approaches.

Omnichannel Integration
• Email platforms are expanding beyond email to include SMS, push
notifications, social media, and other channels for unified customer
experiences.

Advanced Personalization
• Moving beyond basic demographic segmentation to behavioral triggers,
predictive modeling, and real-time content optimization.
 Challenges and Opportunities
Deliverability Complexity
• ISPs are becoming more sophisticated in filtering, requiring greater technical expertise
and sender reputation management.
Regulatory Compliance
• Increasing privacy regulations worldwide create both challenges and opportunities for
platforms that can effectively navigate compliance requirements.
Consumer Expectations
• Rising expectations for personalization, relevance, and value create pressure for more
sophisticated targeting and content strategies.
Market Consolidation
• Ongoing acquisitions and mergers are reshaping the competitive landscape, with larger
platforms acquiring specialized capabilities and smaller players seeking differentiation.
 Email Campaign

Types & Strategy, Components, Cuurent

Trends & Future Outlook
 Email Campaigns
An email campaign is a coordinated set of email messages sent to a targeted list of
recipients with a specific goal in mind — such as promoting a product, nurturing leads,
or informing customers. It is a crucial component of email marketing that drives
engagement, conversion, and retention.

Key Elements of an Email Campaign

Element Description
Objective Defines the goal: awareness, sales, retention, etc.

Audience Segmented based on behavior, interests, or demographics

Content Includes subject line, body, visuals, and CTA
Timing & Frequency Scheduled based on optimal open/click times
Design & Layout Responsive, visually appealing, aligned with brand

Analytics Open rates, CTR, bounce rates, conversions tracked for performance
 Types of Email Campaigns
Welcome Abandoned Customer
Promotional Newsletter
Series Cart Retention
Campaigns Campaigns
Campaigns Recovery and Loyalty

Re- Educational Event and Seasonal and

Transactional
engagement and Nurture Webinar Holiday
Campaigns
Campaigns Campaigns Campaigns Campaigns

Survey and Birthday and Referral and

Feedback Anniversary Advocacy
Campaigns Campaigns Campaigns
Welcome Objective: Onboard new subscribers and establish brand relationship
Introduce your brand, values, and what subscribers can expect
Series Set expectations for email frequency and content types
Campaigns Drive initial engagement and reduce unsubscribe rates
Guide new subscribers toward their first purchase or key action
Build trust and credibility from the first interaction

Promotional Objective: Drive immediate sales and revenue generation

Announce special offers, discounts, and limited-time deals
Campaigns Promote new product launches or seasonal collections
Create urgency through flash sales and countdown timers
Increase average order value through bundling and upselling
Clear inventory or boost sales during slow periods

Newsletter Objective: Maintain ongoing engagement and brand awareness

Share valuable content, industry insights, and company updates
Campaigns Position your brand as a thought leader and trusted resource
Keep your audience engaged between purchase cycles
Drive traffic to your website and blog content
Build long-term relationships through consistent value delivery
Abandoned Objective: Recover lost sales and reduce cart abandonment
Remind customers of items left in their shopping cart
Cart Address common objections or concerns that prevent purchase
Recovery Offer incentives or assistance to complete the transaction
Provide social proof or urgency to encourage action
Capture feedback on why the purchase wasn't completed

Customer Objective: Strengthen relationships with existing customers

Reward loyal customers with exclusive offers and early access
Retention Share personalized product recommendations based on purchase history
and Loyalty Celebrate customer milestones and anniversaries
Encourage repeat purchases through loyalty programs
Gather feedback and testimonials to improve products and services

Re- Objective: Reactivate dormant subscribers and reduce list churn

Win back subscribers who haven't engaged recently
engagement Offer special incentives to encourage renewed interest
Campaigns Update preferences to improve content relevance
Clean your email list by identifying truly disengaged subscribers
Gather feedback on why engagement declined
Transactional Objective: Provide essential information and enhance customer experience

Campaigns Confirm orders, shipments, and delivery notifications

Send receipts, invoices, and account statements
Provide password resets and account security notifications
Deliver digital products and access credentials
Offer cross-sell opportunities within service communications

Educational Objective: Guide prospects through the buying journey

and Nurture Educate prospects about your industry, products, or solutions

Address common questions and objections
Campaigns Demonstrate product value through case studies and examples
Build trust and expertise before making sales pitches
Support longer sales cycles with relevant, timely content

Event and Objective: Drive attendance and engagement for events

Webinar Promote upcoming events, webinars, and workshops

Send reminder sequences to registered attendees
Campaigns Share event materials and follow-up resources
Generate leads through event registration
Build community around shared interests and learning
Seasonal Objective: Capitalize on seasonal buying patterns and celebrations
Align promotions with holidays, seasons, and cultural events
and Holiday Create themed content and special holiday offers
Tap into increased consumer spending during peak seasons
Campaigns Build emotional connections through seasonal storytelling
Plan inventory and marketing around predictable cycles

Survey and Objective: Gather customer insights and improve offerings

Collect product reviews and testimonials
Feedback Gather feedback on customer experience and satisfaction
Conduct market research for new product development
Campaigns Identify areas for improvement in products or services
Engage customers in brand development and decision-making

Birthday and Objective: Personalize customer relationships and drive engagement

Celebrate customer birthdays with special offers
Anniversary Commemorate subscription or purchase anniversaries
Create positive emotional associations with your brand
Campaigns Encourage additional purchases through personalized rewards
Show appreciation for customer loyalty and longevity

Referral and Objective: Leverage satisfied customers to acquire new ones

Encourage customers to refer friends and family
Advocacy Reward both referrers and new customers
Turn satisfied customers into brand advocates
Campaigns Reduce customer acquisition costs through word-of-mouth marketing
Build community and social proof around your brand
 Email Marketing Workflow
Define Objectives Audience Segmentation Email List Management Content Planning &
• What is the goal of the campaign? • Divide your email list based on • Build, maintain, and clean your Creation
(e.g., lead generation, sales, demographics, behavior, purchase subscriber database. • Develop engaging content: subject
customer retention) history, or engagement levels. • Ensure compliance with GDPR, line, header, body, visuals, CTAs.
CAN-SPAM, and opt-in policies. • Align content with the customer
journey stage.

Design and Template Automation & Testing and QA Scheduling and Sending
Setup Personalization Setup • Run A/B tests on subject lines, • Determine optimal send time
• Choose responsive, mobile-friendly • Configure workflows (e.g., send times, and design elements. based on user behavior or
templates. welcome series, drip campaigns). • Check for rendering issues on predictive analytics.
• Use branded elements and • Add dynamic content based on various devices and email clients. • Use automation platforms to
consistent style. user data. deploy the campaign.

Performance Monitoring Optimization and Iteration

• Track key metrics: open rates, • Analyze results, draw insights, and
CTR, bounce rate, conversions, refine future campaigns
unsubscribes. accordingly.
 Key Components of Email Marketing
Component Function
Email Service Provider (ESP) Platform for managing and sending campaigns (e.g., Mailchimp, HubSpot)

Subscriber List Contact database used for targeting and segmentation

Segmentation Logic Filters to categorize users based on attributes or behavior

Email Template/Design Layout and visuals used for brand consistency and user experience

Personalization Tokens Dynamic placeholders (e.g., {{FirstName}}) for tailored messaging

Automation Workflows Pre-set sequences based on triggers or time delays

Call-to-Action (CTA) Buttons or links that prompt the user to take an action

Analytics Dashboard Tracks performance metrics and provides campaign insights

Compliance Tools GDPR/CAN-SPAM compliance features like opt-ins and unsubscribe options
 Future Outlook of Email Marketing
Predictive & • AI will not only predict behavior but also prescribe optimal content,
Prescriptive AI timing, and delivery frequency in real time.
Voice-Activated • As smart speakers and voice assistants evolve, emails may be
Emails optimized for audio playback.
Increased Use of • Email authentication, anti-spam validation, and transparency may be
Blockchain enhanced using blockchain technology.
Email as a Micro-App • Future emails could support fully interactive experiences like product
Platform browsing, payments, and booking — without leaving the inbox.
Greater Focus on
• Brands will invest in collecting and using first-party data ethically to
First-Party Data
replace reliance on third-party cookies and tracking pixels.
Strategy
More Automation,
• Entire lifecycle campaigns will be auto-generated and optimized by
Less Manual
AI, reducing manual setup time.
Intervention
Real-Time Email • Content that adapts when opened—showing live prices, availability,
Optimization or countdown timers—will become more common.
Thank You
End of Module 1
Its Not Over

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Dr. Saurabh Mishra