Driving Response Through Creativity In Email Marketing

Personalizing offers based on consumers' locations and/or interests boosts response, goodwill and retention

learn more about Prabhu Kannan

By Prabhu Kannan


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Email marketing has proven to be an effective form of consumer interaction with brands. According to the Relevancy Group, this channel generates more than 25% of a brand's revenue. In India, according to the Octane Report 46% of India Marketers surveyed stated email marketing generates 30% or more revenue for them. New and improved methods of engaging customers through live (or adaptive content) and animation along with personalization and timeliness has further enhanced the effectiveness of email marketing. Findings support this as 89% of India Marketers, in the same Octane Report, voted email marketing to be an effective tool for their business.

One tactic that is making strides is the use of GIFs within emails. An example can be seen through the email activity of Postmates, a logistics company. GIFs are eye catching and easy to consume and they also help to create an emotional connection with consumers. Using GIFs draws attention to a certain part of the email and can further bring your products to life by displaying products in motion.

Email marketers are continuing to enhance the creative and engaging components of their emails through the use of animation, adaptive/live content, video and interactive mechanisms. Aspiring email marketers need to remember to test ideas and keep an eye towards what others are doing in the industry.

Other key components of effective email marketing include:

  • Cross-selling references chosen selectively based on actual product purchase associations can help drive incremental revenue.
  • Effective mobile rendering, which includes clean, simple creative and clear CTAs is crucial to improve focus and response on mobile devices.
  • Magnify product features with the use of animation within email communications, which can be a strong engagement driver.
  • Personalizing offers based on consumers' locations and/or interests boosts response, goodwill and retention.

Email marketing continues to grow with immense innovation and creativity creating new possibilities for marketers to deliver personalized and relevant marketing communications to drive business growth.

Prabhu Kannan

Vice President Technology at Epsilon

Prabhu, a Mumbai University alumnus in computer applications, is a keen observer of impact of technology on consumer behaviors, marketing and commerce. He has spent the better part of his 22+ year career staying ahead of consumer behavior and technology trends and enabled delightful experiences for consumers of fortune 500 clients across the globe. Sitting at the intersection of marketing, technology, creativity and commerce, he is known for building teams with diverse skills; align them to the common goal of delivering seamless experiences within the context of a brand's purpose. He is of the opinion that creativity must challenge technology and technology must fuel creativity. He is known to express his views through speaking engagements and articles, many of which are published by mainstream and digital media.  His newest obsession is data and figuring out ways to leverage data, technology and creativity to solve real business problems for his clients.

An avid runner having run half marathons at Mumbai and Bangalore, he is also passionate about reading, travelling and exploring new places.  


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