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E-mail Marketing And Its Impact On Indian E-commerce Growth: In Conversation With Sahil Chopra Of iCubes.
July 16, 2012 | www.watblog.com
With the recent IAMAI report, it is very clear that the growth of E-commerce in India is increasing day by day and there is going to be intense competition on the road ahead. It is interesting to note that astute email marketing strategies are helping e-commerce companies gain 30 percent of revenues. Email marketing involves directly marketing a commercial message to a group of people using electronic mail (email). In simpler words, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness.

iCubes is an Email Marketing Campaign Solutions provider which delivers its e-marketing services to major e-commerce companies including SnapDeal.com, Dealsandyou , MyDala, Myntra.com etc. Interestingly, the E-mail marketing budgets made by e-commerce companies has been growing very well. It saw an increase of 100 percent this year. According to this year’s Direct Marketing Association’s Power of Direct economic impact study, Email returns higher ROI than search, display, social networking and mobile. According to Mr. Sahil Chopra, Co-Founder, iCubes, “Delivering mail is not a task, but a good conversion rate adds to the success of any e-mail marketing campaign.”

We caught up with Mr. Sahil Chopra as he discussed his ideas on the tactical e-mail marketing campaign which generated good rate of conversions to its customers.

1. What changes do you think is necessary for this sector to grow?

The primary change which is necessary for this to grow is to serve on the basis of customer behavior and specific demographic values. Email is one on one conversation, when you are reading an Email your sole attention goes into the email content and if the product proposition presented is really engaging meeting your specific requirements, can generate immediate revenue to the marketer. Interesting Email is 100 % track able too. Brand advertisers should also focus on behavioral targeting which is a key proposition for any successful Email Marketing campaign.

2. What are the various challenges integrating email into a brand’s overall marketing strategy in this field?

The biggest challenge today in Email marketing is to face the spam problem, most of the Email marketers end up their campaigns as spam stricken campaign. An Email sent to the customer should reach and grab his attention; again we need to understand the behavior of the Customers. The best way is to make the users sign up and understand what specific requirements and products they demand. Once we built the relation with a customer, perhaps our campaigns become result oriented. We need to identify and maintain the database of the passive and active consumers. We need to strategize our campaigns as per user’s choice. The key to make a successful campaign lies in understanding User behavior.

3. What is the current scenario of mobile commerce in India?

Mobile phone plays an active part of everybody life. As a one piece device through which once can access information or data instantly regards to anything, anytime and wherever you want. There are e-commerce portals Snapdeal, Dealsandyou etc. who already introduced their mobile apps to provide their user anytime access to related information like deals, offers, etc.

India is a growing economy, where number of internet users are increasing yearly basis. With the introduction of apps, smartphone and tablets, the number of netizens accessing internet on the mobile phone are also increasing.

4. Do you think that E-mail marketing strategy follows the quote which says “THINKING BEFORE ACTING“?

Yes, the whole life cycle of the process and its execution which we discussed above needs clear thoughts about the communication and work flow chart. E-mail marketing demands to the point communication and information depicted in graphics, pictorial information always been interactive for users and carries higher percentage of reply compared to general textual information.

Matter of Fact – Think before you act is clear communication which goes to masses, turn them either side, depends on the factual communication and information we post/share.

As you know , Email marketing is an extremely cost-effective way to communicate with prospects and existing customers. Unlike traditional direct mails, the effectiveness of online email marketing can be calculated on various categories like Inbox Deliverability, conversion or sales and open rates. Surely, with this kind of popularity it seems it doesn’t matter what type of business or industry you’re in, email marketing can have a positive impact on your sales in more ways than one.

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