Optimized Email Campaign Leads to Better Open Rates

At CEES (College of Energy, Environment and Sustainability), we do a lot of email campaigns. We send emails atleast thrice in a week to the different kind of leads we generate through our brand sites. Recently we did an email campaign which shot off the charts with respect to the open and click rate.

Image source: MailChimp.com

We sent the email to three different lists. It was for registering to a free Green Energy Course for a quarter, from one of the brands I am handling i.e. College of Energy, Environment and Sustainability. The three lists were (names changed): a) List a b) List b and c) List c. Take a look at some interesting insights from the campaign.

List a – this list got 42.3% unique open rate, 10.2% total click rate and the email open rate was 4.8% higher than the industry average

List b – this list got 64.9% unique open rate, 16.8% total click rate and the email open rate was 6.1% higher than the industry average

List c – this list got 52.6% unique open rate, 16.7% total click rate and the email open rate was a whooping 11.9% higher than the industry average!

So what did we do right to get these awesome results? Well, most of things were right really

1) The right offer – We offered a free Green Energy Course to our audience for an entire quarter and only for people applying before 30th September 2011. We got a total of 104 applications within two days (and still counting)…

2) The right course – We had conducted a survey to find out one of the most valuable courses required by professionals in the green energy industry. This specific course stood out in the entire survey and we thought of monetizing it only after initially offering it free of cots for an entire quarter and then charging for it, if the course got favorable results.

3) The right email subjectline – The email subject line read “You’ve Got Mail! And, This eMail Could Give You a Free Course in Green Energy!“.  This not only had a great value proposition but also an effective insight into what was inside the email. Thus by only reading the email, one could understand that a) he/she might get a free course in green energy b) this course might be free only to those, who have received this email c) this might be one-time early registration offer

4) The right list – Not every email can be sent to every list. Some emails which are for an offer need to be sent only to the relevant lists. Remember, relevancy always matters. It does not make sense to get 50 people to open your email, if the list size is 2000+. If 50 people from a list size of 200 open your email, it signifies that your assumptions and predictions are almost bang on! We sent the email to the right list i.e. people who wanted more information about energy courses or who were interested in doing an energy course.

5) The right time – According to MailChimp, our email list manager, Tuesdays or Wednesdays are the best days of the week to send important emails related to product announcements, updates or offers. Check out this report to understand more about the Science of Timing your Emails. So, no prizes for guessing the day we sent our emails

6) The right content in the email body – The subject of the email and the headline inside the email should almost be exactly the same. This helps the reader in connecting the email subject with the email content and maintaining the relevancy. Plus, if you can keep your corresponding website landing page headline similar to the email subjectline and the email headline then nothing works better!

7) The right number of Call-To-Action buttons: We had only two call-to-action buttons in the email. a) the link which led to the course description on the course webpage and b) the link which led to the application form on the website. Having more than two call-to-action (CTA) buttons, often confuses the reader and enables them a choice to take multiple actions. Remember, the more options you provide, the more distributed your desired results will be. To get a desired result, try to limit the number of options you are making available to the reader.

8) The right email format – We do not believe in loud email messages. Most of the times, we send, simple emails, with a very basic border and a contrasting CTA button. This helps us in communicating exactly what we want the reader to do. Some words like “Read the latest article“, “guest lectures“, “course information” etc are highlighted to emphasize on what we are offering. Having a simple email format and html often helps us in directly enabling the reader to notice the CTA button after entering the email.

These elements have really worked well for us, and I believe, it will be immensely useful to other email marketers as well. If used efficiently and effectively, these elements can really help you or your brand in getting the desired results from your email communications!

What else are you doing to communicate effectively with your leads?

Book Review – The Secret of The Nagas by Amish Tripathi

Again, I must begin off by saying that the review is a bit late but not too much! I finished reading this book over two weeks ago and ideally the review should have come then! But, what to do? Work takes up most of my time! I bought this book “The Secret of The Nagas“, because i was fairly impressed by the prequel “The Immortals of Meluha” by Amish Tripathi. This is the second book in the “Shiva Trilogy“. Again, the cover design was so good to look at and touch, that I could not resist buying it.

Image From: www.amazon.com

What is this book about? This book follows the journey of Lord Shiva who is the prophesied Neelkanth – the one with the blue throat. To understand what the first book was about, you can click here and read the review. I am not going to spoil the fun for you, if you haven’t read the first book yet. However, I should mention that the first book ends in a very action packed way and this book takes the it one step ahead!

Lord Shiva, is trying to find a solution for the root cause of the problem, faced by the Meluhans who belong to the Suryavanshi empire. The Chandravanshi empire (literally quite opposite to the Suryavanshi empire) are the suppossed cause of these problems. However, the problem and the cause of these problems is something much more, significantly bigger than what everyone had hoped for. The very foundation of India lies at stake if this problem is not taken care of. Its a fight of good against evil, or rather as this book puts it; ”its a fight against the inner evil which rises from all the good and vice versa”. Both, the Suryavanshi and the Chandravanshi empire believe that the Neelkanth is their savior and hence, each empire tries to woo Lord Shiva on their side. The author has a very simple yet descriptive style of narrating the story. Amish, does a significantly better job in carving out the new characters and roles introduced in the second book and makes sure that the reader understands every aspect of the narrative. Some characters are loud, while some are simply extravagant.

The different  storylines intermingled together to form the ultimate story make this book an excellent read. The author does a great job of combining all these stories together to raise the scale of “awesomeness”. The courtship of Parvateshwar and Anandmayi add to the humor and romance quotient of this book. The book should have been a bit longer to explain some very important aspects like, the story of Parvateshwar, history of the Chandravanshi empire and a bit more insight into the Nagas – the self-made empire of banished and godforsaken people.

True to its description, surprising alliances are made and unbelievable secrets are revealed. There are two very interesting charcaters revealed in the book, which add to the fun and make it a page turner. These two characters are the life of this book and the sheer manner in which the author introduces them in the book are worth commending. This book, sees the growth in reverence and power of the Neelkanth and how he manages to find an optimistic outlook even when surrounded by sheer darkness. For me, personally, the fight between the man-eater tigers and Sati is the true essence of the book. It manages to leave a visual impact in the readers mind. The book ends, again, with a twist, but a somewhat sombre manner. However, it leaves the reader with wanting to read more! Watch out for Parshuram, a vasudev brahmin turned warrior, who leaves a really good impact.

The flipside to the book? The book could have been bigger. Even at 414 pages, it fails to capture some elements, which needed a lot more description to make the story more awesome. Though the twists and the surprises are good, there are too many surprises! One too many really. There is another empire mentioned in this book, The Branga Dynasty. I had hoped for a much more extravagant and exemplified description of this empire, specifically since there is a lot of hype built around it. There are some typos in the book, which can really be passed off as genuine human mistakes in proofreading.

Book Rating – 3.8 out of 5

This book is available at a great discounted price on Flipkart.com

If you haven’t read the first book yet,then again there is a great combo offer available for Book 1 and Book 2 of the Shiva Trilogy on Flipkart.com

Book Review – the Immortals of Meluha by Amish Tripathi

Ok, this review is quite late. But, I had to post it, as I read the book only a couple of months ago. This is a book review of the book, “The Immortals of Meluha” by Amish Tripathi. I recently read its sequel, “The Secret of the Nagas”  and, I felt that a review is in order, especially as its been quite some time since I did a review. The third and the final book of the “Shiva Triology” will be published early next year.

First things first. I bought this book a few months ago from Landmark, because i really liked the cover page. I did not expect it to be a good book, mostly because it was written by an Indian author. And, most readers will agree with me, that Indian writers/authors, except for a few, have very bad writing/storytelling/narration skills. The book promised (on the back cover) to be a thrilling read as it had a new story-line with a modern take on, the centuries old myth of Lord Shiva and his rise to power.

The book starts with the journey of Shiva from the Mansarovar mountain ranges to the plains of Meluha – an immortal city, ruled by the Suryavanshi’s, where law and order is a way of life for people. Discipline, rules and laws laid out by the earlier “Dev” – Lord Ram is followed to the T by the citizens of Meluha. They are prosperous, happy and shrewd Kshatriyas who will fight for keeping their King and family out of harm’s reach. However, there is something that is worrying the King, which, as prophesied will end, at the arrival of the Neelkanth – literally meaning “the one with the Blue Throat”.

Naturally, Shiva, who is the protagonist of the story arrives at Meluha, with his tribe, leaving his hometown behind because of hard circumstances and consistent raids by invaders. Staying true to the prophecy, it is revealed in the first few chapters that Shiva is the Neelkanth and he will be the saving grace for a dying Meluhan race and the cause of their worries. What makes these Meluhans immortal and how Shiva tries to save them, forms the basis of the story and takes various twists and turns before addressing another important aspect of the story, which leads to the storyline of the second book of the “Shiva Triology”.

Some characters who shape the book are:

• Lord Shiva – the prophecised Neelkanth, the taker of all worries and the giver of happiness and peace.
• Sati – the ever faithful, strong, and emotional warrior princess of Meluha, later married to Lord Shiva.
• King Daksha – the ruler of Meluha
• General Parvateshwar – the army general of Meluha. One of strong character and  immense battle capabilities
• Bhrahaspati – the trusted aide and best friend of Lord Shiva in Meluha. Also, the chief scientist at Meluha
• Krittika – the loyal aide and friend of Sati

The story is well woven and does not lose pace at any point of time. The battles and the fights between the Suryanvanshi and the Chandravanshi empires has been written very well. I especially liked the chapter in which Shiva enters Sati’s life and tries to woo her. It literally took me back in time and I could visualize the story, as if it was happening then and there. The chapters are very well edited and I found very few editorial mistakes in the book. It is also worth mentioning that the author has written the book with a very unique and different storyline and based it on the lives of Shiva and Sati. The book captures the essence of the olden ways of living but also adds a modern twist to the tale with a vey casual style of writing and does not describe everything endlessly. For a reader like me, endless describing ruins the main plot of the book, and hence, I found it very easy to read, understand and comprehend, every aspect of the book, without the need to put it down and scratch my head.

There are some pitfalls though. The characters have not been etched very well. Lord Shiva – the great Neelkanth, has not been portrayed as someone who can wreak terror for enemies and at the same time, be the savior and giver of his friends. Lord Shiva’s character does not command the presence or the awe, which is necessary for the protagonist of the book. I feel, that a bit more detailing on the character could have helped the author in creating a very charismatic personality of Lord Shiva. Similarly, the character of King Daksha has not been given importance. Sometimes, its easy to forget that there is a character known as “Daksha” in the book. As a person who did not expect to find anything good about the book, I was pleasantly surprised and delighted by the fact that finally, atlast, one young Indian writer has arrived to help put Chetan Bhagat’s insanely rubbish books (which we categorize as bestsellers) at rest. Its high time, that crappy writers like Chetan Bhagat, Meera Nanda, Madhuri Banerjee etc really stuck to writing only newspaper columns and spared us from unreadable books. Amish Tripathi through his Shiva Trilogy has arrived, as a very skilled writer.

All in all, this book is a must read for any avid reader (even if you are an atheist, this wont hurt your sentiments), written in a very simple language and engaging narrative.

Book Rating  - 3.5 out of 5

If you’d like to buy this book then Flipkart is offering the book at great discounted rates. Head over to Flipkart.com and order your copy now!

Click here to read the review of Book 2 of the “Shiva Trilogy”, – The Secret of The Nagas by Amish Tripathi

P.S. – I do not get any commission or percentage of sales from Flipkart for recommending their site! It’s just that they really offer good deals, especially on books!

7 Tips and Tricks on How to Cope with the Latest Google Panda Update and Algorithm

I haven’t posted for a very long time. And, by this, I really mean, a very long time. Almost over a year! I have been quite busy and with online marketing duties and promoting some of my company websites like www.littleitaly.in, www.cees-edu.org, www.elock.com etc. I dedicated my “blogging time” for content promotion of these websites. However, recently after being influenced heavily by the Inbound Marketing Blog at Hubspot, I thought, maybe, it was time to come back and blog about the things I normally work on.

Over the past couple of weeks, quite a few people have asked me about the latest Google Panda Update and to be honest, I had never gotten into the nitty gritties of the latest algorithm development from the search engine giant. Google currently holds the number one position when it comes to PPC ads, display and banner ads, including the overall search engine and organic search market due to its display ads, adsense and adwords network. Over 65% of people use Google.com for searches and queries. Over the past few years, lot of content farms, black hat seo practitioners and extremely low quality content providers have been able to put many low-grade websites stand out and be displayed on top of the search engine rankings. This led to many high-quality, deserving and relevant websites rank lower in the search queries (mainly, because they did not have hundreds and thousands of articles on their website, built around a single keyword).

To stop these blatant search engine black hat techniques and in order to make relevant websites feature in relevant search queries, Google worked on a new algorithm and launched the latest Google panda update or search algorithm in February 2011. You can read about this on the official Google blog for understanding what this update is all about and the changes done. Since its first version, the Google panda update has constantly updated and is now in its 2.4 version.

Image Source: www.zhimmer.com

This Google panda update algorithm has been launched to identify and berate content content and content farms, which were gaining top search listings with very shallow or minimal content on their websites. It is also aimed at discouraging content copying, aka, scraper sites which have very less original content on their websites. This update, according to estimates has affected almost 12% of the entire US search results.

So, how can you or your website cope with this recent Google panda update? I have jotted down some tips and tricks below, on how to cope with the latest Google panda update and algorithm.

1. Heavy Templates: First and foremost, cut down on heavy templates. Use templates for your website (if you are using a CMS), which are minimalistiic in design and offer great space to publish more relevant content or content blocks related to your products or services. Simply putting in a block from the available template (like a calendar, most commented posts etc) is not going to help you in any way to optimize the website and fare better in the searches. This activity will help you in staying afloat during the next versions of the Google panda update

2. One keyword, one relevant article: For the Google panda update, its all about relevancy for Google and the people who search. If your information is not relevant then it should not feature in visitor searches, only because you have written hundreds of article on the same keyword with minimal content. Instead, focus on identifying the most important keywords and building articles with relevant content around them. For example: if you are using the keyword “Green Buildings”, then it makes much more sense to write articles like “How to get a certification in Green Buildings”, “How are Green Buildings important to the environment” or “Importance of Green Buildings to the construction industry” etc, instead of writing tons of articles on “what are Green Buildings” and repeating almost the same content, over and over again. Remember, no one likes to beat around the bush. Get to the point with correct and relevant content.

3. Do Away with Keyword Stuffing: Do not bombard your article of 150 words with 25 instances of your keyword. The optimum instance of one keyword in any article is eight. Stick to it, and you will be getting relevant visitors to your article and website. Better still, if you really do need to put in more keywords then do this.

• Use the keyword in alt+text of the image (and yes, always, as much as possible, accompany an article or content with relevant image and reference source)
• Use the keyword in the URL of the article or the content page
• Use the Keyword in the Title of your article or content page
• Use the keyword in the Page Title, Meta description and the keywords option, available in your publishing tool

Watch this video by Matt Cutts on the Google panda update:

4. Do away with useless ads: Do you know that people are on your website to get some information? If you do, then you are among those website owners who focus on relevancy! If you did not, then, I urge you to cut down on the space you have provided to all those PPC and display ads on your website. A simple tweak in your Google AdSense account should do the trick (more on this, later). Anything more than 20 – 25% webpage space, dedicated to displaying ads is a strict no-no. It kills relevancy of the content and your website, to the incoming search term. Ads are meant to enhance visitor experience with value added information and not cause irritation. So, moral of the story? Do away with unnecessary ads and focus on getting more content published in that adspace.

5. Do away with empty content: The Google panda update also focuses on identifying pages with empty content and removes it from the indexing bot. Hence, dont keep any pages with empty content on your website. Its going to hurt your rankings, and not going to help in any way as well. Worse, please do not link it to other pages on your website!!! Do you really plan on murdering your search rankings?

6. Do away with auto-generated content: – Instead, opt in for good content writers who can give you planned content, for the keyword you want to rank high for! Investing time in content writing and SEO is the key to get found on Google and other search engines as well. So whatever you do, do not ignore these basic aspects.

7. Why are you copying my stuff? – You think, “Oh, what the heck? I need content for my website. I will just go ahead and copy it from some related industry blog or website! That ought to solve my content writing woes.”  Think again. Is Google really that stupid? The latest Google panda update takes care of all this and more. It can, in a matter of seconds, find out if you have copied content from some website or blog and made small changes to it. Do not EVER, blatantly copy from other websites. Instead, you can refer to a website and build upon a point or probably, give credit to the website for the original content. Most of the times, it is highly recommended that content should be original. However, you can always build upon existing content and add value to it! If you feel that content from your website is being copied, then use Tynt.com. Tynt is a publishing tool as well, which gives you great insights for content copied from your website, social shares etc. I use this tool for the CEES website to track sharing and content copies. And, best of all, its free!

So there you are! These were my very personal 7 Tips and Tricks on How to Cope With the Latest Google Panda Update and Algorithm! As you can see, content was, content is and content will always be the king!  Well, at least for Google

Do you know of any such tips and tricks? Feel free to share it with me!

The Insatiable Basterds

The term ‘Basterds’ in the title is aimed at the Khaki wardi waalas of Dombivli i.e. the policemen. Today, my belief that all policemen in and around dombivli are not corrupt, entirely kicked the bucket!(seriously)..

My friend has a Tata Indica car, purchased in 2007 and has a ‘T’ permit (tourist permit, for all those of you who do not know) to it. Lets call my friend as ‘X”. Day before yesterday, one of X’s relatives drove the car in one of the many craters (read as potholes) on the Ambarnath-Badlapur highway. The pothole was so deep and there were so many huge stones in it that it completely damaged the Axle, the Suspension, the Ball Socket, the Rod on the front end of the car. A quick visit to a garage the very next day, threatened to burn a deep hole in X’s pocket. I told him “Dude, you are screwed!”

So yesterday evening, when we were sipping a hot cuppa tea and hogging Chinese food at the same time, a common friend of ours suggested that it was high time, he made use of his car insurance (no really, X had not claimed anything in the past two years and his insurance was literally rotting away). So, we decided that instead of paying money from X’s pocket (he was too hesitant to ask money from the genius ‘relative’ of his, who, as a matter of fact, is a pilot!!!), we would make the insurance company pay for it.

We made a call to the insurance company and they were more than happy to pay the claims. Why? Well, there is always a catch right? Nothing, can make an insurance company pay up so easily! Well, there was a catch. They were ready to entertain our claim on two conditions:

1) We had to take the car to the nearest authorised Tata Care service centre and

2) We had to get a FIR (First Investigation Report) done at the nearest police station

Fair enough, we thought. We could tow the car to the service center. However, a trip to the police station was not exactly what was in our minds, to get the claim. However, since this trip would not make us pay for the damages done to the car, we made peace with it.

Today morning, I went to X’s home to pick him up on my CBZ (that’s right, I own a Hero Honda CBZ!!! the original!! Burn you jealous people, Burn!!!) We went to the police station which was attached to the Ambarnath-Badlapur highway jurisdiction. The real story begins now..

We had to wait…wait…wait….a loooooong time….before we actually got to talk to one of the PSI (ummmm… Police Sub Inscpector?..a wild guess really). We told him that we had towed the vehicle to the Tata Care service station, at  Khambalpada, and that we needed a FIR so that we could service the car via the Cashless Insurance facility available there. Given below is the translated conversation between X and the PSI. The translation is from Marathi to English.

PSI: FIR kashala havay? (Why do you need the FIR?)

X: Insurance company madhey maagitla aahey. (The insurance company needs it)

PSI: Kashala? (For what?)

X: FIR bhetla tar aamhaala, insurance claim bhetnaar, nahi tar paishe aamhaala bharava laagel. (If we get the FIR, then we will get the claim, or else we will have to pay the money from our own pockets)

PSI: (Sounding Annoyed) Tar bhara ki! (Then just pay it!)

X: Saaheb, itke paishe asle astey tar insurance claim kashala kela astaa? (Sir, if we would have had so much money, then why would have we filed for an insurance claim?)

PSI: Paishe naahit tar car kashala ghetla? (If you don’t have money then why did you buy a car?) (Really, was this question necessary?)

X: (gets a bit irritated) Car ghetla tevha paishe hotey, aata nahi aahey (When I got the car, I had money, now I don’t)

PSI: (Takes us outside the entrance of the police station and says) Kitichi claim aahey? (How much is the claim for?)

X: panchvis hazaar paryant aahey (its upto 25k)

PSI: (mentioned the exact words that you are about to read) gaadi chi repairi tumhi karnaar, insurance company paishe denaar, aamhi tumhaala FIR denaar, tumchi gaadi chakachak honaar, saglya madhe tumchach faayda, aamchaa faayda kaay? (your car is going to be repaired, insurace company will give you money, we will give you a FIR, your car will be good as new, in all this, only you benefit, what do I get from all of this?

Me: (in all my cheekiness, barely controlling my laughter) tumhaala, khushi honaar ki tumhi, eka tax payer la madat keli mhanun. (you will be happy with the fact that you helped out a tax payer!!)

PSI: (he surprisingly laughed at it!) kaay joke maartos! aamhala pun faayda nako ka? Aamcha pun kahi vichaar karaa (what a joke! we also want profit. Think about us as well)

X: (now, X is a guy who is strictly against bribery, so am I, so we had decided that no matter what happens we won’t pay up to get our work done. We had decided that we would stay there all day, and eat their head up, till they provide us with the FIR) Tumhaala kiti havay? (How much do you want)

PSI: fakth paach hazaar (only five thousand)

!!!!!!!!!!!!!!!!!!!!!!!!!!

What a moron the guy was. If we had cash, then would we even come to the police station to get the FIR done?

Then, we told him that we didn’t have that kind of money. We told him that we had only 200 Rs with us (I even showed him my torn kitos) and hence won’t be able to pay him to give us an FIR. What amazed me was the fact that this guy looked after an entire section of the police station and had more than 5 head constables reporting to him, who in turn had around 5 constables reporting to them. The position which he was in the police station actually entitles him to take stringent action against law breakers. And, amazingly enough, this guy was himself the law breaker. No wonder, no one has even 1% faith in the police force nowadays.

We made a few calls to some important people, including a senior inspector, who assured us that we will get the FIR, without making any payment towards it. In the meanwhile, we spoke to about 3-4 other officials in the police station and they all demanded a bribe ranging between Rs 500 – 2000. We refused to pay them as we believed that we had every right to claim the insurance and that we were entitled to the FIR, as the officials are appointed to help people rather then harassing them and asking for money.

The inspector repeatedly kept warning us that unless we pay him up, we were not going to get the FIR! This is exactly what people mean when they say ‘power in the wrong hands’. He knew we wanted the FIR and he was not ready to give it until we paid him Rs 2000 (yup, we had managed to bring it down)

We were really waiting for a phone call, and were whiling our time, discussing the money with the official. The Senior inspector called up on X’s cellphone in some time and asked him to give the phone to the inspector who was asking for the bribe. The inspector refused to take the call and said “konihi asu de, paishe de aani FIR gheun jaa”, which when translated means “Let it be whoever it is, give me the money and take the FIR”. When we told the Senior inspector that he is not taking his call, the guy got angry. He told us to wait at the police station and cut the call. Surprise, Surprise!! He called up directly at the police station and spoke to the official. The official, literally started trembling and spoke with a childish voice with a stammer. He was so F***** up that the only words which came from his mouth were “Hoye saaheb” and “Sorry Saaheb” which means “Yes, Sir” and “Sorry Sir”. After almost five minutes, he put down the receiver over the telephone and wiped off the sweat over his forehead, chin, cheeks and who knows where else!

He frantically started searching for a Carbon copy paper and two blank pages. Once he found them, he again searched for a blue pen for nearly five minutes (repeatedly wiping off the sweat over his forehead). After almost 10 minutes, he said to us, “Itkyaa chotyaa kaamala saahebaanna kaa saangitla?” which meant “Why did you call up the Senior Inspector for such a small issue?”. To which, X quipped, “itkya chotyaa kaamala tumhi 2000 Rs maagat hotyaa na mhanun” which meant “You were demanding Rs 2000, for such a small issue, thats why”.

For the next 20 minutes, he started asking us relevant questions pertaining to the issue and gave the panchnama (FIR) in the evening. My friend is a smart-ass and he knew that the PSI was scared to death and hence would not even dream to question us on the details we were giving. Hence, he told the inspector that the left door of the car had also got damaged (which had happened in a previous adventure) and the PSI obliged us by mentioning ‘left door damaged’ in the FIR!!

Well, as far as the rest of the events are concerned, everything went smoothly. We took the FIR, filed the claim and are expecting everything to be paid up by the Insurance company in a couple of days.

But seriously, the highlight of this event was the way the guy trembled and fumbled and stammered when he got a sound thrashing from the Senior inspector. We were literally laughing our heads off!!

But on a more serious note, it even made me realise, that even officials at a high rank can be corrupt and demand money for a simple thing like a FIR, which ironically is a part of their duty, which again, ironically, is what we ‘the taxpayers’ pay for, which (sic) ironically, the police waalas do not do.

Maybe someday, they will understand that their salaries come from the hard earned money of the tax payers and that they ought to do their duty towards the common man as a designated ‘public servant’.