Transcript Email Marketing Presentation Two

Powerful Promotions through
Email
Chapter Two
Chapter Two
Direct Email Marketing
Piggyback Email Marketing
Viral Marketing
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Direct Email Marketing
“A measurable system of marketing that uses one or
more advertising media to effect a measurable
response and/or transaction at any location, with this
activity stored in a database.” from Direct marketing magazine
Similarities
Differences
Promotions
Newsletters
Timing
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Direct Marketing – Similarities
Measurable
Multiple contacts are necessary
Must manage operations
Message construction is key
– ADD tips FROM COX INET MKTG BOOK
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Differences – email vs. direct mail
Contains the whole story
(and about 50 pages of
collateral)
Limited to printed
materials
Costs = .35 – 1.00 per
piece
Better to use short, fastloading high-impact
teasers
Can use graphics, videos
clips, etc.
Costs may be as low as
$.00075 per mailing
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Differences – email vs. direct mail
Not certain as to day or
hour message arrives
Responses from mailings
are delayed and more
expensive
Can time the message
Responses may be
immediate – action can
be immediate
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Permission-Based E-Mail
User Reactions
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2% Delete Without Reading
7% Open Somewhat Annoyed
30% Were Indifferent
48% Were Curious to Read
13% Were Eager to Read
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Promotional E-mail
Order and Shopping Cart Confirmations
Sales of Add-on Products and Services
More receptive audience
4% to 12% Response Rate
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Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted
Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted
Promotional Email Guidelines
Prospects
– Include joke or fantastic fact
– Regular mailings increase awareness
Existing customers
– Acknowledge your appreciation of business
– Only send emails if you have needed information
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How To Be Effective
Don’t Use Traditional Copy
Use An Accurate Heading
Make It Personal
Get To The Point
Give Incentives
Drive Them To Your Website
Build A Relationship
Follow Through
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Creating Email
Offer
– Call to action
– Live text link – graphic
– Incentive to click-through
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Creating Email
Incentives
– Promotional give-away
– Special sale
– Sweepstake, lottery, prize
Unique Information
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Creating Email
Header
– Subject Field
– Why the email is important
– Be specific
– Use the space for brand
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Creating Email
Body
– Brief
– Same look and feel
– Easy to read and navigate
– Personalize
– Opportunity to opt-out
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Creating Email
Rich media
– Better response rate
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Email – not SPAM
Frequency management
Email alerts
– High information value
Personalize the message
– More than just a name
Mimic successful tactics from direct marketing
Add “immediacy and interactivity”
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Newsletters
Newsletters contains information that is useful to
the prospect, whether they buy your product or
not.
Content is key
– Specific to needs of your customers
– See Table 2-1, pg 29 in Bergman text for ideas
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Timing
Newsletters – regular basis
Promotional mailings
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Once a month – rule of thumb
Too often = many opt-out requests
Consider customer needs
Product nature – Information intensive?
Split your list and test to determine frequency
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Piggyback Email Marketing
Definition: Renting space in someone else’s
newsletter.
Right newsletter = most cost effective method
Not appropriate for local businesses
Frequency – similar to newspaper ads
Vendors – see CD
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Viral Marketing
Definition
Success
Required elements
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Viral Marketing
Natural consequence of a positive experience
– Word Of Mouth
– 81% pass-along … 49% to 2+ people
Early examples
– Hotmail
– Dancing Baby
Speed up the awareness process w/out SPAM
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Viral Marketing
Both parties must gain something from the
interaction
Word-Of-Mouth Advertising
• Forward to a Friend Option
• Quiz Results
• E-Greetings
– Difficult to Measure
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Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted
Viral Marketing
Newsgroups/usenet
– 20,000 discussion forums
Online groups
– Browse the discussion – look for opportunity to contribute
– Keep posts short, casual
– Initiate discussion incognito
Don’t SPAM
– Kicked off the ISP
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Chapter Two Assignment
Develop a Viral Marketing idea (related to your
final project)
– Submit creative and implementation plan
Write three emails
– Attract customers to your site
– Follow up email for 1st time visitor
– 3rd email to entice purchase or action
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