Transcript WRITE E-MAIL MARKETING COPY and EXECUTE TARGETED E

3.07
WRITE E-MAIL MARKETING COPY
and
EXECUTE TARGETED E-MAILS
“Recipients”
“Signature”
“Subject Line”
CONTENT of EMAIL
EFFECTIVE EMAIL MARKETING
COMPONENTS
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Content
Subject Line
Signature
Recipients
Format
Links
Safety/Security
Consistency of Quality
Distribution Methods
CONTENT
“The Body”
• Includes:
– Text
– Images
– Sounds
• Write in Small Chunks
– Get to the point fast using short
paragraphs
EFFECTIVE CONENT
– Relevant
– BENEFIT FOCUSED
– PERSONALIZED
• “Dear Mrs. Byers…”
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Compelling
Unique
Error free
Easy to:
• Use
• Respond to
• Understand
SUBJECT LINES
MOST IMPORTANT ITEM
in Your Email
EFFECTIVE SUBJECT LINES
• Needs to generate:
– Recognition
• Recipient recognizes sender
– Action
• Get people to take action
– Make it Interesting
• Emphasize benefits:
“What’s In It for Me”
AVOID SPAM FILTERS
• Don’t write in ALL CAPS
• Don’t use excessive
punctuation (!!!!!)
• Don’t use gimmicky words
(free, “make millions”)
SIGNATURES
EFFECTIVE EMAIL SIGNATURES
• Short
• Simple
• Memorable
• Creative
THINGS TO AVOID
• Lengthy description
– No more than 4 lines
• Multiple phone numbers
• Personal Social Media Websites
EMAIL SIGNATURE FORMAT
Name
Title
Company name
Phone number
E-mail address
Complete web site address
RECIPIENTS
• Include:
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Potential customers
Current customers
Newsletter subscribers
Discussion group members
• Make sure = Target Market
• IN-HOUSE LIST:
– Best e-mail recipients
– Opted to receive e-mails
FORMAT
(3 Types)
1. PLAIN TEXT
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Easiest to create
Least expensive
Most common form
Consist of text on a page
May contain certain words that are linked to web sites
2. HTML (HYPERTEXT MARKUP LANGUAGE: CODE USED TO CREATE WEB PAGES)
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Looks like web pages
Not all e-mail clients support HTML
Take longer to download
Take up space in the recipient’s inbox
3. RICH MEDIA
– Most expensive
– Most complicated
– Include video, graphics, and sound
LINKS
• Links to web pages or to other locations in email
• Confirm links actually work before sending
• Links go directly to information needed
– NOT homepage where have to locate information
SECURITY and SAFETY
2 Main E-mail Concerns:
1. PRIVACY
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Business privacy policy
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Details how recipient information is protected
2. TRUSTWORTHINESS
The best way to establish trust is to
be HONEST and NONTHREATENING
CONSISTENTCY of QUALITY
CONSISTENT with previous emails sent in past
• Have the same:
– Look
– Writing style
– Types of information
– TIMING
• Frequency: How often the e-mail is sent out
– (Daily, weekly)
• Delivery Time: Date sent
– Less likely to be read on Mondays and Fridays
DISTRIBUTION METHODS
1. FULL-SERVICE E-MAIL MARKETING FIRMS
–Most expensive
–Create all content
–Execute the mailings
–Track the results
2. HOSTING SERVICES
–Send emails and track results
–Most charge a monthly service fee based on volume of e-mails sent
–Some don’t charge anything in exchange advertising in emails
3. IN-HOUSE
–Have control over the presentation and delivery
–Little to no costs
–Needs e-mail software
STEPS TO EXECUTING
TARGETED E-MAILS
1. Create your E-MAIL LIST
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Decide on recipients
Consider target market
Focus on those who opted to receive emails
2. Create a SIGNATURE
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End of the e-mail
3. Create the E-MAIL
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Develop the content
Include the business’s privacy policy
Create a catchy “subject” line
Create a “from” line
STEPS TO EXECUTING
TARGETED E-MAILS
4. Choose an E-MAILING TECHNIQUE
• Blind Carbon Copy (BCC)
• Keep e-mail addresses private
• Bulk E-mail Software
• Make it appear as if only one person is receiving the e-mail
5. Conduct a TEST RUN
• “Test” send to yourself and others for edit
6. SEND E-MAIL
STEPS TO EXECUTING
TARGETED E-MAILS
7. MANAGE THE LIST
• Remove undeliverable e-mail addresses
8. Provide FOLLOW-UP SERVICE
• Customer service should follow up within 24 hours
• Autoresponder
9. TRACK THE RESULTS
• Monitor activity on web pages
“You Do”
With a partner, create a marketing email inviting LNHS
Alumni to the school’s 10th Anniversary Celebration
1. Create the Following:
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Content
Subject Line
Signature
Recipients ([email protected])
Format
Links
Safety/Security
Consistency of Quality
Distribution Methods
2. Execute the Steps to Execute the Email