Transcript 3.07

3.07
WRITE E-MAIL MARKETING
COPY
and
EXECUTE TARGETED EMAILS
“Recipients
”
“Signature”
“Subject
Line”
CONTENT of EMAIL
EFFECTIVE EMAIL
MARKETING COMPONENTS
Content
 Subject Line
 Signature
 Recipients
 Format
 Links
 Safety/Security
 Consistency of Quality
 Distribution Methods
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CONTENT
“The Body”
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Includes:
 Text
 Images
 Sounds
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Write in Small Chunks
 Get to the point fast using short
paragraphs
EFFECTIVE
CONENT
 Relevant
 BENEFIT FOCUSED
 PERSONALIZED
○ “Dear Mrs. Byers…”
 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
THINGS TO AVOID
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Short
Simple
Memorable
Creative
Lengthy description
 No more than 4 lines
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
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:
 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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2.
Easiest to create
Least expensive
Most common form
Consist of text on a page
May contain certain words that are linked to web sites
HTML (HYPERTEXT MARKUP LANGUAGE: CODE USED TO CREATE
WEB PAGES)

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
○ Business privacy policy

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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2.
Create a SIGNATURE
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3.
Decide on recipients
Consider target market
Focus on those who opted to receive emails
End of the e-mail
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
“WE DO” check for
understanding
The body of an e-mail that reads, "Dear
Sue, we hope you are enjoying the
newsletter," is an example of a/an
__________ message.
A. understandable C.
B. compelling
D.
focused
personalized
Answer
The body of an e-mail that reads, "Dear
Sue, we hope you are enjoying the
newsletter," is an example of a/an
__________ message.
A. understandable C.
B. compelling
D.
focused
personalized
Question
What mailing technique do businesses
often use if they do not have mailing-list
software?
A. Autoresponder
B. Bookmark feature
C. Internet Service Provider
D. Blind Carbon Copy
Answer
What mailing technique do businesses
often use if they do not have mailing-list
software?
A. Autoresponder
B. Bookmark feature
C. Internet Service Provider
D. Blind Carbon Copy
Question
For higher response rates, businesses
should develop marketing e-mail
messages that are
A. short, simple, and
understandable.
B. interesting, unique, and lengthy.
C. relevant, short, and complex.
D. appealing, complex, and
relevant
Answer
For higher response rates, businesses
should develop marketing e-mail
messages that are
A. short, simple, and
understandable.
B. interesting, unique, and lengthy.
C. relevant, short, and complex.
D. appealing, complex, and
relevant
“You Do”
1.
Create a marketing email inviting Williams High School
Alumni to the school’s 10th Anniversary Celebration
Create the Following:
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Content (your choice, include all relevant information)
Subject Line (something that attracts interest of the recipient)
Signature (your choice, use your notes for example)
Recipients (All Williams High School Alumni)
Format (which of the 3 formats discussed in your notes will you use?)
Links (include links to other websites in your email)
Safety/Security (how will you establish trust with the recipients of the
email? What methods will you take to safeguard their email address?)
 Consistency of Quality (make the email attractive to the eye and discuss
how often the email will be distributed)
 Distribution Methods (what distribution methods included in the notes will
you use?)
2.
Print it out and turn it in