Transcript 3.06_PP
E-Mail Marketing PE: Understand the use of direct marketing to attract attention and to build brand. PI: Explain the nature of e-mail marketing tactics E-Mail Marketing • E-Mail Marketing - Sending promotional messages across computer networks. Why? • Keep in-touch with current customers • Educate consumers • Build brand awareness • Enhance business image • Sell Products • Engage in viral marketing Common Uses of E-Mail Marketing • Businesses often use e-mail marketing for: – Announcements – Newsletters – Bulletins – Suggestion selling – Reminder service – Handling requests – Obtaining feedback – Order confirmations • Getting customers to talk about the company/products/message with other people • Create a Discussion • Usually through interesting or funny messages E-Mail Marketing Options • Opt-In (Permission-Based) – Customer grants a business permission to send them promotional e-mails, product announcements, or newsletters. – Subscriptions : Most common use of opt-in e-mail marketing • Double Opt-In – Requires recipients to confirm that they want to be a registered email subscriber. – Upon completing the subscription process, individuals receive an e-mail that they must respond to in order to be added to the list of subscribers. E-Mail Marketing Options • Opt-Out – Customers have the option to stop receiving emails – E-mail contains an explanation of the process that to be removed from the list. Example: • This e-mail is a Best Buy advertisement. If you no longer wish to receive our marketing e-mails, unsubscribe here. If you have difficulty with the unsubscribe link, you may also send an e-mail to [email protected] For more information, read our Privacy Policy or call 1-888-BEST BUY. E-Mail Marketing Options Spam – Unsolicited (unwanted) junk e-mail sent out to advertise a product. – Spam bogs down networks and wastes time. – Companies send out in large quantities Benefits of E-Mail Marketing • Reduced Time and Effort • Cheaper – Avg Direct Mail = $20,000 – Avg Email = $1,000 • • • • Real-Time Messages Personalized Messages No Paper More Frequent Messages – Shouldn’t be more than once a week Activity • Split class into 10 Groups and have each group research a benefit of E-Mail Marketing – Each group must present their information to the class including: • Tell us about the benefit • Two examples of the benefit • Why it is so important http://emailmarketing.comm100.com/email-marketingebook/email-marketing-benefits.aspx Challenges of E-Mail Marketing • • • • • • • Customer lists subscriptions Duplicate e-mails • Angry recipients Undeliverable e-mails • Managing lists Obtaining responses Spreading viruses Battling filters Unauthorized Plain Text E-Mail Marketing • Most often email is plain text. • Words on a screen. (No multi-media) • The key to successful text-based e-mails is proper formatting. – Sections are separated by lines. – Text is left ( ) aligned – Hard returns are used at the end of each sentence or paragraph. HTML E-Mail Marketing • HTML - Hypertext Markup Language • E-mails that contain colorful logos, graphics, background designs, animations, sound, banner ads – It takes longer for HTML e-mails to load than plain-text emails. – Not all e-mail clients support HTML. Capabilities of E-Mail Marketing • Depend on the type of software that is used. – Non-interactive content • Plain-text e-mail used to correspond among friends, family members, and coworkers – Links • Within the message • Link a word, graphic, or other element to another place within the e-mail. • To web sites • Link from somewhere within the e-mail to a web site. Capabilities of E-Mail Marketing • Attachments – An attachment is a file sent with an e-mail. – (Word document, PowerPoint presentation, jpg photo) • Streaming media – Delivers sound, video, or animations – Play when the recipient opens the message or clicks on a “play” button. – Expensive and needs a High-Speed Connection • Individualized addresses – Individual e-mail address in the “To” field – This helps businesses to personalize e-mail – Readers feel that they’re the only ones receiving e-mail. Capabilities of E-Mail Marketing • Personalization – Inserting personal information within an e-mail message. • such as name, title, and purchasing history • Make customers feel unique and special • Automated – E-mail software can function automatically – (send personalized e-mails to entire customer list or create list of undeliverable addresses) • Autoresponders – Automatically replies to incoming emails – Common uses: • Confirm orders and newsletter subscriptions • Make customers aware that the business person is unavailable until a certain date Activity • Choose a sport/event product. (Game, Season Tickets, Concert, Merchandise) Create an email marketing campaign to promote your product. Send the email to me if possible. – Be sure to determine the type of email you are going to use. – Will there be any opt-in/double opt-in/autoresponders? – Include a combination of links, streaming video, attachments , and individualization. – Answer the following questions separately: – Who is the target audience? – What types of advertisements are normally used to market the sport/event product? – What are the benefits of using e-mail to market the sport/event product? – Is the e-mail promotion effective? Why or why not?