Transcript Lecture 1 Title: MIS Concept and Definition

Lecture 2
Title: Email Marketing
Ebook: Chapter 7
By: Mr Hashem Alaidaros
MKT 445
Objective
• Email Marketing Definiation
• Email Marketing Types
• Getting Started:
1.
2.
3.
4.
5.
6.

Growing Database
Creative Execution
Integrate Campaign with Other Channels
Database Segmentation Technology
Deployment
Email Analytics
Advantages and Disadvantages of Email marketing
Email Marketing
 Email marketing is a tool for customer relationship
management (CRM).
 Email marketing is a form of direct marketing which uses
electronic means to deliver commercial messages to an
audience.
 Email marketing is a tool for building relationships with
both existing and potential customers.
 It should maximise the retention and value of these
customers, which should ultimately lead to greater
profitability.
Cont.
 The power comes from the fact that it is:
 Extremely cost effective due to a low cost per contact
 Highly targeted
 Customisable on a mass scale
Email Ways
The ways which a company could make contact with
you:
1. Transaction emails:
 When you request a quote, submit a contact form or seek
financial advice there will be a number of emails you may
receive.
 Should you need to communicate with a brand, you will no
doubt need to send an email back.
2. Newsletters:
 These are emails sent to provide information and keep
customers informed.
 It ensure that a customer is in regular contact with the
brand.
Email Types
There are two types of commercial emails:
1. Promotional emails: these are more direct and
are geared at enticing the user to take an
immediate action such as: Users make a purchase,
Users download or sign up, Users request further
information
2. Retention based emails: also referred to as
newsletters, these may include promotional
messages but should be focused on providing
information of value to the user, geared at building
a long-term relationship with the user
How is e-mail marketing used?
Other
Market Research
4%
8%
Prospects
24%
Alerts/reminders
28%
Advertising/Marketing
34%
Product releases
48%
Newsletter
House List
66%
Promotions&Discounts
0%
10%
20%
30%
40%
50%
60%
70%
Forrester Research
ESP
 An email service provider (ESP) is a partner who can
help manage your email design and send.
 For bigger organisations it often makes sense to either
purchase your own software and server, or partner with
one.
 This is especially true if you are sending more than 50
emails at a time.
 Most ESPs are do-ityourself services that do not manage
or strategise your campaign, but will give you the tools
you need to manage it yourself.
 MailChimp (www.mailchimp.com): the tool provides tracking, support,
functionality for managing subscriber lists and email templates.
Getting Started
1. Growing Database
2. Creative Execution
3. Integrate Campaign with Other Channels
4. Database Segmentation Technology
5. Deployment
6. Email Analytics
Getting Started
1. Growing Database:
 Growing this database, while keeping it targeted, is a key
factor in any email campaign. (Sign-up forms best
practice See 7.4.3)
 The database need only have one entry – the prospect’s email – but
the following should also be considered:
• Name, surname and title
• Date permission granted
• Gender
• Country
The more information…
• Telephone number
What do you think?
• Date of birth
• Frequency (how often they’d like to hear from you)
Problems
No disclosure
of Use on signup page
Future
promotions not
addresses
Getting Started
2. Creative Execution
 Text emails are the plain ones – text only.
 HTML emails are the emails with more complex
design. These emails can contain images, different
fonts and hyperlinks. What are its disadvantages?
 you should give your subscribers the choice of how
they would like to view your email – in plain text or
HTML.
 Parts of an email (see 7.4.3) for example
 Template
The Right Way
HTML defined,
And asked
Design Email
 How likely users are to interact with email?
 Studies have found that users read through or scan
email following an F shape (Nielsen 2006). So, plan
your important information to follow this flow.
 Calls to Action can be hyperlinked text (also called
text links), or can be images which look like buttons.
 Refer to ebook for further tips.
Measurement
 The design should be tested to ensure that it renders
clearly in as many clients as possible.
 Emails can be tested for platform compatibility at:
www.sitevista.com/email.asp.
 What about emails in Mobile devices?
 Although sending two versions of your email is an
option (one for mobile, one for desktops) it’s
probably not the best solution.
 Best practice for designing emails for mobiles: refer
ebook 7.4.3)
Getting Started
3. Integrate Campaign with Other Channels
 Email marketing and social media work very well
together for cross channel promotion.
 Where email can create a one-on-one feel between
a brand and an individual, Social Media can move
that attention towards a sense of community and
keep your reader involved in a dialogue.
Getting Started
4. Database Segmentation Technology
 Segmenting a database can allow for customisation
across demographics or purchase history.
 For example, you may choose to divide your
database according to gender or age.
Getting Started
5. Deployment
 Which day is the best for sending emails?
 Email reputation is the general opinion of the Internet Service
Providers (ISPs) and subscribers towards a sender’s Internet
Protocol (IP) address, sending domain, or both.
 This opinion is a reputation score created by an ISP or a third
party provider.
 If the sender’s score falls within the ISP’s thresholds, a sender’s
messages will be delivered to the inbox. If not, the sender’s
emails may arrive in the bulk folder.
 An
email’s
reputation
score
can
be
checked
at
www.senderscore.org.
 How it work, and how to higher the score: refer to ebook 7.4.3
When to be email and spam?
 Spam is unsolicited bulk email – it means that the
recipient never gave permission to be sent that email (no
relationship).
 If the recipient has given permission to be sent marketing
messages by email, then it is not spam.
 Users give permission when they tick a box that says
“Yes, please send me offers from your company by
email”.
 The email address can only be provided to another
company if the user ticks a box that says “Yes, please
send me offers from third parties selected by you by
email.” Testing before deployment
When to be email and spam?
 Customer must select choice
 Confirming email will be sent
 Customer must verify their addition to list
Do you wish to receive our free monthly newsletter
Check here to receive additional valuable offers from selected sponsors &
partners
Double opt-in adds a confirmation step into the subscription
process. When an email address
is entered into our subscription form, we will respond with a
message to that email address.
The potential subscriber must reply to that email in order to actually
start receiving our newsletter.
Getting Started
6. Email Analytics
 As with all things digital marketing, tracking, analysing
and optimising is key to growth and success.
 Key measurables for understanding the performance of
email campaigns include:
• Number of emails delivered.
• Number of unique emails opened.
• Unsubscribes. Why important?
• Pass on rate (forwards): by putting “forward to a friend” link
• Clickthrough rates and conversion.
Advantages of Email Marketing
 Permission-based email marketing can give the
highest return on investment of any marketing
activities.
 Technology allows mass customisation, allowing
personalisation across a large list of subscribers.
 When used to encourage relationships with a
customer base, email marketing can go a long way
to increasing the lifetime value of that customer.
 Email marketing is highly measurable, and
databases are able to be easily and thoroughly
segmented.
Disadvantages of Email Marketing
 However, with the increasing numbers of companies
and individuals using email marketing, many
consumers are email tired.
 It requires cleverness and focus to maintain an email
database and time after time deliver useful quality
emails that will be read.
 It does not take much for email to be marked as
spam, and it can be difficult to recover from being
branded as a spammer by the ISPs.
Important Questions
 What is meant by “mass customisation” and why is
this so beneficial?
 Why is it important for permission to be gained
before marketing by email to a prospect?
 Emails that are expected and recognised are more
likely to be read. How can a marketer use this
knowledge to increase the readership of emails?