Transcript SEM1 3.06x

A – Promotion
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 current customers
• Educate others
• Build brand awareness
• Enhance business image
• Engage in viral marketing
• Create discussion
E-Mail Marketing Options
• Opt-In (Permission-Based)
– Individuals give a business permission to send them the promotional emails, product announcements, or newsletters.
– The most common use of opt-in e-mail marketing is subscriptions.
• Double Opt-In
– Requires recipients to confirm that they really do want to be a registered
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.
• Opt-Out
– It is assumed that individuals want to receive e-mail until they indicate
otherwise.
– Generally, the e-mail contains an explanation of the process that must be
followed to be removed from the list.
• Spam
– Spam consists of unsolicited or junk e-mail.
– In most cases, spam bogs down networks and wastes people’s time.
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
– Viral Marketing – asking customers to forward message
Benefits of E-Mail Marketing
• Reduced Time and Effort
• Cost Effective
– More bang for the buck
• Real-Time Messages
– Notify customers of sales
• Personalized Messages
• Save the Planet
• More Frequent Messages
– Shouldn’t be more than once a week
• Build brand awareness & enhance business image
SEM1 3.06 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
• Developing/Obtaining
customer lists
• Sending duplicate
e-mails
• Having undeliverable
e-mails
• Obtaining responses
• Streaming email
requires high speed
connection
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Managing lists
Spreading viruses
Battling filters
Sending unauthorized
subscriptions
• Creating angry
recipients
Plain Text E-Mail Marketing
• Most often email is plain text.
• Plain text e-mails consist of words on a screen.
• The key to successful text-based e-mails is
proper formatting.
– Sections are separated by lines.
– Only those symbols that appear on the computer
keyboard are usually used.
– Text is left aligned
– Hard returns are used at the end of each sentence or
paragraph.
(Rich media) HTML E-Mail Marketing
• HTML stands for Hypertext Markup Language,
which is the code used to create web pages
• The same coding can be used to create e-mails that
contain colorful logos, graphics, background
designs, animations, sound, banner ads, etc.
• It takes longer for HTML e-mails to load than plaintext e-mails
• Not all e-mail clients support HTML as the recipient
must have a high speed internet connection to see
it
Capabilities of E-Mail Marketing
• The capabilities of e-mail depend upon the
type of software that is used. The capabilities
of e-mail include:
– Non-interactive content
• Plain-text e-mail used in correspondence among
friends, family members, and coworkers is a good
example of non-interactive content.
– Links to other places within the message
• Hyperlinks make it is possible to link a word, graphic,
or other element to another place within the e-mail.
Capabilities of E-Mail Marketing
• Links to web sites
– Hyperlinks are also used to link from somewhere within the email to a web site.
• Attachments
– An attachment is a computer file (e.g., Word document,
PowerPoint presentation, jpg photo, etc.) that is sent with an
e-mail.
• Streaming media
– E-mail is capable of delivering sound, video, or animations that
play when the recipient opens the message or clicks on a
“play” button.
– Expensive and requires a High-Speed Connection
• Individualized addresses
– Individual e-mail address in the “To” field
– This helps businesses to personalize their e-mail so that
readers feel that they’re the only ones receiving the e-mail.
Capabilities of E-Mail Marketing
• Personalization
– Personalization technologies attempt to make customers feel
unique and special—by inserting personal information such as
name, title, and purchasing history within an e-mail message.
• Automated
– E-mail software can be set up to perform certain functions
(e.g., send personalized e-mails to entire customer list, create
list of undeliverable addresses, etc.) at specified times.
• Auto-responders
– When a person sends a message to a specified e-mail address,
the auto-responder replies with a certain message.
– Common uses of auto-responders are to:
• Confirm orders and newsletter subscriptions
• Make customers aware that the business person is unavailable until
a certain date
SEM1 3.06 Activity
Review the marketing email passed out to you. You will
individually answer the following:
1. Identify if it is Plain Text OR HTML
2. Does it engage in Viral Marketing?
3. There are 4 Types of Marketing Emails. What is the type of
your example?
4. List all email capabilities you see in your example
5. Using your notes for “Common Uses”- identify the use of
your example
6. What are the advantages of your example?
7. What are the disadvantages of your example?
8. What objectives is the business trying to meet by using email?
9. Is the e-mail promotion effective? Why or why not?
SEM1 3.06 Activity +
• With a partner, create a marketing email. Additionally, the
email must be sent to my school email with the following
information attached in a word document.
1. Identify if it is Plain Text OR HTML
2. Does it engage in Viral Marketing?
3. There are 4 Types of Marketing Emails. What is the type of
your example?
4. List all email capabilities you see in your example
5. Using your notes for “Common Uses”- identify the use of
your example
6. What are the advantages of your example?
7. What are the disadvantages of your example?
8. What objectives is the business trying to meet by using email?