Transcript 3.06 - ABSS

3.06
Understand the use of direct
marketing to attract attention and to
build brand
EXPLAIN THE NATURE OF
E-MAIL MARKETING TACTICS
E-MAIL MARKETING
SENDING PROMOTIONAL MESSAGES ACROSS COMPUTER NETWORKS
Helps Businesses by:
– Using VIRAL MARKETING
• Forwarding a message to someone who forwards it to
another, etc.
• Information spreads quickly
– Keeping current customers informed
– Building brand awareness and brand image
4 TYPES OF EMAIL MARKETING
1. OPT-IN /PERMISSION-BASED
– Give permission to receive promotional e-mails, newsletters, etc.
•
SUBSCRIPTIONS are most common
2. DOUBLE OPT-IN
– Requires recipients to confirm they are registered subscriber
•
Complete subscription process, then receive a verification email
3. OPT-OUT
– Receive emails until indicate otherwise
•
Explanation at bottom of email of how to opt-out
4. SPAM
– Junk e-mail
MOST COMMON USES OF EMAIL
MARKETING
•
•
•
•
•
•
•
•
Announcements
Newsletters
Bulletins
Suggestion selling
Reminder service
Handling requests
Obtaining feedback
Order confirmations
ADVANTAGES AND DISADVANTAGES OF EMAIL MARKETING
ADVANTAGES
DISADVANTAGES
•COST EFFECTIVE
•Hard to manage customer lists
•Little time & effort
•Undeliverable e-mail
•TIMELY
•Low effectiveness
•Doesn’t require much planning
•Example: Sending customers a notice
of tomorrow's sale
•Personalized/targeted
messages
•Can track user engagement
•Spreading viruses
•Battling filters
•Angry recipients
PLAIN TEXT VS. HTML
PLAIN TEXT
HTML
CONSIST OF WORDS ON A SCREEN
HYPERTEXT MARKUP LANGUAGE: CODE
USED TO CREATE WEB PAGES
•Most emails are plain text
•Successful plain text emails need
proper formatting:
•Sections are separated by lines
•Text is justified left
•Creates e-mails that have:
•Colorful logos
•Graphics
•Animations
•Sound
•Takes longer for HTML e-mails to load
•Not all e-mail clients support HTML
CAPABILITIES OF EMAIL
• NON-INTERACTIVE CONTENT (STATIC)
– Cannot link to other locations within the e-mail
• LINKS TO OTHER PLACES WITHIN EMAIL
– Hyperlinks: link a word or graphic to another place within the e-mail
• LINKS TO WEB SITES
– Hyperlinks: link from email to a web site
• ATTACHMENTS
• STREAMING MEDIA
– Email delivers sound and/or video
– Media is “streaming” (moves in a continuous flow over the Internet)
– DISADVANTAGES:
• Expensive
• REQUIRES RECIPIENT TO HAVE A HIGH-SPEED INTERNET CONNECTION
CAPABILITIES OF EMAIL
• INDIVIDUALIZED ADDRESSES
– Individual e-mail address in the “To” field
– Helps businesses to personalize
• Recipients feel that they’re the only ones receiving the e-mail
• PERSONALIZATION
– Personal information (name, purchasing history) in email
– Software can do this easily
• AUTOMATED
– E-mail software can perform certain functions
• Example: Send personalized e-mails to entire customer list at specified times
• AUTORESPONDERS
– If someone emails a specified e-mail address, autoresponder replies
– Saves money and time
• Example: Confirm orders and newsletter subscriptions
“WE DO” CHECK FOR
UNDERSTANDING
A business that asks customers to forward an
e-mail to their friends or associates is engaged
in
a.
suggestion selling
b.
image building
c.
direct advertising
d.
viral marketing
ANSWER
A business that asks customers to forward an
e-mail to their friends or associates is engaged
in
a. suggestion selling
b. image building
c. direct advertising
d. viral marketing
QUESTION
Which of the following is the most
common use of opt-in e-mail marketing:
A. Subscriptions
B. Attachments
C. Announcements
D. Confirmations
ANSWER
Which of the following is the most
common use of opt-in e-mail marketing:
A. Subscriptions
B. Attachments
C. Announcements
D. Confirmations
“WE DO” IDENTIFY
THE TYPES OF EMAIL
“YOU DO”
With a partner, create a marketing email identifying 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 e-mail?
9. Complete review questions for LAP 13