3.073.07

Develop Content to Generate InterestDevelop Content to Generate Interest

TermsTerms

Blind Carbon Copy (BCC): keeps Blind Carbon Copy (BCC): keeps recipients from seeing who else is recipients from seeing who else is receiving the same e-mail; used in receiving the same e-mail; used in place of mailing list softwareplace of mailing list software

Autoresponder: automatically returns Autoresponder: automatically returns a specified message to anyone who a specified message to anyone who e-mailed a particular address e-mailed a particular address

Internet Service Provider: provides Internet Service Provider: provides access to the Internetaccess to the Internet

Consistency in “From” lineConsistency in “From” line

Use a valid e-mail addressUse a valid e-mail address Include a person's name/title to Include a person's name/title to

personalizepersonalize Be consistent with the subject Be consistent with the subject

lineline

Effective “Subject” LinesEffective “Subject” Lines

PersonalizedPersonalized RecognitionRecognition InterestInterest ActionAction Appropriate LengthAppropriate Length Make it interestingMake it interesting

Effective E-mail SignaturesEffective E-mail Signatures

Be conciseBe concise NameName Title/CompanyTitle/Company Contact informationContact information

Effective TestimonialsEffective Testimonials

AuthenticAuthentic Personal feelPersonal feel Relieve anxietyRelieve anxiety

Call-to-ActionCall-to-Action

Use verbs to convey action and Use verbs to convey action and urgencyurgency

Minimize the number of calls-to-Minimize the number of calls-to-actionaction

Make it visibleMake it visible Guide to next stepsGuide to next steps

Pros/Cons of In House E-mailsPros/Cons of In House E-mails

ProsPros Can make last-Can make last-

minute changes minute changes to contentto content

Can add Can add recipients recipients quicklyquickly

ConsCons High up-front High up-front

costcost

Creating an E-mail ListCreating an E-mail List

Choose individuals who have Choose individuals who have opted inopted in Have already expressed an Have already expressed an

interestinterest Most likely to respond to a Most likely to respond to a

campaigncampaign Test run to make sure links, Test run to make sure links,

format workformat work

Considerations for Effective E-mail MarketingConsiderations for Effective E-mail Marketing

Content & format of messageContent & format of messageSend to individuals who want the Send to individuals who want the messagemessageLinksLinksSafety/securitySafety/securityTimingTiming

Legal ConsiderationsLegal Considerations

You mustYou must Give the recipient an opt out: provide a return Give the recipient an opt out: provide a return

address that permits the recipient to request address that permits the recipient to request that no further emails are sent to their addressthat no further emails are sent to their address

Identify commercial email as an advertisement Identify commercial email as an advertisement