A – PromotionE-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 e-mails, 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-marketing-ebook/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

• 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 plain-text 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 e-mail 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 ActivityReview the marketing email passed out to you. You will individually answer the following:

1. Identify if it is Plain Text OR HTML2. 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 example5. Using your notes for “Common Uses”- identify the use of your

example6. 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. 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 HTML2. 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 example5. Using your notes for “Common Uses”- identify the use of your

example6. 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?