“Recipients” “Signature” “Subject Line”

CONTENT of EMAIL

3.07

What to consider before Timing of e-mails

Frequency – daily, weekly, monthly, quarterlyDelivery time – time and date

Distribution methods Full service firms

○ Most expensive, suggest target markets, create all content, execute mailings, track results & longer lead time

Hosting services – ○ Monthly fee based on mailings

In-house – ○ Cost not tied to mailings, control of all content, can

make changes, requires e-mail software or use BCC distribution

Elements of a marketing e-mail

From Personalized, clearly identifies sender & error free

To Personalized, makes recipient feel only sent to them

SubjectAvoid Spam filters – avoid certain types of wordsFocus on benefits to the recipient Catchy, original hook – gain their attention

Marketing copyGrammatically correct – no typos or spelling errorsSuccinct & complete but not wordy

Elements of a marketing e-mail Marketing Content

Organized, understood and can followIdeas are clear and understood by recipients Offers unique proposition & encourages responseEstablishes trust with exact costs & non-threatening

Format – Style - Quality – ConsistencyDesign complements message with margins & white spaceFonts (size & face) adds to readabilityStyle is consistent – overall appearance has flair &

pleasing to the eyeSize & weight of headings guide the eye Properly formatted with clear sections, no broken lines &

text that fits

Elements of a marketing e-mail

Call to action/responseResponse mechanisms built into 1st & last

paragraphsProvides date, location and links for response

TestimonialsHelps to establish trust with the recipientsReassures the recipient

Marketing linksWorks properly & takes recipient to web page offer

SignaturesComplete contact info that is short & simple

Elements of a marketing e-mail Request removal link

Clear and specific instructions to request removal

Allows them to change their subscriber information

Privacy statementExplains the information being collectedExplains how this information will be

used/distributed

CONTENT“The Body”

Includes: Text Images Sounds

Write in Small Chunks Get to the point fast using short

paragraphs

EFFECTIVE CONENT

Relevant BENEFIT FOCUSED PERSONALIZED

○ “Dear Mrs. Byers…” Compelling Unique Error free Easy to:

○ Use○ Respond to○ Understand

SUBJECT LINESMOST IMPORTANT ITEM

in Your Email

EFFECTIVE SUBJECT LINES

Needs to generate:Recognition

○ Recipient recognizes sender

Action○ Get people to take

actionMake it Interesting

○ Emphasize benefits: “What’s In It for Me”

AVOID SPAM FILTERS Don’t write in ALL

CAPS Don’t use excessive

punctuation (!!!!!) Don’t use gimmicky

words (free, “make millions”)

SIGNATURESEFFECTIVE EMAIL SIGNATURES

 Short Simple Memorable Creative

THINGS TO AVOID

Lengthy description No more than 4 lines

Multiple phone numbers Personal Social Media

Websites

EMAIL SIGNATURE FORMATNameTitleCompany namePhone numberE-mail addressComplete web site address

Establish e-mail recipients Potential customers

Companies will also purchase e-mail listsNeed to make sure recipients are target

market Current customers

Many may opted to receive timely information Newsletter subscribers Discussion group members

These are generally interested individuals

What to consider before Safety/security

Business privacy policy – type of data collected & how the company will use/distribute the data○ Include the privacy policy in all emails

Establish trust by being honest and non-threatening○ Consider a guarantee or money back policy

CONSISTENTCY of QUALITY

CONSISTENT with previous emails sent in past

Have the same:LookWriting styleTypes of information TIMING

DISTRIBUTION METHODS

1. FULL-SERVICE E-MAIL MARKETING FIRMSMost expensiveCreate all contentExecute the mailingsTrack the results

2. HOSTING SERVICESSend emails and track resultsMost charge a monthly service fee based on volume of e-mails sentSome don’t charge anything in exchange advertising in emails

3. IN-HOUSEHave control over the presentation and deliveryLittle to no costsNeeds e-mail software

 

STEPS TO EXECUTING TARGETED E-MAILS

1. Create your E-MAIL LIST• Decide on recipients• Consider target market• Focus on those who opted to receive emails

2. Create a SIGNATURE• End of the e-mail

3. Create the E-MAIL• Develop the content• Include the business’s privacy policy• Create a catchy “subject” line• Create a “from” line

STEPS TO EXECUTING TARGETED E-MAILS

4. Choose an E-MAILING TECHNIQUE• Blind Carbon Copy (BCC)

○ Keep e-mail addresses private

• Bulk E-mail Software○ Make it appear as if only one person is receiving the e-mail

5. Conduct a TEST RUN• “Test” send to yourself and others for edit

6. SEND E-MAIL

STEPS TO EXECUTING TARGETED E-MAILS

7. MANAGE THE LIST○ Remove undeliverable e-mail addresses

8. Provide FOLLOW-UP SERVICE○ Customer service should follow up within 24 hours○ Autoresponder

9. TRACK THE RESULTS○ Monitor activity on web pages