sem i 3.06 & 3.07

SEM I 3.06 & 3.07

EXPLAIN THE NATURE OF E-MAIL MARKETING

WRITE E-MAIL COPY AND TARGET MARKETS

VIRAL MARKETING

Viral marketing is word-of-mail info. that is passed on to others. For example, a customer forwards a message to a friend who sends it to a family member who sends it to a coworker and so forth. It enables info. to be spread quickly.

A business that sends an e-mail to customers and asks them to forward the e-mail to their friends or associates is engaged in viral marketing. A business that asks customers to forward an e-mail is NOT engaged in image building, direct advertising, or suggestion selling.

SUBSCRIPTIONS

Subscriptions are the most common use of opt-in e-mail marketing, which is sometimes referred to as permission-based marketing. In a good subscription system, web-site visitors enter their name and e-mail address into an electronic form, select the type of info. they wish to receive, and click on the submit button.

By submitting their personal data, they are giving the business permission to send them promotional e-mails or other info.

SUBSCRIPTIONS

In the double opt-in e-mail marketing system, customers subscribe & then receive e-mail from the business asking them to confirm they want to receive the info.

Announcements are messages that serve to notify the public of special events.

COST EFFECTIVE

The average cost of an e-mail campaign is around $1,000, whereas the average cost of a direct-mail campaign is $20,000. The difference in price exists because the printed materials needed for a direct-mail campaign are very expensive to produce.

COST EFFECTIVE1. With e-mail, individuals can be pointed to a web site

where the same product descriptions, images, and other information can be found.

2. There is no need to print materials or buy postage.

3. Businesses often personalize e-mail messages and always identify themselves because they are trying to sell products.

4. E-mail marketing is not necessarily profit oriented, although earning a profit is often the goal of businesses that use this technique.

E-MAIL IN A TIMELY MANNER E-mail can be very timely because it does not require

as much advance planning as conventional advertising does. A business can look at its inventory today and see what products should go on sale tomorrow. Then, it can put together an e-mail and immediately send it to its customer list.

Addressing messages to individual customers is an example of personalizing e-mail. Targeting specific groups and describing features of products are NOT examples of using e-mail in a timely manner.

STREAMING VIDEO Streaming media are sound, video, or animations that play

in real time. E-mail is capable of delivering streaming media such as videos when the recipient opens the message or clicks on a "play" button.

For streaming video to work properly, the recipient needs a high-speed Internet connection. Streaming media DO NOT REQUIRE the recipient to have cloud-computing capabilities, a sophisticated computer keyboard, or a complicated operating system.

PERSONALIZED E-MAIL

Personalized e-mail involves using an individual's name. When possible, the e-mail address, subject line, and body of the message are personalized. This helps recipients to feel as if they are the only ones receiving the e-mail.

An e-mail that sets a deadline might be compelling. An e-mail that pertains to one main topic may be focused. An e-mail message that is short and simple is usually understandable.

IN-HOUSE E-MAIL METHOD

The in-house e-mail method allows businesses to have more control over the presentation and delivery of e-mails. They can make last-minute changes to content and add recipients immediately prior to sending the e-mailing.

However, the up-front costs are high because the in-house system requires the business to purchase, install, and maintain the equipment. The costs are not tied to the volume of e-mails sent.

SEND E-MAIL TO INTERESTED PARTIES

When creating mailing lists, a good guideline to follow is to only choose individuals who have opted to receive e-mail from the business. These individuals have indicated an interest in the business/its products & make up the market that is most likely to respond to the e-mail.

Identifying all people in a certain area, obtaining names from local competitors, & asking employees for names of relatives ARE NOT EFFECTIVE METHODS of creating mailing lists.

BLIND CARBON COPY Blind Carbon Copy (BCC) is a mailing technique used to keep

e-mail addresses private by preventing recipients from seeing who else is receiving the e-mail. This method is good for businesses that can't afford mailing-list software or that are just starting out with a small list of subscribers.

Autoresponder is a computer program that automatically returns a specified message to anyone who e-mailed a particular address. An Internet Service Provider provides access to the Internet. Bookmark feature is an application within Microsoft Word that can be used to create

hyperlinks to other places within an e-mail.

CONDUCT A TEST RUN Before businesses send an e-mail to everyone on their

list, they should conduct a test run. Sending it to several different e-mail clients will allow the business to look for any problems with broken links, formatting, spacing, slow loading videos, etc. Then, the businesses can make any necessary corrections before sending the e-mail to everyone.

Formatting the message, finalizing a signature, and preparing a response will NOT ALLOW a business to detect problems with an e-mail.

REVIEW

16 (2). A business that asks customers to forward an e-mail to their friends/associates is engaged in:

A. Suggestion selling B. Direct advertising C. Image building D. Viral marketing

17 (2). Which of the following is the most common use of opt-in e-mail mktg?

A. Subscriptions B. Announcements C. Attachments D. Confirmations

18 (2). One of the advantages of using e-mail marketing is that it is:

A. Anonymous B. Profit oriented C. Cost effective D. Impersonal

19 (2). Which of the following is an example of a business’s using e-mail in a timely manner:

A. Describing features of expensive products B. Addressing messages to individual customers C. Sending customers notice of tomorrow’s sale D. Targeting groups that subscribe to newsletters

20 (2). One of the disadvantages to marketers of using streaming video e-mail is that it requires the customer to have a(n):

A. Complicated operating system B. Sophisticated computer keyboard C. High speed internet connection D. Cloud computing

57 (2). The body of an e-mail that reads “Dear Sue, we hope you are enjoying the newsletter,” is an ex. of a/an _______________ message.

A. Understandable B. Compelling C. Focused D. Personalized

58 (2). Which of the following is an advantage to a business of using in-house system to send bulk e-mailings:

A. Costs are tied to volume B. Last minute changes are possible C. Control of delivery is limited D. Up-front costs are low

59 (2). What is a guideline for businesses to follow when creating mailing lists?

A. Obtain names from local competitors B. Identify all people in a certain area C. Choose individuals who want the e-mail D. Ask employees for names of relatives

60 (2). What technique do businesses often use if they do not have mailing-list software:

A. Autoresponder B. Internet Service Provider C. Bookmark feature D. Blind carbon copy

61 (2). What should businesses do to detect any problems before sending e-mail to everyone on the list:

A. Finalize a signature

B. Format the message

C. Prepare a response

D. Conduct a test run

62 (2). For higher response rates, businesses should develop marketing e-mail messages that are:

A. Short, simple and understandable

B. Relevant, short and complex

C. Interesting, unique and lengthy

D. Appealing, complex and relevant

sem i 3.06 & 3.07

Documents

email campaign

email messages

email address

mail info

business permission

directmail campaign

permissionbased marketing

type of info