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WRITE E-MAIL MARKETING COPY and EXECUTE TARGETED E-MAILS . Unit 3 Objective 3.07. “Recipients”. “Signature”. “Subject Line”. CONTENT of EMAIL. EFFECTIVE EMAIL MARKETING COMPONENTS. Content Subject Line Signature Recipients Format Links Safety/Security C onsistency of Quality

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slide2

“Recipients”

“Signature”

“Subject Line”

CONTENT of EMAIL

effective email marketing components
EFFECTIVE EMAIL MARKETING COMPONENTS
  • Content
  • Subject Line
  • Signature
  • Recipients
  • Format
  • Links
  • Safety/Security
  • Consistency of Quality
  • Distribution Methods
content
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 lines most important item in your email
SUBJECT LINESMOST IMPORTANT ITEM in Your Email

EFFECTIVE SUBJECT LINES

  • Needs to generate:
    • Recognition
      • Recipient recognizes sender
    • Action
      • Get people to take action
    • Make 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”)
signatures
SIGNATURES

EFFECTIVE 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 FORMAT

Name

Title

Company name

Phone number

E-mail address

Complete web site address

recipients
RECIPIENTS
  • Include:
    • Potential customers
    • Current customers
    • Newsletter subscribers
    • Discussion group members
  • Make sure = Target Market
  • IN-HOUSE LIST:
    • Best e-mail recipients
    • Opted to receive e-mails
format 3 types
FORMAT (3 Types)
  • PLAIN TEXT
    • Easiest to create
    • Least expensive
    • Most common form
    • Consist of text on a page
    • May contain certain words that are linked to web sites
  • HTML (HYPERTEXT MARKUP LANGUAGE: CODE USED TO CREATE WEB PAGES)
    • Looks like web pages
    • Not all e-mail clients support HTML
    • Take longer to download
    • Take up space in the recipient’s inbox
  • RICH MEDIA
    • Most expensive
    • Most complicated
    • Include video, graphics, and sound
email advertisement assignment
Email Advertisement Assignment

You are to create a marketing email inviting North Forsyth’s Alumni to the school’s 50th Anniversary Celebration

  • Include the Following in your email:
    • Content
    • Subject Line
    • Signature
    • Recipients
    • Format
    • Links
    • Safety/Security
    • Consistency of Quality
    • Distribution Methods
  • Complete in Microsoft Word and Submit to Edmodo by the end of class
links
LINKS
  • Links to web pages or to other locations in email
  • Confirm links actually work before sending
  • Links go directly to information needed
    • NOT homepage where have to locate information
security and safety
SECURITY and SAFETY

2 Main E-mail Concerns:

  • PRIVACY
    • Business privacy policy
      • Details how recipient information is protected
  • TRUSTWORTHINESS

The best way to establish trust is to

be HONEST and NONTHREATENING

consistentcy of quality
CONSISTENTCY of QUALITY

CONSISTENT with previous emails sent in past

  • Have the same:
    • Look
    • Writing style
    • Types of information
    • TIMING
      • Frequency: How often the e-mail is sent out
        • (Daily, weekly)
      • Delivery Time: Date sent
        • Less likely to be read on Mondays and Fridays
distribution methods
DISTRIBUTION METHODS
  • FULL-SERVICE E-MAIL MARKETING FIRMS
    • Most expensive
    • Create all content
    • Execute the mailings
    • Track the results
  • HOSTING SERVICES
    • Send emails and track results
    • Most charge a monthly service fee based on volume of e-mails sent
    • Some don’t charge anything in exchange advertising in emails
  • IN-HOUSE
    • Have control over the presentation and delivery
    • Little to no costs
    • Needs e-mail software
steps to executing targeted e mails
STEPS TO EXECUTING TARGETED E-MAILS
  • Create your E-MAIL LIST
    • Decide on recipients
    • Consider target market
    • Focus on those who opted to receive emails
  • Create a SIGNATURE
    • End of the e-mail
  • 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 mails1
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 mails2
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
additional elements of a marketing e mail
Additional elements of a marketing e-mail
  • Request removal link
    • Clear and specific instructions to request removal
    • Allows them to change their subscriber information
  • Privacy statement
    • Explains the information being collected
    • Explains how this information will be used/distributed
you do
“You Do”

With a partner, create a marketing email inviting MCHS Alumni to the school’s 10th Anniversary Celebration

  • Create the Following:
    • Content
    • Subject Line
    • Signature
    • Recipients
    • Format
    • Links
    • Safety/Security
    • Consistency of Quality
    • Distribution Methods
  • Execute the Steps to Execute the Email
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