Write e mail marketing copy and execute targeted e mails
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WRITE E-MAIL MARKETING COPY and EXECUTE TARGETED E-MAILS PowerPoint PPT Presentation


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WRITE E-MAIL MARKETING COPY and EXECUTE TARGETED E-MAILS . 3.07. Types of e-mails. Plain text Easy to create & least expensive Most common type Text formatted to be pleasant to the eye May contain links HTML May look like web pages Supported by multiple e-mails

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WRITE E-MAIL MARKETING COPY and EXECUTE TARGETED E-MAILS

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Write e mail marketing copy and execute targeted e mails

WRITE E-MAIL MARKETING COPYand EXECUTE TARGETED E-MAILS

3.07


Types of e mails

Types of e-mails

  • Plain text

    • Easy to create & least expensive

    • Most common type

    • Text formatted to be pleasant to the eye

    • May contain links

  • HTML

    • May look like web pages

    • Supported by multiple e-mails

    • Longer download time & space

  • Rich media

    • Expensive & complicated with video, graphics & sound

    • Require tech knowledge, extra space and internet


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 Mr. Neumann…”

  • 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”)


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


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 HONESTand 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


Targeted e mail procedures

Targeted e-mail procedures

  • Conduct a test run

    • Make corrections and test again

  • Send the email

  • Manage the distribution list

    • Delete or fix bad or unwanted addresses

  • Provide follow-up service

    • Adequate # of customer service personnel should be able to respond within 24 hours – this can be automated

  • Track the results

    • Have customer service ask what prompted the inquiry

    • Monitor the activity on the web pages targeted by the email


Before you hit send

Before you hit Send


Jets personalized video

Jets Personalized Video


Let s create a sem e mail

Let’s create a SEM e-mail

  • Students will work independently

    create an e-mail as an introduction

    to this streaming video to fans.

    Must be at least 6 – 8 sentences and include:

    TO:

    From:

    Subject:

    Body of Email:

    Signature

  • With your Marketing knowledge in another 6 – 8 sentences,

    please explain how you would market this video using a different avenue other than e-mailing it to potential fans.


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