write e mail marketing copy and execute targeted 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 . 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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Presentation Transcript
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
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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