Welcome to Advanced eMail Marketing

2. Welcome to Advanced eMail Marketing

3. Placing the Consumer at the Center of the Marketing Process Heather Honea, Ph.D.

4. Seminar Format • Workbooks are for reference only – they should not be read during the seminar unless the seminar leader refers to a particular section. • This session is interactive you may ask questions and the seminar leader will stimulate discussion.

5. Schedule There Will Be a 20 Minute Break at 10:30 Lunch Is From 12 Noon to 1PM

6. eMail Is Different • Different environment • Different process • Different outcomes

7. Mass Targeted OutdoorAdvertising (Billboards) Passive Radio Statement Stuffers Television Direct Mailings Brochures Point-of-Purchase Displays Loyalty Programs Newspapers Magazines Telemarketing Active

8. eMail • Targeted Personal • Active Interactive • Low Control High Control

10. Spam • Degrades legitimate email • Privacy issues are relevant

11. Spam • Unsolicited • Recipients personal identity and context are irrelevant because the message is equally applicable to other recipients • Recipient has not verifiably granted deliberate, explicit and revocable permission for it to be sent • Transmission of the message appears to the recipient to give disproportionate benefit to the sender

12. Spam • No universal accepted definition • Spam is in the eye of the beholder • Expectations • Costs • Relevance

13. Permission Based Marketing • New concept in marketing • Opt-in, opt-out, double opt-in

14. Legal Issues • 22 states have laws • No federal laws (although there are many bills pending in congress) • Turbulent arena – little precedent • Minor enforcement mostly under existing fraud statutes by the federal government, some state action.

15. To Be Safe • Use only opt-in lists • Valid reply address • Opt-out option • Don’t use misleading offers • Spread out your campaign – don’t over do • Be aware of legislation

16. To Be Smart • Pursue permission based activities • Privacy policy (protection, use, how to discontinue participation)

17. To Be Successful • Know your customer • Allow the customer to help define the process and outcomes • Create compelling content

18. Implementing eMail

19. Infrastructure Analysis • Computer equipment • Internet connections • Staff • Software • Database • Budget

20. Task Requirements • Maintaining computer equipment • Managing a service provider • Email software (if you do email in-house) • Managing an ASP (if you outsource) • Compiling email lists • Maintaining a database • Measuring your results

21. Advantages to Software Only • Control over data • No monthly/per message charge • Speed • Better database management

22. Disadvantages to Software Only • Set up program yourself • Opt-out is time consuming • Costs • Strain your infrastructure

23. ASP Key Questions • Can you preview your messages • Is uploading data simple • Is there a spell check • How are bounces handled • How easy is it to back up data • What kind of reports are offered • Is there auto detect for text vs. Html

24. ASP Key Questions • What is the unsubscribe support • How stable is the company • Can you manually remove addresses • What are the billing rates, monthly, message sent • How simple is the administrative console • Do they archive your email messages • How quickly is your email sent • Auto-response features

25. Email Lists • Outside lists • House lists • Harvester lists

26. The Good, Bad, and Ugly • Good data – accurate, secure, permission based • Bad data – stale, badly organized, • Ugly data – acquired from unqualified, or unknown source – used without recipients permission

27. Offline Databases – Get the Email Address • Direct mail order forms • Lead cards from trade shows • Guest books at retail locations • Business reply cards • Invoices and bills • Customer service bulletins

28. Offline Databases – Get the Email Address • Outbound telemarketing • Customer service representatives • Seminars and presentations • Warranty cards • Surveys • Receipts • Newsletters via direct mail

29. On-line/On-site List Acquisition • Newsletter • Surveys • Sweepstakes • Order form • Free gift or software trial • Access to members area • Contact area

30. List Broker • They can tell you where they got the names on their lists • They won’t actually hand over the list to you (they will send on your behalf) • They will monitor your message to ensure compliance with the requests of the recipients

31. Harvesting • Used primarily for Spam • Numerous software packages available • Some legitimate uses • Spiders sites and files for email addresses

32. Planning

33. Know Your Customer • Customer profiles • Offline success • Competition • Research • Practice

34. D and D your Customer Define (e.g. geographic, demographic, psychographic) Describe (who is the customer)

35. Determine the objective of your copy. • Generate inquiries • Generate sales • Answer inquiries • Qualify prospects • Transmit product information • Build brand recognition and preference • Build company image

36. Identify your audience and their relationship to your product. • What is the customer's main concern? (Price, delivery, performance, reliability, service maintenance, quality efficiency) • What is the character of the buyer? What motivates the buyer? What is the customer buying process?

37. Get all previously published material on the product. • Previous ads, brochures, press kits and catalogs (print and audio-visual) • Article and press release reprints • Technical papers and product specifications • Competitors' ads and literature • Business and marketing plans • Reports and proposals

38. Design and Copy

39. Use ADIA • Get ATTENTION • Generate INTEREST • Create DESIRE • Call for ACTION

40. The Subject Line • Benefits approach • Question approach • Cultural tie-in approach • Personalized approach

41. Email Design • Quick downloading • Avoid large blocks of type • Don’t use too many graphics • Include clear banners and headers • Don’t overdo reverse text • Make your links clear • Link everything • Don’t use attachments

42. HTML Vs. Plain Text • 80% can read HTML • Consider your audience • Use rich media accordingly

43. Design Programs • Adobe PageMill • Macromedia Dreamweaver • Microsoft Front Page

44. Measurement and Metrics

45. Metrics • Key issue in planning • Data dumps • Useful information, Actionable analysis (related to objectives) • Ad Testing

46. Email and Offline Integration • Coordinate promotions • Help or hinder offline efforts • Coordinate promotions • Maintain design continuity • Manage expectations • Use your web address everywhere

47. Involvement Attention Permission Loyalty (Awareness) (Interest) (Exploration) Moving Through the Customer Relationship Stages

48. Involvement Attention Permission Loyalty (Awareness) (Interest) (Exploration) Moving Through the Customer Relationship Stages • Keep communication short and infrequent • Begin to personalize • Increasing level of control for the user • Banner • Website • Provide value for their information, allow them to opt-in • Order confirmation

49. Not a Member of the eMA • Join at this seminar and receive $25.00 off any membership category • Associate • Professional • Corporate • Details at the registration desk

50. You have completed the eMail Marketing Seminar – Congratulations!