Presentation Transcript

1. WRITE E-MAIL MARKETING COPYand EXECUTE TARGETED E-MAILS Unit 3 Objective 3.07
2. “Recipients” “Signature” “Subject Line” CONTENT of EMAIL
3. EFFECTIVE EMAIL MARKETING COMPONENTS Content Subject Line Signature Recipients Format Links Safety/Security Consistency of Quality Distribution Methods
4. 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
5. 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”)
6. 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
7. 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
8. 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
9. Quiz Preview #13 Phrases such as "free stuff" and "make millions" should be avoided in the subject line because: They use excessive punctuation They are not relevant to the message content They create a sense of urgency They are more likely to trigger spam filters
10. Unit 3 Project Part 7 As the Marketing Coordinator of your Theme Park/Cinema, you are to create an E-mail Advertisement. Your E-mail Advertisement will be similar to your Direct Mail Advertisement. Slide 12: E-mail Advertisement Create an E-mail Advertisement that includes the following: Recipients Subject Line Greeting Content Promotions and information stated in chunks Links (Must have a link to the homepage, a link to an event, and a link to a sale/promotion/coupon) Graphics (i.e. pictures, animations, videos, etc) Privacy Policy Signature Create the Advertisement in Word, however create a link to the Word document in your presentation Continue along with Unit 3 Project Part 6. Complete and submit to Edmodo by the end of class.
11. LINKS Links to web pages or to other locations in email Complete web address sometimes used as a link Confirm links actually work before sending Links go directly to information needed NOT homepage where have to locate information
12. 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
13. 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
14. 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
15. 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
16. 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
17. STEPS TO EXECUTING TARGETED E-MAILS 7. MANAGE THE LIST Remove undeliverable e-mail addresses by monitoring returned e-mails to the inbox 8. Provide FOLLOW-UP SERVICE Customer service should follow up within 24 hours Autoresponder 9. TRACK THE RESULTS Monitor activity on web pages
18. 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
19. Quiz Preview #14 Marketers include complete web addresses in their e-mails to: Identify recipients Develop signatures Place bookmarks Create hyperlinks #16 What is needed for an e-business to manually manage a mailing list? Prepare to resend undeliverable mail Automatically purge duplicate addresses Monitor e-mail messages returned to its inbox Analyze customer service response time #9 What should businesses do to detect any problems before sending an e-mail to everyone on their list? Finalize a signature Format the message Prepare a response Conduct a test run
20. Unit 3 Project Part 8 As the Marketing Coordinator of your Theme Park/Cinema, you are to have policies in place to manage your E-mail advertising. You are to explain the following policies/procedures: Slide 13: E-mail Policies/Procedures Explain your Privacy Policy How often will you send out E-mail Ads? What days of the week will you send E-mail Ads? Who will handle the distribution of E-mail Ads? In-house or External business? Why? Slide 14: E-mail Policies/Procedures Continued How will you manage E-mail lists? How will you handle undeliverable E-mails? How will you purge the list of outdated addresses and update new information? How will you follow-up with customers responding to your e-mails? Will you use an auto-responder? How will you track results of the e-mails? Will you click stream data on your website? Continue along with Unit 3 Project Part 7. Complete and submit to Edmodo by the end of class.