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 . 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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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

Unit 3

Objective 3.07


Write e mail marketing copy and execute targeted e mails

“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


Quiz preview

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


Unit 3 project part 7

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.


Links

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


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 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


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


Quiz preview1

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


  • Unit 3 project part 8

    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.


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