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3.06. Understand the use of direct marketing to attract attention and to build brand. Explain The Nature Of E-MAIL MARKETING TACTICS . E-MAIL MARKETING. SENDING PROMOTIONAL MESSAGES ACROSS COMPUTER NETWORKS Helps Businesses by: Using VIRAL MARKETING

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3.06

Understand the use of direct marketing to attract attention and to build brand

e mail marketing
E-MAIL MARKETING

SENDING PROMOTIONAL MESSAGES ACROSS COMPUTER NETWORKS

Helps Businesses by:

  • Using VIRAL MARKETING
    • Forwarding a message to someone who forwards it to another, etc.
    • Information spreads quickly
  • Keeping current customers informed
  • Building brand awareness and brand image
4 types of email marketing
4 TYPES OF EMAIL MARKETING
  • OPT-IN /PERMISSION-BASED
    • Give permission to receive promotional e-mails, newsletters, etc.
      • SUBSCRIPTIONS are most common
  • DOUBLE OPT-IN
    • Requires recipients to confirmthey are registered subscriber
      • Complete subscription process, then receive a verification email
  • OPT-OUT
    • Receive emails until indicate otherwise
      • Explanation at bottom of email of how to opt-out
  • SPAM
    • Junk e-mail
most common uses of email marketing
MOST COMMON USES OF EMAIL MARKETING
  • Announcements
  • Newsletters
  • Bulletins
  • Suggestion selling
  • Reminder service
  • Handling requests
  • Obtaining feedback
  • Order confirmations
capabilities of email
CAPABILITIES OF EMAIL
  • NON-INTERACTIVE CONTENT (STATIC)
    • Cannot link to other locations within the e-mail
  • LINKS TO OTHER PLACES WITHIN EMAIL
    • Hyperlinks: link a word or graphic to another place within the e-mail
  • LINKS TO WEB SITES
    • Hyperlinks: link from email to a web site
  • ATTACHMENTS
  • STREAMING MEDIA
    • Email delivers sound and/or video
    • Media is “streaming”(moves in a continuous flow over the Internet)
    • DISADVANTAGES:
      • Expensive
      • REQUIRES RECIPIENT TO HAVE A HIGH-SPEED INTERNET CONNECTION
capabilities of email1
CAPABILITIES OF EMAIL
  • INDIVIDUALIZED ADDRESSES
    • Individual e-mail address in the “To” field
    • Helps businesses to personalize
      • Recipients feel that they’re the only ones receiving the e-mail
  • PERSONALIZATION
    • Personal information (name, purchasing history) in email
    • Software can do this easily
  • AUTOMATED
    • E-mail software can perform certain functions
      • Example: Send personalized e-mails to entire customer list at specified times
  • AUTORESPONDERS
    • If someone emails a specified e-mail address, autoresponder replies
    • Saves money and time
      • Example: Confirm orders and newsletter subscriptions
you do
“You Do”

Mrs. Byers will give you an example of a marketing email

You will individually answer the following:

  • Identify if it is Plain Text OR HTML
  • Does it engage in Viral Marketing?
  • There are 4 Types of Marketing Emails. What is the type of your example?
  • List all email capabilities you see in your example
  • Using your notes for “Common Uses”- identify the use of your example
  • What are the advantagesof your example?
  • What are the disadvantages of your example?
  • What objectives is the business trying to meet by using e-mail?
  • Is the e-mail promotion effective? Why or why not?
you do together
“You Do Together”

With a partner, create a marketing email identifying the following:

  • Identify if it is Plain Text OR HTML
  • Does it engage in Viral Marketing?
  • There are 4 Types of Marketing Emails. What is the type of your example?
  • List all email capabilities you see in your example
  • Using your notes for “Common Uses”- identify the use of your example
  • What are the advantages of your example?
  • What are the disadvantages of your example?
  • What objectives is the business trying to meet by using e-mail?