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E-Mail Marketing. PE: Understand the use of direct marketing to attract attention and to build brand. PI: Explain the nature of e-mail marketing tactics . E-Mail Marketing. E-Mail Marketing - Sending promotional messages across computer networks. Why?

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e mail marketing

E-Mail Marketing

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

PI: Explain the nature of e-mail marketing tactics

e mail marketing1
E-Mail Marketing
  • E-Mail Marketing - Sending promotional messages across computer networks.

Why?

  • Keep in-touch with current customers
  • Educate consumers
  • Build brand awareness
  • Enhance business image
  • Sell Products
  • Engage in viral marketing
common uses of e mail marketing
Common Uses of E-Mail Marketing
  • Businesses often use e-mail marketing for:
    • Announcements
    • Newsletters
    • Bulletins
    • Suggestion selling
    • Reminder service
    • Handling requests
    • Obtaining feedback
    • Order confirmations
slide4

Getting customers to talk about the company/products/message with other people

    • Create a Discussion
    • Usually through interesting or funny messages
e mail marketing options
E-Mail Marketing Options
  • Opt-In (Permission-Based)
    • Customer grants a business permission to send them promotional e-mails, product announcements, or newsletters.
    • Subscriptions : Most common use of opt-in e-mail marketing
  • Double Opt-In
    • Requires recipients to confirm that

they want to be a registered email subscriber.

    • Upon completing the subscription process, individuals receive an e-mail that they must respond to in order to be added to the list of subscribers.
e mail marketing options1
E-Mail Marketing Options
  • Opt-Out
    • Customers have the option to stop receiving emails
    • E-mail contains an explanation of the process that to be removed from the list.

Example:

  • This e-mail is a Best Buy advertisement. If you no longer wish to receive our marketing e-mails, unsubscribe here. If you have difficulty with the unsubscribe link, you may also send an e-mail to PrivacyManager@bestbuy.com For more information, read our Privacy Policy or call 1-888-BEST BUY.
e mail marketing options2
E-Mail Marketing Options

Spam

  • Unsolicited (unwanted) junk e-mail sent out to advertise a product.
  • Spam bogs down networks and wastes time.
  • Companies send out in large quantities
benefits of e mail marketing
Benefits of E-Mail Marketing
  • Reduced Time and Effort
  • Cheaper
    • Avg Direct Mail = $20,000
    • Avg Email = $1,000
  • Real-Time Messages
  • Personalized Messages
  • No Paper
  • More Frequent Messages
    • Shouldn’t be more than once a week
activity
Activity
  • Split class into 10 Groups and have each group research a benefit of E-Mail Marketing
    • Each group must present their information to the class including:
      • Tell us about the benefit
      • Two examples of the benefit
      • Why it is so important

http://emailmarketing.comm100.com/email-marketing-ebook/email-marketing-benefits.aspx

challenges of e mail marketing
Challenges of E-Mail Marketing
  • Customer lists
  • Duplicate e-mails
  • Undeliverable e-mails
  • Obtaining responses
  • Spreading viruses
  • Battling filters
  • Unauthorized subscriptions
  • Angry recipients
  • Managing lists
plain text e mail marketing
Plain Text E-Mail Marketing
  • Most often email is plain text.
  • Words on a screen. (No multi-media)
  • The key to successful text-based e-mails is proper formatting.
    • Sections are separated by lines.
    • Text is left ( ) aligned
    • Hard returns are used at the end of each sentence or paragraph.
html e mail marketing
HTML E-Mail Marketing
  • HTML - Hypertext Markup Language
  • E-mails that contain colorful logos, graphics, background designs, animations, sound, banner ads
    • It takes longer for HTML e-mails to load than plain-text e-mails.
    • Not all e-mail clients support HTML.
capabilities of e mail marketing
Capabilities of E-Mail Marketing
  • Depend on the type of software that is used.
    • Non-interactive content
      • Plain-text e-mail used to correspond among friends, family members, and coworkers
    • Links
      • Within the message
      • Link a word, graphic, or other element to another place within the e-mail.
      • To web sites
      • Link from somewhere within the e-mail to a web site.
capabilities of e mail marketing1
Capabilities of E-Mail Marketing
  • Attachments
    • An attachment is a file sent with an e-mail.
    • (Word document, PowerPoint presentation, jpg photo)
  • Streaming media
    • Delivers sound, video, or animations
    • Play when the recipient opens the message or clicks on a “play” button.
    • Expensive and needs a High-Speed Connection
  • Individualized addresses
    • Individual e-mail address in the “To” field
    • This helps businesses to personalize e-mail
    • Readers feel that they’re the only ones receiving e-mail.
capabilities of e mail marketing2
Capabilities of E-Mail Marketing
  • Personalization
    • Inserting personal information within an e-mail message.
      • such as name, title, and purchasing history
      • Make customers feel unique and special
  • Automated
    • E-mail software can function automatically
    • (send personalized e-mails to entire customer list or create list of undeliverable addresses)
  • Autoresponders
    • Automatically replies to incoming emails
    • Common uses:
      • Confirm orders and newsletter subscriptions
      • Make customers aware that the business person is unavailable until a certain date
activity1
Activity
  • Choose a sport/event product. (Game, Season Tickets, Concert, Merchandise) Create an email marketing campaign to promote your product. Send the email to me if possible.
    • Be sure to determine the type of email you are going to use.
    • Will there be any opt-in/double opt-in/autoresponders?
    • Include a combination of links, streaming video, attachments , and individualization.
    • Answer the following questions separately:
    • Who is the target audience?
    • What types of advertisements are normally used to market the sport/event product?
    • What are the benefits of using e-mail to market the sport/event product?
    • Is the e-mail promotion effective? Why or why not?