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?• Keep current customers • Educate others• Build brand awareness• Enhance business image• Engage in vital marketing• Create discussion

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

E-Mail Marketing Options• Opt-In (Permission-Based)– Individuals give a business permission to send them the

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 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 Options

• Opt-Out– Assumed that individuals want to receive e-mail until

they indicate otherwise.– E-mail contains an explanation of the process that must

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 OptionsSpam–Consists of unsolicited or junk e-mail.– Spam bogs down networks and wastes

time.–Companies send out in large quantities

Benefits of E-Mail Marketing

• Reduced Time and Effort• Cheaper– Avg Direct Mail = $20,000– Avg Email = $1,000

• Real-Time Messages• Personalized Messages• Save the Planet• More Frequent Messages– Shouldn’t be more than once a week

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

• Developing/Obtaining customer lists

• Sending duplicate e-mails

• Having undeliverable e-mail

• Obtaining responses

• Spreading viruses• Battling filters• Sending unauthorized

subscriptions• Creating angry

recipients• Managing lists

Plain Text E-Mail Marketing

• Most often email is plain text.• Plain text e-mails consist of words on a screen.• The key to successful text-based e-mails is proper

formatting.– Sections are separated by lines.– Only those symbols that appear on the computer

keyboard are usually used.– Text is left ( ) aligned– Hard returns are used at the end of each sentence or

paragraph.

HTML E-Mail Marketing• HTML - Hypertext Markup Language, which is the

code used to create web pages.• Create 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

• 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 to other places within the message• Link a word, graphic, or other element to another place

within the e-mail.

– Links to web sites• Link from somewhere within the e-mail to a web site.

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 need 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 Marketing• Personalization

– Make customers feel unique and special– Inserting personal information within an e-mail message.

• such as name, title, and purchasing history

• Automated– E-mail software can perform certain functions at specified times.– (send personalized e-mails to entire customer list or create list of

undeliverable addresses)• Autoresponders

– the autoresponder replies to incoming emails– Common uses:

• Confirm orders and newsletter subscriptions• Make customers aware that the business person is unavailable until a

certain date

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?