prewriting
TRANSCRIPT
Prewriting is the first step of all writing activities. It includes the followings: ∗ Defining recipients (clients or potential clients) ∗ Choosing an email campaign ∗ Brainstorming ∗ Gathering information ∗ Outlining the content (of a campaign) ∗ Choosing a format & design style
Prewriting
Recipients are the first priority to consider before creating an email marketing campaign. To succeed in your email campaign, define for whom the campaign are intended. Such considerations are demography (age, gender, living standard, occupation, location, etc.), old or loyal clients, potential clients, preference, etc.
Defining recipients
Example 1
Example 2
Corporate Internet Package: $90 ‐ $300
Unlikely
Retail user
Before starting writing an email message for a campaign, deciding what nature of campaigns should be chosen is very important for a better successful rate. Two main considerations of a campaign are the followings: ∗ Format: Html, plain text, rich media, image only, etc. ∗ Type: newsletter, press release, invitation, etc.
Choosing an Email Campaign
Format: Html, Type: Newsletter
Link
Static image
Font style color
Format: Text: News Release
Format
Rich Text Html Rich Media
Now that you’ve got the ideas of the type and format of your email marketing campaign, the next step is to think briefly about what information should be included in the your email message. Remember the “5 Ws” and the “H” for brainstorming techniques. 5 Ws: What, where, when, why and who The H: How
Brainstorming
Example: Brainstorming
Media Invitation Event name
What’s the event about?
Event location
Who presides the event? Starting &
lasting time
Who organizes/ Hosts?
Who are invited?
You’ve come up with the all the ideas of what to write in your email marketing message, and the next step you have to take is to gather all the information you have listed in the brainstorming process. Think of resource persons who share the responsibility of providing you the information regarding the what you’re going to write. Sometimes, you have to sit your marketing counterparts, upline managers, CEO down for the information.
Gathering Information
Gathering Information can be done by: ∗ Desk Review ∗ Use computer and internet (for electronic materials) ∗ Find print materials (brochure, flyer, etc.)
∗ In‐Person Interview ∗ Meet marketing counterparts, upline managers and CEO
for the interview ∗ Clients (for newsletter only)
Information Gathering Approaches
An effective interview should be planned in advance. A list of questions should be established. Here are the tips: ∗ Choose what to write about ∗ Generate a list of questions (what, where, when, who, why, how)
∗ Determine who should be interviewed ∗ Make appointment with the resource
Interviewing Tips: Question List
Sample: Q
uestionn
aire
A good interview is better done with a good communication and closeness between the interviewer and interviewee. Here are some tips: ∗ Warm up – start the conversation by a warm‐up. ∗ Let him know why you need the information. ∗ Ask him according to question list, but be flexible with the unexpectedly told pieces of information
∗ Think of pop‐up questions and follow up ∗ End the interview with a full of information
Interviewing Tips: Interviewing Process