promoting your site:promoting your site: e-mail marketing ... · pdf filee-mail marketing and...

Ecommerce Applications 2010/11

E-Commerce ApplicationsE Commerce Applications

Promoting your Site:Promoting your Site:E-Mail Marketinggand Social Media

Session 7 1


N t t P ti B iNext steps – Promoting your Business

• Having developed website/E-shop need to• Having developed website/E-shop need to promote the business Marketing items: Business cards flyers URL• Marketing items: Business cards, flyers, URL on stationery, car, pens, etc W b P i SEO (h 12) d W b• Web Promotion: SEO (ho-12) and Web Analytics (ho-13)

• Target potential customers: E-Mail Marketing using HTML Email, promotion(s), etc

• Develop web links – social media/networking sites, other sites/web rings

Session 7 2

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N t t W b A l tiNext steps – Web Analytics

• Review Site Statistics:• Review Site Statistics:

Session 7 3


N t t P ti B iNext steps – Promoting your Business

• Having developed website/E-shop need to• Having developed website/E-shop need to promote the business Marketing items: Business cards flyers URL• Marketing items: Business cards, flyers, URL on stationery, car, pens, etc W b P i SEO d W b A l i• Web Promotion: SEO and Web Analytics

• Target potential customers: E-Mail Marketing using HTML Email (ho-14), promotion(s), membership

• Develop web links – social media/networking sites (ho-15), other sites/web rings

Session 7 4

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Di t M k tiDirect Marketing• E-mail marketing is a form of ‘direct marketing’, g g ,

which targets its audience without using traditional channels of advertising, such as TV and newspapers.

• Traditionally: businesses reach the consumer directly using tools such as fliers, catalogue distribution, g gpromotional letters, and street advertising.

• Two distinguishing features: g go It is sent directly to consumers, without the use of

intervening commercial communication media. It id " ll t ti “ d i l h io It provides a "call to action“ and involves an emphasis on trackable, measurable responses.

http://en.wikipedia.org/wiki/Direct_marketing

Session 7 5

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E M il M k tiE-Mail Marketing• A form of direct marketing which uses e-mail to g

communicate with a target audience.• Term usually refers to:Term usually refers to:

o sending emails for the purpose of enhancing the relationship of between a business an its customers (current or potential) to encourage customer loyalty and generate repeat business.sending email messages with the purpose of acquiring newo sending email messages with the purpose of acquiring new customers or convincing current customers to purchase something immediately.

o adding advertisements to email messages sent by other companies to their customers, htt // iki di / iki/E il M k ti

Session 7 6

http://en.wikipedia.org/wiki/Email_Marketing


E M il M k tiE-Mail MarketingWickes: DIY Special Offers Marston’s: Brewery/Pub Promotion

Session 7 7


E M il M k tiE-Mail MarketingDevWebPro: Newsletter iTunes: Red Nose Day

Session 7 8


E M il M k tiE-Mail MarketingTimex: New Product Promotion 7DayShop: Latest Deals

Session 7 9


E l f E M il M k tiExamples of E-Mail Marketing1 What are the main features of these examples?1. What are the main features of these examples?2. Is there anything that immediately jumps out at

you?you?

Session 7 10


E M il M k ti K IE-Mail Marketing: Key Issues• Technical Requirements:Technical Requirements:

o Can’t just attach an html file, as the recipient’s email client will break all paths to imagesp g

o Need to send html e-mail from your server in Multipart-alternative MIME format, which bundles your html e-mail l ith l i t t i i t ilalong with a plain text version into one e-mail.

o Need either to code in Multipart-alternative MIME format OR use an outside E-mail Service Provider such asOR use an outside E mail Service Provider, such as MailChimp.

• Legal Requirements:Legal Requirements:o Need to comply with privacy laws governing e-mail marketing.

Session 7 11


E M il M k ti T h i l IE-Mail Marketing: Technical Issues• Technical Requirements:Technical Requirements:

o Forget what you have learnt in IN and WA.o HTML tables control the design layout and someo HTML tables control the design layout and some

presentation.o Inline CSS controls presentation, for example, colourso Inline CSS controls presentation, for example, colours

for backgrounds and fonts.o Use absolute links for images, which need to reside g ,

on accessible server.o Test html emails using a variety of tools:

Web Browsers: Firefox and IE web browsersE-mail clients: Outlook, Outlook Express, Yahoo, G-mail.

htt // h t li /2010/01/23/09 27 00/Session 7 12

http://www.reachcustomersonline.com/2010/01/23/09.27.00/


E M il M k ti C di IE-Mail Marketing: Coding Issues

Session 7 13


E M il M k ti T h i l IE-Mail Marketing: Technical IssuesUse an E-Mail Service Provider (ESP):Use an E Mail Service Provider (ESP):• MailChimp is an online business that

helps you design email newsletters.p y g• MailChimp: http://www.mailchimp.com/• Provides a number of useful guides:

o The E-Mail Marketing Field Guide: http://www.mailchimp.com/resources/guides/email-marketing-field-guide

o Getting Started with MailChimp: http://www.mailchimp.com/resources/guides/getting-started-with-mailchimp

o Your First Email Marketing Project: http://www.mailchimp.com/resources/guides/your-first-email-marketing-project

Session 7 14

g p jo HO-14


E M il M k ti L l IE-Mail Marketing: Legal Issues• If you want to use e-mail to carry out unsolicited direct

marketing, need to comply with the rules in the Privacy and Electronic Communications Regulations (UK).

• Unsolicited marketing is marketing that has not been• Unsolicited marketing is marketing that has not been specifically asked for.

• These rules include:• These rules include:o specific things you must say in your marketing messages,

e.g. disclosing your identity and providing a valid email address to all recipients, as well as legal responsibilities you have as a marketer.

o You can only carry out unsolicited marketing by e-mail if theo You can only carry out unsolicited marketing by e-mail if the individual you are sending the message to has given you their permission (see ‘opt-ins and opt-outs below).

Session 7 15


E M il M k ti O t i d O t tE-Mail Marketing: Opt-in and Opt-out• There are two types of procedure that can be used yp p

when signing up a new subscriber to receive your email marketing messages: single or double opt-in.o Single opt-in is when a person provides their email address

and simply indicates that they would like to receive future emails from your businessemails from your business.

o Double opt-in involves following-up the previous step by also sending the subscriber an email with a confirmation linkalso sending the subscriber an email with a confirmation link they must click on to complete their registration.

o Double opt-in is not a legal requirement, but is considered best practice, as it eliminates the risk of someone having their email address registered by a third party.

http://www.businesslink.gov.uk/bdotg/action/detail?itemId=1086709579&r.i=1085828648&r.l1=10738611

Session 7 16

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E M il M k ti S ft O t iE-Mail Marketing: Soft Opt-in• Soft opt-in can apply in certain circumstances as an p pp y

exception to the consent rule for direct marketing. • Soft opt-in applies where:Soft opt in applies where:

o you have obtained an individual's email address and details during a sale or during negotiations for a sale of a

d t i t thproduct or service to them.o your messages are only marketing your similar products or

services.o you have given the individual opportunities to refuse

marketing messages when their details are collected and with every future message and they do not opt outwith every future message, and they do not opt-out.

http://www.businesslink.gov.uk/bdotg/action/detail?itemId=1086709579&r.i=1085828648&r.l1=1073861169&r.l2=1073858845&r.l3=1073919418&r.t=RESOURCES&type=RESOURCES

Session 7 17

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E M il M k ti O t tE-Mail Marketing: Opt-out• The opt-out option should allow the individual to reply p p p y

directly and easily to your message in order to stop any future marketing:o If you are using e-mail marketing this means including an

‘unsubscribe’ link in all your e-mails.o If you use txt messages you should allow individuals to opto If you use txt messages, you should allow individuals to opt-

out by sending a stop message to a short code number, e.g. text 'STOP' to 12345.

• By law, you must provide individuals the option to opt out or unsubscribe to receiving marketing from you at

ti th i h Y t l ith t tany time they wish. You must comply with any opt-out requests as quickly as possible.

http://www.businesslink.gov.uk/bdotg/action/detail?itemId=1086709579&r.i=1085828648&r.l1=10738611

Session 7 18

http://www.businesslink.gov.uk/bdotg/action/detail?itemId 1086709579&r.i 1085828648&r.l1 1073861169&r.l2=1073858845&r.l3=1073919418&r.t=RESOURCES&type=RESOURCES


E M il M k ti L l R i tE-Mail Marketing: Legal RequirementsPrivacy laws that govern e-mail marketing:y g g• Information Commissions Office (ICO): Electronic

mail (Regulations 22 and 23): ( g )http://www.ico.gov.uk/for_organisations/privacy_and_electronic_communications/the_guide/electronic_mail.aspx

• Business Links – legal overview:Business Links legal overview: http://www.businesslink.gov.uk/bdotg/action/detail?itemId=1085828648&r.l1=1073861169&r.l2=1073858845&r.l3=1073919418&r.s=m&type=RESOURCES

• Direct Marketing Agency – best practice:Direct Marketing Agency best practice: http://www.dma.org.uk/sectors/emk-introduction.asp?source=homeleft

• EU: http://en.wikipedia.org/wiki/Directive_on_Privacy_and_Electronic_Communications

• US (CAN-SPAM Act of 2003): http://en.wikipedia.org/wiki/CAN-SPAM_Act_of_2003

Session 7 19


HO 14 Y J i E M il M k tiHO-14: Yum Juices: E-Mail Marketing• Follow the instructions in HO-14Follow the instructions in HO 14.• HO-14: E-Mail marketing, uses MailChimp to create an

HTML e-mail/newsletter for Yum Juices• First step: need to consider ‘How’, you can use e-mail

to promote your site? ‘What’ content: Images? Text? p y gLinks? etc

• Second step: who are your customers? How will you p y ybuild up your database of contact details, including e-mail addresses? Note: privacy laws re. sending un-solicited e-mails.

• Third step: create HTML E-Mail/Newsletter…

Session 7 20


HO 14 E M il M k tiHO-14: E-Mail Marketing• Work through ho-14Work through ho 14

Session 7 21


U i S i l M di t P t SitUsing Social Media to Promote your Site• No gender gap on the web: equal use of social g g p q

media by males and females (both ~50%)• 61% Facebook users are middle aged or older (av =61% Facebook users are middle aged or older (av

37).• 18-24 year olds spread out across the web18 24 year olds spread out across the web• Key Issue: you need to discover which social

networking channels your customers spend time onnetworking channels your customers spend time on, and include them in your marketing mix.

• Aim is to build relationships community andAim is to build relationships, community and increase customer awareness

http://www.toprankblog.com/2010/03/ecommerce-marketing-social-media-tips/

Session 7 22


5 S i l M di Ti f E C M k ti5 Social Media Tips for E-Commerce Marketing1. Go Where your Customers are and chose the right y g

channels to reach them.2. Monitor what your competitors are doing. Social sites on

which they are active, type of content, how they promote their products

3. Promote Exclusive Offers Through Social Media, e.g. special discounts, etc

4 D ’t J t P h P d t d P ti Sh4. Don’t Just Push Products and Promotions. Share news stories, interesting items, generate ideas.

5 Sell products through social networks making it easier5. Sell products through social networks, making it easier for your customers to buy your products.

6. http://www.toprankblog.com/2010/03/ecommerce-marketing-social-media-tips/

Session 7 23


G Wh C t AGo Where your Customers AreThink about how your customers use different media:y• Facebook: social networking, groups of friends or

people who like similar things. Focussed.people who like similar things. Focussed.• Twitter: social networking, blogs, develop a

following. Wider potential audience.following. Wider potential audience.• Flickr: Primarily about images. Similar to twitter –

wider audience but also develops a followingwider audience, but also develops a following.• RSS Feeds: provides customers with up-to-date

information that you provideinformation that you provide.

Session 7 24


RSS F dRSS Feeds• RSS (Really Simple Syndication) is a family of web ( y p y ) y

feed formats used to publish frequently updated works, e.g. blog entries, news headlines, etc in a standardized format.

• Web feeds benefit publishers by letting them p y gsyndicate content automatically. They benefit readers who want to subscribe to timely updates from favoured websites or to aggregate feeds from many sites into one place.

• How to set-up an RSS feed: http://www.ehow.com/how_5322054_add-rss-feed-website-blog.htmlhttp://webdesign.about.com/od/rss/a/link_rss_feed.htm

Session 7 25http://w.feedzilla.com/


BBK’ U f S i l M diBBK’s – Use of Social Media

Session 7 26


BBK T ittBBK – Twitter

Session 7 27


BBK F b kBBK – Facebook

Session 7 28


BBK RSS F dBBK – RSS Feeds

Session 7 29


BBK Fli kBBK – Flickr

Session 7 30


HO 15 U i S i l M di

• Follow the instructions in HO-15

HO-15: Using Social Media

• Follow the instructions in HO-15o Create a Facebook page for your business

Create a Twitter blogo Create a Twitter blogo Working in groups of 2-3 review how existing

sites/businesses use Social Media to reach theirsites/businesses use Social Media to reach their customers (actual or potential), e.g. BBK: strengths v. weaknessesg

o Finally consider how social media can be used to develop links and promote your own business concept.

Session 7 31


R f Di t d E M il M k tiReferences: Direct and E-Mail Marketing• Direct Marketing:g

• The Direct Marketing Agency: http://www.dma.org.uk/• Direct Marketing – The Basics:

http://www.businesslink.gov.uk/bdotg/action/layer?topicId=1073902327R l M il M il M di C t htt // k/• Royal Mail - Mail Media Centre: http://www.mmc.co.uk/

• E-Mail Marketing/HTML E-Mail:• http://www.dma.org.uk/sectors/emk-introduction.asp?source=homeleft

// / /• http://www.makakmedia.co.uk/blog/mailchimp-review-online-html-email-marketing• http://articles.sitepoint.com/article/principles-beautiful-html-email• http://articles.sitepoint.com/article/code-html-email-newsletters• http://www.email-marketing-reports.com/iland/2008/07/42-html-email-design-resources.htmlp g p g• http://website101.com/how-create-send-html-email/• http://designshack.co.uk/articles/css/10-tips-for-designing-html-emails• http://www.businesslink.gov.uk/bdotg/action/detail?itemId=1073790750&r.l1=1073861169&r.l

2 1073858842& l3 1073902327& &t RESOURCES2=1073858842&r.l3=1073902327&r.s=m&type=RESOURCES• http://ezinearticles.com/?Legal-Aspects-And-Implications-Of-E-Mail-Marketing-And-Related-

Spam-Laws&id=648530• http://www.ctt.org/email marketing for charities/email marketing for charities resource c

Session 7 32

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R f U i S i l M diReferences: Using Social Media• http://www.toprankblog.com/2010/03/ecommerce-marketing-social-media-tips/• http://www toprankblog com/2010/05/10 essential social media tips for ecommerce• http://www.toprankblog.com/2010/05/10-essential-social-media-tips-for-ecommerce-

sites/• http://socialmediatoday.com/george-guildford/259182/5-ways-retail-brands-can-

successfully-integrate-social-media-e-commerce-2011successfully integrate social media e commerce 2011• http://passiveincomemyassblog.blogspot.com/2011/02/michelleb-5-social-media-tips-

for.html• http://www.practicalecommerce.com/articles/2646-5-New-Media-Ecommerce-p p

Marketing-Tactics• http://www.practicalecommerce.com/• http://blog.ablecommerce.com/5-tips-of-using-facebook-pages-for-ecommerce-and-

marketing• http://econsultancy.com/uk/blog/6194-5-tips-for-b2b-social-media-marketing• http://socialmediatoday.com/jay-dunn/277870/watch-out-e-commerce-m-commerce-

here-comes-f-commerce-and-hes-ready-steal-your-girlf• http://www.suite101.com/content/the-basics-of-using-social-media-for-digital-

marketing-a346933h // l i / i l di l /

Session 7 33

• http://www.getelastic.com/social-media-examples/

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