WRITE E-MAIL MARKETING COPY

and

EXECUTE TARGETED E-MAILS

3.07

“Recipients”“Signature” “Subject Line”

CONTENT of EMAIL

EFFECTIVE EMAIL MARKETING

COMPONENTS

• Content

• Subject Line

• Signature

• Recipients

• Format

• Links

• Safety/Security

• Consistency of Quality

• Distribution Methods

CONTENT

“The Body”• Includes:

– Text

– Images

– Sounds

• Write in Small Chunks– Get to the point fast using short

paragraphs

EFFECTIVE CONENT– Relevant

– BENEFIT FOCUSED

– PERSONALIZED

• “Dear Mrs. Byers…”

– Compelling

– Unique

– Error free

– Easy to:

• Use

• Respond to

• Understand

SUBJECT LINESMOST IMPORTANT ITEM

in Your Email

EFFECTIVE SUBJECT LINES

• Needs to generate:

– Recognition

• Recipient recognizes sender

– Action

• Get people to take action

– Make it Interesting

• Emphasize benefits:

“What’s In It for Me”

AVOID SPAM FILTERS

• Don’t write in ALL CAPS

• Don’t use excessive

punctuation (!!!!!)

• Don’t use gimmicky words

(free, “make millions”)

SIGNATURES

EFFECTIVE EMAIL SIGNATURES

• Short

• Simple

• Memorable

• Creative

THINGS TO AVOID

• Lengthy description

– No more than 4 lines

• Multiple phone numbers

• Personal Social Media Websites

EMAIL SIGNATURE FORMAT

Name

Title

Company name

Phone number

E-mail address

Complete web site address

RECIPIENTS

• Include:

– Potential customers

– Current customers

– Newsletter subscribers

– Discussion group members

• Make sure = Target Market

• IN-HOUSE LIST:

– Best e-mail recipients

– Opted to receive e-mails

FORMAT (3 Types)

1. PLAIN TEXT – Easiest to create

– Least expensive

– Most common form

– Consist of text on a page

– May contain certain words that are linked to web sites

2. HTML (HYPERTEXT MARKUP LANGUAGE: CODE USED TO CREATE WEB PAGES)

– Looks like web pages

– Not all e-mail clients support HTML

– Take longer to download

– Take up space in the recipient’s inbox

3. RICH MEDIA– Most expensive

– Most complicated

– Include video, graphics, and sound

“You Do”

With a partner, create a marketing email inviting MCHS Alumni to the school’s 10th Anniversary Celebration

1. Create the Following:

– Content

– Subject Line

– Signature

– Recipients

– Format

– Links

– Safety/Security

– Consistency of Quality

– Distribution Methods

2. Execute the Steps to Execute the Email

LINKS

• Links to web pages or to other locations in email

• Confirm links actually work before sending

• Links go directly to information needed

– NOT homepage where have to locate information

SECURITY and SAFETY

2 Main E-mail Concerns:

1. PRIVACY

• Business privacy policy

– Details how recipient information is protected

2. TRUSTWORTHINESS

The best way to establish trust is to

be HONEST and NONTHREATENING

CONSISTENTCY of QUALITY

CONSISTENT with previous emails sent in past

• Have the same:

– Look

– Writing style

– Types of information

– TIMING

• Frequency: How often the e-mail is sent out

– (Daily, weekly)

• Delivery Time: Date sent

– Less likely to be read on Mondays and Fridays

DISTRIBUTION METHODS

1. FULL-SERVICE E-MAIL MARKETING FIRMS–Most expensive

–Create all content

–Execute the mailings

–Track the results

2. HOSTING SERVICES–Send emails and track results

–Most charge a monthly service fee based on volume of e-mails sent

–Some don’t charge anything in exchange advertising in emails

3. IN-HOUSE–Have control over the presentation and delivery

–Little to no costs

–Needs e-mail software

STEPS TO EXECUTING

TARGETED E-MAILS

1. Create your E-MAIL LIST• Decide on recipients

• Consider target market

• Focus on those who opted to receive emails

2. Create a SIGNATURE• End of the e-mail

3. Create the E-MAIL• Develop the content

• Include the business’s privacy policy

• Create a catchy “subject” line

• Create a “from” line

4. Choose an E-MAILING TECHNIQUE• Blind Carbon Copy (BCC)

• Keep e-mail addresses private

• Bulk E-mail Software

• Make it appear as if only one person is receiving the e-mail

5. Conduct a TEST RUN

• “Test” send to yourself and others for edit

6. SEND E-MAIL

STEPS TO EXECUTING

TARGETED E-MAILS

7. MANAGE THE LIST

• Remove undeliverable e-mail addresses

8. Provide FOLLOW-UP SERVICE

• Customer service should follow up within 24 hours

• Autoresponder

9. TRACK THE RESULTS

• Monitor activity on web pages

STEPS TO EXECUTING

TARGETED E-MAILS