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The Power of Email Marketing for Building Brands Effectively

Understand the nature of email marketing tactics and how they help businesses by using viral marketing, keeping customers informed, and building brand awareness. Learn about the 4 types of email marketing, advantages and disadvantages, and the capabilities of email.

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The Power of Email Marketing for Building Brands Effectively

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  1. 3.06 Understand the use of direct marketing to attract attention and to build brand

  2. Explain The Nature Of E-MAIL MARKETING TACTICS

  3. E-MAIL MARKETING SENDING PROMOTIONAL MESSAGES ACROSS COMPUTER NETWORKS Helps Businesses by: • Using VIRAL MARKETING • Forwarding a message to someone who forwards it to another, etc. • Information spreads quickly • Keeping current customers informed • Building brand awareness and brand image

  4. 4 TYPES OF EMAIL MARKETING • OPT-IN /PERMISSION-BASED • Give permission to receive promotional e-mails, newsletters, etc. • SUBSCRIPTIONS are most common • DOUBLE OPT-IN • Requires recipients to confirmthey are registered subscriber • Complete subscription process, then receive a verification email • OPT-OUT • Receive emails until indicate otherwise • Explanation at bottom of email of how to opt-out • SPAM • Junk e-mail

  5. MOST COMMON USES OF EMAIL MARKETING • Announcements • Newsletters • Bulletins • Suggestion selling • Reminder service • Handling requests • Obtaining feedback • Order confirmations

  6. ADVANTAGES AND DISADVANTAGES OF EMAIL MARKETING

  7. PLAIN TEXT VS. HTML

  8. CAPABILITIES OF EMAIL • NON-INTERACTIVE CONTENT (STATIC) • Cannot link to other locations within the e-mail • LINKS TO OTHER PLACES WITHIN EMAIL • Hyperlinks: link a word or graphic to another place within the e-mail • LINKS TO WEB SITES • Hyperlinks: link from email to a web site • ATTACHMENTS • STREAMING MEDIA • Email delivers sound and/or video • Media is “streaming”(moves in a continuous flow over the Internet) • DISADVANTAGES: • Expensive • REQUIRES RECIPIENT TO HAVE A HIGH-SPEED INTERNET CONNECTION

  9. CAPABILITIES OF EMAIL • INDIVIDUALIZED ADDRESSES • Individual e-mail address in the “To” field • Helps businesses to personalize • Recipients feel that they’re the only ones receiving the e-mail • PERSONALIZATION • Personal information (name, purchasing history) in email • Software can do this easily • AUTOMATED • E-mail software can perform certain functions • Example: Send personalized e-mails to entire customer list at specified times • AUTORESPONDERS • If someone emails a specified e-mail address, autoresponder replies • Saves money and time • Example: Confirm orders and newsletter subscriptions

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