WRITE E-MAIL MARKETING COPY and EXECUTE TARGETED E-MAILS

1. WRITE E-MAIL MARKETING COPYand EXECUTE TARGETED E-MAILS 3.07

2. “Recipients” “Signature” “Subject Line” CONTENT of EMAIL

3. EFFECTIVE EMAIL MARKETING COMPONENTS • Content • Subject Line • Signature • Recipients • Format • Links • Safety/Security • Consistency of Quality • Distribution Methods

4. 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

5. 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”)

6. 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

7. 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

8. FORMAT (Three Types) • 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 • 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 • RICH MEDIA • Most expensive • Most complicated • Include video, graphics, and sound

9. 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

10. SECURITY and SAFETY TwoMain E-mail Concerns: • PRIVACY • Business privacy policy • Details how recipient information is protected • TRUSTWORTHINESS The best way to establish trust is to be HONESTand NONTHREATENING

11. 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

12. DISTRIBUTION METHODS • FULL-SERVICE E-MAIL MARKETING FIRMS • Most expensive • Create all content • Execute the mailings • Track the results • 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 • IN-HOUSE • Have control over the presentation and delivery • Little to no costs • Needs e-mail software

13. STEPS TO EXECUTING TARGETED E-MAILS • Create your E-MAIL LIST • Decide on recipients • Consider target market • Focus on those who opted to receive emails • Create a SIGNATURE • End of the e-mail • Create the E-MAIL • Develop the content • Include the business’s privacy policy • Create a catchy “subject” line • Create a “from” line

14. STEPS TO EXECUTING TARGETED E-MAILS 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

15. 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