1 / 12

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

WRITE E-MAIL MARKETING COPY and EXECUTE TARGETED E-MAILS . 3.07. Types of e-mails. Plain text Easy to create & least expensive Most common type Text formatted to be pleasant to the eye May contain links HTML May look like web pages Supported by multiple e-mails

moke
Download Presentation

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

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

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

  2. Types of e-mails • Plain text • Easy to create & least expensive • Most common type • Text formatted to be pleasant to the eye • May contain links • HTML • May look like web pages • Supported by multiple e-mails • Longer download time & space • Rich media • Expensive & complicated with video, graphics & sound • Require tech knowledge, extra space and internet

  3. 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 Mr. Neumann…” • Compelling • Unique • Error free • Easy to: • Use • Respond to • Understand

  4. 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”)

  5. 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

  6. SECURITY and SAFETY 2 Main 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

  7. 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

  8. 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

  9. Targeted e-mail procedures • Conduct a test run • Make corrections and test again • Send the email • Manage the distribution list • Delete or fix bad or unwanted addresses • Provide follow-up service • Adequate # of customer service personnel should be able to respond within 24 hours – this can be automated • Track the results • Have customer service ask what prompted the inquiry • Monitor the activity on the web pages targeted by the email

  10. Before you hit Send

  11. Jets Personalized Video

  12. Let’s create a SEM e-mail • Students will work independently create an e-mail as an introduction to this streaming video to fans. Must be at least 6 – 8 sentences and include: TO: From: Subject: Body of Email: Signature • With your Marketing knowledge in another 6 – 8 sentences, please explain how you would market this video using a different avenue other than e-mailing it to potential fans.

More Related