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Part 4 Effective E-Mail

Part 4 Effective E-Mail. Marketing Chapter 9 Mechanics Chapter 10 Composition Chapter 11. E-Mail Marketing. Goals Lists Content. E-Mail Marketing. Goals Must Fit Overall Marketing Goals Acquisition Building awareness Reinforcing positioning Retention

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Part 4 Effective E-Mail

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  1. Part 4Effective E-Mail • Marketing • Chapter 9 • Mechanics • Chapter 10 • Composition • Chapter 11

  2. E-Mail Marketing • Goals • Lists • Content

  3. E-Mail Marketing • Goals • Must Fit Overall Marketing Goals • Acquisition • Building awareness • Reinforcing positioning • Retention • Market penetration (increase sales to current customers) • Customer service

  4. E-Mail Marketing • Lists • Same segmentation, target marketing, and positioning as for other aspects of marketing • Typical sources of such secondary data • Trade-related publications • Purchased or rented lists • Internally-generated data (usually best)

  5. E-Mail Marketing • Content • Any material that supports other marketing • Announcements • Press releases • Newsletters • Surveys • Sales promotion information • Changes in website, store, both

  6. E-Mail Marketing • Important • List quality • Permission • Brevity • Autoresponders • Build knowledge through databases • Linking to site

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