Understanding the use of direct marketing to attract attention and to build brand

1. Understanding the use of direct marketing to attract attention and to build brand Unit 3 Objective 3.06

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

10. Quiz Preview • #7 The best reason to use e-mail marketing is because: • To send personal messages • To eliminate duplication • To attract diverse audiences • To keep current customers • #8 Which of the following would be a way businesses could make use of automated e-mail software? • To create colorful web pages • To open attached computer files • To connect categories of information • To perform functions at certain times • #10 Which of the following would be an immediate follow up when answering e-mail messages? • Hyperlinks • Click throughs • Autoresponders • Downloads • #3 A business that asks customers to forward an e-mail to their friends or associates is engaged in: • suggestion selling. • direct advertising. • image building. • viral marketing. • #11 Tracking capabilities of e-mail marketing programs allow you to: • Eliminate viruses • Manipulate words • Measure responses • Organize information

11. Email Marketing Assignment Use your personal email account and find 3 email advertisements that have been sent to you Use your emails to answer the following: • Identify if it is Plain Text OR HTML • Does it engage in Viral Marketing? • There are 4 Types of Marketing Emails. What is the type of your example? • List all email capabilities you see in your example • Using your notes for “Common Uses”- identify the use of your example • What are the advantages of your example? • What are the disadvantages of your example? • What objectives is the business trying to meet by using e-mail? • Is the e-mail promotion effective? Why or why not?