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Maximizing Email Marketing for Power-Packed Promotions

Discover the power of direct, piggyback, and viral email marketing strategies. Learn about the similarities, differences, and best practices for creating effective promotional newsletters. Gain insights on timing, response rates, email construction, and engaging content that drives action.

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Maximizing Email Marketing for Power-Packed Promotions

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  1. Powerful Promotions through Email Chapter Two

  2. Chapter Two • Direct Email Marketing • Piggyback Email Marketing • Viral Marketing

  3. Direct Email Marketing • “A measurable system of marketing that uses one or more advertising media to effect a measurable response and/or transaction at any location, with this activity stored in a database.” from Direct marketing magazine • Similarities • Differences • Promotions • Newsletters • Timing

  4. Direct Marketing – Similarities • Measurable • Multiple contacts are necessary • Must manage operations • Message construction is key • ADD tips FROM COX INET MKTG BOOK

  5. Contains the whole story (and about 50 pages of collateral) Limited to printed materials Costs = .35 – 1.00 per piece Better to use short, fast-loading high-impact teasers Can use graphics, videos clips, etc. Costs may be as low as $.00075 per mailing Differences – email vs. direct mail

  6. Not certain as to day or hour message arrives Responses from mailings are delayed and more expensive Can time the message Responses may be immediate – action can be immediate Differences – email vs. direct mail

  7. Permission-Based E-Mail • User Reactions • 2% Delete Without Reading • 7% Open Somewhat Annoyed • 30% Were Indifferent • 48% Were Curious to Read • 13% Were Eager to Read

  8. Promotional E-mail • Order and Shopping Cart Confirmations • Sales of Add-on Products and Services • More receptive audience • 4% to 12% Response Rate

  9. Promotional Email Guidelines • Prospects • Include joke or fantastic fact • Regular mailings increase awareness • Existing customers • Acknowledge your appreciation of business • Only send emails if you have needed information

  10. How To Be Effective • Don’t Use Traditional Copy • Use An Accurate Heading • Make It Personal • Get To The Point • Give Incentives • Drive Them To Your Website • Build A Relationship • Follow Through

  11. Creating Email • Offer • Call to action • Live text link – graphic • Incentive to click-through

  12. Creating Email • Incentives • Promotional give-away • Special sale • Sweepstake, lottery, prize • Unique Information

  13. Creating Email • Header • Subject Field • Why the email is important • Be specific • Use the space for brand

  14. Creating Email • Body • Brief • Same look and feel • Easy to read and navigate • Personalize • Opportunity to opt-out

  15. Creating Email • Rich media • Better response rate

  16. Email – not SPAM • Frequency management • Email alerts • High information value • Personalize the message • More than just a name • Mimic successful tactics from direct marketing • Add “immediacy and interactivity”

  17. Newsletters • Newsletters contains information that is useful to the prospect, whether they buy your product or not. • Content is key • Specific to needs of your customers • See Table 2-1, pg 29 in Bergman text for ideas

  18. Timing • Newsletters – regular basis • Promotional mailings • Once a month – rule of thumb • Too often = many opt-out requests • Consider customer needs • Product nature – Information intensive? • Split your list and test to determine frequency

  19. Piggyback Email Marketing • Definition: Renting space in someone else’s newsletter. • Right newsletter = most cost effective method • Not appropriate for local businesses • Frequency – similar to newspaper ads • Vendors – see CD

  20. Viral Marketing • Definition • Success • Required elements

  21. Viral Marketing • Natural consequence of a positive experience • Word Of Mouth • 81% pass-along … 49% to 2+ people • Early examples • Hotmail • Dancing Baby • Speed up the awareness process w/out SPAM

  22. Viral Marketing • Both parties must gain something from the interaction • Word-Of-Mouth Advertising • Forward to a Friend Option • Quiz Results • E-Greetings • Difficult to Measure

  23. Viral Marketing • Newsgroups/usenet • 20,000 discussion forums • Online groups • Browse the discussion – look for opportunity to contribute • Keep posts short, casual • Initiate discussion incognito • Don’t SPAM • Kicked off the ISP

  24. Chapter Two Assignment • Develop a Viral Marketing idea (related to your final project) • Submit creative and implementation plan • Write three emails • Attract customers to your site • Follow up email for 1st time visitor • 3rd email to entice purchase or action

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