A – Promotion E-Mail Marketing

1. A – PromotionE-Mail Marketing PE: Understand the use of direct marketing to attract attention and to build brand. PI: Explain the nature of e-mail marketing tactics

2. E-Mail Marketing • E-Mail Marketing - Sending promotional messages across computer networks. Why? • Keep current customers • Educate others • Build brand awareness • Enhance business image • Engage in viral marketing • Create discussion

3. E-Mail Marketing Options • Opt-In (Permission-Based) • Individuals give a business permission to send them the promotional e-mails, product announcements, or newsletters. • The most common use of opt-in e-mail marketing is subscriptions. • Double Opt-In • Requires recipients to confirm that they really do want to be a registered subscriber. • Upon completing the subscription process, individuals receive an e-mail that they must respond to in order to be added to the list of subscribers. • Opt-Out • It is assumed that individuals want to receive e-mail until they indicate otherwise. • Generally, the e-mail contains an explanation of the process that must be followed to be removed from the list. • Spam • Spam consists of unsolicited or junk e-mail. • In most cases, spam bogs down networks and wastes people’s time.

4. Common Uses of E-Mail Marketing • Businesses often use e-mail marketing for: • Announcements • Newsletters • Bulletins • Suggestion selling • Reminder service • Handling requests • Obtaining feedback • Order confirmations • Viral Marketing – asking customers to forward message

5. Benefits of E-Mail Marketing • Reduced Time and Effort • Cost Effective • More bang for the buck • Real-Time Messages • Notify customers of sales • Personalized Messages • Save the Planet • More Frequent Messages • Shouldn’t be more than once a week • Build brand awareness & enhance business image

6. SEM1 3.06 Activity • Split class into 10 Groups and have each group research a benefit of E-Mail Marketing • Each group must present their information to the class including: • Tell us about the benefit • Two examples of the benefit • Why it is so important http://emailmarketing.comm100.com/email-marketing-ebook/email-marketing-benefits.aspx

7. Challenges of E-Mail Marketing • Developing/Obtaining customer lists • Sending duplicate e-mails • Having undeliverable e-mails • Obtaining responses • Streaming email requires high speed connection • Managing lists • Spreading viruses • Battling filters • Sending unauthorized subscriptions • Creating angry recipients

8. Plain Text E-Mail Marketing • Most often email is plain text. • Plain text e-mails consist of words on a screen. • The key to successful text-based e-mails is proper formatting. • Sections are separated by lines. • Only those symbols that appear on the computer keyboard are usually used. • Text is left aligned • Hard returns are used at the end of each sentence or paragraph.

9. (Rich media) HTML E-Mail Marketing • HTML stands for Hypertext Markup Language, which is the code used to create web pages • The same coding can be used to create e-mails that contain colorful logos, graphics, background designs, animations, sound, banner ads, etc. • It takes longer for HTML e-mails to load than plain-text e-mails • Not all e-mail clients support HTML as the recipient must have a high speed internet connection to see it

10. Capabilities of E-Mail Marketing • The capabilities of e-mail depend upon the type of software that is used. The capabilities of e-mail include: • Non-interactive content • Plain-text e-mail used in correspondence among friends, family members, and coworkers is a good example of non-interactive content. • Links to other places within the message • Hyperlinks make it is possible to link a word, graphic, or other element to another place within the e-mail.

11. Capabilities of E-Mail Marketing • Links to web sites • Hyperlinks are also used to link from somewhere within the e-mail to a web site. • Attachments • An attachment is a computer file (e.g., Word document, PowerPoint presentation, jpg photo, etc.) that is sent with an e-mail. • Streaming media • E-mail is capable of delivering sound, video, or animations that play when the recipient opens the message or clicks on a “play” button. • Expensive and requiresa High-Speed Connection • Individualized addresses • Individual e-mail address in the “To” field • This helps businesses to personalize their e-mail so that readers feel that they’re the only ones receiving the e-mail.

12. Capabilities of E-Mail Marketing • Personalization • Personalization technologies attempt to make customers feel unique and special—by inserting personal information such as name, title, and purchasing history within an e-mail message. • Automated • E-mail software can be set up to perform certain functions (e.g., send personalized e-mails to entire customer list, create list of undeliverable addresses, etc.) at specified times. • Auto-responders • When a person sends a message to a specified e-mail address, the auto-responder replies with a certain message. • Common uses of auto-responders are to: • Confirm orders and newsletter subscriptions • Make customers aware that the business person is unavailable until a certain date

13. SEM1 3.06 Activity Review the marketing email passed out to you. You will individually 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?

14. SEM1 3.06 Activity + • With a partner, create a marketing email. Additionally, the email must be sent to my school email with the following information attached in a word document. • 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?