3.06Understand the use of direct marketing to attract attention and to build brand

EXPLAIN THE NATURE OF E-MAIL MARKETING TACTICS

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

E-MAIL MARKETING

1. OPT-IN /PERMISSION-BASED– Give permission to receive promotional e-mails,

newsletters, etc.• SUBSCRIPTIONS are most common

2. DOUBLE OPT-IN– Requires recipients to confirm they are registered

subscriber• Complete subscription process, then receive a verification

email

3. OPT-OUT– Receive emails until indicate otherwise

• Explanation at bottom of email of how to opt-out

4. SPAM– Junk e-mail

4 TYPES OF EMAIL MARKETING

• Announcements• Newsletters• Bulletins• Suggestion selling• Reminder service• Handling requests• Obtaining feedback• Order confirmations

MOST COMMON USES OF EMAIL MARKETING

ADVANTAGES DISADVANTAGES

•COST EFFECTIVE

•Little time & effort

•TIMELY• Doesn’t require much planning

•Example: Sending customers

a notice of tomorrow's sale

•Personalized/targeted

messages

•Can track user

engagement

•Hard to manage customer

lists

•Undeliverable e-mail

•Low effectiveness

•Spreading viruses

•Battling filters

•Angry recipients

ADVANTAGES AND DISADVANTAGES OF EMAIL MARKETING

PLAIN TEXT HTMLCONSIST OF WORDS ON A

SCREEN

•Most emails are plain text•Successful plain text emails need proper formatting:• Sections are separated by

lines• Text is justified left

 

HYPERTEXT MARKUP LANGUAGE: CODE USED TO

CREATE WEB PAGES

•Creates e-mails that have:• Colorful logos • Graphics• Animations• Sound

•Takes longer for HTML e-mails to load•Not all e-mail clients support HTML

PLAIN TEXT VS. HTML

• 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

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

CAPABILITIES OF EMAIL

“WE DO” CHECK FOR UNDERSTANDING

A business that asks customers to forward an e-mail to their friends or associates is engaged in

a. suggestion selling b. image buildingc. direct advertising d. viral marketing

ANSWERA business that asks customers to forward an e-mail to their friends or associates is engaged in

a. suggestion selling b. image buildingc. direct advertising d. viral marketing

QUESTIONWhich of the following is the most common use of opt-in e-mail marketing:

A. Subscriptions B. AttachmentsC. Announcements D. Confirmations

ANSWER

Which of the following is the most common use of opt-in e-mail marketing:

A. Subscriptions B. AttachmentsC. Announcements D. Confirmations

“WE DO” IDENTIFY THE TYPES OF EMAIL

With a partner, create a marketing email identifying the following:

1. Identify if it is Plain Text OR HTML2. Does it engage in Viral Marketing?3. There are 4 Types of Marketing Emails. What is the type of

your example?4. List all email capabilities you see in your example5. Using your notes for “Common Uses”- identify the use of

your example6. What are the advantages of your example?7. What are the disadvantages of your example?8. What objectives is the business trying to meet by using e-

mail?9. Complete review questions for LAP 13

“YOU DO”