WRITE E-MAIL MARKETING COPY and EXECUTE TARGETED E-MAILS

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WRITE E-MAIL MARKETING COPY and EXECUTE TARGETED E- MAILS 3.07

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WRITE E-MAIL MARKETING COPY and EXECUTE TARGETED E-MAILS . 3.07. Types of e-mails. Plain text Easy to create & least expensive Most common type Text formatted to be pleasant to the eye May contain links HTML May look like web pages Supported by multiple e-mails - PowerPoint PPT Presentation

Transcript of WRITE E-MAIL MARKETING COPY and EXECUTE TARGETED E-MAILS

Page 1: WRITE E-MAIL MARKETING COPY and  EXECUTE TARGETED E-MAILS

WRITE E-MAIL MARKETING COPYand

EXECUTE TARGETED E-MAILS

3.07

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Types of e-mails• Plain text– Easy to create & least expensive– Most common type– Text formatted to be pleasant to the eye– May contain links

• HTML – May look like web pages– Supported by multiple e-mails– Longer download time & space

• Rich media– Expensive & complicated with video, graphics & sound– Require tech knowledge, extra space and internet

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CONTENT“The Body”

• Includes: – Text– Images– Sounds

• Write in Small Chunks– Get to the point fast using short

paragraphs

EFFECTIVE CONENT– Relevant– BENEFIT FOCUSED– PERSONALIZED

• “Dear Mr. Neumann…”

– Compelling– Unique– Error free– Easy to:

• Use• Respond to• Understand

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SUBJECT LINESMOST IMPORTANT ITEM

in Your Email

EFFECTIVE SUBJECT LINES• Needs to generate:– Recognition

• Recipient recognizes sender

– Action• Get people to take action

– Make it Interesting • Emphasize benefits:

“What’s In It for Me”

AVOID SPAM FILTERS• Don’t write in ALL CAPS• Don’t use excessive

punctuation (!!!!!)• Don’t use gimmicky words

(free, “make millions”)

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RECIPIENTS• Include:– Potential customers– Current customers– Newsletter subscribers– Discussion group members

• Make sure = Target Market• IN-HOUSE LIST:– Best e-mail recipients – Opted to receive e-mails

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SECURITY and SAFETY2 Main E-mail Concerns:

1. PRIVACY• Business privacy policy

– Details how recipient information is protected

2. TRUSTWORTHINESS

The best way to establish trust is to be HONEST and NONTHREATENING

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CONSISTENTCY of QUALITY

CONSISTENT with previous emails sent in past• Have the same:– Look– Writing style– Types of information – TIMING• Frequency: How often the e-mail is sent out

– (Daily, weekly)• Delivery Time: Date sent

– Less likely to be read on Mondays and Fridays

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DISTRIBUTION METHODS1. FULL-SERVICE E-MAIL MARKETING FIRMS–Most expensive–Create all content–Execute the mailings–Track the results

2. HOSTING SERVICES–Send emails and track results–Most charge a monthly service fee based on volume of e-mails sent–Some don’t charge anything in exchange advertising in emails

3. IN-HOUSE–Have control over the presentation and delivery–Little to no costs–Needs e-mail software

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Targeted e-mail procedures• Conduct a test run– Make corrections and test again

• Send the email• Manage the distribution list– Delete or fix bad or unwanted addresses

• Provide follow-up service– Adequate # of customer service personnel should be able to

respond within 24 hours – this can be automated

• Track the results– Have customer service ask what prompted the inquiry – Monitor the activity on the web pages targeted by the email

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Before you hit Send

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Jets Personalized Video

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Let’s create a SEM e-mail1. Students will work independently

create an e-mail as an introduction to this streaming video to fans.

Must be at least 6 – 8 sentences and include:TO:

From:Subject:

Body of Email:Signature

2. With your Marketing knowledge in another 6 – 8 sentences,please explain how you would market this video using a different avenue other

than e-mailing it to potential fans.