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

“Recipients” “Signature” “Subject Line” CONTENT of EMAIL

EFFECTIVE EMAIL MARKETING COMPONENTS Content Subject Line Signature Recipients Format Links Safety/Security Consistency of Quality Distribution Methods

CONTENT “The Body” EFFECTIVE CONENT Includes: Write in Small Chunks Text Images Sounds Write in Small Chunks Get to the point fast using short paragraphs EFFECTIVE CONENT Relevant BENEFIT FOCUSED PERSONALIZED “Dear Mrs. Byers…” Compelling Unique Error free Easy to: Use Respond to Understand

SUBJECT LINES MOST 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”)

EFFECTIVE EMAIL SIGNATURES EMAIL SIGNATURE FORMAT  Short Simple Memorable Creative THINGS TO AVOID Lengthy description No more than 4 lines Multiple phone numbers Personal Social Media Websites EMAIL SIGNATURE FORMAT Name Title Company name Phone number E-mail address Complete web site address

RECIPIENTS Include: Make sure = Target Market IN-HOUSE LIST: 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

FORMAT (3 Types) PLAIN TEXT Easiest to create Least expensive Most common form Consist of text on a page May contain certain words that are linked to web sites HTML (HYPERTEXT MARKUP LANGUAGE: CODE USED TO CREATE WEB PAGES) Looks like web pages Not all e-mail clients support HTML Take longer to download Take up space in the recipient’s inbox RICH MEDIA Most expensive Most complicated Include video, graphics, and sound

LINKS Links to web pages or to other locations in email Confirm links actually work before sending Links go directly to information needed NOT homepage where have to locate information

The best way to establish trust is to be HONEST and NONTHREATENING SECURITY and SAFETY 2 Main E-mail Concerns: PRIVACY Business privacy policy Details how recipient information is protected TRUSTWORTHINESS The best way to establish trust is to be HONEST and NONTHREATENING

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

DISTRIBUTION METHODS FULL-SERVICE E-MAIL MARKETING FIRMS Most expensive Create all content Execute the mailings Track the results 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 for advertising in emails IN-HOUSE Have control over the presentation and delivery Little to no costs Needs e-mail software  

STEPS TO EXECUTING TARGETED E-MAILS Create your E-MAIL LIST Decide on recipients Consider target market Focus on those who opted to receive emails Create a SIGNATURE End of the e-mail Create the E-MAIL Develop the content Include the business’s privacy policy Create a catchy “subject” line Create a “from” line

STEPS TO EXECUTING TARGETED E-MAILS 4. Choose an E-MAILING TECHNIQUE Blind Carbon Copy (BCC) Keep e-mail addresses private Bulk E-mail Software Make it appear as if only one person is receiving the e-mail 5. Conduct a TEST RUN “Test” send to yourself and others for edit 6. SEND E-MAIL

STEPS TO EXECUTING TARGETED E-MAILS 7. MANAGE THE LIST Remove undeliverable e-mail addresses 8. Provide FOLLOW-UP SERVICE Customer service should follow up within 24 hours Autoresponder 9. TRACK THE RESULTS Monitor activity on web pages