3.06 Understand 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 E-MAIL MARKETING 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

Viral Marketing

4 TYPES OF EMAIL MARKETING OPT-IN /PERMISSION-BASED Give permission to receive promotional e-mails, newsletters, etc. SUBSCRIPTIONS are most common DOUBLE OPT-IN Requires recipients to confirm they are registered subscriber Complete subscription process, then receive a verification email OPT-OUT Receive emails until indicate otherwise Explanation at bottom of email of how to opt-out SPAM Junk e-mail

SPAM E-mail in Real Life

MOST COMMON USES OF EMAIL MARKETING Announcements Newsletters Bulletins Suggestion selling Reminder service Handling requests Obtaining feedback Order confirmations

ADVANTAGES AND DISADVANTAGES OF EMAIL MARKETING 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

PLAIN TEXT VS. HTML PLAIN TEXT HTML CONSIST 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

CAPABILITIES OF EMAIL 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 PERSONALIZATION 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

With a partner, create a marketing email identifying the following: “You Do Together” With a partner, create a marketing email identifying 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?