WRITE MARKETING COPY and EXECUTE TARGETED S 3.07

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

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

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 Mrs. Byers…” – Compelling – Unique – Error free – Easy to: Use Respond to Understand

SUBJECT LINES MOST IMPORTANT ITEM in Your 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”)

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

RECIPIENTS Include: – Potential customers – Current customers – Newsletter subscribers – Discussion group members Make sure = Target Market IN-HOUSE LIST: – Best recipients – Opted to receive s

FORMAT (3 Types) 1.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 2.HTML (HYPERTEXT MARKUP LANGUAGE: CODE USED TO CREATE WEB PAGES) – Looks like web pages – Not all clients support HTML – Take longer to download – Take up space in the recipient’s inbox 3.RICH MEDIA – Most expensive – Most complicated – Include video, graphics, and sound

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

SECURITY and SAFETY 2 Main 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

CONSISTENTCY of QUALITY CONSISTENT with previous s sent in past Have the same: – Look – Writing style – Types of information – TIMING Frequency: How often the is sent out – (Daily, weekly) Delivery Time: Date sent – Less likely to be read on Mondays and Fridays

DISTRIBUTION METHODS 1.FULL-SERVICE MARKETING FIRMS – Most expensive – Create all content – Execute the mailings – Track the results 2.HOSTING SERVICES – Send s and track results – Most charge a monthly service fee based on volume of s sent – Some don’t charge anything in exchange advertising in s 3.IN-HOUSE – Have control over the presentation and delivery – Little to no costs – Needs software

STEPS TO EXECUTING TARGETED S 1.Create your LIST Decide on recipients Consider target market Focus on those who opted to receive s 2.Create a SIGNATURE End of the 3.Create the Develop the content Include the business’s privacy policy Create a catchy “subject” line Create a “from” line

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

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

“You Do” With a partner, create a marketing inviting LNHS Alumni to the school’s 10 th Anniversary Celebration 1.Create the Following: – Content – Subject Line – Signature – Recipients – Format – Links – Safety/Security – Consistency of Quality – Distribution Methods 2.Execute the Steps to Execute the