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

What to consider before  Timing of s Frequency – daily, weekly, monthly, quarterly Delivery time – time and date  Distribution methods Full service firms ○ Most expensive, suggest target markets, create all content, execute mailings, track results & longer lead time Hosting services – ○ Monthly fee based on mailings In-house – ○ Cost not tied to mailings, control of all content, can make changes, requires software or use BCC distribution

Elements of a marketing  From Personalized, clearly identifies sender & error free  To Personalized, makes recipient feel only sent to them  Subject Avoid Spam filters – avoid certain types of words Focus on benefits to the recipient Catchy, original hook – gain their attention  Marketing copy Grammatically correct – no typos or spelling errors Succinct & complete but not wordy

Elements of a marketing  Marketing Content Organized, understood and can follow Ideas are clear and understood by recipients Offers unique proposition & encourages response Establishes trust with exact costs & non-threatening  Format – Style - Quality – Consistency Design complements message with margins & white space Fonts (size & face) adds to readability Style is consistent – overall appearance has flair & pleasing to the eye Size & weight of headings guide the eye Properly formatted with clear sections, no broken lines & text that fits

Elements of a marketing  Call to action/response Response mechanisms built into 1st & last paragraphs Provides date, location and links for response  Testimonials Helps to establish trust with the recipients Reassures the recipient  Marketing links Works properly & takes recipient to web page offer  Signatures Complete contact info that is short & simple

Elements of a marketing  Request removal link Clear and specific instructions to request removal Allows them to change their subscriber information  Privacy statement Explains the information being collected Explains how this information will be used/distributed

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

Establish recipients  Potential customers Companies will also purchase lists Need to make sure recipients are target market  Current customers Many may opted to receive timely information  Newsletter subscribers  Discussion group members These are generally interested individuals

What to consider before  Safety/security Business privacy policy – type of data collected & how the company will use/distribute the data ○ Include the privacy policy in all s Establish trust by being honest and non- threatening ○ Consider a guarantee or money back policy

CONSISTENTCY of QUALITY CONSISTENT with previous s sent in past  Have the same: Look Writing style Types of information TIMING

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

STEPS TO EXECUTING TARGETED S 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