3.06 Direct Marketing & Brand Building

Types of Marketing Announcements Announcements Newsletters Newsletters Suggestion selling Suggestion selling Reminder service Reminder service Handling requests Handling requests Obtaining feedback Obtaining feedback Order confirmations Order confirmations Viral marketing Viral marketing

Viral Marketing Asking customers to forward a message to a friend Asking customers to forward a message to a friend

Opt In Subscriptions: most common form of opt-in Subscriptions: most common form of opt-in Enter contact info Enter contact info Select type of information to receive Select type of information to receive Giving business permission to contact Giving business permission to contact

Benefits of Marketing Keeping current customers Keeping current customers Can send timely messages Can send timely messages Building brand awareness Building brand awareness Can be addressed to individuals Can be addressed to individuals Enhancing business image Enhancing business image Cost-effective Cost-effective

Challenges of Marketing Developing/Obtaining customer lists Developing/Obtaining customer lists Obtaining responses Obtaining responses Spreading viruses Spreading viruses Battling filters Battling filters Creating angry recipients Creating angry recipients Lack of high-speed internet access Lack of high-speed internet access

Considerations for Effective Marketing Content of message Content of message Recipients of message Recipients of message Format of message Format of message Links Links Safety/security Safety/security Consistency of quality Consistency of quality Timing Timing Distribution methods Distribution methods

Characteristics of Effective Content Carefully craft the idea Carefully craft the idea Use an campaign service Use an campaign service Build a mailing list Build a mailing list Run timely, effective promotions Run timely, effective promotions Create a visually-appealing newsletter Create a visually-appealing newsletter

Plain Text Most likely, the that you send and receive most often is plain text. Most likely, the that you send and receive most often is plain text. Plain text s consist of words on a screen. Plain text s consist of words on a screen. The key to successful text-based s is proper formatting. The key to successful text-based s is proper formatting. Sections are separated by lines. Sections are separated by lines. Only those symbols that appear on the computer keyboard are usually used. Only those symbols that appear on the computer keyboard are usually used. Text is justified left. Text is justified left. Hard returns are used at the end of each sentence or paragraph. Hard returns are used at the end of each sentence or paragraph.

Rich Media HTML can be used to create s that contain colorful logos, graphics, background designs, animations, sound, banner ads, etc HTML can be used to create s that contain colorful logos, graphics, background designs, animations, sound, banner ads, etc It takes longer for HTML s to load than plain-text s It takes longer for HTML s to load than plain-text s Not all clients support HTML Not all clients support HTML Requires high-speed Internet connection to stream video in Requires high-speed Internet connection to stream video in

Capabilities of Links within the message Links within the message Links to web sites Links to web sites Attachments Attachments Streaming media Streaming media Personalization Personalization Automated Automated

Legal Considerations You must You must Give the recipient an opt out: provide a return address that permits the recipient to request that no further s are sent to their address Give the recipient an opt out: provide a return address that permits the recipient to request that no further s are sent to their address Identify commercial as an advertisement Identify commercial as an advertisement