Lecture 2 Title: Marketing Ebook: Chapter 7 By: Mr Hashem Alaidaros MKT 445

Objective Marketing Definiation Marketing Types Getting Started: 1. Growing Database 2. Creative Execution 3. Integrate Campaign with Other Channels 4. Database Segmentation Technology 5. Deployment 6. Analytics Advantages and Disadvantages of marketing

Marketing marketing is a tool for customer relationship management (CRM). marketing is a form of direct marketing which uses electronic means to deliver commercial messages to an audience. marketing is a tool for building relationships with both existing and potential customers. It should maximise the retention and value of these customers, which should ultimately lead to greater profitability.

Cont. The power comes from the fact that it is: Extremely cost effective due to a low cost per contact Highly targeted Customisable on a mass scale

Ways The ways which a company could make contact with you: 1. Transaction s: When you request a quote, submit a contact form or seek financial advice there will be a number of s you may receive. Should you need to communicate with a brand, you will no doubt need to send an back. 2. Newsletters: These are s sent to provide information and keep customers informed. It ensure that a customer is in regular contact with the brand.

Types There are two types of commercial s: 1. Promotional s: these are more direct and are geared at enticing the user to take an immediate action such as: Users make a purchase, Users download or sign up, Users request further information 2. Retention based s: also referred to as newsletters, these may include promotional messages but should be focused on providing information of value to the user, geared at building a long-term relationship with the user

How is marketing used? Forrester Research House List Prospects

ESP An service provider (ESP) is a partner who can help manage your design and send. For bigger organisations it often makes sense to either purchase your own software and server, or partner with one. This is especially true if you are sending more than 50 s at a time. Most ESPs are do-ityourself services that do not manage or strategise your campaign, but will give you the tools you need to manage it yourself. MailChimp ( the tool provides tracking, support, functionality for managing subscriber lists and templates.

Getting Started 1. Growing Database 2. Creative Execution 3. Integrate Campaign with Other Channels 4. Database Segmentation Technology 5. Deployment 6. Analytics

Getting Started 1. Growing Database: Growing this database, while keeping it targeted, is a key factor in any campaign. (Sign-up forms best practice See 7.4.3) The database need only have one entry – the prospect’s – but the following should also be considered: Name, surname and title Date permission granted Gender Country Telephone number Date of birth Frequency (how often they’d like to hear from you) The more information… What do you think?

Problems No disclosure of Use on sign- up page Future promotions not addresses

Getting Started 2. Creative Execution Text s are the plain ones – text only. HTML s are the s with more complex design. These s can contain images, different fonts and hyperlinks. What are its disadvantages? you should give your subscribers the choice of how they would like to view your – in plain text or HTML. Parts of an (see 7.4.3) for example Template

The Right Way HTML defined, And asked

Design How likely users are to interact with ? Studies have found that users read through or scan following an F shape (Nielsen 2006). So, plan your important information to follow this flow. Calls to Action can be hyperlinked text (also called text links), or can be images which look like buttons. Refer to ebook for further tips.

Measurement The design should be tested to ensure that it renders clearly in as many clients as possible. s can be tested for platform compatibility at: What about s in Mobile devices? Although sending two versions of your is an option (one for mobile, one for desktops) it’s probably not the best solution. Best practice for designing s for mobiles: refer ebook 7.4.3)

Getting Started 3. Integrate Campaign with Other Channels marketing and social media work very well together for cross channel promotion. Where can create a one-on-one feel between a brand and an individual, Social Media can move that attention towards a sense of community and keep your reader involved in a dialogue.

Getting Started 4. Database Segmentation Technology Segmenting a database can allow for customisation across demographics or purchase history. For example, you may choose to divide your database according to gender or age.

Getting Started 5. Deployment Which day is the best for sending s? reputation is the general opinion of the Internet Service Providers (ISPs) and subscribers towards a sender’s Internet Protocol (IP) address, sending domain, or both. This opinion is a reputation score created by an ISP or a third party provider. If the sender’s score falls within the ISP’s thresholds, a sender’s messages will be delivered to the inbox. If not, the sender’s s may arrive in the bulk folder. An ’s reputation score can be checked at How it work, and how to higher the score: refer to ebook 7.4.3

When to be and spam? Spam is unsolicited bulk – it means that the recipient never gave permission to be sent that (no relationship). If the recipient has given permission to be sent marketing messages by , then it is not spam. Users give permission when they tick a box that says “Yes, please send me offers from your company by ”. The address can only be provided to another company if the user ticks a box that says “Yes, please send me offers from third parties selected by you by .” Testing before deployment

When to be and spam? Customer must select choice Confirming will be sent Customer must verify their addition to list Do you wish to receive our free monthly newsletter Check here to receive additional valuable offers from selected sponsors & partners Double opt-in adds a confirmation step into the subscription process. When an address is entered into our subscription form, we will respond with a message to that address. The potential subscriber must reply to that in order to actually start receiving our newsletter.

Getting Started 6. Analytics As with all things digital marketing, tracking, analysing and optimising is key to growth and success. Key measurables for understanding the performance of campaigns include: Number of s delivered. Number of unique s opened. Unsubscribes. Why important? Pass on rate (forwards): by putting “forward to a friend” link Clickthrough rates and conversion.

Advantages of Marketing Permission-based marketing can give the highest return on investment of any marketing activities. Technology allows mass customisation, allowing personalisation across a large list of subscribers. When used to encourage relationships with a customer base, marketing can go a long way to increasing the lifetime value of that customer. marketing is highly measurable, and databases are able to be easily and thoroughly segmented.

Disadvantages of Marketing However, with the increasing numbers of companies and individuals using marketing, many consumers are tired. It requires cleverness and focus to maintain an database and time after time deliver useful quality s that will be read. It does not take much for to be marked as spam, and it can be difficult to recover from being branded as a spammer by the ISPs.

Important Questions What is meant by “mass customisation” and why is this so beneficial? Why is it important for permission to be gained before marketing by to a prospect? s that are expected and recognised are more likely to be read. How can a marketer use this knowledge to increase the readership of s?