3.07 Develop Content to Generate Interest

Terms Blind Carbon Copy (BCC): keeps recipients from seeing who else is receiving the same ; used in place of mailing list software Blind Carbon Copy (BCC): keeps recipients from seeing who else is receiving the same ; used in place of mailing list software Autoresponder: automatically returns a specified message to anyone who ed a particular address Autoresponder: automatically returns a specified message to anyone who ed a particular address Internet Service Provider: provides access to the Internet Internet Service Provider: provides access to the Internet

Consistency in “From” line Use a valid address Use a valid address Include a person's name/title to personalize Include a person's name/title to personalize Be consistent with the subject line Be consistent with the subject line

Effective “Subject” Lines Personalized Personalized Recognition Recognition Interest Interest Action Action Appropriate Length Appropriate Length Make it interesting Make it interesting

Effective Signatures Be concise Be concise  Name  Title/Company  Contact information

Effective Testimonials Authentic Authentic Personal feel Personal feel Relieve anxiety Relieve anxiety

Call-to-Action Use verbs to convey action and urgency Use verbs to convey action and urgency Minimize the number of calls-to- action Minimize the number of calls-to- action Make it visible Make it visible Guide to next steps Guide to next steps

Pros/Cons of In House s Pros Can make last- minute changes to content Can make last- minute changes to content Can add recipients quickly Can add recipients quicklyCons High up-front cost High up-front cost

Creating an List Choose individuals who have opted in Choose individuals who have opted in Have already expressed an interest Have already expressed an interest Most likely to respond to a campaign Most likely to respond to a campaign Test run to make sure links, format work Test run to make sure links, format work

Considerations for Effective Marketing Content & format of message Content & format of message Send to individuals who want the message Send to individuals who want the message Links Links Safety/security Safety/security Timing Timing

Characteristics of Effective Content Carefully craft the idea Carefully craft the idea Short, simple, understandable Short, simple, understandable 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/HTML/Rich Media Plain text s Plain text s Are the easiest and least expensive to put together Are the easiest and least expensive to put together Are the most common form for s Are the most common form for s Consist of text on a page that is formatted to be pleasant to the eye Consist of text on a page that is formatted to be pleasant to the eye May contain certain words that are linked to web sites or other places within the May contain certain words that are linked to web sites or other places within the HTML s HTML s Often look like web pages Often look like web pages Are designed so that multiple s will support them Are designed so that multiple s will support them Due to their size, can take longer to download and take up more space in the recipient’s inbox Due to their size, can take longer to download and take up more space in the recipient’s inbox Rich media s Rich media s Are the most expensive and complicated format Are the most expensive and complicated format Include video, graphics, and sound Include video, graphics, and sound Typically require: Typically require: Creative and technological expertise Creative and technological expertise Extra network space because of the audio and video files Extra network space because of the audio and video files An Internet connection to be viewed An Internet connection to be viewed

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