1. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. CHAPTER 7 EMAIL MARKETING

2. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Email Marketing has Exploded WHY HAS EMAIL BEEN SO SUCCESSFUL? Over Fifty Percent of Consumers Begin Their Day With Email; Business Professionals also do!

3. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. EMAIL VS. DIRECT MAIL 3

4. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. DISADVANTAGES OF THE INTERNET AS A MARKETING TOOL Difficult to Control Limited Audience/Consumer Types Driven by The End User Lack of Technical Support

5. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. ADVANTAGES OF EMAIL Creates A True 1 to 1 Channel Can be used by any marketer Cost-Effective Can Be Personalized Well-Suited to Retention Campaigns Measurable (like any good Direct Marketing Technique) It’s Everywhere Direct and Indirect Reach (Forwarding) 5

6. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. EMAIL HAS EVOLVED FROM BEGINNING THROUGH PRESENT: BROADCAST, PERMISSION, ENGAGEMENT 6

7. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Scott’s Turf Builder Geo-demographic (Climate Zone) Targeting and Integration with Social Media Leads to Success

8. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Collect Email Addresses from visitors to Social Media Site Verify PermissionSend Permission-based Email Use Ongoing Communications to Develop Relationships Enhance Relationship through Customer Dialogue Figure 7.3: Integrating Email and Social Media

9. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. DREAMFIELDS PASTA Increased Sales Decreased Marketing Budget Integrated with Social Media Reached both Consumers and Health Professionals 9

10. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. WHAT IS PERMISSION EMAIL MARKETING? Anticipated People expect to receive your emails Personal Email is sent to that person only Relevant Content pertains to the recipient’s interests

11. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. PERMISSION IS “ANTI-SPAM” Email + Permission From spam to effective direct marketing

12. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. THE HIGHEST RESPONSE RATE WILL MOST LIKELY BE OBTAINED THRU THE FOLLOWING LIST A.A list purchased from a list broker B.A permission-based list of the company’s own customers C.A list compiled off an existing web site

13. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. INCREASING LEVELS OF PERMISSION 13 Double opt- in Confirmed opt-in Opt-in Opt-out

14. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. TYPES OF EMAILS Newsletters Customer Service Announcements Promotions New Product Announcements Alerts and Reminders Promotion and Advertisings

15. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. DEVELOPING AN EMAIL MARKETING CAMPAIGN 15

16. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. EMAIL MARKETING MUST BE PLANNED 16

17. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. EMAIL SERVICE PROVIDERS CAN HELP

18. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. WAYS TO IMPROVE THE MESSAGE

19. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. KEEP IT “ABOVE THE FOLD”

20. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. REMEMBER TO USE THE PRE- HEADER, A GOOD OFFER AND TIME DEADLINE

21. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MEASURING RESPONSE Click-Through Rate-Number of email offers clicked on divided by number opened Click to Purchase Rate-Number of purchases on divided by number of emails opened Open Rate-Number of email offers opened divided by number delivered 21

22. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. DELIVERABILITY Bounce Rate: Undeliverable addresses as percent of total Hard Bounce: Undeliverable because of bad address Soft Bounce: Unable to deliver because of system or other issues 22

23. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. CALCULATING EFFECTIVENESS 23

24. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. TARGETING, PERSONALIZATION AND CUSOTMIZATION 24 Targeting refers to directing marketing communications to individuals or businesses that have been identified as valid prospects for acquisition or retention for the good or service. Personalization involves the creation of specialized content for a prospect/customer with a known profile Customization is the creation of new content, services, or even products based on the needs and wants of an individual

25. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. GOLDEN R’S OF EMAIL MARKETING Relevance What does it mean to me? Respect Is my data used responsibly? Recipient Control Do I have a choice over how my data is used?

26. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. CAN-SPAM ACT COMPLIANCE Applies to Acquisitional or Promotional Emails Valid ‘from’ email address, valid reply Street address Unsubscribe Label as ‘advertising’

27. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

28. WHAT’S WRONG? SUBJECT LINE: PRIVATE MESSAGE FROM AMAZON.COM ACCOUNTS MANAGEMENT

29. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. SUMMARY Email is Pervasive: Newsletters, Alerts, Other Communications Consumers Start Their Day with Email Message Timing Increases Response Personalization, Short Subject Lines Can Help Acquisition without Permission is Risky Customer Retention Marketing is Appropriate Use Spam is a Threat to Email Marketing Good List, Permission are Key Integration with Other Communications Channels, i.e. Social Media, increases effectiveness CAN-SPAM Compliance Critical Campaign Management Can Increase Effectiveness 29

30. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 30