1. WRITE E-MAIL MARKETING COPY and EXECUTE TARGETED E-MAILS
3.07
WRITE MARKETING COPY and EXECUTE TARGETED S

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

3. EFFECTIVE EMAIL MARKETING COMPONENTS
Content
Subject Line
Signature
Recipients
Format
Links
Safety/Security
Consistency of Quality
Distribution Methods

4. CONTENT “The Body” EFFECTIVE CONENT Includes: Write in Small Chunks
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

5. SUBJECT LINES MOST IMPORTANT ITEM in Your Email
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”)

6. EFFECTIVE EMAIL SIGNATURES EMAIL SIGNATURE FORMAT
 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

7. RECIPIENTS Include: Make sure = Target Market IN-HOUSE LIST:
Potential customers
Current customers
Newsletter subscribers
Discussion group members
Make sure = Target Market
IN-HOUSE LIST:
Best recipients
Opted to receive s

8. FORMAT (3 Types) PLAIN TEXT
Easiest to create
Least expensive
Most common form
Consist of text on a page
May contain certain words that are linked to web sites
HTML (HYPERTEXT MARKUP LANGUAGE: CODE USED TO CREATE WEB PAGES)
Looks like web pages
Not all clients support HTML
Take longer to download
Take up space in the recipient’s inbox
RICH MEDIA
Most expensive
Most complicated
Include video, graphics, and sound

9. LINKS Links to web pages or to other locations in email
Confirm links actually work before sending
Links go directly to information needed
NOT homepage where have to locate information

10. The best way to establish trust is to be HONEST and NONTHREATENING
SECURITY and SAFETY
2 Main Concerns:
PRIVACY
Business privacy policy
Details how recipient information is protected
TRUSTWORTHINESS
The best way to establish trust is to
be HONEST and NONTHREATENING

11. CONSISTENTCY of QUALITY
CONSISTENT with previous s sent in past
Have the same:
Look
Writing style
Types of information
TIMING
Frequency: How often the is sent out
(Daily, weekly)
Delivery Time: Date sent
Less likely to be read on Mondays and Fridays

12. DISTRIBUTION METHODS FULL-SERVICE E-MAIL MARKETING FIRMS
Most expensive
Create all content
Execute the mailings
Track the results
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 for advertising in s
IN-HOUSE
Have control over the presentation and delivery
Little to no costs
Needs software

13. STEPS TO EXECUTING TARGETED E-MAILS
Create your LIST
Decide on recipients
Consider target market
Focus on those who opted to receive s
Create a SIGNATURE
End of the
Create the
Develop the content
Include the business’s privacy policy
Create a catchy “subject” line
Create a “from” line

14. STEPS TO EXECUTING TARGETED E-MAILS
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

15. STEPS TO EXECUTING TARGETED E-MAILS
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