1. 3.06
Understand the use of direct marketing to attract attention and to build brand

2. Explain The Nature Of E-MAIL MARKETING TACTICS

3. SENDING PROMOTIONAL MESSAGES ACROSS COMPUTER NETWORKS
MARKETING
SENDING PROMOTIONAL MESSAGES ACROSS COMPUTER NETWORKS
Helps Businesses by:
Using VIRAL MARKETING
Forwarding a message to someone who forwards it to another, etc.
Information spreads quickly
Keeping current customers informed
Building brand awareness and brand image

4. 4 TYPES OF EMAIL MARKETING
OPT-IN /PERMISSION-BASED
Give permission to receive promotional s, newsletters, etc.
SUBSCRIPTIONS are most common
DOUBLE OPT-IN
Requires recipients to confirm they are registered subscriber
Complete subscription process, then receive a verification
OPT-OUT
Receive s until indicate otherwise
Explanation at bottom of of how to opt-out
SPAM
Junk

5. MOST COMMON USES OF EMAIL MARKETING
Announcements
Newsletters
Bulletins
Suggestion selling
Reminder service
Handling requests
Obtaining feedback
Order confirmations

6. ADVANTAGES AND DISADVANTAGES OF EMAIL MARKETING
COST EFFECTIVE
Little time & effort
TIMELY
Doesn’t require much planning
Example: Sending customers a notice of tomorrow's sale
Personalized/targeted messages
Can track user engagement
Hard to manage customer lists
Undeliverable
Low effectiveness
Spreading viruses
Battling filters
Angry recipients

7. PLAIN TEXT VS. HTML PLAIN TEXT HTML CONSIST OF WORDS ON A SCREEN
Most s are plain text
Successful plain text s need proper formatting:
Sections are separated by lines
Text is justified left
HYPERTEXT MARKUP LANGUAGE: CODE USED TO CREATE WEB PAGES
Creates s that have:
Colorful logos
Graphics
Animations
Sound
Takes longer for HTML s to load
Not all clients support HTML

8. CAPABILITIES OF EMAIL NON-INTERACTIVE CONTENT (STATIC)
Cannot link to other locations within the
LINKS TO OTHER PLACES WITHIN
Hyperlinks: link a word or graphic to another place within the
LINKS TO WEB SITES
Hyperlinks: link from to a web site
ATTACHMENTS
STREAMING MEDIA
delivers sound and/or video
Media is “streaming” (moves in a continuous flow over the Internet)
DISADVANTAGES:
Expensive
REQUIRES RECIPIENT TO HAVE A HIGH-SPEED INTERNET CONNECTION

9. CAPABILITIES OF EMAIL INDIVIDUALIZED ADDRESSES PERSONALIZATION
Individual address in the “To” field
Helps businesses to personalize
Recipients feel that they’re the only ones receiving the
PERSONALIZATION
Personal information (name, purchasing history) in
Software can do this easily
AUTOMATED
software can perform certain functions
Example: Send personalized s to entire customer list at specified times
AUTORESPONDERS
If someone s a specified address, autoresponder replies
Saves money and time
Example: Confirm orders and newsletter subscriptions