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 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 E-MAIL MARKETING

4. 1.OPT-IN /PERMISSION-BASED – Give permission to receive promotional e-mails, newsletters, etc. SUBSCRIPTIONS are most common 2.DOUBLE OPT-IN – Requires recipients to confirm they are registered subscriber Complete subscription process, then receive a verification email 3.OPT-OUT – Receive emails until indicate otherwise Explanation at bottom of email of how to opt-out 4.SPAM – Junk e-mail 4 TYPES OF EMAIL MARKETING

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

6. ADVANTAGESDISADVANTAGES 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 e-mail Low effectiveness Spreading viruses Battling filters Angry recipients ADVANTAGES AND DISADVANTAGES OF EMAIL MARKETING

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

8. NON-INTERACTIVE CONTENT (STATIC) – Cannot link to other locations within the e-mail LINKS TO OTHER PLACES WITHIN EMAIL – Hyperlinks: link a word or graphic to another place within the e-mail LINKS TO WEB SITES – Hyperlinks: link from email to a web site ATTACHMENTS STREAMING MEDIA – Email 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 CAPABILITIES OF EMAIL

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

10. “WE DO” CHECK FOR UNDERSTANDING A business that asks customers to forward an e-mail to their friends or associates is engaged in a.suggestion selling b.image building c.direct advertising d.viral marketing

11. ANSWER A business that asks customers to forward an e-mail to their friends or associates is engaged in a.suggestion selling b.image building c.direct advertising d.viral marketing

12. QUESTION Which of the following is the most common use of opt-in e-mail marketing: A. Subscriptions B. Attachments C. Announcements D. Confirmations

13. ANSWER Which of the following is the most common use of opt-in e-mail marketing: A. Subscriptions B. Attachments C. Announcements D. Confirmations

14. “WE DO” IDENTIFY THE TYPES OF EMAIL

15. With a partner, create a marketing email identifying the following: 1.Identify if it is Plain Text OR HTML 2.Does it engage in Viral Marketing? 3.There are 4 Types of Marketing Emails. What is the type of your example? 4.List all email capabilities you see in your example 5.Using your notes for “Common Uses”- identify the use of your example 6.What are the advantages of your example? 7.What are the disadvantages of your example? 8.What objectives is the business trying to meet by using e-mail? 9.Complete review questions for LAP 13 “YOU DO”