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

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

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

4. CONTENT “The Body” Includes: – 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. SIGNATURES EFFECTIVE EMAIL SIGNATURES Short Simple Memorable Creative THINGS TO AVOID Lengthy description – No more than 4 lines Multiple phone numbers Personal Social Media Websites EMAIL SIGNATURE FORMAT Name Title Company name Phone number E-mail address Complete web site address

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

8. FORMAT (3 Types) 1.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 2.HTML (HYPERTEXT MARKUP LANGUAGE: CODE USED TO CREATE WEB PAGES) – Looks like web pages – Not all e-mail clients support HTML – Take longer to download – Take up space in the recipient’s inbox 3.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. SECURITY and SAFETY 2 Main E-mail Concerns: 1.PRIVACY Business privacy policy – Details how recipient information is protected 2.TRUSTWORTHINESS The best way to establish trust is to be HONEST and NONTHREATENING

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

12. DISTRIBUTION METHODS 1.FULL-SERVICE E-MAIL MARKETING FIRMS – Most expensive – Create all content – Execute the mailings – Track the results 2.HOSTING SERVICES – Send emails and track results – Most charge a monthly service fee based on volume of e-mails sent – Some don’t charge anything in exchange advertising in emails 3.IN-HOUSE – Have control over the presentation and delivery – Little to no costs – Needs e-mail software

13. STEPS TO EXECUTING TARGETED E-MAILS 1.Create your E-MAIL LIST Decide on recipients Consider target market Focus on those who opted to receive emails 2.Create a SIGNATURE End of the e-mail 3.Create the E-MAIL Develop the content Include the business’s privacy policy Create a catchy “subject” line Create a “from” line

14. 4. Choose an E-MAILING TECHNIQUE Blind Carbon Copy (BCC) Keep e-mail addresses private Bulk E-mail Software Make it appear as if only one person is receiving the e-mail 5. Conduct a TEST RUN “Test” send to yourself and others for edit 6. SEND E-MAIL STEPS TO EXECUTING TARGETED E-MAILS

15. 7. MANAGE THE LIST Remove undeliverable e-mail addresses 8. Provide FOLLOW-UP SERVICE Customer service should follow up within 24 hours Autoresponder 9. TRACK THE RESULTS Monitor activity on web pages STEPS TO EXECUTING TARGETED E-MAILS

16. “You Do” With a partner, create a marketing email inviting LNHS Alumni to the school’s 10 th Anniversary Celebration 1.Create the Following: – Content – Subject Line – Signature – Recipients (cheryl_seeley@iss.k12.nc.us) – Format – Links – Safety/Security – Consistency of Quality – Distribution Methods 2.Execute the Steps to Execute the Email