1. Email Marketing --one of the most powerful ways to generate leads for a product/service Know the strengths of email mktg compared to other ways of reaching customers (eg compared to direct mail, search, seminars, …) What are the challenges with email mktg Textbook reading: Laudon - the CanSpam law : - key email & Internet mktg terms : Textbook: eMarketing - Chapter 7

2. What Are We Trying to Achieve with email mktg for a business ?

3. What Are We Trying to Achieve with email mktg ? To get the target prospect to take an action -Click through to the companies website -Call, download a doc, subscribe…. the emails should contain information they find relevant, timely, and valuable emails: conform to current Best Practices and the CanSpam law

4. Why Use Email Marketing ? 5 very good reasons.. It is very, very cost effective It is completely measurable it is scalable--send 50 or send 1,000,000 it is flexible & customizable for each recipient – send 24/7, make daily changes it is highly targeted & very effective with ‘ current customers *we expand the definition of Current customers to mean: Customers that have bought from you before or people that have expressed interest in your products/services

5. A Powerful Use of email Mktg is Viral mktg Leverage your current customers to reach new prospects! Good Example of this is Netflix email campaigns Tell a friend — they get 30 days of free Netflix movies.

6. the challenges with email mktg: So much of email mktg is SPAM! filters filter out a large percentage of emails So target person may never even see the email getting ‘ quality ’ emails for our target audience getting the person to open & read the email getting the person to take a desired action

7. The first challenge is to get the email addresses for people in your target market The ‘ more qualified ’ the person is for your target market--the better the response rate will be for your email The best way to get these emails is from visitors to a website who are interested in the company ’ s products & services. Website design element: Offer an email signup on the homepage. Bonobos Walmart.com Costco.com testarossa.com

8. Why is having an email sign-up on homepage the Best way to get emails for mktg? 1. They automatically ‘ qualify themselves as interested ’ in the products or services--it ’ s the same benefit from having people signup as fans off a companies ‘ facebook page! ’ 2. What else--it’s a free way to get qualified prospects 3. It is permission mktg! A must Have Website design element: Offer an email signup on the homepage. ConstantContact gives this free off their site.

9. Getting Quality email names-- one of the biggest challenges in email marketing 1. Have a visible place on the homepage for the visitors to “opt-in” or subscribe to get emails from you on the latest news, newsletter, weekly deals, etc. 2. Collect emails by using “Business-Reply-Cards” 3. Buy email names from Magazines or “list Brokers” Pay per name Contact magazines that reach your target market 4. Partner with companies that are emailing your target prospects. Example: other businesses in your area where you can share email lists

10. Steps for an Email Marketing Campaign 1. Build “ Good ” Email Lists of customers and key contacts 2. Plan your campaign: what ’ s the message? CTA? Create your email subject line & email content 3. Send your Email Campaign to targeted audience 4. Follow-up on leads and orders; Evaluate Results. 5. Send a new set of emails -new subject line, new content

11. a) Do I Delete ? b) Do I Ignore / Read Later ? c) Do I Read further and act ! Second #1 – who is contacting me ? ( “ From ” line) Second #2 – why are they contacting me? ( “ Subject ” line relevance) Second #3 – what ’ s the message (the email message body/content) Importance of ‘ Relevance ’ in email mktg The concept of making the email ‘ relevant ’ to your target market -to increase your click through rates(CTR) Techniques: Customer research and Testing of subject lines, email content. The KISS approach

12. The Can Spam law- Commercial email messages with the primary purpose of marketing a product or service are regulated by the Can Spam Law i. the subject line must relate to the actual content of the email--it shouldn't trick the recipient to open the email. ii. allow the recipient to "opt-out" and it has to work! iii. provide a valid physical postal address--not a post office box! iv. Include a notice that the message is an advertisement Question-why has this anti-SPAM law been so ineffective? Answer: a US law; also, can still send millions of emails as long as the business complies with the law.

13. Homework Put your team project into high gear… engage your small biz owner to get started on planning the Mktg campaigns: Website alternatives, Email, facebook page, google adwords, perhaps linkedin Every team member should have ‘ action activities. ” Connect with ConstantContact to start planning your team’s mktg campaigns Do the PerfectPlan Case study homework —and hand in at beginning of Monday’s class