1. Powerful Promotions through Email Chapter Two

2. Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Chapter Two Direct Email Marketing Piggyback Email Marketing Viral Marketing

3. Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Direct Email Marketing “A measurable system of marketing that uses one or more advertising media to effect a measurable response and/or transaction at any location, with this activity stored in a database.” from Direct marketing magazine Similarities Differences Promotions Newsletters Timing

4. Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Direct Marketing – Similarities Measurable Multiple contacts are necessary Must manage operations Message construction is key –ADD tips FROM COX INET MKTG BOOK

5. Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Differences – email vs. direct mail Contains the whole story (and about 50 pages of collateral) Limited to printed materials Costs =.35 – 1.00 per piece Better to use short, fast- loading high-impact teasers Can use graphics, videos clips, etc. Costs may be as low as $.00075 per mailing

6. Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Differences – email vs. direct mail Not certain as to day or hour message arrives Responses from mailings are delayed and more expensive Can time the message Responses may be immediate – action can be immediate

7. Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Permission-Based E-Mail User Reactions –2% Delete Without Reading –7% Open Somewhat Annoyed –30% Were Indifferent –48% Were Curious to Read –13% Were Eager to Read

8. Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Promotional E-mail Order and Shopping Cart Confirmations Sales of Add-on Products and Services More receptive audience 4% to 12% Response Rate

9. Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted

11. Promotional Email Guidelines Prospects –Include joke or fantastic fact –Regular mailings increase awareness Existing customers –Acknowledge your appreciation of business –Only send emails if you have needed information

12. Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted How To Be Effective Don’t Use Traditional Copy Use An Accurate Heading Make It Personal Get To The Point Give Incentives Drive Them To Your Website Build A Relationship Follow Through

13. Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Creating Email Offer –Call to action –Live text link – graphic –Incentive to click-through

14. Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Creating Email Incentives –Promotional give-away –Special sale –Sweepstake, lottery, prize Unique Information

15. Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Creating Email Header –Subject Field –Why the email is important –Be specific –Use the space for brand

16. Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Creating Email Body –Brief –Same look and feel –Easy to read and navigate –Personalize –Opportunity to opt-out

17. Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Creating Email Rich media –Better response rate

18. Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Email – not SPAM Frequency management Email alerts –High information value Personalize the message –More than just a name Mimic successful tactics from direct marketing Add “immediacy and interactivity”

19. Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Newsletters Newsletters contains information that is useful to the prospect, whether they buy your product or not. Content is key –Specific to needs of your customers –See Table 2-1, pg 29 in Bergman text for ideas

20. Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Timing Newsletters – regular basis Promotional mailings –Once a month – rule of thumb –Too often = many opt-out requests –Consider customer needs –Product nature – Information intensive? –Split your list and test to determine frequency

21. Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Piggyback Email Marketing Definition: Renting space in someone else’s newsletter. Right newsletter = most cost effective method Not appropriate for local businesses Frequency – similar to newspaper ads Vendors – see CD

22. Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Viral Marketing Definition Success Required elements

23. Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Viral Marketing Natural consequence of a positive experience –Word Of Mouth –81% pass-along … 49% to 2+ people Early examples –Hotmail –Dancing BabyDancing Baby Speed up the awareness process w/out SPAM

24. Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Viral Marketing Both parties must gain something from the interaction Word-Of-Mouth Advertising Forward to a Friend Option Quiz Results E-Greetings –Difficult to Measure

25. Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted

26. Viral Marketing Newsgroups/usenet –20,000 discussion forums Online groups –Browse the discussion – look for opportunity to contribute –Keep posts short, casual –Initiate discussion incognito Don’t SPAM –Kicked off the ISP

27. Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Chapter Two Assignment Develop a Viral Marketing idea (related to your final project) –Submit creative and implementation plan Write three emails –Attract customers to your site –Follow up email for 1 st time visitor –3 rd email to entice purchase or action