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

2. Types of e-mails Plain text – Easy to create & least expensive – Most common type – Text formatted to be pleasant to the eye – May contain links HTML – May look like web pages – Supported by multiple e-mails – Longer download time & space Rich media – Expensive & complicated with video, graphics & sound – Require tech knowledge, extra space and internet

3. 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 Mr. Neumann…” – Compelling – Unique – Error free – Easy to: Use Respond to Understand

4. 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”)

5. 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

6. 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

7. 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

8. 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

9. Targeted e-mail procedures Conduct a test run – Make corrections and test again Send the email Manage the distribution list – Delete or fix bad or unwanted addresses Provide follow-up service – Adequate # of customer service personnel should be able to respond within 24 hours – this can be automated Track the results – Have customer service ask what prompted the inquiry – Monitor the activity on the web pages targeted by the email

10. Before you hit Send

11. Jets Personalized Video

12. Let’s create a SEM e-mail 1.Students will work independently create an e-mail as an introduction to this streaming video to fans. Must be at least 6 – 8 sentences and include: TO: From: Subject: Body of Email: Signature 2.With your Marketing knowledge in another 6 – 8 sentences, please explain how you would market this video using a different avenue other than e-mailing it to potential fans. –