“Recipients”

1. 3.07 “Recipients” “Signature” “Subject Line” CONTENT of EMAIL

2. What to consider before • Timing of e-mails • Frequency – daily, weekly, monthly, quarterly • Delivery time – time and date • Distribution methods • Full service firms • Most expensive, suggest target markets, create all content, execute mailings, track results & longer lead time • Hosting services – • Monthly fee based on mailings • In-house – • Cost not tied to mailings, control of all content, can make changes, requires e-mail software or use BCC distribution

3. Elements of a marketing e-mail • From • Personalized, clearly identifies sender & error free • To • Personalized, makes recipient feel only sent to them • Subject • Avoid Spam filters – avoid certain types of words • Focus on benefits to the recipient • Catchy, original hook – gain their attention • Marketing copy • Grammatically correct – no typos or spelling errors • Succinct & complete but not wordy

4. Elements of a marketing e-mail • Marketing Content • Organized, understood and can follow • Ideas are clear and understood by recipients • Offers unique proposition & encourages response • Establishes trust with exact costs & non-threatening • Format – Style - Quality – Consistency • Design complements message with margins& white space • Fonts (size & face) adds to readability • Style is consistent – overall appearance has flair & pleasing to the eye • Size & weight of headings guide the eye • Properly formatted with clear sections, no broken lines & text that fits

5. Elements of a marketing e-mail • Call to action/response • Response mechanisms built into 1st &lastparagraphs • Provides date, location and links for response • Testimonials • Helps to establish trust with the recipients • Reassures the recipient • Marketing links • Works properly & takes recipient to web page offer • Signatures • Complete contact info that is short & simple

6. Elements of a marketing e-mail • Request removal link • Clear and specific instructions to request removal • Allows them to change their subscriber information • Privacy statement • Explains the information being collected • Explains how this information will be used/distributed

7. CONTENT “The Body” • Includes: • Text • Images • Sounds • Write in Small Chunks • Get to the point fast using shortparagraphs EFFECTIVE CONENT • Relevant • BENEFIT FOCUSED • PERSONALIZED • “Dear Mrs. Byers…” • Compelling • Unique • Error free • Easy to: • Use • Respond to • Understand

8. SUBJECT LINESMOSTIMPORTANT 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 excessivepunctuation(!!!!!) • Don’t use gimmicky words (free, “make millions”)

9. SIGNATURES EFFECTIVE EMAIL SIGNATURES • Short • Simple • Memorable • Creative THINGS TO AVOID • Lengthy description • No more than 4 lines • Multiple phone numbers • Personal SocialMedia Websites EMAIL SIGNATURE FORMAT Name Title Company name Phone number E-mail address Complete web site address

10. Establish e-mail recipients • Potential customers • Companies will also purchase e-mail lists • Need to make sure recipients are target market • Current customers • Many may opted to receive timely information • Newsletter subscribers • Discussion group members • These are generally interested individuals

11. What to consider before • Safety/security • Business privacy policy – type of datacollected & how the company will use/distribute the data • Include the privacy policy in all emails • Establish trust by being honest and non-threatening • Consider a guarantee or money back policy

12. CONSISTENTCY of QUALITY CONSISTENTwith previous emails sent in past • Have the same: • Look • Writing style • Types of information • TIMING

13. DISTRIBUTION METHODS • FULL-SERVICE E-MAIL MARKETING FIRMS • Most expensive • Createall content • Executethe mailings • Trackthe results • HOSTING SERVICES • Send emails and track results • Most charge a monthly servicefee based on volume of e-mails sent • Some don’t charge anything in exchange advertising in emails • IN-HOUSE • Have control over the presentation and delivery • Little to no costs • Needs e-mail software

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

15. STEPS TO EXECUTING TARGETED E-MAILS 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

16. STEPS TO EXECUTING TARGETED E-MAILS 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