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WRITE E-MAIL MARKETING COPY and EXECUTE TARGETED E-MAILS

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

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WRITE E-MAIL MARKETING COPY and EXECUTE TARGETED E-MAILS

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  1. WRITE E-MAIL MARKETING COPYand 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 LINESMOST 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: • PRIVACY • Business privacy policy • Details how recipient information is protected • TRUSTWORTHINESS The best way to establish trust is to be HONESTand 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 • FULL-SERVICE E-MAIL MARKETING FIRMS • Most expensive • Create all content • Execute the mailings • Track the results • 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 • 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 • 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 • 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.

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