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Powerful Promotions through Email

Powerful Promotions through Email. Chapter Two. Chapter Two. Direct Email Marketing Piggyback Email Marketing Viral Marketing. Direct Email Marketing.

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Powerful Promotions through Email

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  1. Powerful Promotions through Email Chapter Two

  2. Chapter Two • Direct Email Marketing • Piggyback Email Marketing • Viral Marketing

  3. 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. Direct Marketing – Similarities • Measurable • Multiple contacts are necessary • Must manage operations • Message construction is key • ADD tips FROM COX INET MKTG BOOK

  5. 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 Differences – email vs. direct mail

  6. 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 Differences – email vs. direct mail

  7. 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. Promotional E-mail • Order and Shopping Cart Confirmations • Sales of Add-on Products and Services • More receptive audience • 4% to 12% Response Rate

  9. 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

  10. 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

  11. Creating Email • Offer • Call to action • Live text link – graphic • Incentive to click-through

  12. Creating Email • Incentives • Promotional give-away • Special sale • Sweepstake, lottery, prize • Unique Information

  13. Creating Email • Header • Subject Field • Why the email is important • Be specific • Use the space for brand

  14. Creating Email • Body • Brief • Same look and feel • Easy to read and navigate • Personalize • Opportunity to opt-out

  15. Creating Email • Rich media • Better response rate

  16. 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”

  17. 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

  18. 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

  19. 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

  20. Viral Marketing • Definition • Success • Required elements

  21. Viral Marketing • Natural consequence of a positive experience • Word Of Mouth • 81% pass-along … 49% to 2+ people • Early examples • Hotmail • Dancing Baby • Speed up the awareness process w/out SPAM

  22. 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

  23. 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

  24. 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 1st time visitor • 3rd email to entice purchase or action

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