E-Mail Marketing PE: Understand the use of direct marketing to attract attention and to build brand. PI: Explain the nature of e-mail marketing tactics
E-Mail Marketing • E-Mail Marketing - Sending promotional messages across computer networks. Why? • Keep in-touch with current customers • Educate consumers • Build brand awareness • Enhance business image • Sell Products • Engage in viral marketing
Common Uses of E-Mail Marketing • Businesses often use e-mail marketing for: • Announcements • Newsletters • Bulletins • Suggestion selling • Reminder service • Handling requests • Obtaining feedback • Order confirmations
Getting customers to talk about the company/products/message with other people • Create a Discussion • Usually through interesting or funny messages
E-Mail Marketing Options • Opt-In (Permission-Based) • Customer grants a business permission to send them promotional e-mails, product announcements, or newsletters. • Subscriptions : Most common use of opt-in e-mail marketing • Double Opt-In • Requires recipients to confirm that they want to be a registered email subscriber. • Upon completing the subscription process, individuals receive an e-mail that they must respond to in order to be added to the list of subscribers.
E-Mail Marketing Options Spam • Unsolicited (unwanted) junk e-mail sent out to advertise a product. • Spam bogs down networks and wastes time. • Companies send out in large quantities
Benefits of E-Mail Marketing • Reduced Time and Effort • Cheaper • Avg Direct Mail = $20,000 • Avg Email = $1,000 • Real-Time Messages • Personalized Messages • No Paper • More Frequent Messages • Shouldn’t be more than once a week
Activity • Split class into 10 Groups and have each group research a benefit of E-Mail Marketing • Each group must present their information to the class including: • Tell us about the benefit • Two examples of the benefit • Why it is so important http://emailmarketing.comm100.com/email-marketing-ebook/email-marketing-benefits.aspx
Challenges of E-Mail Marketing • Customer lists • Duplicate e-mails • Undeliverable e-mails • Obtaining responses • Spreading viruses • Battling filters • Unauthorized subscriptions • Angry recipients • Managing lists
Plain Text E-Mail Marketing • Most often email is plain text. • Words on a screen. (No multi-media) • The key to successful text-based e-mails is proper formatting. • Sections are separated by lines. • Text is left ( ) aligned • Hard returns are used at the end of each sentence or paragraph.
HTML E-Mail Marketing • HTML - Hypertext Markup Language • E-mails that contain colorful logos, graphics, background designs, animations, sound, banner ads • It takes longer for HTML e-mails to load than plain-text e-mails. • Not all e-mail clients support HTML.
Capabilities of E-Mail Marketing • Depend on the type of software that is used. • Non-interactive content • Plain-text e-mail used to correspond among friends, family members, and coworkers • Links • Within the message • Link a word, graphic, or other element to another place within the e-mail. • To web sites • Link from somewhere within the e-mail to a web site.
Capabilities of E-Mail Marketing • Attachments • An attachment is a file sent with an e-mail. • (Word document, PowerPoint presentation, jpg photo) • Streaming media • Delivers sound, video, or animations • Play when the recipient opens the message or clicks on a “play” button. • Expensive and needs a High-Speed Connection • Individualized addresses • Individual e-mail address in the “To” field • This helps businesses to personalize e-mail • Readers feel that they’re the only ones receiving e-mail.
Capabilities of E-Mail Marketing • Personalization • Inserting personal information within an e-mail message. • such as name, title, and purchasing history • Make customers feel unique and special • Automated • E-mail software can function automatically • (send personalized e-mails to entire customer list or create list of undeliverable addresses) • Autoresponders • Automatically replies to incoming emails • Common uses: • Confirm orders and newsletter subscriptions • Make customers aware that the business person is unavailable until a certain date
Activity • Choose a sport/event product. (Game, Season Tickets, Concert, Merchandise) Create an email marketing campaign to promote your product. Send the email to me if possible. • Be sure to determine the type of email you are going to use. • Will there be any opt-in/double opt-in/autoresponders? • Include a combination of links, streaming video, attachments , and individualization. • Answer the following questions separately: • Who is the target audience? • What types of advertisements are normally used to market the sport/event product? • What are the benefits of using e-mail to market the sport/event product? • Is the e-mail promotion effective? Why or why not?