1. 4.01 E-mail Marketing

2. Term E-mail marketing: use of sales letters or customer newsletters E-mail marketing: use of sales letters or customer newsletters

3. How E-mail Marketing Meets Business Objectives Highly targeted Highly targeted Relies on lists Relies on lists Reaches consumers through targeted messages Reaches consumers through targeted messages

4. Types of E-mail Marketing Promotions: specials, sales, discounts Promotions: specials, sales, discounts Newsletters: most common e- mail marketing Newsletters: most common e- mail marketing Press releases: sent to media organizations Press releases: sent to media organizations Autoresponder: sent every 3 days, personalized to recipients, interesting subject line Autoresponder: sent every 3 days, personalized to recipients, interesting subject line

5. Common Uses of E-mail Marketing Advertising Advertising Coupons Coupons Early notice on sales/specials Early notice on sales/specials

6. Benefits of Using E-mail Marketing Highly targeted Highly targeted Relatively cheap Relatively cheap Low cost to increase exposure Low cost to increase exposure

7. Challenges of Using E-mail Marketing Standout among clutter Standout among clutter Avoid SPAM filters Avoid SPAM filters Annoying customers Annoying customers

8. Text vs. HTML Messages Text Easy to produce Easy to produce Easy to read Easy to read No graphics No graphics No hyperlinked words No hyperlinked words Can’t track open rate Can’t track open rate HTML HTML Can include graphics Can include graphics Can track open rate Can track open rate Slow to load Slow to load May not be viewed properly May not be viewed properly Hard to produce Hard to produce

9. HTML Ad Example

10. Capabilities of E-mail Instant delivery Instant delivery Nearly unlimited audience size Nearly unlimited audience size Customizable “From” line Customizable “From” line Links within messages Links within messages Web-based tracking Web-based tracking