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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.

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Presentation on theme: "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."— Presentation transcript:

1 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

2 E-Mail Marketing E-Mail Marketing - Sending promotional messages across computer networks. Why? Keep current customers Educate others Build brand awareness Enhance business image Engage in vital marketing Create discussion

3 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

4 E-Mail Marketing Options Opt-In (Permission-Based) – Individuals give a business permission to send them the 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 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.

5 E-Mail Marketing Options Opt-Out – Assumed that individuals want to receive e-mail until they indicate otherwise. – E-mail contains an explanation of the process that must to be removed from the list. Example: This e-mail is a Best Buy advertisement. If you no longer wish to receive our marketing e-mails, unsubscribe here. If you have difficulty with the unsubscribe link, you may also send an e-mail to For more information, read our Privacy Policy or call 1-888-BEST BUY.unsubscribe here PrivacyManager@bestbuy.comPrivacy Policy

6 E-Mail Marketing Options Spam – Consists of unsolicited or junk e-mail. – Spam bogs down networks and wastes time. – Companies send out in large quantities

7 Benefits of E-Mail Marketing Reduced Time and Effort Cheaper – Avg Direct Mail = $20,000 – Avg Email = $1,000 Real-Time Messages Personalized Messages Save the Planet More Frequent Messages – Shouldn’t be more than once a week

8 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 ebook/email-marketing-benefits.aspx

9 Challenges of E-Mail Marketing Developing/Obtaining customer lists Sending duplicate e-mails Having undeliverable e-mail Obtaining responses Spreading viruses Battling filters Sending unauthorized subscriptions Creating angry recipients Managing lists

10 Plain Text E-Mail Marketing Most often email is plain text. Plain text e-mails consist of words on a screen. The key to successful text-based e-mails is proper formatting. – Sections are separated by lines. – Only those symbols that appear on the computer keyboard are usually used. – Text is left ( ) aligned – Hard returns are used at the end of each sentence or paragraph.

11 HTML E-Mail Marketing HTML - Hypertext Markup Language, which is the code used to create web pages. Create 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.

12 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 to other places within the message Link a word, graphic, or other element to another place within the e-mail. – Links to web sites Link from somewhere within the e-mail to a web site.

13 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 need 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.

14 Capabilities of E-Mail Marketing Personalization – Make customers feel unique and special – Inserting personal information within an e-mail message. such as name, title, and purchasing history Automated – E-mail software can perform certain functions at specified times. – (send personalized e-mails to entire customer list or create list of undeliverable addresses) Autoresponders – the autoresponder replies to incoming emails – Common uses: Confirm orders and newsletter subscriptions Make customers aware that the business person is unavailable until a certain date

15 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?

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