1. A – Promotion 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 viral marketing Create discussion

3. E-Mail Marketing Options Opt-In (Permission-Based) – Individuals give a business permission to send them the promotional e- mails, product announcements, or newsletters. – The most common use of opt-in e-mail marketing is subscriptions. Double Opt-In – Requires recipients to confirm that they really do 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. Opt-Out – It is assumed that individuals want to receive e-mail until they indicate otherwise. – Generally, the e-mail contains an explanation of the process that must be followed to be removed from the list. Spam – Spam consists of unsolicited or junk e-mail. – In most cases, spam bogs down networks and wastes people’s time.

4. 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 – Viral Marketing – asking customers to forward message

5. Benefits of E-Mail Marketing Reduced Time and Effort Cost Effective – More bang for the buck Real-Time Messages – Notify customers of sales Personalized Messages Save the Planet More Frequent Messages – Shouldn’t be more than once a week Build brand awareness & enhance business image

6. SEM1 3.06 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

7. Challenges of E-Mail Marketing Developing/Obtaining customer lists Sending duplicate e-mails Having undeliverable e-mails Obtaining responses Streaming email requires high speed connection Managing lists Spreading viruses Battling filters Sending unauthorized subscriptions Creating angry recipients

8. 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.

9. (Rich media) HTML E-Mail Marketing HTML stands for Hypertext Markup Language, which is the code used to create web pages The same coding can be used to create e-mails that contain colorful logos, graphics, background designs, animations, sound, banner ads, etc. It takes longer for HTML e-mails to load than plain- text e-mails Not all e-mail clients support HTML as the recipient must have a high speed internet connection to see it

10. Capabilities of E-Mail Marketing The capabilities of e-mail depend upon the type of software that is used. The capabilities of e-mail include: – Non-interactive content Plain-text e-mail used in correspondence among friends, family members, and coworkers is a good example of non-interactive content. – Links to other places within the message Hyperlinks make it is possible to link a word, graphic, or other element to another place within the e-mail.

11. Capabilities of E-Mail Marketing Links to web sites – Hyperlinks are also used to link from somewhere within the e- mail to a web site. Attachments – An attachment is a computer file (e.g., Word document, PowerPoint presentation, jpg photo, etc.) that is sent with an e-mail. Streaming media – E-mail is capable of delivering sound, video, or animations that play when the recipient opens the message or clicks on a “play” button. – Expensive and requires a High-Speed Connection Individualized addresses – Individual e-mail address in the “To” field – This helps businesses to personalize their e-mail so that readers feel that they’re the only ones receiving the e-mail.

12. Capabilities of E-Mail Marketing Personalization – Personalization technologies attempt to make customers feel unique and special—by inserting personal information such as name, title, and purchasing history within an e-mail message. Automated – E-mail software can be set up to perform certain functions (e.g., send personalized e-mails to entire customer list, create list of undeliverable addresses, etc.) at specified times. Auto-responders – When a person sends a message to a specified e-mail address, the auto-responder replies with a certain message. – Common uses of auto-responders are to: Confirm orders and newsletter subscriptions Make customers aware that the business person is unavailable until a certain date

13. SEM1 3.06 Activity Review the marketing email passed out to you. You will individually answer the following: 1.Identify if it is Plain Text OR HTML 2.Does it engage in Viral Marketing? 3.There are 4 Types of Marketing Emails. What is the type of your example? 4.List all email capabilities you see in your example 5.Using your notes for “Common Uses”- identify the use of your example 6.What are the advantages of your example? 7.What are the disadvantages of your example? 8.What objectives is the business trying to meet by using e- mail? 9.Is the e-mail promotion effective? Why or why not?

14. SEM1 3.06 Activity + With a partner, create a marketing email. Additionally, the email must be sent to my school email with the following information attached in a word document. 1.Identify if it is Plain Text OR HTML 2.Does it engage in Viral Marketing? 3.There are 4 Types of Marketing Emails. What is the type of your example? 4.List all email capabilities you see in your example 5.Using your notes for “Common Uses”- identify the use of your example 6.What are the advantages of your example? 7.What are the disadvantages of your example? 8.What objectives is the business trying to meet by using e- mail?