3.06 Understand the use of direct marketing to attract attention and to build brand.

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Presentation transcript:

3.06 Understand the use of direct marketing to attract attention and to build brand

Explain The Nature Of E-MAIL MARKETING TACTICS

SENDING PROMOTIONAL MESSAGES ACROSS COMPUTER NETWORKS E-MAIL MARKETING SENDING PROMOTIONAL MESSAGES ACROSS COMPUTER NETWORKS Helps Businesses by: Using VIRAL MARKETING Forwarding a message to someone who forwards it to another, etc. Information spreads quickly Keeping current customers informed Building brand awareness and brand image

4 TYPES OF EMAIL MARKETING OPT-IN /PERMISSION-BASED Give permission to receive promotional e-mails, newsletters, etc. SUBSCRIPTIONS are most common DOUBLE OPT-IN Requires recipients to confirm they are registered subscriber Complete subscription process, then receive a verification email OPT-OUT Receive emails until indicate otherwise Explanation at bottom of email of how to opt-out SPAM Junk e-mail

MOST COMMON USES OF EMAIL MARKETING Announcements Newsletters Bulletins Suggestion selling Reminder service Handling requests Obtaining feedback Order confirmations

ADVANTAGES AND DISADVANTAGES OF EMAIL MARKETING COST EFFECTIVE Little time & effort TIMELY Doesn’t require much planning Example: Sending customers a notice of tomorrow's sale Personalized/targeted messages Can track user engagement Hard to manage customer lists Undeliverable e-mail Low effectiveness Spreading viruses Battling filters Angry recipients

PLAIN TEXT VS. HTML PLAIN TEXT HTML CONSIST OF WORDS ON A SCREEN Most emails are plain text Successful plain text emails need proper formatting: Sections are separated by lines Text is justified left HYPERTEXT MARKUP LANGUAGE: CODE USED TO CREATE WEB PAGES Creates e-mails that have: Colorful logos Graphics Animations Sound Takes longer for HTML e-mails to load Not all e-mail clients support HTML

CAPABILITIES OF EMAIL NON-INTERACTIVE CONTENT (STATIC) Cannot link to other locations within the e-mail LINKS TO OTHER PLACES WITHIN EMAIL Hyperlinks: link a word or graphic to another place within the e-mail LINKS TO WEB SITES Hyperlinks: link from email to a web site ATTACHMENTS STREAMING MEDIA Email delivers sound and/or video Media is “streaming” (moves in a continuous flow over the Internet) DISADVANTAGES: Expensive REQUIRES RECIPIENT TO HAVE A HIGH-SPEED INTERNET CONNECTION

CAPABILITIES OF EMAIL INDIVIDUALIZED ADDRESSES PERSONALIZATION Individual e-mail address in the “To” field Helps businesses to personalize Recipients feel that they’re the only ones receiving the e-mail PERSONALIZATION Personal information (name, purchasing history) in email Software can do this easily AUTOMATED E-mail software can perform certain functions Example: Send personalized e-mails to entire customer list at specified times AUTORESPONDERS If someone emails a specified e-mail address, autoresponder replies Saves money and time Example: Confirm orders and newsletter subscriptions