File: ebusiness_ref.PPT 1 Yogi Schulz e-Business Projects E-mail Resources Reference Section 32 Copyright © 2002 by Corvelle Management Consultants.

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Presentation transcript:

File: ebusiness_ref.PPT 1 Yogi Schulz e-Business Projects Resources Reference Section 32 Copyright © 2002 by Corvelle Management Consultants

File: ebusiness_ref.PPT 2 Yogi Schulz e-Business Projects Marketing Bad r Internally focused –The newsletter reads like a company memo, highlighting internal news or products as if consumers should care. r Distribution is global –Message does not target any user or build on client intelligence. r Newsletter content never changes –No real money is allocated for original or refreshed content. r Stand-alone marketing vehicle –No integration of newsletter into a broader marketing strategy.

File: ebusiness_ref.PPT 3 Yogi Schulz e-Business Projects Marketing Good r Put a process in place with someone in charge –follow the rules for permission-based marketing r Target a specific group r Communicate regularly and clearly –follow the message content & format tips r Keep content relevant r Include a link to your privacy policy in all s Enhanced from: eBusiness Journal, November 2001, p. 15

File: ebusiness_ref.PPT 4 Yogi Schulz e-Business Projects Web Site Promotional Techniques r Free Classified Ads –hard for buyers to find; don’t generate many inquiries/sales r Web Site by itself –takes thousands of visitors to create momentum r Banner Ads –expensive; hard to determine where to place banners r E-Zine Ads –most don’t have a large enough readership to generate sales r Search Engine Listing –Easily buried with thousands of others r –low cost makes large volume achievable; targetable

File: ebusiness_ref.PPT 5 Yogi Schulz e-Business Projects Marketing Service Vendors - 1 r DoubleClick - New York, New York – –DoubleClick offers products and services targeted at online advertising and marketing r Flomedia - Dallas, Texas – –Flomedia specializes in traditional advertising, as well as online coupons and direct mail materials. r e-Dialog - Lexington, Mass. – –E-Dialog offers with embedded links, graphics-rich HTML and text-based messages.

File: ebusiness_ref.PPT 6 Yogi Schulz e-Business Projects Marketing Service Vendors - 2 r ClickAction Inc. - Palo Alto, Calif. – –ClickAction's marketing tool automates processes such as event-based , sends and triggers follow-up e- mails, and sorts outbound and inbound message replies and answers. r Mobular Technologies Inc. - Huntsville, Ala. – –Mobular Engine lets recipients search content from within their in-boxes instead of clicking on links to Web sites.

File: ebusiness_ref.PPT 7 Yogi Schulz e-Business Projects Message Content & Format Tips r Message content: –short; easy to understand –avoid scroll bars –include link to web site for further info/explanation r Message format: –use 10 or 12 point font –stick to commonly installed fonts –format short paragraphs for easy reading r Use long, meaningful subject line text –may be all the recipient is prepared to read r Do not use attachments: –create fear of viruses –force recipient to take further actions r Use Rich Text (HTML) –avoid distracting graphics that move –follow web site style guide –minimize number of colors and images

File: ebusiness_ref.PPT 8 Yogi Schulz e-Business Projects Rules for Permission-based Marketing - 1 r Send only to those who have opted-in –minimize/avoid use of broadcast r Honor requests to opt-out –don’t dawdle; make it easy r Confirm all activity by –profile updates, orders, shipping –catches fake addresses as bounces r Enable users to provide preferences –avoid asking for life histories r Offer incentives for data –provide entertainment and value

File: ebusiness_ref.PPT 9 Yogi Schulz e-Business Projects Rules for Permission-based Marketing - 2 r Treat list as a valuable asset –do not sell or rent it r Develop and post a privacy policy –stick to the policy r Respond to inquiries promptly –don’t ignore or brush off with a curt response r Do not used rented lists –avoid irritating others r Ride the network effect –bad news travels quickly through the Internet

File: ebusiness_ref.PPT 10 Yogi Schulz e-Business Projects Using Customer Data for Marketing

File: ebusiness_ref.PPT 11 Yogi Schulz e-Business Projects Selling on Auction Sites Software Vendors r CommerceFlow - Merchant – r ChannelAdvisor –search.auctions.goto.com