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3.06 Understand the use of direct marketing to attract attention and to build brand
3.06Understand the use of direct
marketing to attract attention and to build brand
Explain The Nature Of E-MAIL MARKETING TACTICS
E-MAIL MARKETINGSENDING 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
Viral Marketing
4 TYPES OF EMAIL MARKETING1. OPT-IN /PERMISSION-BASED– Give permission to receive promotional e-mails, newsletters,
etc.• SUBSCRIPTIONS are most common
2. DOUBLE OPT-IN– Requires recipients to confirm they are registered subscriber
• Complete subscription process, then receive a verification email
3. OPT-OUT– Receive emails until indicate otherwise
• Explanation at bottom of email of how to opt-out
4. SPAM– Junk e-mail
SPAM E-mail in Real Life
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
ADVANTAGES DISADVANTAGES
•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 HTMLCONSIST 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
– 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
“You Do Together”
With a partner, create a marketing email identifying the following:
1. Identify if it is Plain Text OR HTML2. 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 example5. Using your notes for “Common Uses”- identify the use of your
example6. 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?
