Email Marketing

BDMM 4336 The New Direct Mail • What is e-mail marketing?Email • Why do we still use email?Marketing • What are some email marketing tools? Class 15 • How can I write effective copy? Fall 2011 • What are things to consider when designing an email campaign? • How can I test a campaign?@AndreaGenevieveandream@stedwards.edu

BDMM 4336 Email MarketingEmail • Powerful • RelevantMarketing • Personal Class 15 Fall 2011 • Accepted • Effective • Valuable@AndreaGenevieveandream@stedwards.edu

BDMM 4336 Why this still worksEmail • Brand recognition • Deals, tips, added valueMarketing Class 15 • Interesting Fall 2011 • Information is relevant to consumers Email marketing is the NEW direct mail.@AndreaGenevieveandream@stedwards.edu

BDMM 4336 ExamplesEmail Email marketing is=Marketing Branded graphics + copy + regular Class 15 Fall 2011 delivery + call to action • Hotel promoting a summer discount • A phone company offering a discount code • A fitness center sending a special “Bring Your Friend For Free” pass@AndreaGenevieveandream@stedwards.edu

BDMM 4336 ToolsEmail • Templates • TestingMarketing Class 15 • Tracking Fall 2011 • Personalization • Hosting • Management • Scheduling@AndreaGenevieveandream@stedwards.edu

BDMM 4336 Mail ClientsEmailMarketing Class 15 Fall 2011 • Constant Contact • Emma • MailChip • iContact • Aweber • Campaigner@AndreaGenevieve • Campaign Monitorandream@stedwards.edu

BDMM 4336 CRMEmail Customer RelationshipMarketing Management Class 15 Fall 2011 • Track consumers and anticipate needs • You manage the relationship • Target your list • Integrate with existing CRM@AndreaGenevieveandream@stedwards.edu

BDMM 4336 Before You StartEmail 1. Gather yourMarketing list Class 15 2. Check legal Fall 2011 requirement 3. Work out logistics 4. Check your format@AndreaGenevieveandream@stedwards.edu

BDMM 4336 1. Gathering The ListEmail • Recipients must be WILLING • Use your websiteMarketing Class 15 • Gather through opt- in forms Fall 2011 • Gather names at transaction • Rent or buy names@AndreaGenevieveandream@stedwards.edu

BDMM 4336 2. Legal RequirementsEmail • Unsubscribe • Anti-spam lawsMarketing (2004) Class 15 Fall 2011 MUST include an opt out, mailing addresses and clear subject (Watch international laws)@AndreaGenevieveandream@stedwards.edu

BDMM 4336 3. LogisticsEmail • Spam filters • (false positive)Marketing • Trackable iP address Class 15 • www.spamhaus.org Fall 2011 for more details@AndreaGenevieveandream@stedwards.edu

BDMM 4336 4. FormatEmail • HTML • Plain textMarketing • Rich text Class 15 Fall 2011 HTML images must be linked to a server Since some clients block images, your message but be clear without them@AndreaGenevieveandream@stedwards.edu

BDMM 4336 Parts of a CampaignEmail • Email design • Email copyMarketing • Measurement Class 15 Fall 2011@AndreaGenevieveandream@stedwards.edu

BDMM 4336 Do’s and Don’ts of DesignEmail DO DON’T • Above the fold • Clutter withMarketing • Engage in lines 1-3 images Class 15 • Corporate identity • Rely on images for Fall 2011 • Design for popular messaging email clients • Use fancy flash • Remember mobile • Include downloads users or attachment • Be consistent • Forget to include • Provide unsubscribe to your website privacy policy@AndreaGenevieveandream@stedwards.edu

BDMM 4336 Do’s and Don’ts of CopyEmail DO DON’T • Create catchy • Assume yourMarketing subject lines • Proofread audience knows Class 15 everything Fall 2011 • Check links • Go crazy with ! • Think about tone • Use long • Mention company in paragraphs and FROM field verbose language • Offer genuine response • Use scare tactics • Write with familiar (flags) language • Make text scanable • Email yourself a@AndreaGenevieve copyandream@stedwards.edu

BDMM 4336 Social MediaEmail • Integration with Facebook • Calls to action (share)Marketing Class 15 • Blog blurbs ( or RSS or Tweet feed) Fall 2011 • Donations/subscriptions to other media@AndreaGenevieveandream@stedwards.edu

BDMM 4336 MediaEmail • Photos • GraphicsMarketing • Music Class 15 • Audio Fall 2011 • Downloads • Video@AndreaGenevieveandream@stedwards.edu

BDMM 4336 Class ExerciseEmail Good Email Examples from: Smashing MagazineMarketing MailChimp Social Share Examples Class 15 Fall 2011 What makes them GOOD?@AndreaGenevieveandream@stedwards.edu

BDMM 4336 Writing CopyEmail Your task: You work as the Digital MarketingMarketing Director for Vitamin Water. You are Class 15 about to launch a back-to-school Fall 2011 promotion for college students. You are put in charge of copywriting for the e- mail portion of the campaign.@AndreaGenevieveandream@stedwards.edu

BDMM 4336 You Have 10 MinutesEmail 1. Write out copy for one HTML e-mail that will include a buy-one-get-one printableMarketing coupon for recipients. Class 15 2. Sketch a basic framework for the design. Fall 2011 (Think about graphics,buttons, fonts and logos) 3. Be sure to include contact information and social media. 4. Do NOT forget to abide by laws. (HINT: the unsubscribe)@AndreaGenevieveandream@stedwards.edu

BDMM 4336 MeasurementEmail 1. Open/unopen rate 2. Times/days emails were openedMarketing 3. What people clicked on Class 15 4. Percentage of people who clicked, then went Fall 2011 to your site 5. Bounce rates (when and why) 6. Which email clients blocked your message 7. Unsubscribe 8. Best conversion rates 9. Use A/B testing@AndreaGenevieveandream@stedwards.edu

BDMM 4336 CreditsEmail Andrea Genevieve MichnikMarketing BDMM 4336 Digital Media Marketing Class 15 St. Edwards University- Fall 2011 Fall 2011 E-mail: andream@st.edwards.edu @AndreaGenevieve All photos protected under Flickr Creative Commons@AndreaGenevieveandream@stedwards.edu

Email Marketing

by AndreaGenevieve Michnik

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