Session 16 emarketing - 8 oct 10


Published on

  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Session 16 emarketing - 8 oct 10

  1. 1. Email Marketing Ref: CHAP 6 Online Marketing Inside Out by SitePointAddl. Rdg.: CHAP 2 Textbook on E-Marketing by Quirk Biz<br />> Fundamental concepts in Email Marketing<br />> Different Types of Email Communication<br />> Concept of Permission<br />> Building up Email Lists<br />Class Presentation | Session 16 | 8 Oct 2010<br />
  2. 2. Fundamental Concepts in Email Marketing<br />What is Email Marketing<br />One of most established and widely used forms of E-marketing<br />“Email” as activity takes up a major share of what people do on internet.<br />Any kind of promotional messages being sent through emails is a form of email marketing<br />E-Marketing<br />2<br />
  3. 3. Fundamental Concepts in Email Marketing<br />Benefits of Email Marketing<br />Email is cost-effective<br />Much cost-effective than direct mail marketing<br />Generally costs which can be involved are:<br />Using a platform (constant contact, Lyris)<br />Email Lists (buying, if so required)<br />Email builds relationships<br />Control over responding lies with recipient<br />They can do it at their own end<br />Email is “push technology.”<br />Marketing message is pushed<br />Ensures delivery of message to recipient (not true always though)<br />Email provides timely results<br />Time of delivery is very small<br />Can be easily measured<br />Email is quick to produce<br />Simple to design (even in HTML)<br />Keeping less content is a blessing-in-disguise!<br />E-Marketing<br />3<br />
  4. 4. Fundamental Concepts in Email Marketing<br />Benefits of Email Marketing (…contd.)<br />Email accommodates hyperlinks<br />Allowing traffic to be routed to landing page<br />Email provides detailed feedback<br />Customers can reply easily and share their feedback<br />May also request more information<br />Email enables affordable segmentation and targeting<br />Based on source of email lists, segmentation can be very strong<br />Focused segmentation allows more targeting<br />Email plays well with others<br />Email campaigns can be easily made part of overall IMC – Integrated Marketing Communication<br />Email can be a viral marketing tool<br />Ease of ‘forwarding’ makes it one of the strongest viral marketing tool<br />If someone finds content to be interesting for others, it takes just a few clicks to forward it and add viral factor to the campaign<br />E-Marketing<br />4<br />
  5. 5. Fundamental Concepts in Email Marketing<br />Steps in Executing an Email Campaign<br />Email Marketing Campaign requires following these steps almost in same order<br />(Ref: Textbook on E-marketing)<br />E-Marketing<br />5<br />
  6. 6. Different types of Email Communication<br />Marketing Messages<br />Should not be generally unsolicited<br />Marketing messages, sales messages etc.<br />Transactional Emails / Housekeeping messages<br />Confirmations, welcomes, introductions<br />Carefully designed to enhance post-sales experience<br />Newsletters<br />To advise users of happenings<br />Generally sent at regular frequency<br />Role of Email Communication in brand management<br />Carefully designed messages, also personalized enhance users experience<br />In turn strongly help brand image to be established<br />E-Marketing<br />6<br />
  7. 7. Concept of Permission<br />Undoubtedly, most critical issue in Email Marketing<br />First, concept of SPAM to be understood<br />SPAM<br />Spam is an important concept in E-marketing<br />Understand Unsolicited Bulk Email (UBE) & Unsolicited Commercial Email (UCE)<br />CAN-SPAM Act of 2003– a milestone in this area<br />Means You can SPAM?<br />Control of Assault of Non-Solicited Pornography And Marketing<br />Defines the limitations and concept of spamming<br />Spam is being monitored by different agencies (Spamhaus project is a leading name in this area –<br />E-Marketing<br />7<br />
  8. 8. Concept of Permission<br />Regulatory framework<br />CAN-SPAM is US law<br />Every country has varying degree of control over spam<br />Spam is being strongly monitored now compared to previous years and regulations continue to be stronger<br />Strong regulation of Spam has led to Permission<br />Permission<br />Permission is simple concept<br />You have to take a user’s permission to send emails (particularly commercial emails)<br />Serious implications for how to build your email lists<br />Also adding “unsubscribe” option in every email is now considered an industry norm<br />E-Marketing<br />8<br />
  9. 9. Concept of Permission<br />Importance of Permission in overall E-marketing campaign<br />If users get unsolicited email (even if regulation is not against it) it is likely:<br />They get it along side low-quality products and brands’ marketing<br />They think of a quality brand as low too<br />That they develop a negative image of your brand<br />For quality marketing programs and quality e-marketing campaigns it is vital to understand and fully implement permission-based lead generation<br />E-Marketing<br />9<br />
  10. 10. Building Email lists<br />Key focus is again Permission<br />Different ways of doing it<br />News & Updates<br />Ask customers to give emails<br />Giveaways<br />Perks<br />A positive call to action<br />Offline Lead Generation<br />E-Marketing<br />10<br />
  11. 11. Email Marketing Ref: CHAP 6 Online Marketing Inside Out by SitePointAddl. Rdg.: CHAP 2 Textbook on E-Marketing by Quirk Biz<br />> Technical side of Email<br />> Designing email campaigns<br />> Planning email campaigns<br />> Overall Discussion with case studies & examples<br />Class Presentation | Session 16 | 12 Oct 2010<br />