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Session 16   emarketing - 8 oct 10
 

Session 16 emarketing - 8 oct 10

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    Session 16   emarketing - 8 oct 10 Session 16 emarketing - 8 oct 10 Presentation Transcript

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