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Session 17  E-marketing - 12 Oct 10
 

Session 17 E-marketing - 12 Oct 10

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Session 17

Session 17
E-marketing
Elective

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    Session 17  E-marketing - 12 Oct 10 Session 17 E-marketing - 12 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
      > Technical side of Email
      > Designing email campaigns
      > Planning email campaigns
      Class Presentation | Session 17 | 12 Oct 2010
    • Technical Side of Email
      Types of Emails
      Also, there are two major types of email content-wise:
      Simple email (text email)
      Easy to send
      Looks very plain
      Content has to be placed carefully to convey message
      HTML-based email (HTML email)
      At times can have problems in sending
      Creativity can be used
      Limitations are there e.g. some file types (flash files) are not supported even in HTML emails
      Size is a major consideration
      E-Marketing
      2
    • Technical Side of Email
      Different parts in an email
      (Ref: Chap 2 – Textbook on E-marketing)
      Header
      Contains To, From, CC: etc
      Subject line
      Comprehensive yet brief subject line is always helpful
      Greeting
      Addressing the recipient person
      Body
      Main message
      Footer
      Giving origin of email, disclaimers etc
      Unsubscribe Link
      Required for commercial emails
      E-Marketing
      3
    • Technical Side of Email
      List Management – Key considerations
      Easy integration with your site
      Contact/Registration form on your site that’s directly linked to your list management tool.
      Some solutions even allow you to connect with your customer database and match email subscribers with their purchase histories.
      Profiles and segmentation
      Quality List Management solution helps gather profile information used for segmentation later
      Import and export lists of subscribers
      Importing & exporting in common formats such as a Comma Separated Values (CSV) spreadsheets.
      Easy unsubscribe options:
      Critical (at times legally)
      E-Marketing
      4
    • Designing Email Campaigns
      Different parts in an email to be ‘designed’ carefully
      Header
      Showing individual addresses even from list – mass customization is also possible
      Subject line
      Comprehensive yet brief subject line is always helpful
      Depends on what is type of email (transactional, newsletter etc.)
      Personalized Greeting
      Mass customization
      Use software (online or offline) to address people using either Full, First or last name with or without salutation gives a personalized touch to an otherwise
      Mass customization is NOT a counter to bulk mail
      Body
      Key content should be placed as text (and not as image only)
      Images may be blocked in emails or may lead to making as spam
      Footer
      Giving origin of email, disclaimers etc
      Unsubscribe Link
      Required legally
      Can be done using a landing page or as reply to ‘unsubscribe@.....’
      HAS TO BE EASY (strongly mandated by regulations)
      E-Marketing
      5
    • Planning Email Campaigns
      Ref: 9 steps in executing email campaign in Textbook on Emarkieting
      E-Marketing
      6
    • Planning Email Campaigns
      KPIs – Performance measurement of Email campaign
      Number of emails delivered.
      Number of bounces
      Hard bounces or soft bounces
      Number of unique emails opened
      Unsubscribes
      Pass on rate (forwards)
      Click-through rates and conversion
      Reviewing these over different time slots by different users is very important
      E-Marketing
      7
    • Email Marketing Ref: CHAP 6 Online Marketing Inside Out by SitePointAddl. Rdg.: CHAP 2 Textbook on E-Marketing by Quirk Biz
      > Review of different Email Marketing platforms
      > Case Study Session: Online Advertising + Email Marketing
      > Quiz 3: Session 16-17 (Email Marketing)
      Class Presentation | Session 18 | 15 Oct 2010