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Email Marketing
This document discusses email marketing. It defines email marketing and explains why it is still an effective tool. It provides examples of email marketing campaigns and discusses important considerations for writing copy, designing emails, integrating social media, and measuring campaign effectiveness. Tools for email marketing and common email marketing clients are also outlined.
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Email Marketing
- 1. 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? @AndreaGenevieve andream@stedwards.edu
- 2. BDMM 4336 Email Marketing Email • Powerful • Relevant Marketing • Personal Class 15 Fall 2011 • Accepted • Effective • Valuable @AndreaGenevieve andream@stedwards.edu
- 3. BDMM 4336 Why this still works Email • Brand recognition • Deals, tips, added value Marketing Class 15 • Interesting Fall 2011 • Information is relevant to consumers Email marketing is the NEW direct mail. @AndreaGenevieve andream@stedwards.edu
- 4. BDMM 4336 Examples Email 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 @AndreaGenevieve andream@stedwards.edu
- 5. BDMM 4336 Tools Email • Templates • Testing Marketing Class 15 • Tracking Fall 2011 • Personalization • Hosting • Management • Scheduling @AndreaGenevieve andream@stedwards.edu
- 6. BDMM 4336 Mail Clients Email Marketing Class 15 Fall 2011 • Constant Contact • Emma • MailChip • iContact • Aweber • Campaigner @AndreaGenevieve • Campaign Monitor andream@stedwards.edu
- 7. BDMM 4336 CRM Email Customer Relationship Marketing Management Class 15 Fall 2011 • Track consumers and anticipate needs • You manage the relationship • Target your list • Integrate with existing CRM @AndreaGenevieve andream@stedwards.edu
- 8. BDMM 4336 Before You Start Email 1. Gather your Marketing list Class 15 2. Check legal Fall 2011 requirement 3. Work out logistics 4. Check your format @AndreaGenevieve andream@stedwards.edu
- 9. BDMM 4336 1. Gathering The List Email • Recipients must be WILLING • Use your website Marketing Class 15 • Gather through opt- in forms Fall 2011 • Gather names at transaction • Rent or buy names @AndreaGenevieve andream@stedwards.edu
- 10. BDMM 4336 2. Legal Requirements Email • Unsubscribe • Anti-spam laws Marketing (2004) Class 15 Fall 2011 MUST include an opt out, mailing addresses and clear subject (Watch international laws) @AndreaGenevieve andream@stedwards.edu
- 11. BDMM 4336 3. Logistics Email • Spam filters • (false positive) Marketing • Trackable iP address Class 15 • www.spamhaus.org Fall 2011 for more details @AndreaGenevieve andream@stedwards.edu
- 12. BDMM 4336 4. Format Email • HTML • Plain text Marketing • 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 @AndreaGenevieve andream@stedwards.edu
- 13. BDMM 4336 Parts of a Campaign Email • Email design • Email copy Marketing • Measurement Class 15 Fall 2011 @AndreaGenevieve andream@stedwards.edu
- 14. BDMM 4336 Do’s and Don’ts of Design Email DO DON’T • Above the fold • Clutter with Marketing • 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 @AndreaGenevieve andream@stedwards.edu
- 15. BDMM 4336 Do’s and Don’ts of Copy Email DO DON’T • Create catchy • Assume your Marketing 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 copy andream@stedwards.edu
- 16. BDMM 4336 Social Media Email • Integration with Facebook • Calls to action (share) Marketing Class 15 • Blog blurbs ( or RSS or Tweet feed) Fall 2011 • Donations/subscriptions to other media @AndreaGenevieve andream@stedwards.edu
- 17. BDMM 4336 Media Email • Photos • Graphics Marketing • Music Class 15 • Audio Fall 2011 • Downloads • Video @AndreaGenevieve andream@stedwards.edu
- 18. BDMM 4336 Class Exercise Email Good Email Examples from: Smashing Magazine Marketing MailChimp Social Share Examples Class 15 Fall 2011 What makes them GOOD? @AndreaGenevieve andream@stedwards.edu
- 19. BDMM 4336 Writing Copy Email Your task: You work as the Digital Marketing Marketing 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. @AndreaGenevieve andream@stedwards.edu
- 20. BDMM 4336 You Have 10 Minutes Email 1. Write out copy for one HTML e-mail that will include a buy-one-get-one printable Marketing 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) @AndreaGenevieve andream@stedwards.edu
- 21. BDMM 4336 Measurement Email 1. Open/unopen rate 2. Times/days emails were opened Marketing 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 @AndreaGenevieve andream@stedwards.edu
- 22. BDMM 4336 Credits Email Andrea Genevieve Michnik Marketing 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 @AndreaGenevieve andream@stedwards.edu