Session 17 E-marketing - 12 Oct 10

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Session 17
E-marketing
Elective

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Session 17 E-marketing - 12 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 />> Technical side of Email<br />> Designing email campaigns<br />> Planning email campaigns<br />Class Presentation | Session 17 | 12 Oct 2010<br />
  2. 2. Technical Side of Email<br />Types of Emails<br />Also, there are two major types of email content-wise:<br />Simple email (text email)<br />Easy to send<br />Looks very plain<br />Content has to be placed carefully to convey message<br />HTML-based email (HTML email)<br />At times can have problems in sending<br />Creativity can be used<br />Limitations are there e.g. some file types (flash files) are not supported even in HTML emails<br />Size is a major consideration<br />E-Marketing<br />2<br />
  3. 3. Technical Side of Email<br />Different parts in an email<br />(Ref: Chap 2 – Textbook on E-marketing)<br />Header<br />Contains To, From, CC: etc<br />Subject line<br />Comprehensive yet brief subject line is always helpful<br />Greeting<br />Addressing the recipient person<br />Body<br />Main message<br />Footer<br />Giving origin of email, disclaimers etc<br />Unsubscribe Link<br />Required for commercial emails<br />E-Marketing<br />3<br />
  4. 4. Technical Side of Email<br />List Management – Key considerations<br />Easy integration with your site<br />Contact/Registration form on your site that’s directly linked to your list management tool. <br />Some solutions even allow you to connect with your customer database and match email subscribers with their purchase histories.<br />Profiles and segmentation<br />Quality List Management solution helps gather profile information used for segmentation later<br />Import and export lists of subscribers<br />Importing & exporting in common formats such as a Comma Separated Values (CSV) spreadsheets.<br />Easy unsubscribe options: <br />Critical (at times legally)<br />E-Marketing<br />4<br />
  5. 5. Designing Email Campaigns<br />Different parts in an email to be ‘designed’ carefully<br />Header<br />Showing individual addresses even from list – mass customization is also possible<br />Subject line<br />Comprehensive yet brief subject line is always helpful<br />Depends on what is type of email (transactional, newsletter etc.)<br />Personalized Greeting<br />Mass customization<br />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<br />Mass customization is NOT a counter to bulk mail<br />Body<br />Key content should be placed as text (and not as image only)<br />Images may be blocked in emails or may lead to making as spam<br />Footer<br />Giving origin of email, disclaimers etc<br />Unsubscribe Link<br />Required legally<br />Can be done using a landing page or as reply to ‘unsubscribe@.....’<br />HAS TO BE EASY (strongly mandated by regulations)<br />E-Marketing<br />5<br />
  6. 6. Planning Email Campaigns<br />Ref: 9 steps in executing email campaign in Textbook on Emarkieting<br />E-Marketing<br />6<br />
  7. 7. Planning Email Campaigns<br />KPIs – Performance measurement of Email campaign<br />Number of emails delivered.<br />Number of bounces <br />Hard bounces or soft bounces<br />Number of unique emails opened<br />Unsubscribes<br />Pass on rate (forwards) <br />Click-through rates and conversion<br />Reviewing these over different time slots by different users is very important<br />E-Marketing<br />7<br />
  8. 8. Email Marketing Ref: CHAP 6 Online Marketing Inside Out by SitePointAddl. Rdg.: CHAP 2 Textbook on E-Marketing by Quirk Biz<br />> Review of different Email Marketing platforms<br />> Case Study Session: Online Advertising + Email Marketing<br />> Quiz 3: Session 16-17 (Email Marketing)<br />Class Presentation | Session 18 | 15 Oct 2010<br />

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