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Lecture - Email Marketing

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How to take email marketing campaigns from "spam" to "bacon" ... effective campaign strategies to turn recipients into subscribers, and subscribers into customers.

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Lecture - Email Marketing

  1. 1. TONIGHT’S FIRST QUESTION HOW DO YOU READ EMAIL? BE AS DETAILED AS POSSIBLE. ... PREPARE TO DISCUSS
  2. 2. TONIGHT’S LESSON FROM SPAM TO BACN ... MMMMMM...
  3. 3. OUR GOAL D: DISCOVER PROSPECTS U: UNDERSTAND NEEDS M: MAKE A COMMUNITY M: MEET THEIR NEEDS Y: YOU WIN
  4. 4. DISCOVER PROSPECTS WHO ARE OUR PROSPECTS?
  5. 5. DISCOVER PROSPECTS + WHO DO WE NEED TO REACH? + HOW DO THEY USE EMAIL? + WHAT DO WE WANT THEM TO DO?
  6. 6. UNDERSTAND NEEDS WHAT DOES OUR TARGET CONSUMER NEED/WANT?
  7. 7. UNDERSTAND NEEDS OUR EMAIL NEEDS TO MEET OUR TARGET’S WISHES
  8. 8. POSSIBLE CONTENT FOR EMAIL + NEWSLETTER: INFO ON YOUR CO. + DIGEST: LATEST INDUSTRY NEWS + TIPS: “HOW TO” INFO ON TOPIC + REMINDERS: PERTINENT EVENTS + DEALS: UPDATES ON WEEKLY SALES
  9. 9. MAKE A COMMUNITY HOW WILL WE ASSEMBLE OUR FANBASE?
  10. 10. MAKE A COMMUNITY BUILD YOUR OWN LIST
  11. 11. LIST-BUILDING DO’S AND DONT’S + DON’T PURCHASE + DON’T “SCRAPE” + MAKE SIGNUP EASY + MAKE SIGNUP ACCESSIBLE + TELL THEM WHY + EXPLAIN PRIVACY POLICY + OFFER INCENTIVES
  12. 12. MEET THEIR NEEDS HOW CAN WE IMPROVE THE CHANCES OUR TARGET WILL TAKE ADVANTAGE OF WHAT OUR EMAIL OFFERS?
  13. 13. MAKE AN EFFECTIVE EMAIL + COMPANY ADDRESS IN “SENDER” + EFFECTIVE SUBJECT (ACTION PHRASE + INCENTIVE) + DON’T USE ALL-CAPS + BEWARE OF “SPAMMY” WORDS + CALL-TO-ACTION EARLY IN EMAIL + BE BRIEF + USE SHORT PARAGRAPHS
  14. 14. MAKE IT PERSONAL + USE DATABASE TO INSERT NAME + ALLOW EMAIL BACK TO A PERSON
  15. 15. TIMELINESS MATTERS + TARGET AT WORK = SEND BTW 9-5 + RECREATIONAL, SEND PM OR WKND + MONDAY = HEADACHE + FRIDAY = MIND WANDERING + OPTIMAL TIME OVERALL IS TUES OR WED FROM 9-10:30 OR 1-2:30
  16. 16. YOU WIN? HOW CAN WE DETERMINE OUR LEVEL OF SUCCESS?
  17. 17. THINGS YOU CAN TRACK + OPEN PERCENTAGE + CLICK-THROUGH RATE + SUBSCRIBE/UNSUBSCRIBE + “SPAM” REPORTS + BOUNCE RATE
  18. 18. TOOLS
  19. 19. TOOLS
  20. 20. TOOLS
  21. 21. TOOLS
  22. 22. EXAMPLES
  23. 23. PICK A NUMBER FROM 1 TO 5
  24. 24. IN CLASS WORK: STEP ONE DEVELOP AN EMAIL MARKETING CHALLENGE. – COMPANY/PRODUCT – TARGET AUDIENCE – GOAL OF CAMPAIGN
  25. 25. IN CLASS WORK: STEP TWO ANSWER YOUR EMAIL MARKETING CHALLENGE. – LIST (HOW IT’S BUILT) – DESIGN (SKETCH) – CONTENT (WRITE/ETC)
  26. 26. DISCUSSION LAST WEEK’S BLOG
  27. 27. HOMEWORK ASSIGNMENT CHOOSE ONE EMAIL CAMPAIGN YOU LIKE AND ONE YOU DO NOT TELL WHY FOR EACH, RELATE BACK TO PRINCIPLES DISCUSSED IN CLASS

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