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Direct Marketing & Brand BuildingDirect Marketing & Brand Building

Types of E-mail MarketingTypes of E-mail Marketing

AnnouncementsAnnouncements NewslettersNewsletters Suggestion sellingSuggestion selling Reminder serviceReminder service Handling requestsHandling requests Obtaining feedbackObtaining feedback Order confirmationsOrder confirmations Viral marketingViral marketing

Viral MarketingViral Marketing

Asking customers to forward a Asking customers to forward a message to a friendmessage to a friend

Opt In E-mailOpt In E-mail

Subscriptions: most common Subscriptions: most common form of opt-inform of opt-in Enter contact infoEnter contact info Select type of information to Select type of information to

receivereceive Giving business permission to Giving business permission to

contactcontact

Benefits of E-mail MarketingBenefits of E-mail Marketing

Keeping current customers Keeping current customers Can send timely messagesCan send timely messages Building brand awarenessBuilding brand awareness Can be addressed to Can be addressed to

individualsindividuals Enhancing business imageEnhancing business image Cost-effectiveCost-effective

Challenges of E-mail MarketingChallenges of E-mail Marketing

Developing/Obtaining customer listsDeveloping/Obtaining customer lists Obtaining responsesObtaining responses Spreading virusesSpreading viruses Battling filtersBattling filters Creating angry recipientsCreating angry recipients Lack of high-speed internet accessLack of high-speed internet access

Plain TextPlain Text

Most likely, the e-mail that you send and Most likely, the e-mail that you send and receive most often is plain text.receive most often is plain text.

Plain text e-mails consist of words on a Plain text e-mails consist of words on a screen.screen.

The key to successful text-based e-mails is The key to successful text-based e-mails is proper formatting.proper formatting.

Sections are separated by lines.Sections are separated by lines. Only those symbols that appear on the Only those symbols that appear on the

computer keyboard are usually used.computer keyboard are usually used. Text is justified left.Text is justified left. Hard returns are used at the end of each Hard returns are used at the end of each

sentence or paragraph.sentence or paragraph.

Rich MediaRich Media

HTML can be used to create e-mails that HTML can be used to create e-mails that contain colorful logos, graphics, contain colorful logos, graphics, background designs, animations, sound, background designs, animations, sound, banner ads, etcbanner ads, etc

It takes longer for HTML e-mails to load It takes longer for HTML e-mails to load than plain-text e-mailsthan plain-text e-mails

Not all e-mail clients support HTMLNot all e-mail clients support HTML Requires high-speed Internet connection to Requires high-speed Internet connection to

stream video in e-mailstream video in e-mail

Capabilities of E-mailCapabilities of E-mail

Links within the messageLinks within the message Links to web sitesLinks to web sites AttachmentsAttachments Streaming mediaStreaming media PersonalizationPersonalization AutomatedAutomated