email marketing
DESCRIPTION
TRANSCRIPT
BDMM 4336
MarketingClass 15
Fall 2011
@AndreaGenevieve
The New Direct Mail
• What is e-mail marketing?
• Why do we still use email?
• What are some email marketing tools?
• How can I write effective copy?
• What are things to consider when
designing an email campaign?
• How can I test a campaign?
BDMM 4336
MarketingClass 15
Fall 2011
@AndreaGenevieve
Email Marketing
• Powerful
• Relevant
• Personal
• Accepted
• Effective
• Valuable
BDMM 4336
MarketingClass 15
Fall 2011
@AndreaGenevieve
Why this still works
• Brand recognition
• Deals, tips, added value
• Interesting
• Information is relevant to consumers
Email marketing is the NEW direct mail.
BDMM 4336
MarketingClass 15
Fall 2011
@AndreaGenevieve
Examples
Email marketing is=
Branded graphics + copy + regular 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
BDMM 4336
MarketingClass 15
Fall 2011
@AndreaGenevieve
Tools
• Templates
• Testing
• Tracking
• Personalization
• Hosting
• Management
• Scheduling
BDMM 4336
MarketingClass 15
Fall 2011
@AndreaGenevieve
Mail Clients
• Constant Contact
• Emma
• MailChip
• iContact
• Aweber
• Campaigner
• Campaign Monitor
BDMM 4336
MarketingClass 15
Fall 2011
@AndreaGenevieve
CRM
Customer
Relationship
Management
• Track consumers and anticipate needs
• You manage the relationship
• Target your list
• Integrate with existing CRM
BDMM 4336
MarketingClass 15
Fall 2011
@AndreaGenevieve
Before You Start
1. Gather your
list
2. Check legal
requirement
3.Work out
logistics
4. Check your
format
BDMM 4336
MarketingClass 15
Fall 2011
@AndreaGenevieve
1. Gathering The List
• Recipients must be WILLING
• Use your website
• Gather through opt- in forms
• Gather names at transaction
• Rent or buy names
BDMM 4336
MarketingClass 15
Fall 2011
@AndreaGenevieve
2. Legal Requirements
• Unsubscribe
• Anti-spam laws
(2004)
MUST include an opt
out, mailing
addresses and
clear subject
(Watch international
laws)
BDMM 4336
MarketingClass 15
Fall 2011
@AndreaGenevieve
3. Logistics
• Spam filters
• (false positive)
• Trackable iP address
• www.spamhaus.org
for more details
BDMM 4336
MarketingClass 15
Fall 2011
@AndreaGenevieve
4. Format
• HTML
• Plain text
• Rich text
HTML images must be
linked to a server
Since some clients
block images, your
message but be
clear without
them
BDMM 4336
MarketingClass 15
Fall 2011
@AndreaGenevieve
Parts of a Campaign
• Email design
• Email copy
• Measurement
BDMM 4336
MarketingClass 15
Fall 2011
@AndreaGenevieve
Do’s and Don’ts of Design
DO
• Above the fold
• Engage in lines 1-3
• Corporate identity
• Design for popular
email clients
• Remember mobile
users
• Be consistent
• Provide unsubscribe
DON’T• Clutter with
images
• Rely on images for messaging
• Use fancy flash
• Include downloads or attachment
• Forget to include to your website privacy policy
BDMM 4336
MarketingClass 15
Fall 2011
@AndreaGenevieve
Do’s and Don’ts of Copy
DO
• Create catchy subject lines
• Proofread
• Check links
• Think about tone
• Mention company in FROM field
• Offer genuine response
• Write with familiar language
• Make text scanable
• Email yourself a copy
DON’T• Assume your
audience knows everything
• Go crazy with !
• Use long paragraphs and verbose language
• Use scare tactics (flags)
BDMM 4336
MarketingClass 15
Fall 2011
@AndreaGenevieve
Social Media
• Integration with Facebook
• Calls to action (share)
• Blog blurbs ( or RSS or Tweet feed)
• Donations/subscriptions to other
media
BDMM 4336
MarketingClass 15
Fall 2011
@AndreaGenevieve
Media
• Photos
• Graphics
• Music
• Audio
• Downloads
• Video
BDMM 4336
MarketingClass 15
Fall 2011
@AndreaGenevieve
Class Exercise
Good Email Examples from:
Smashing Magazine
MailChimp Social Share Examples
What makes them GOOD?
BDMM 4336
MarketingClass 15
Fall 2011
@AndreaGenevieve
Writing Copy
Your task:You work as the Digital Marketing
Director for Vitamin Water. You are
about to launch a back-to-school
promotion for college students. You are
put in charge of copywriting for the e-
mail portion of the campaign.
BDMM 4336
MarketingClass 15
Fall 2011
@AndreaGenevieve
You Have 10 Minutes
1. Write out copy for one HTML e-mail that
will include a buy-one-get-one printable
coupon for recipients.
2. Sketch a basic framework for the design.
(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)
BDMM 4336
MarketingClass 15
Fall 2011
@AndreaGenevieve
Measurement
1. Open/unopen rate
2. Times/days emails were opened
3. What people clicked on
4. Percentage of people who clicked, then went
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
BDMM 4336
MarketingClass 15
Fall 2011
@AndreaGenevieve
Credits
Andrea Genevieve Michnik
BDMM 4336 Digital Media Marketing
St. Edwards University- Fall 2011
E-mail: [email protected]
@AndreaGenevieve
All photos protected under Flickr Creative Commons