WRITE E-MAIL MARKETING COPYand

EXECUTE TARGETED E-MAILS

3.07

Types of e-mails• Plain text– Easy to create & least expensive– Most common type– Text formatted to be pleasant to the eye– May contain links

• HTML – May look like web pages– Supported by multiple e-mails– Longer download time & space

• Rich media– Expensive & complicated with video, graphics & sound– Require tech knowledge, extra space and internet

CONTENT“The Body”

• Includes: – Text– Images– Sounds

• Write in Small Chunks– Get to the point fast using short

paragraphs

EFFECTIVE CONENT– Relevant– BENEFIT FOCUSED– PERSONALIZED

• “Dear Mr. Neumann…”

– Compelling– Unique– Error free– Easy to:

• Use• Respond to• Understand

SUBJECT LINESMOST IMPORTANT ITEM

in Your Email

EFFECTIVE SUBJECT LINES• Needs to generate:– Recognition

• Recipient recognizes sender

– Action• Get people to take action

– Make it Interesting • Emphasize benefits:

“What’s In It for Me”

AVOID SPAM FILTERS• Don’t write in ALL CAPS• Don’t use excessive

punctuation (!!!!!)• Don’t use gimmicky words

(free, “make millions”)

RECIPIENTS• Include:– Potential customers– Current customers– Newsletter subscribers– Discussion group members

• Make sure = Target Market• IN-HOUSE LIST:– Best e-mail recipients – Opted to receive e-mails

SECURITY and SAFETY2 Main E-mail Concerns:

1. PRIVACY• Business privacy policy

– Details how recipient information is protected

2. TRUSTWORTHINESS

The best way to establish trust is to be HONEST and NONTHREATENING

CONSISTENTCY of QUALITY

CONSISTENT with previous emails sent in past• Have the same:– Look– Writing style– Types of information – TIMING• Frequency: How often the e-mail is sent out

– (Daily, weekly)• Delivery Time: Date sent

– Less likely to be read on Mondays and Fridays

DISTRIBUTION METHODS1. FULL-SERVICE E-MAIL MARKETING FIRMS–Most expensive–Create all content–Execute the mailings–Track the results

2. HOSTING SERVICES–Send emails and track results–Most charge a monthly service fee based on volume of e-mails sent–Some don’t charge anything in exchange advertising in emails

3. IN-HOUSE–Have control over the presentation and delivery–Little to no costs–Needs e-mail software

Targeted e-mail procedures• Conduct a test run– Make corrections and test again

• Send the email• Manage the distribution list– Delete or fix bad or unwanted addresses

• Provide follow-up service– Adequate # of customer service personnel should be able to

respond within 24 hours – this can be automated

• Track the results– Have customer service ask what prompted the inquiry – Monitor the activity on the web pages targeted by the email

Before you hit Send

Jets Personalized Video

Let’s create a SEM e-mail1. Students will work independently

create an e-mail as an introduction to this streaming video to fans.

Must be at least 6 – 8 sentences and include:TO:

From:Subject:

Body of Email:Signature

2. With your Marketing knowledge in another 6 – 8 sentences,please explain how you would market this video using a different avenue other

than e-mailing it to potential fans.

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