Powerful Promotions through Email

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Powerful Promotions through Email

• Chapter Two

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Chapter Two

• Direct Email Marketing
• Piggyback Email Marketing
• Viral Marketing

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Direct Email Marketing

• A measurable system of marketing that uses one
  or more advertising media to effect a measurable
  response and/or transaction at any location, with
  this activity stored in a database. from Direct
  marketing magazine
• Similarities
• Differences
• Promotions
• Newsletters
• Timing

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Direct Marketing Similarities

• Measurable
• Multiple contacts are necessary
• Must manage operations
• Message construction is key
• ADD tips FROM COX INET MKTG BOOK

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Differences email vs. direct mail

• Contains the whole story (and about 50 pages of
  collateral)
• Limited to printed materials
• Costs .35 1.00 per piece

• Better to use short, fast-loading high-impact
  teasers
• Can use graphics, videos clips, etc.
• Costs may be as low as .00075 per mailing

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Differences email vs. direct mail

• Not certain as to day or hour message arrives
• Responses from mailings are delayed and more
  expensive

• Can time the message
• Responses may be immediate action can be
  immediate

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Permission-Based E-Mail

• User Reactions
• 2 Delete Without Reading
• 7 Open Somewhat Annoyed
• 30 Were Indifferent
• 48 Were Curious to Read
• 13 Were Eager to Read

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Promotional E-mail

• Order and Shopping Cart Confirmations
• Sales of Add-on Products and Services
• More receptive audience
• 4 to 12 Response Rate

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Promotional Email Guidelines

• Prospects
• Include joke or fantastic fact
• Regular mailings increase awareness
• Existing customers
• Acknowledge your appreciation of business
• Only send emails if you have needed information

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How To Be Effective

• Dont Use Traditional Copy
• Use An Accurate Heading
• Make It Personal
• Get To The Point
• Give Incentives
• Drive Them To Your Website
• Build A Relationship
• Follow Through

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Creating Email

• Offer
• Call to action
• Live text link graphic
• Incentive to click-through

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Creating Email

• Incentives
• Promotional give-away
• Special sale
• Sweepstake, lottery, prize
• Unique Information

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Creating Email

• Header
• Subject Field
• Why the email is important
• Be specific
• Use the space for brand

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Creating Email

• Body
• Brief
• Same look and feel
• Easy to read and navigate
• Personalize
• Opportunity to opt-out

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Creating Email

• Rich media
• Better response rate

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Email not SPAM

• Frequency management
• Email alerts
• High information value
• Personalize the message
• More than just a name
• Mimic successful tactics from direct marketing
• Add immediacy and interactivity

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Newsletters

• Newsletters contains information that is useful
  to the prospect, whether they buy your product or
  not.
• Content is key
• Specific to needs of your customers
• See Table 2-1, pg 29 in Bergman text for ideas

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Timing

• Newsletters regular basis
• Promotional mailings
• Once a month rule of thumb
• Too often many opt-out requests
• Consider customer needs
• Product nature Information intensive?
• Split your list and test to determine frequency

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Piggyback Email Marketing

• Definition Renting space in someone elses
  newsletter.
• Right newsletter most cost effective method
• Not appropriate for local businesses
• Frequency similar to newspaper ads
• Vendors see CD

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Viral Marketing

• Definition
• Success
• Required elements

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Viral Marketing

• Natural consequence of a positive experience
• Word Of Mouth
• 81 pass-along 49 to 2 people
• Early examples
• Hotmail
• Dancing Baby
• Speed up the awareness process w/out SPAM

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Viral Marketing

• Both parties must gain something from the
  interaction
• Word-Of-Mouth Advertising
• Forward to a Friend Option
• Quiz Results
• E-Greetings
• Difficult to Measure

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Viral Marketing

• Newsgroups/usenet
• 20,000 discussion forums
• Online groups
• Browse the discussion look for opportunity to
  contribute
• Keep posts short, casual
• Initiate discussion incognito
• Dont SPAM
• Kicked off the ISP

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Chapter Two Assignment

• Develop a Viral Marketing idea (related to your
  final project)
• Submit creative and implementation plan
• Write three emails
• Attract customers to your site
• Follow up email for 1st time visitor
• 3rd email to entice purchase or action