E-Mail Marketing

1
E-Mail Marketing E-Newsletters

• Online Publishing
• Session 8
• Edward Grossman

2
E-mail Publishing Formats

• Editorial
• Marketing
• Mixture

3
Newsletters

• Content has value
• Teaser-only content (sometimes)
• May contain internal promotions
• May contain advertising

4
E-mail Marketing

• Straight pitch
• Akin to direct mail campaigns
• Single message, ROI driven

5
E-mail Production

• Contents
• HTML vs. Text
• Delivery
• Subscription Management

6
Campaign Management

• Usually for marketing, not newsletters
• Demographic select
• Sub-set testing
• Exclusions

7
Reporting

• Open rate
• Click-through rate
• Click-stream/conversion
• ROI

8
Permission

• Opt-in
• Double Opt-in
• Opt-out

9
Spam

• UCE
• Bad people
• Dumb (uniformed) people
• Filters/Spamfighting

10
Vendors

• Full-service/self-service
• Topica
• EmailLabs
• Realmedia
• PMD/Netcreations
• SparkList