WRITE E-MAIL MARKETING COPYand

EXECUTE TARGETED E-MAILS

3.07

“Recipients”“Signature” “Subject Line”

CONTENT of EMAIL

EFFECTIVE EMAIL MARKETING COMPONENTS

• Content• Subject Line• Signature• Recipients• Format• Links• Safety/Security• Consistency of Quality• Distribution Methods

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 Mrs. Byers…”

– 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”)

SIGNATURESEFFECTIVE EMAIL SIGNATURES

• Short• Simple• Memorable• Creative

THINGS TO AVOID

• Lengthy description – No more than 4 lines

• Multiple phone numbers • Personal Social Media Websites

EMAIL SIGNATURE FORMATNameTitleCompany namePhone numberE-mail addressComplete web site address

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

FORMAT (3 Types)

1. PLAIN TEXT – Easiest to create– Least expensive– Most common form– Consist of text on a page– May contain certain words that are linked to web sites

2. HTML (HYPERTEXT MARKUP LANGUAGE: CODE USED TO CREATE WEB PAGES)– Looks like web pages– Not all e-mail clients support HTML– Take longer to download– Take up space in the recipient’s inbox

3. RICH MEDIA– Most expensive– Most complicated– Include video, graphics, and sound

LINKS• Links to web pages or to other locations in email

• Confirm links actually work before sending

• Links go directly to information needed

– NOT homepage where have to locate information

SECURITY and SAFETY

2 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

STEPS TO EXECUTING TARGETED E-MAILS

1. Create your E-MAIL LIST• Decide on recipients• Consider target market• Focus on those who opted to receive emails

2. Create a SIGNATURE• End of the e-mail

3. Create the E-MAIL• Develop the content• Include the business’s privacy policy• Create a catchy “subject” line• Create a “from” line

4. Choose an E-MAILING TECHNIQUE• Blind Carbon Copy (BCC)

• Keep e-mail addresses private

• Bulk E-mail Software• Make it appear as if only one person is receiving the e-mail

5. Conduct a TEST RUN• “Test” send to yourself and others for edit

6. SEND E-MAIL

STEPS TO EXECUTING TARGETED E-MAILS

7. MANAGE THE LIST• Remove undeliverable e-mail addresses

8. Provide FOLLOW-UP SERVICE• Customer service should follow up within 24 hours• Autoresponder

9. TRACK THE RESULTS• Monitor activity on web pages

STEPS TO EXECUTING TARGETED E-MAILS

“You Do”With a partner, create a marketing email inviting LNHS Alumni

to the school’s 10th Anniversary Celebration

1. Create the Following:– Content– Subject Line– Signature– Recipients (cheryl_seeley@iss.k12.nc.us)– Format– Links– Safety/Security– Consistency of Quality– Distribution Methods

2. Execute the Steps to Execute the Email