PE: Understand the use of direct marketing to attract attention and to build brand.
PI: Explain the nature of e-mail marketing tactics

• E-Mail Marketing - Sending promotional messages across computer networks.
Why?
• Keep in-touch with current customers
• Educate consumers
• Build brand awareness
• Enhance business image
• Sell Products
• Engage in viral marketing

• Businesses often use e-mail marketing for:
– Announcements
– Newsletters
– Bulletins
– Suggestion selling
– Reminder service
– Handling requests
– Obtaining feedback
– Order confirmations

• Getting customers to talk about the company/products/message with other people
• Create a Discussion
• Usually through interesting or funny messages

• Opt-In (Permission-Based)
– Customer grants a business permission to send them promotional e-mails, product announcements, or newsletters.
– Subscriptions : Most common use of opt-in e-mail marketing
• Double Opt-In
– Requires recipients to confirm that they want to be a registered email subscriber.
– Upon completing the subscription process, individuals receive an e-mail that they must respond to in order to be added to the list of subscribers.

• Opt-Out
– Customers have the option to stop receiving emails
– E-mail contains an explanation of the process that to be removed from the list.
Example:
• This e-mail is a Best Buy advertisement. If you no longer wish to receive our marketing e-mails, unsubscribe here . If you have difficulty with the unsubscribe link, you may also send an e-mail to
PrivacyManager@bestbuy.com
For more information, read our Privacy
Policy or call 1-888-BEST BUY.

Spam
– Unsolicited (unwanted) junk e-mail sent out to advertise a product.
– Spam bogs down networks and wastes time.
– Companies send out in large quantities

• Reduced Time and Effort
• Cheaper
– Avg Direct Mail = $20,000
– Avg Email = $1,000
• Real-Time Messages
• Personalized Messages
• No Paper
• More Frequent Messages
– Shouldn’t be more than once a week

• Split class into 10 Groups and have each group research a benefit of E-Mail Marketing
– Each group must present their information to the class including:
• Tell us about the benefit
• Two examples of the benefit
• Why it is so important http://emailmarketing.comm100.com/email-marketingebook/email-marketing-benefits.aspx

• Customer lists subscriptions
• Duplicate e-mails • Angry recipients
• Undeliverable e-mails • Managing lists
• Obtaining responses
• Spreading viruses
• Battling filters
• Unauthorized

• Most often email is plain text.
• Words on a screen. (No multi-media)
• The key to successful text-based e-mails is proper formatting.
– Sections are separated by lines.
– Text is left ( ) aligned
– Hard returns are used at the end of each sentence or paragraph.

• HTML - Hypertext Markup Language
• E-mails that contain colorful logos, graphics, background designs, animations, sound, banner ads
– It takes longer for HTML e-mails to load than plain-text emails.
– Not all e-mail clients support HTML.

• Depend on the type of software that is used.
– Non-interactive content
• Plain-text e-mail used to correspond among friends, family members, and coworkers
– Links
• Within the message
• Link a word, graphic, or other element to another place within the e-mail.
• To web sites
• Link from somewhere within the e-mail to a web site.

• Attachments
– An attachment is a file sent with an e-mail.
– (Word document, PowerPoint presentation, jpg photo)
• Streaming media
– Delivers sound, video, or animations
– Play when the recipient opens the message or clicks on a
“play” button.
– Expensive and needs a High-Speed Connection
• Individualized addresses
– Individual e-mail address in the “To” field
– This helps businesses to personalize e-mail
– Readers feel that they’re the only ones receiving e-mail.

• Personalization
– Inserting personal information within an e-mail message.
• such as name, title, and purchasing history
• Make customers feel unique and special
• Automated
– E-mail software can function automatically
– (send personalized e-mails to entire customer list or create list of undeliverable addresses)
• Autoresponders
– Automatically replies to incoming emails
– Common uses:
• Confirm orders and newsletter subscriptions
• Make customers aware that the business person is unavailable until a certain date

• Choose a sport/event product. (Game, Season
Tickets, Concert, Merchandise) Create an email marketing campaign to promote your product. Send the email to me if possible.
– Be sure to determine the type of email you are going to use.
– Will there be any opt-in/double opt-in/autoresponders?
– Include a combination of links, streaming video, attachments , and individualization.
– Answer the following questions separately:
– Who is the target audience?
– What types of advertisements are normally used to market the sport/event product?
– What are the benefits of using e-mail to market the sport/event product?
– Is the e-mail promotion effective? Why or why not?