EMAIL MARKETING

An introduction to email marketing

The key terms and concepts used in this chapter The history of email marketing How it works, email strategy and planning How to grow a database and explore the creative execution of emails. How to integrate email campaigns with other channels How and when to deploy emails How email analytics can be used to track and measure campaigns.

INTRODUCTION

Introduction
Email marketing = tool for CRM (Customer

Relationship Management) Email Marketing is a form of Direct Marketing using electronic means. Extremely cost-effective Highly targeted Customizable on a mass scale Completely measurable. Email Marketing takes advantage of a customers most prolific touch point with the internet the inbox.

KEY TERMS AND CONCEPTS

Key terms and Concepts

B2B B2C Call to Action (CTA) CRM Database Domain Name Systems (DNS) Open Rate Opt-in Opt-out Sender ID Simple Mail Transfer Protocol

Domain Keys
Double opt-in Hard bounce House list HTML IP Adress ISP

(SMTP) Soft Bounce Spam Sender Policy Framework (SPF) Text Unique Forwarders White List

HISTORY

History
Email predates the internet (1961) vs (1973?)

Ray Tomlinson and the @ sign

1993 turning point First Spam - 1978

HOW IT WORKS

How it works
Transaction emails

Newsletters
Commercial emails
Promotional emails

Retention based emails

First step is to plan the goals which are needed to

be achieved. must be geared toward a long term relationship with the reader Know your audience

Email strategy and planning

Promotional emails Users make a purchase Users download a white paper Users request further information Newsletters Open rate Clickthrough rate Number of emails forwarded ROI Number of social shares Database growth Conversion rate (activity on the site generated via email) Delivery or bounce rate

Email Service Providers

They help in: Managing your email design and recipients.

GETTING STARTED

1. Growing a Database
OPT-IN DATABASE Sign-up forms During presentations Facebook Company website Interactions
Gift Vouchers In-store

Name, surname and title

Date permission granted

Source of permission Gender Country Telephone number Date of birth Frequency (how often

theyd like to hear from you)

Sign-up forms best practice:

Put the sign-up form where it can be seen above

the fold and on every page. State your anti-spam stance explicitly, and be clear about how you value subscribers privacy. Use a clear Call to Action. Tell subscribers what they will get, and how often they will get it. Include a benefit statement. Ensure the email address is correct by checking the syntax. Test to see what works best!

2. Creative Execution
Plain Text too simple HTML may take longer to load

Parts of an Email
Preheader

Header
Subject Line Personalized greeting Body Footer Unsubscribe link Templates

2. Creative Execution
Design Considerations
Look and Feel
Designing for the preview panes Email and images The Call to Action (use of buttons vs text links) Email for mobile phones REMEMBER! Design for touch!

Create Content
Humor, research, information,

Promotions, exclusive content

3. Integrate Campaign with other Channels

Unity with other IMC tools

4. Database Segmentation
Mass customization

5. Deployment
Correct frequency

Consistency
Generally, the best time to send emails are on

tuesdays and THORsdays Thursdays. Email reputation

6. Email Analytics
Key measurables for understanding the performance of email campaigns include: Number of emails delivered. Number of bounces (and this should be separated into hard bounces and soft

bounces).
Number of unique emails opened: an email can be delivered, but not opened. Unsubscribes: significant or consistent loss in subscribers is a key indication you

are not meeting the needs of your subscribers.

Pass on rate: high pass on rate (forwards) indicates that your list values the content

enough to constantly share with others. Putting an easy forward to a friend link in every email can increase this. Youll want to measure this link specifically. Adding a sign-up link to forwarded emails will organically grow the opt-in list.
Clickthrough rates and conversion: These measure the effectiveness of an email

via the links placed in the content. When a reader clicks through to a web page, these can be easily measured as a percentage against the number of delivered, opened or sent emails. It reveals which content or promotion was the most enticing for the reader.

Rules and Regulations

Laws concerning unsolicited emails in some

countries.

EMAIL MARKETING
PROS
Highest ROI Mass customization Customer relationship Highly measurable Segmentable database

CONS
Email fatigue Requires more

ingenuity Once marked as spam, youre a branded spam

SUMMARY

Email Marketing
Email marketing is a form of direct marketing It can render the best ROI of any digital marketing tactic. It is: Highly targeted and customisable. Cost effective. Explicit permission is a prerequisite for successful email

marketing. Successful email marketing requires careful planning and testing. HTML emails need to be tested across a range of email clients, and should be tested for a spam score, before being deployed. All email sent to a list of subscribers needs to provide an easy and accessible unsubscribe link in the email.

 CORONEL, CARL JOHN

DE LEON, AYRTON
INTERTAS, JR. HILARIO, KLINT - 3DMC