Email Marketing

BDMM 4336

Email

MarketingClass 15

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

The New Direct Mail

• What is e-mail marketing?

• Why do we still use email?

• What are some email marketing tools?

• How can I write effective copy?

• What are things to consider when

designing an email campaign?

• How can I test a campaign?

BDMM 4336

Email

MarketingClass 15

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Email Marketing

• Powerful

• Relevant

• Personal

• Accepted

• Effective

• Valuable

BDMM 4336

Email

MarketingClass 15

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Why this still works

• Brand recognition

• Deals, tips, added value

• Interesting

• Information is relevant to consumers

Email marketing is the NEW direct mail.

BDMM 4336

Email

MarketingClass 15

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Examples

Email marketing is=

Branded graphics + copy + regular delivery + call to action

• Hotel promoting a summer discount

• A phone company offering a discount code

• A fitness center sending a special “Bring Your Friend For Free” pass

BDMM 4336

Email

MarketingClass 15

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Tools

• Templates

• Testing

• Tracking

• Personalization

• Hosting

• Management

• Scheduling

BDMM 4336

Email

MarketingClass 15

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Mail Clients

• Constant Contact

• Emma

• MailChip

• iContact

• Aweber

• Campaigner

• Campaign Monitor

BDMM 4336

Email

MarketingClass 15

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

CRM

Customer

Relationship

Management

• Track consumers and anticipate needs

• You manage the relationship

• Target your list

• Integrate with existing CRM

BDMM 4336

Email

MarketingClass 15

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Before You Start

1. Gather your

list

2. Check legal

requirement

3.Work out

logistics

4. Check your

format

BDMM 4336

Email

MarketingClass 15

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

1. Gathering The List

• Recipients must be WILLING

• Use your website

• Gather through opt- in forms

• Gather names at transaction

• Rent or buy names

BDMM 4336

Email

MarketingClass 15

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

2. Legal Requirements

• Unsubscribe

• Anti-spam laws

(2004)

MUST include an opt

out, mailing

addresses and

clear subject

(Watch international

laws)

BDMM 4336

Email

MarketingClass 15

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

3. Logistics

• Spam filters

• (false positive)

• Trackable iP address

• www.spamhaus.org

for more details

BDMM 4336

Email

MarketingClass 15

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

4. Format

• HTML

• Plain text

• Rich text

HTML images must be

linked to a server

Since some clients

block images, your

message but be

clear without

them

BDMM 4336

Email

MarketingClass 15

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Parts of a Campaign

• Email design

• Email copy

• Measurement

BDMM 4336

Email

MarketingClass 15

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Do’s and Don’ts of Design

DO

• Above the fold

• Engage in lines 1-3

• Corporate identity

• Design for popular

email clients

• Remember mobile

users

• Be consistent

• Provide unsubscribe

DON’T• Clutter with

images

• Rely on images for messaging

• Use fancy flash

• Include downloads or attachment

• Forget to include to your website privacy policy

BDMM 4336

Email

MarketingClass 15

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Do’s and Don’ts of Copy

DO

• Create catchy subject lines

• Proofread

• Check links

• Think about tone

• Mention company in FROM field

• Offer genuine response

• Write with familiar language

• Make text scanable

• Email yourself a copy

DON’T• Assume your

audience knows everything

• Go crazy with !

• Use long paragraphs and verbose language

• Use scare tactics (flags)

BDMM 4336

Email

MarketingClass 15

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Social Media

• Integration with Facebook

• Calls to action (share)

• Blog blurbs ( or RSS or Tweet feed)

• Donations/subscriptions to other

media

BDMM 4336

Email

MarketingClass 15

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Media

• Photos

• Graphics

• Music

• Audio

• Downloads

• Video

BDMM 4336

Email

MarketingClass 15

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Class Exercise

Good Email Examples from:

Smashing Magazine

MailChimp Social Share Examples

What makes them GOOD?

BDMM 4336

Email

MarketingClass 15

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Writing Copy

Your task:You work as the Digital Marketing

Director for Vitamin Water. You are

about to launch a back-to-school

promotion for college students. You are

put in charge of copywriting for the e-

mail portion of the campaign.

BDMM 4336

Email

MarketingClass 15

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

You Have 10 Minutes

1. Write out copy for one HTML e-mail that

will include a buy-one-get-one printable

coupon for recipients.

2. Sketch a basic framework for the design.

(Think about graphics,buttons, fonts and

logos)

3. Be sure to include contact information

and social media.

4. Do NOT forget to abide by laws. (HINT:

the unsubscribe)

BDMM 4336

Email

MarketingClass 15

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Measurement

1. Open/unopen rate

2. Times/days emails were opened

3. What people clicked on

4. Percentage of people who clicked, then went

to your site

5. Bounce rates (when and why)

6. Which email clients blocked your message

7. Unsubscribe

8. Best conversion rates

9. Use A/B testing

BDMM 4336

Email

MarketingClass 15

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Credits

Andrea Genevieve Michnik

BDMM 4336 Digital Media Marketing

St. Edwards University- Fall 2011

E-mail: andream@st.edwards.edu

@AndreaGenevieve

All photos protected under Flickr Creative Commons