Embed Size (px)
Citation preview
∗ An email message is served for marketing purposes, targeted certain demographic populations who might be their existing or potential clients.
∗ It’s generally served for marketing campaigns such as increasing sales, generating sale leads, promotion, new products introduction, brand awareness, fund‐raisings, event/training announcements, etc.
What Is an Email Marketing Campaign?
∗ A simple campaign is a simple email message (can be both rich text format and plain text) telling the recipients about a certain product, service or event.
∗ It looks like a personalized email message, but it is usually intended for a number of recipients.
Simple Campaign: Definition
∗ To: — Recipients (who you want to send the message to)
∗ CC: —Carbon Copy (to whom you will copy the email message)
∗ BCC: —Blind Carbon Copy (it disallow each recipient to see each other)
∗ Subject:—A line (or subject line) indicating what your message is about
Message Elements
∗ Personalization—Addressing to whom the message is intended for. This is usually for personalized message.
∗ Greeting:—A greeting line used to make recipients feel close to the sender.
∗ Opening—an overall brief information of services, products or other matters you want recipients to get. It usually contains the 5 Ws and the H.
Message Elements (cont.)
∗ Body—Detail the 5 Ws. ∗ What is the product? ∗ Why is it worth buying? ∗ Where and how can it be bought? ∗ When will the discount close?
∗ Closing:—Usually “A call‐to‐action” statement to persuade the recipients to buy it.
∗ Privacy Policy—Provide information of how the recipients receive your email. Provide opt‐out option (unsubscribe link).
Message Elements (cont.)
Sample
primary recipient(s)
Secondary recipient (they can see each other.)
Secondary recipient (they can’t see each other.)
Addressing
Greeting or salutation
Opening
body
Closing/ Action urge
∗ A subject line should summarize the overall email content using as few words as possible.
∗ NEVER WRITE IN BLOCK ∗ Do not mislead the recipients. Keep it simple and straightforward
∗ It’s able to draw the recipients into a click. Think of the reason why the recipients shouldn’t skip opening the message.
A Good Subject Line
∗ Too long: Special Discounts for Tours to Foreign Countries in the Opportunity of Khmer New Year
∗ Recommended: Outbound Tours with Special Discounts for Khmer New Year
∗ Too long: Get 15% Off When Buy Dual SIM Smartphones from H.K Shop Today until December
∗ Recommended: 15% Off Now for Dual SIM Smartphones at H.K Shop
Examples Subject Lines: Length
∗ Inappropriate: OUTBOUND TOURS WITH SPECIAL DISCOUNT FOR KHMER NEW YEAR
∗ Inappropriate: Outbound Tours with Special Discounts for Khmer New Year!
∗ Appropriate: Outbound Tours with Special Discounts for Khmer New Year
∗ Or: Outbound tours with special discounts for Khmer New Year
Examples Subject Lines: Styles
∗ Misleading: Free air tickets for Khmer New Year tours around the world ∗ Usually, tickets are included in the package charged at a
fixed rate even when the ticket prices are comparatively cheap.
∗ Acceptable: 20% off for Khmer New Year tours around the world
∗ Acceptable: 60% off airfares for Khmer New Year tours around the world
Examples Subject Lines: Misleading
∗ Use phrases like (but it’s optional): ∗ Dear Mr. Seiha, (highly recommended) ∗ Dear Seiha, (highly recommended) ∗ Dear Mr. Hoem Seiha, (highly recommended) ∗ Dear Sir/Madam, (less recommended) ∗ Dear Colleagues, (less recommended) ∗ Dear Friend/ Dear Friends, (less recommended) ∗ To whom it may concern, (less recommended)
Addressing
∗ This is optional or not necessary. ∗ Examples of Greeting lines: ∗ Greeting from (company name)! ∗ (Company name) would like to greet you from the
distance. ∗ I hope his email will suit you well. ∗ Etc.,
Greeting Line
∗ This section is very important. ∗ Write a brief opening or introduction to your body message. In this section, describe briefly what your overall message is all about, by answering briefly to the 5 Ws and the H. ∗ 2‐5 lines (40 – 80 words): It varies according to the
nature of your message. ∗ Short but meaningful: busy persons don’t have much
time to read your lengthy message. ∗ Provide a brief of the 5 Ws and the H: Make sure your
opening can provide all the information in the message briefly.
Opening or Introduction (1)
∗ Make every word counts: Don’t use jargons, clichés or lengthy phrases.
∗ Straightforward: Make the points directly. Don’t try to make inferences or implications.
∗ Make it inviting: Use languages that attract the recipients and invite them to read further lines
∗ Urge for Action: Sometimes, effective opening can urge the recipients to act immediately. Without further reading.
Opening or Introduction (2)
We would like to introduce you to our Residential Building. We have a building with 50 rooms of different sizes. All rooms are equipped with complete living facilities and they are customizable based on your need. For example, if you are a single resident, we have this kind of rooms for you. Furthermore, we also have special rooms for couples, families and groups as well. You may spend only $100‐$200 per month to own a comfortable accommodation in a prime location, and we also provide free additional services (like free WiFi, maintenance and security). Book a room with us now because we have only limited available rooms left for you. Please check the details below for more information about the rooms. (5 lines, 121 words)
Opening: Too long
Want a cheap condo‐style accommodation? Then our offer is your ideal choice of looking for an affordable premium rental room equipped with complete living faculties, customizable for single residents, married couples and groups. You may spend $100‐$200 per month for an affordable, comfortable and service‐added accommodations in prime location. Book now, only limited availabilities. Or check the details for your need. (three lines, 62 words)
Opening: Effective
Looking for a cheap condo‐style accommodation? We offer affordable premium rental rooms equipped with complete living facilities, ideal for single residents, couples, families and groups. Spending $100‐$200 per month, you can own a serviced‐added and comfortable accommodation in a prime location. Book now, only limited availabilities. Or check the details to suit your need. (three lines, 54 words)
Opening: Highly Effective
∗ It’s important component based on the nature of the message.
∗ Write it concisely. ∗ Be careful with grammar, styles and wording. ∗ Provide concise details (specifications of the products/services) of your marketing message.
∗ Avoid using spam‐trigger words, or the spam filters will move your email message to spam or junk.
Body
Spam‐Trigger Words
∗ These sections are important or optional based on the nature of the emails.
∗ Always provide a closing remark followed by a signature. Example:
∗ Please note that we have limited smartphones.
Regards, Name Position, address
Closing & Signature or Opt‐Out
∗ If you put an opt‐out (unsubscribe) function, do not provide signature. Example of opt‐out function: ∗ This email was intended for announcement materials
made by Entrepreneur Consulting. We always cares about your privacy. If you do not wish to receive further notifications through your external email account, please click here to unsubscribe from our subscription list. © 2012 Entrepreneur Consulting All rights reserved.
Opt‐Out
Exam
ple (1)
Body: details of accommodations
Additional supporting details
Closing: including an action urge
Signature & address
Sample (2)
A Sample of Simple Campaign (cont.)
∗ Relevant—Rightly matched with the recipients’ demography and preference. ∗ Eg. There is no relevance between Viagra and eighty‐
year‐old men. ∗ Timely—When in need is a product/service indeed worth buying. ∗ Eg. A raincoat isn’t likely to be sold in December.
∗ Rewarding—A client is likely to be happy when given a discount on a product/service he wants.
An Effective Campaign Should Be
Example 1
Example 2
Corporate Internet Package: $90 ‐ $300
Unlikely
Retail user
∗ Well‐Written—The combination of well‐expressed language, word choices, no grammatical errors, conciseness, et..
∗ Well‐Designed—Use Rich Text or HTML format to create an email campaign so that it looks attractive.
∗ Readability—Make sure your email campaign is readable by most recipients.
An Effective Campaign Should Be (cont. 1)
Preview ∗ Make sure your emails is sent by a credible and familiar email address. It should be visible and trustworthy.
∗ Subject Line should be very interesting and make every word counts, summarizing the overall email content.
∗ About 69% make the decision to click on the "report spam" or "junk" button using the subject line, according to the ESPC ‐ Email Sender and Provider Coalition (2007).
An Effective Campaign Should Be (cont. 2)
A Sample of Readability
A Sample of Unreadability
Sample of Preview 1: Sender & Subject Line
Sample of Preview 2: Content
∗ Delivery Rate ∗ Keep delivery rate as high as possible by checking subject line,
content, file attachments or emailing frequency. ∗ Check your email server for sending limits and other guidelines. ∗ Send in plain text rather in HTML ∗ Personalization (using mail merge to address to person you’re
sending to) ∗ Opt‐Out Function (Unsubscribe option)
An Effective Campaign Should Be (cont. 2)
A Sample of High Deliverability
A Sample of an Email Marketing Campaign
A Sample of an Email Marketing Campaign
