This document discusses email marketing. It defines email marketing and explains why it is still an effective tool. It provides examples of email marketing campaigns and discusses important considerations for writing copy, designing emails, integrating social media, and measuring campaign effectiveness. Tools for email marketing and common email marketing clients are also outlined.

1. BDMM 4336
The New Direct Mail
• What is e-mail marketing?
Email • Why do we still use email?
Marketing • What are some email marketing tools?
Class 15 • How can I write effective copy?
Fall 2011
• What are things to consider when
designing an email campaign?
• How can I test a campaign?
@AndreaGenevieve
andream@stedwards.edu

2. BDMM 4336
Email Marketing
Email • Powerful
• Relevant
Marketing • Personal
Class 15
Fall 2011 • Accepted
• Effective
• Valuable
@AndreaGenevieve
andream@stedwards.edu

3. BDMM 4336
Why this still works
Email • Brand recognition
• Deals, tips, added value
Marketing
Class 15 • Interesting
Fall 2011
• Information is relevant to consumers
Email marketing is the NEW direct mail.
@AndreaGenevieve
andream@stedwards.edu

4. BDMM 4336
Examples
Email Email marketing is=
Marketing Branded graphics + copy + regular
Class 15
Fall 2011 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
@AndreaGenevieve
andream@stedwards.edu

5. BDMM 4336
Tools
Email • Templates
• Testing
Marketing
Class 15 • Tracking
Fall 2011
• Personalization
• Hosting
• Management
• Scheduling
@AndreaGenevieve
andream@stedwards.edu

6. BDMM 4336
Mail Clients
Email
Marketing
Class 15
Fall 2011
• Constant Contact
• Emma
• MailChip
• iContact
• Aweber
• Campaigner
@AndreaGenevieve • Campaign Monitor
andream@stedwards.edu

7. BDMM 4336
CRM
Email Customer
Relationship
Marketing Management
Class 15
Fall 2011
• Track consumers and anticipate needs
• You manage the relationship
• Target your list
• Integrate with existing CRM
@AndreaGenevieve
andream@stedwards.edu

8. BDMM 4336
Before You Start
Email 1. Gather your
Marketing list
Class 15 2. Check legal
Fall 2011
requirement
3. Work out
logistics
4. Check your
format
@AndreaGenevieve
andream@stedwards.edu

9. BDMM 4336
1. Gathering The List
Email • Recipients must be WILLING
• Use your website
Marketing
Class 15 • Gather through opt- in forms
Fall 2011
• Gather names at transaction
• Rent or buy names
@AndreaGenevieve
andream@stedwards.edu

10. BDMM 4336
2. Legal Requirements
Email • Unsubscribe
• Anti-spam laws
Marketing (2004)
Class 15
Fall 2011
MUST include an opt
out, mailing
addresses and
clear subject
(Watch international
laws)
@AndreaGenevieve
andream@stedwards.edu

11. BDMM 4336
3. Logistics
Email • Spam filters
• (false positive)
Marketing • Trackable iP address
Class 15
• www.spamhaus.org
Fall 2011
for more details
@AndreaGenevieve
andream@stedwards.edu

12. BDMM 4336
4. Format
Email • HTML
• Plain text
Marketing • Rich text
Class 15
Fall 2011
HTML images must be
linked to a server
Since some clients
block images, your
message but be
clear without
them
@AndreaGenevieve
andream@stedwards.edu

13. BDMM 4336
Parts of a Campaign
Email • Email design
• Email copy
Marketing • Measurement
Class 15
Fall 2011
@AndreaGenevieve
andream@stedwards.edu

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Do’s and Don’ts of Design
Email DO DON’T
• Above the fold • Clutter with
Marketing • Engage in lines 1-3 images
Class 15 • Corporate identity • Rely on images for
Fall 2011 • Design for popular messaging
email clients • Use fancy flash
• Remember mobile • Include downloads
users or attachment
• Be consistent • Forget to include
• Provide unsubscribe to your website
privacy policy
@AndreaGenevieve
andream@stedwards.edu

15. BDMM 4336
Do’s and Don’ts of Copy
Email DO DON’T
• Create catchy • Assume your
Marketing subject lines
• Proofread
audience knows
Class 15 everything
Fall 2011 • Check links • Go crazy with !
• Think about tone
• Use long
• Mention company in paragraphs and
FROM field
verbose language
• Offer genuine
response • Use scare tactics
• Write with familiar (flags)
language
• Make text scanable
• Email yourself a
@AndreaGenevieve copy
andream@stedwards.edu

16. BDMM 4336
Social Media
Email • Integration with Facebook
• Calls to action (share)
Marketing
Class 15 • Blog blurbs ( or RSS or Tweet feed)
Fall 2011
• Donations/subscriptions to other
media
@AndreaGenevieve
andream@stedwards.edu

17. BDMM 4336
Media
Email • Photos
• Graphics
Marketing • Music
Class 15
• Audio
Fall 2011
• Downloads
• Video
@AndreaGenevieve
andream@stedwards.edu

18. BDMM 4336
Class Exercise
Email Good Email Examples from:
Smashing Magazine
Marketing MailChimp Social Share Examples
Class 15
Fall 2011
What makes them GOOD?
@AndreaGenevieve
andream@stedwards.edu

19. BDMM 4336
Writing Copy
Email Your task:
You work as the Digital Marketing
Marketing Director for Vitamin Water. You are
Class 15 about to launch a back-to-school
Fall 2011 promotion for college students. You are
put in charge of copywriting for the e-
mail portion of the campaign.
@AndreaGenevieve
andream@stedwards.edu

20. BDMM 4336
You Have 10 Minutes
Email 1. Write out copy for one HTML e-mail that
will include a buy-one-get-one printable
Marketing coupon for recipients.
Class 15 2. Sketch a basic framework for the design.
Fall 2011 (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)
@AndreaGenevieve
andream@stedwards.edu

21. BDMM 4336
Measurement
Email 1. Open/unopen rate
2. Times/days emails were opened
Marketing 3. What people clicked on
Class 15 4. Percentage of people who clicked, then went
Fall 2011 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
@AndreaGenevieve
andream@stedwards.edu

22. BDMM 4336
Credits
Email
Andrea Genevieve Michnik
Marketing BDMM 4336 Digital Media Marketing
Class 15 St. Edwards University- Fall 2011
Fall 2011 E-mail: andream@st.edwards.edu
@AndreaGenevieve
All photos protected under Flickr Creative Commons
@AndreaGenevieve
andream@stedwards.edu