This document summarizes key concepts in email marketing. It discusses the benefits of email marketing such as being cost-effective, building relationships, and providing timely results. It covers different types of email communications like marketing messages, transactional emails, and newsletters. It emphasizes the importance of permission in email marketing and regulatory frameworks around spam emails. Different methods for building email lists through permission-based opt-ins are also presented.

1. Email Marketing Ref: CHAP 6 Online Marketing Inside Out by SitePointAddl. Rdg.: CHAP 2 Textbook on E-Marketing by Quirk Biz > Fundamental concepts in Email Marketing > Different Types of Email Communication > Concept of Permission > Building up Email Lists Class Presentation | Session 16 | 8 Oct 2010

2. Fundamental Concepts in Email Marketing What is Email Marketing One of most established and widely used forms of E-marketing “Email” as activity takes up a major share of what people do on internet. Any kind of promotional messages being sent through emails is a form of email marketing E-Marketing 2

3. Fundamental Concepts in Email Marketing Benefits of Email Marketing Email is cost-effective Much cost-effective than direct mail marketing Generally costs which can be involved are: Using a platform (constant contact, Lyris) Email Lists (buying, if so required) Email builds relationships Control over responding lies with recipient They can do it at their own end Email is “push technology.” Marketing message is pushed Ensures delivery of message to recipient (not true always though) Email provides timely results Time of delivery is very small Can be easily measured Email is quick to produce Simple to design (even in HTML) Keeping less content is a blessing-in-disguise! E-Marketing 3

4. Fundamental Concepts in Email Marketing Benefits of Email Marketing (…contd.) Email accommodates hyperlinks Allowing traffic to be routed to landing page Email provides detailed feedback Customers can reply easily and share their feedback May also request more information Email enables affordable segmentation and targeting Based on source of email lists, segmentation can be very strong Focused segmentation allows more targeting Email plays well with others Email campaigns can be easily made part of overall IMC – Integrated Marketing Communication Email can be a viral marketing tool Ease of ‘forwarding’ makes it one of the strongest viral marketing tool If someone finds content to be interesting for others, it takes just a few clicks to forward it and add viral factor to the campaign E-Marketing 4

5. Fundamental Concepts in Email Marketing Steps in Executing an Email Campaign Email Marketing Campaign requires following these steps almost in same order (Ref: Textbook on E-marketing) E-Marketing 5

6. Different types of Email Communication Marketing Messages Should not be generally unsolicited Marketing messages, sales messages etc. Transactional Emails / Housekeeping messages Confirmations, welcomes, introductions Carefully designed to enhance post-sales experience Newsletters To advise users of happenings Generally sent at regular frequency Role of Email Communication in brand management Carefully designed messages, also personalized enhance users experience In turn strongly help brand image to be established E-Marketing 6

7. Concept of Permission Undoubtedly, most critical issue in Email Marketing First, concept of SPAM to be understood SPAM Spam is an important concept in E-marketing Understand Unsolicited Bulk Email (UBE) & Unsolicited Commercial Email (UCE) CAN-SPAM Act of 2003– a milestone in this area Means You can SPAM? Control of Assault of Non-Solicited Pornography And Marketing Defines the limitations and concept of spamming Spam is being monitored by different agencies (Spamhaus project is a leading name in this area – www.spamhaus.org) E-Marketing 7

8. Concept of Permission Regulatory framework CAN-SPAM is US law Every country has varying degree of control over spam Spam is being strongly monitored now compared to previous years and regulations continue to be stronger Strong regulation of Spam has led to Permission Permission Permission is simple concept You have to take a user’s permission to send emails (particularly commercial emails) Serious implications for how to build your email lists Also adding “unsubscribe” option in every email is now considered an industry norm E-Marketing 8

9. Concept of Permission Importance of Permission in overall E-marketing campaign If users get unsolicited email (even if regulation is not against it) it is likely: They get it along side low-quality products and brands’ marketing They think of a quality brand as low too That they develop a negative image of your brand For quality marketing programs and quality e-marketing campaigns it is vital to understand and fully implement permission-based lead generation E-Marketing 9

10. Building Email lists Key focus is again Permission Different ways of doing it News & Updates Ask customers to give emails Giveaways Perks A positive call to action Offline Lead Generation E-Marketing 10

11. Email Marketing Ref: CHAP 6 Online Marketing Inside Out by SitePointAddl. Rdg.: CHAP 2 Textbook on E-Marketing by Quirk Biz > Technical side of Email > Designing email campaigns > Planning email campaigns > Overall Discussion with case studies & examples Class Presentation | Session 16 | 12 Oct 2010