CHAPTER 9 EMAIL MARKETING 9.1 INTRODUCTION Despite
Description: CHAPTER 9 EMAIL MARKETING 9.1 INTRODUCTION Despite common assumptions probably brought on by the media frenzy surrounding social media the death of email as a communication medium is very much exaggerated ... and it continues to be one
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slide1. CHAPTER 9
EMAIL MARKETING<br>
slide2. 9.1 INTRODUCTION Despite common assumptions – probably brought on by the media frenzy surrounding social media – the death of email as a communication medium is very much exaggerated ... and it continues to be one of the most effective elements of digital marketing.<br>
slide3. 9.2 EMAIL AS A MEDIUM FOR DIRECT MARKETING Effective direct marketing email campaigns must address seven* elements:
Determine objectives of the campaign
Development of a mailing list
Development of the content
Development of the landing page
Testing of content and technology
Send
Measure the results
* It says six in the book. D’oh.<br>
slide4. 9.3 TRIGGERED EMAILS, AUTOMATED RESPONSE, ENQUIRY RESPONSE AND ADMIN EMAILS AS A MEDIUM FOR MARKETING MESSAGES Similar – but fundamentally different.
Triggered emails
Automated response emails
Enquiry response emails
Admin emails
Email development
Key decisions
Legal footers<br>
slide5. 9.4 EMAIL NEWSLETTERS Extended emails based on the traditional hard-copy version, newsletters are sent only to those who have subscribed to receive them – and so users are more likely to read something in their email inbox than a message on a social media platform that might be just one of tens, or hundreds, of similar messages delivered by individuals or brands which the user is following.
Key decisions<br>
EMAIL MARKETING<br>
slide2. 9.1 INTRODUCTION Despite common assumptions – probably brought on by the media frenzy surrounding social media – the death of email as a communication medium is very much exaggerated ... and it continues to be one of the most effective elements of digital marketing.<br>
slide3. 9.2 EMAIL AS A MEDIUM FOR DIRECT MARKETING Effective direct marketing email campaigns must address seven* elements:
Determine objectives of the campaign
Development of a mailing list
Development of the content
Development of the landing page
Testing of content and technology
Send
Measure the results
* It says six in the book. D’oh.<br>
slide4. 9.3 TRIGGERED EMAILS, AUTOMATED RESPONSE, ENQUIRY RESPONSE AND ADMIN EMAILS AS A MEDIUM FOR MARKETING MESSAGES Similar – but fundamentally different.
Triggered emails
Automated response emails
Enquiry response emails
Admin emails
Email development
Key decisions
Legal footers<br>
slide5. 9.4 EMAIL NEWSLETTERS Extended emails based on the traditional hard-copy version, newsletters are sent only to those who have subscribed to receive them – and so users are more likely to read something in their email inbox than a message on a social media platform that might be just one of tens, or hundreds, of similar messages delivered by individuals or brands which the user is following.
Key decisions<br>