E-MARKETING (INTERNET MARKETING) Chapter – 4 Email

Transcript:E-MARKETING (INTERNET MARKETING) Chapter – 4 Email:
E-MARKETING (INTERNET MARKETING) Chapter – 4 Email Campaigns BY: Dr. Showkat Hussain Gani About Email Campaigns Email or electronic mail has revolutionised communication. Anyone with access to the internet and an email program can send a written message - along with attached documents - anywhere in the world within seconds via the internet. Email campaigns are targeted emails that work much like conventional direct mail campaigns. They come in various forms such as direct email, newsletters, newsgroups, and press releases. Email Campaigns Types of Email Direct Mail vs. Direct Email Direct mail is very expensive compared to direct email. Most of us have received multiple versions of the AOL CD via direct mail, which in most cases makes a great drink coaster at best. Most of us can not afford to make a billion pieces of direct mail like AOL, but, fortunately, there is direct email. The creation cost for both are about the same but the publication and distribution costs for direct email is much less. This gives you the opportunity to use direct email on the Internet on a much smaller budget. Email Campaigns Spam Email A sharp line divides email marketing from spam. Basically email marketing is solicited email (requested), and spam is non-solicited email (not requested). The gray area begins to form when you start arguing over how a recipient asks. Understanding this division is the key to ensuring you do not come across as spamming. Email Campaigns Opt-out Email Opt-out email is email sent to target groups who have shown an interest in a specific topic. Once the email is received, the recipient has the option to "unsubscribe" from receiving further email from you. Opt-out email is considered solicited email because at some point the recipient filled out a form somewhere that landed them on a list of people who have agreed to receive email. Opt-out list may start as a legit email list, but those lists are often bought, sold, shared, rented or exchanged by others with similar lists. This results in your email address being vulnerable to anyone, including spammers. Opt-out email is often mistaken for spam since you don't specifically ask for opt-out email. Email Campaigns Opt-in Email Opt-in email is email that has been specifically requested. This email approach will be well received by your target audience since they ask you to send it to them. The recipient must explicitly request