The Absolute Essentials of Digital Marketing
Description: The Absolute Essentials of Digital Marketing CHAPTER 7 EMAIL MARKETING EMAIL MARKETING Despite common misapprehensions usually prompted by whatever is the latest fad in digital marketing the death of email as an effective medium for
Related Topics
Download Presentation
"The Absolute Essentials of Digital Marketing" is the property of its rightful owner. Permission is granted to download and print the materials on this website for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.
Presentation Transcript
slide1. The Absolute Essentials of Digital Marketing CHAPTER 7 EMAIL MARKETING<br>
slide2. EMAIL MARKETING Despite common misapprehensions – usually prompted by whatever is the latest fad in digital marketing – the death of email as an effective medium for marketing communication is far from certain – it is the most common activity undertaken online (Perrin, 2020).
Â
There are three distinct uses of email for the digital marketer:
As a medium for direct marketing.
As medium for marketing messages.
Online newsletters.<br>
slide3. EMAIL AS A MEDIUM FOR DIRECT MARKETING Direct marketing email campaigns can be broken into six distinct elements:
The objectives of the campaign.
The mailing list.
The content.
The landing page.
Test.
Send.
A final element is to assess the results.<br>
slide4. EMAIL AS MEDIUM FOR MARKETING MESSAGES Often neglected as a marketing tool, this is the use of email for marketing purposes where the email is not a direct marketing message.
Examples include:
Welcome messages.
Order, shipping or delivery confirmations.
Reservation reminders or status updates.
Achieving the right tone of voice right in these emails is essential – and so they should be developed by people with the necessary training and skills.<br>
slide5. ONLINE NEWSLETTERS The electronically delivered periodic newsletter is a practice that has drifted in and out of fashion – less popular as social media developed, but making a comeback for more specific subject coverage.
Newsletters from organizations or brands can use the medium to target messages at self-segmenting audiences, with users being more likely to read something in their email inbox than a message on a social media platform.
Practiced properly, newsletters can work in both B2C and B2B markets.<br>
slide6. EMAIL MARKETING END<br>
slide2. EMAIL MARKETING Despite common misapprehensions – usually prompted by whatever is the latest fad in digital marketing – the death of email as an effective medium for marketing communication is far from certain – it is the most common activity undertaken online (Perrin, 2020).
Â
There are three distinct uses of email for the digital marketer:
As a medium for direct marketing.
As medium for marketing messages.
Online newsletters.<br>
slide3. EMAIL AS A MEDIUM FOR DIRECT MARKETING Direct marketing email campaigns can be broken into six distinct elements:
The objectives of the campaign.
The mailing list.
The content.
The landing page.
Test.
Send.
A final element is to assess the results.<br>
slide4. EMAIL AS MEDIUM FOR MARKETING MESSAGES Often neglected as a marketing tool, this is the use of email for marketing purposes where the email is not a direct marketing message.
Examples include:
Welcome messages.
Order, shipping or delivery confirmations.
Reservation reminders or status updates.
Achieving the right tone of voice right in these emails is essential – and so they should be developed by people with the necessary training and skills.<br>
slide5. ONLINE NEWSLETTERS The electronically delivered periodic newsletter is a practice that has drifted in and out of fashion – less popular as social media developed, but making a comeback for more specific subject coverage.
Newsletters from organizations or brands can use the medium to target messages at self-segmenting audiences, with users being more likely to read something in their email inbox than a message on a social media platform.
Practiced properly, newsletters can work in both B2C and B2B markets.<br>
slide6. EMAIL MARKETING END<br>