eMail Marketing one tiny component of a VERY BIG PICTURE 5500 Campanile Drive San Diego, CA 92182-8239 Telephone: 619-594-5319 Fax: 619-594-3272 Email: [email protected] Web: IMC.SDSU.edu Room: Student Services East 3339 Heather Honea,
Download ReportTranscript eMail Marketing one tiny component of a VERY BIG PICTURE 5500 Campanile Drive San Diego, CA 92182-8239 Telephone: 619-594-5319 Fax: 619-594-3272 Email: [email protected] Web: IMC.SDSU.edu Room: Student Services East 3339 Heather Honea,
eMail Marketing one tiny component of a VERY BIG PICTURE 5500 Campanile Drive San Diego, CA 92182-8239 Telephone: 619-594-5319 Fax: 619-594-3272 Email: [email protected] Web: IMC.SDSU.edu Room: Student Services East 3339 Heather Honea, Ph.D. SPAM, Direct Marketing, or… Relationship Marketing Placing the Consumer at the Center of the Marketing Process (understand motivation/ behavior, medium/context) Mundane to Peculiar • • • • Search and Information (news,stalking) Transaction (buying book, addictive bidding) Communication (message board post, IM) Entertainment (checkers, virtual reality) eMail • Communication • Direct response • Asynchronous MENTAL ENVIRONMENTAL MOVEMENT STOP ADVERTISING Mass Passive Targeted Outdoor Advertising (Billboards) Radio Statement Stuffers Televisio n Direct Mailings Brochure s Point-ofPurchase Displays Loyalty Programs Newspapers Active Magazine s Telemarketing Control, interactivity, personalization SPAM Degrades legitimate email Privacy issues are relevant • Unsolicited • Recipients personal identity and context are irrelevant because the message is equally applicable to other recipients • Recipient has not verifiably granted deliberate, explicit and revocable permission for it to be sent • Transmission of the message appears to the recipient to give disproportionate benefit to the sender SPAM • No universal accepted definition • Spam is in the eye of the beholder • Expectations • Costs • Relevance Legal Issues • Most states have laws-- Could California SPAM law change the outcome of the recall • No federal laws (although there are many bills pending in congress) • Minor enforcement mostly under existing fraud statutes by the federal government, some state action To Be Safe • • • • • Use only opt-in lists, Opt-out option Valid reply address Don’t use misleading offers Spread out your campaign – don’t over do Be aware of legislation To Be Smart • Pursue permission based activities • Privacy policy (protection, use, how to discontinue participation) To Be Successful • Know your customer • Allow the customer to help define the process and outcomes • Create compelling content Relevance and Relationship • • • • Permission-Can I call you sometime? Trust Norms of Reciprocity Social Emotions Infrastructure and Tools Infrastructure Analysis • Computer equipment • Internet connections • Staff • Software • Database • Budget Task Requirements • Maintaining computer equipment • Managing a service provider • Email software (if you do email inhouse) • Managing an ASP (if you outsource) • Compiling email lists • Maintaining a database • Measuring your results Software Only Advantages • Control over data • No monthly/per message charge • Speed • Better database management Disadvantages • Set up program yourself • Opt-out is time consuming • Costs • Strain your infrastructure ASP Key Questions • • • • • • • • • Can you preview your messages Is uploading data simple Is there a spell check How are bounces handled How easy is it to back up data What kind of reports are offered Is there auto detect for text vs. Html What is the unsubscribe support How stable is the company •Can you manually remove addresses •What are the billing rates, monthly, message sent •How simple is the administrative console •Do they archive your email messages •How quickly is your email sent •Auto-response features The Good, Bad, and Ugly Email List- House lists, Outside lists, Harvester lists • Good data – accurate, secure, permission based • Bad data – stale, badly organized • Ugly data – acquired from unqualified, or unknown source – used without recipients permission Harvesting • • • • Used primarily for Spam Numerous software packages available Some legitimate uses Spiders sites and files for email addresses List Broker • They can tell you where they got the names on their lists • They won’t actually hand over the list to you (they will send on your behalf) • They will monitor your message to ensure compliance with the requests of the recipients Offline Databases – Get the Email Address • Outbound telemarketing • Customer service representatives • Seminars and presentations • Warranty cards • Surveys • Receipts • • • • • • • Newsletters via direct mail Direct mail order forms Lead cards from trade shows Guest books at retail locations Business reply cards Invoices and bills Customer service bulletins On-line/On-site List Acquisition • • • • • • • Newsletter Surveys Sweepstakes Order form Free gift or software trial Access to members area Contact area Strategy Know Your Customer!!!! Know Your Customer • • • • • • Customer profiles Offline success Competition Research Practice Testing D and D your Customer Define --demographic Describe--psychographic,who is the customer Determine the objective of your copy. • • • • • • • • Generate inquiries Generate sales Answer inquiries Qualify prospects Transmit product information Build brand recognition and preference Build company image Loyalty Identify your audience and their relationship to your product. • What is the customer's main concern? (Price, delivery, performance, reliability, service maintenance, quality efficiency) • What is the character of the buyer? What motivates the buyer? What is the customer buying process? Use of email? Get all previously published material on the product. • Previous ads, brochures, press kits and catalogs (print and audio-visual) • Article and press release reprints • Technical papers and product specifications • Competitors' ads and literature • Business and marketing plans • Reports and proposals Design and Copy BAR RULES Use ADIA • • • • Get ATTENTION Generate INTEREST Create DESIRE Call for ACTION The Subject Line • • • • Benefits approach Question approach Cultural tie-in approach Personalized approach Email Design • • • • • • • • Quick downloading Avoid large blocks of type Don’t use too many graphics Include clear banners and headers Don’t overdo reverse text Make your links clear Link everything Don’t use attachments HTML Vs. Plain Text • Most can read HTML • Consider your audience • Use rich media accordingly Design Programs • Adobe PageMill • Macromedia Dreamweaver • Microsoft Front Page Distribution and Measurement Frequency • How often does your mother call? • How long do you talk to your best friend? Metrics • Testing • Useful information, Actionable analysis (related to objectives) • Meaningful Measures of Relationship Moving Through the Customer Relationship Stages Attention Permission (Awareness) (Interest) Involvement (Exploration) Loyalty Moving Through the Customer Relationship Stages Attention Permission (Awareness) (Interest) Banner Website Provide value for their information, allow them to opt-in Order confirmation Involvement Loyalty (Exploration) Keep communication short and infrequent Begin to personalize Increasing level of control for the user Email and Offline Integration • • • • • • • Coordinate promotions Help or hinder offline efforts Coordinate promotions Maintain design continuity Manage expectations Use your web address everywhere Complementarity