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1 Marketing works The figures shows that it is a cost effective means to acquire new customers It enables you maintain profitable relationships with your existing customers It is trackable so that you can measure return on marketing investment.

2

3 Marketing Objectives! Reinforce your brand! Viral marketing! Convert prospects to customers! Cross sell/up sell! Develop loyalty! Drive web traffic! Subscription renewals! Educate & inform! Communicate with channels or other business partners

4 E-newsletters - Visually appealing sign-up Target marketing Permissionbased marketing

5 E-newsletters - Make only essential fields mandatory Re-affirming permission aspects builds trust

6 E-newsletters -

7 Double opt-in

8 E-newsletter - Takes a lot of space usefulness? Clear choices builds trust Too many fields to complete Difficult to unsubscribe

9 E-newsletter - No images to sell the destination Impersonal No link to confirm subscription

10 Recommendations! LovEgypt newsletter recommendations:! Personalise ( Dear Mr Alford or Dear Philip )! Ask for confirmation of subscription engages recipient! Provide unsubscribe link! Reassure recipient that the relationship is between ETA and him! Link to privacy policy! Provide a call to action to activate the relationship! Offer some value through relevant content or a timely hotel offer! Take the opportunity to ask for more information but offer something in return (e.g. relevant offer)! Make it graphically rich! Link to user generated content e.g. travellers reviews

11 Designing and Crafting Your Professional design software! Outlook! Constant Contact! Campaign Monitor! Campaign Commander by vision! MailChimp (

12 Why mailchimp? 1. Professional performance yet reasonably priced and ideal for small businesses 2. Comes with built-in newsletter templates, but also lets designers use their own code 3. Track and Analyze Campaigns feature 4. Unsubscribes and invalid addresses are removed automatically 5. you can store up to 2,000 subscribers (customers) and send up to 12,000 s per month for free

13 ! Overview! Campaign! Report! Autoresponders Take a tour in MailChimp! List Use Segmentation in Maple Communication ltd list Grow list at every contact point - Go to Maple site to sign up mailing list

14 Designing and Crafting Your ! Deciding a theme (promotional, informational, procedural, relational)! Choosing the right format! Visual design (add visual anchors)! Writing copy that drives action: Starting with headers that get noticed Formulating an identifiable from line Crafting effective subject lines! Personalizing your s

15 Subject line!subject line should help to increase your open rate!what is the worst - don't write your subject lines like advertisements!subject line that works: Fit with your recipients expectation Tell what's inside, not sell what's inside.

16 Steps 1,2,3 to design your own campaign Step 1: create a trail account here:! Use our training account: UKtrainee01, 02, 03, 04, 05 Step 2: Create a new list (Create an electronically customer list and import it into Mailchimp); Step 3: Create campaign Step 4: Test and execute the campaign Step 5: Track and report campaign result

17 What not to do in your campaign! EXCESSIVE PUNCTUATION**!!!! Long articles that seem to never end and say the same thing over and over again! Unfamiliar From Address! Click Here links - craft your links into phrases and headlines that call for action! Distracting images! Boring subject lines! Links that surprise the reader! Unfamiliar advertising! Repetitive messages! Cluttered layout! Most of all, if you have nothing valuable to say

18 You should

19 Thank You Dr Philip Alford Elizabeth Alford

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