3.07. WRITE MARKETING COPY and EXECUTE TARGETED S

Transcription

1 3.07 WRITE MARKETING COPY and EXECUTE TARGETED S

2 Recipients Signature Subject Line CONTENT of

3 EFFECTIVE MARKETING Content Subject Line Signature Recipients Format Links Safety/Security Consistency of Quality Distribution Methods COMPONENTS

4 CONTENT The Body Includes: Text Images Sounds Write in Small Chunks Get to the point fast using short paragraphs EFFECTIVE CONENT Relevant BENEFIT FOCUSED PERSONALIZED Dear Mrs. Byers Compelling Unique Error free Easy to: Use Respond to Understand

5 SUBJECT LINES MOST IMPORTANT ITEM in Your EFFECTIVE SUBJECT LINES Needs to generate: Recognition Recipient recognizes sender Action Get people to take action Make it Interesting Emphasize benefits: What s In It for Me AVOID SPAM FILTERS Don t write in ALL CAPS Don t use excessive punctuation (!!!!!) Don t use gimmicky words (free, make millions )

6 SIGNATURES EFFECTIVE SIGNATURES Short Simple Memorable Creative THINGS TO AVOID Lengthy description No more than 4 lines Multiple phone numbers Personal Social Media Websites SIGNATURE FORMAT Name Title Company name Phone number address Complete web site address

7 RECIPIENTS Include: Potential customers Current customers Newsletter subscribers Discussion group members Make sure = Target Market IN-HOUSE LIST: Best recipients Opted to receive s

8 FORMAT (3 Types) 1. PLAIN TEXT Easiest to create Least expensive Most common form Consist of text on a page May contain certain words that are linked to web sites 2. HTML (HYPERTEXT MARKUP LANGUAGE: CODE USED TO CREATE WEB PAGES) Looks like web pages Not all clients support HTML Take longer to download Take up space in the recipient s inbox 3. RICH MEDIA Most expensive Most complicated Include video, graphics, and sound

9 You Do With a partner, create a marketing inviting MCHS Alumni to the school s 10 th Anniversary Celebration 1. Create the Following: Content Subject Line Signature Recipients Format Links Safety/Security Consistency of Quality Distribution Methods 2. Execute the Steps to Execute the

10 LINKS Links to web pages or to other locations in Confirm links actually work before sending Links go directly to information needed NOT homepage where have to locate information

11 SECURITY andsafety 2 Main Concerns: 1. PRIVACY Business privacy policy Details how recipient information is protected 2. TRUSTWORTHINESS The best way to establish trust is to be HONESTand NONTHREATENING

12 CONSISTENTCY of QUALITY CONSISTENT with previous s sent in past Have the same: Look Writing style Types of information TIMING Frequency: How often the is sent out (Daily, weekly) Delivery Time: Date sent Less likely to be read on Mondays and Fridays

13 DISTRIBUTION METHODS 1. FULL-SERVICE MARKETING FIRMS Most expensive Create all content Execute the mailings Track the results 2. HOSTING SERVICES Send s and track results Most charge a monthly service fee based on volume of s sent Some don t charge anything in exchange advertising in s 3. IN-HOUSE Have control over the presentation and delivery Little to no costs Needs software

14 STEPS TO EXECUTING TARGETED S 1. Create your LIST Decide on recipients Consider target market Focus on those who opted to receive s 2. Create a SIGNATURE End of the 3. Create the Develop the content Include the business s privacy policy Create a catchy subject line Create a from line

15 STEPS TO EXECUTING TARGETED S 4. Choose an ING TECHNIQUE Blind Carbon Copy (BCC) Keep addresses private Bulk Software Make it appear as if only one person is receiving the 5. Conduct a TEST RUN Test send to yourself and others for edit 6. SEND

16 STEPS TO EXECUTING TARGETED S 7. MANAGE THE LIST Remove undeliverable addresses 8. Provide FOLLOW-UP SERVICE Customer service should follow up within 24 hours Autoresponder 9. TRACK THE RESULTS Monitor activity on web pages