SEM I 3.06

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SEM I 3.06 3.07

• EXPLAIN THE NATURE OF E-MAIL MARKETING
• WRITE E-MAIL COPY AND TARGET MARKETS

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VIRAL MARKETING

• Viral marketing is word-of-mail info. that is
  passed on to others. For example, a customer
  forwards a message to a friend who sends it to a
  family member who sends it to a coworker and so
  forth. It enables info. to be spread quickly.
• A business that sends an e-mail to customers and
  asks them to forward the e-mail to their friends
  or associates is engaged in viral marketing. A
  business that asks customers to forward an e-mail
  is NOT engaged in image building, direct
  advertising, or suggestion selling.

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SUBSCRIPTIONS

• Subscriptions are the most common use of opt-in
  e-mail marketing, which is sometimes referred to
  as permission-based marketing. In a good
  subscription system, web-site visitors enter
  their name and e-mail address into an electronic
  form, select the type of info. they wish to
  receive, and click on the submit button.
• By submitting their personal data, they are
  giving the business permission to send them
  promotional e-mails or other info.

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SUBSCRIPTIONS

• In the double opt-in e-mail marketing system,
  customers subscribe then receive e-mail from
  the business asking them to confirm they want to
  receive the info.
• Announcements are messages that serve to notify
  the public of special events.

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COST EFFECTIVE

• The average cost of an e-mail campaign is around
  1,000, whereas the average cost of a direct-mail
  campaign is 20,000. The difference in price
  exists because the printed materials needed for a
  direct-mail campaign are very expensive to
  produce.

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COST EFFECTIVE

• With e-mail, individuals can be pointed to a web
  site where the same product descriptions, images,
  and other information can be found.
• There is no need to print materials or buy
  postage.
• Businesses often personalize e-mail messages and
  always identify themselves because they are
  trying to sell products.
• E-mail marketing is not necessarily profit
  oriented, although earning a profit is often the
  goal of businesses that use this technique.

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E-MAIL IN A TIMELY MANNER

• E-mail can be very timely because it does not
  require as much advance planning as conventional
  advertising does. A business can look at its
  inventory today and see what products should go
  on sale tomorrow. Then, it can put together an
  e-mail and immediately send it to its customer
  list.
• Addressing messages to individual customers is an
  example of personalizing e-mail. Targeting
  specific groups and describing features of
  products are NOT examples of using e-mail in a
  timely manner.

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STREAMING VIDEO

• Streaming media are sound, video, or animations
  that play in real time. E-mail is capable of
  delivering streaming media such as videos when
  the recipient opens the message or clicks on a
  "play" button.
• For streaming video to work properly, the
  recipient needs a high-speed Internet connection.
  Streaming media DO NOT REQUIRE the recipient to
  have cloud-computing capabilities, a
  sophisticated computer keyboard, or a complicated
  operating system.

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PERSONALIZED E-MAIL

• Personalized e-mail involves using an
  individual's name. When possible, the e-mail
  address, subject line, and body of the message
  are personalized. This helps recipients to feel
  as if they are the only ones receiving the
  e-mail.
• An e-mail that sets a deadline might be
  compelling. An e-mail that pertains to one main
  topic may be focused. An e-mail message that is
  short and simple is usually understandable.

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IN-HOUSE E-MAIL METHOD

• The in-house e-mail method allows businesses to
  have more control over the presentation and
  delivery of e-mails. They can make last-minute
  changes to content and add recipients immediately
  prior to sending the e-mailing.
• However, the up-front costs are high because the
  in-house system requires the business to
  purchase, install, and maintain the equipment.
  The costs are not tied to the volume of e-mails
  sent.

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SEND E-MAIL TO INTERESTED PARTIES

• When creating mailing lists, a good guideline to
  follow is to only choose individuals who have
  opted to receive e-mail from the business. These
  individuals have indicated an interest in the
  business/its products make up the market that
  is most likely to respond to the e-mail.
• Identifying all people in a certain area,
  obtaining names from local competitors, asking
  employees for names of relatives ARE NOT
  EFFECTIVE METHODS of creating mailing lists.

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BLIND CARBON COPY

• Blind Carbon Copy (BCC) is a mailing technique
  used to keep e-mail addresses private by
  preventing recipients from seeing who else is
  receiving the e-mail. This method is good for
  businesses that can't afford mailing-list
  software or that are just starting out with a
  small list of subscribers.
• Autoresponder is a computer program that
  automatically returns a specified message to
  anyone who e-mailed a particular address. An
  Internet Service Provider provides access to the
  Internet. Bookmark feature is an application
  within Microsoft Word that can be used to create
• hyperlinks to other places within an e-mail.

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CONDUCT A TEST RUN

• Before businesses send an e-mail to everyone on
  their list, they should conduct a test run.
  Sending it to several different e-mail clients
  will allow the business to look for any problems
  with broken links, formatting, spacing, slow
  loading videos, etc. Then, the businesses can
  make any necessary corrections before sending the
  e-mail to everyone.
• Formatting the message, finalizing a signature,
  and preparing a response will NOT ALLOW a
  business to detect problems with an e-mail.

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REVIEW
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16 (2). A business that asks customers to
forward an e-mail to their friends/associates is
engaged in

• A. Suggestion selling
• B. Direct advertising
• C. Image building
• D. Viral marketing

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16 (2). A business that asks customers to
forward an e-mail to their friends/associates is
engaged in

• A. Suggestion selling
• B. Direct advertising
• C. Image building
• D. Viral marketing

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17 (2). Which of the following is the most common
use of opt-in e-mail mktg?

• A. Subscriptions
• B. Announcements
• C. Attachments
• D. Confirmations

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17 (2). Which of the following is the most common
use of opt-in e-mail mktg?

• A. Subscriptions
• B. Announcements
• C. Attachments
• D. Confirmations

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18 (2). One of the advantages of using e-mail
marketing is that it is

• A. Anonymous
• B. Profit oriented
• C. Cost effective
• D. Impersonal

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18 (2). One of the advantages of using e-mail
marketing is that it is

• A. Anonymous
• B. Profit oriented
• C. Cost effective
• D. Impersonal

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19 (2). Which of the following is an example of
a businesss using e-mail in a timely manner

• A. Describing features of expensive products
• B. Addressing messages to individual customers
• C. Sending customers notice of tomorrows sale
• D. Targeting groups that subscribe to
  newsletters

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19 (2). Which of the following is an example of a
businesss using e-mail in a timely manner

• A. Describing features of expensive products
• B. Addressing messages to individual customers
• C. Sending customers notice of tomorrows sale
• D. Targeting groups that subscribe to
  newsletters

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20 (2). One of the disadvantages to marketers of
using streaming video e-mail is that it requires
the customer to have a(n)

• A. Complicated operating system
• B. Sophisticated computer keyboard
• C. High speed internet connection
• D. Cloud computing

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20 (2). One of the disadvantages to marketers of
using streaming video e-mail is that it requires
the customer to have a(n)

• A. Complicated operating system
• B. Sophisticated computer keyboard
• C. High speed internet connection
• D. Cloud computing

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57 (2). The body of an e-mail that reads Dear
Sue, we hope you are enjoying the newsletter, is
an ex. of a/an _______________ message.

• A. Understandable
• B. Compelling
• C. Focused
• D. Personalized

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57 (2). The body of an e-mail that reads Dear
Sue, we hope you are enjoying the newsletter, is
an ex. of a/an _______________ message.

• A. Understandable
• B. Compelling
• C. Focused
• D. Personalized

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58 (2). Which of the following is an advantage to
a business of using in-house system to send bulk
e-mailings

• A. Costs are tied to volume
• B. Last minute changes are possible
• C. Control of delivery is limited
• D. Up-front costs are low

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58 (2). Which of the following is an advantage to
a business of using in-house system to send bulk
e-mailings

• A. Costs are tied to volume
• B. Last minute changes are possible
• C. Control of delivery is limited
• D. Up-front costs are low

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59 (2). What is a guideline for businesses to
follow when creating mailing lists?

• A. Obtain names from local competitors
• B. Identify all people in a certain area
• C. Choose individuals who want the e-mail
• D. Ask employees for names of relatives

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59 (2). What is a guideline for businesses to
follow when creating mailing lists?

• A. Obtain names from local competitors
• B. Identify all people in a certain area
• C. Choose individuals who want the e-mail
• D. Ask employees for names of relatives

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60 (2). What technique do businesses often use if
they do not have mailing-list software

• A. Autoresponder
• B. Internet Service Provider
• C. Bookmark feature
• D. Blind carbon copy

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60 (2). What technique do businesses often use if
they do not have mailing-list software

• A. Autoresponder
• B. Internet Service Provider
• C. Bookmark feature
• D. Blind carbon copy

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61 (2). What should businesses do to detect any
problems before sending e-mail to everyone on the
list

• A. Finalize a signature
• B. Format the message
• C. Prepare a response
• D. Conduct a test run

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61 (2). What should businesses do to detect any
problems before sending e-mail to everyone on the
list

• A. Finalize a signature
• B. Format the message
• C. Prepare a response
• D. Conduct a test run

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62 (2). For higher response rates, businesses
should develop marketing e-mail messages that are

• A. Short, simple and understandable
• B. Relevant, short and complex
• C. Interesting, unique and lengthy
• D. Appealing, complex and relevant

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62 (2). For higher response rates, businesses
should develop marketing e-mail messages that are

• A. Short, simple and understandable
• B. Relevant, short and complex
• C. Interesting, unique and lengthy
• D. Appealing, complex and relevant