Principles of Marketing

Chapter 15- Email Marketing

Email Benefits

Cost effective
Highly Targeted
Customizable on a mass scale
Completely measureable

Email Marketing
Each email should be seen as important and all
should be used with care
Transactional emails- those that come after a
purchase
Newsletters- Keeping those involved informed
Promotional emails

Email Campaign
Step 1: Strategic planning- What are the goals
we want to achieve (purchase, information,
etc.) and how are they monitored?
Monitor through Key Performance Indicators
(KPI)

Open rate- how many were opened out of those sent

Click-through rate- total clicks on links over times seen
Return on Investment- cost to profit ratio
Number of emails forwarded
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Email Campaign
Step 2: Definition of list- Need to have some
database to send the emails to
Those that opted-in, were purchased, etc. all need
to be in a useable format to make the campaign
work

Email Campaign
Step 3: Creative execution
Will this be HTML, text-only, etc.?

Main components of an email

Header- to, from etc
Subject Line- Oddly important since this can lead to
getting caught in spam filters or just being ignored
Personalized greeting
Body- content and information area
Footer- Contact information, etc.
Unsubscribe link- mandatory now*
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Email Campaign
Step 4: Integration of Campaign with Other
Channels Make sure there is no disparity

Step 5: Personalization of the Message

Takes down barriers and gives it less of a mass
market feel
Beware if you make mistakes
Hello <Manager name>, Im Robert and I would like to apply
for <Position>.
<Something stupid about the town>
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Email Campaign

Email Campaign
Step 6: Deployment- Make sure it can be
delivered.
*Spam filter from company example

Step 7: Interaction handling- make everything

match across all channels.

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Email Campaign
Step 8: Report Generation Emails delivered
Bounced
Unsubscribes
Pass-on rates*- percentage that are forwarded
Conversions or click-through

Step 9- Analysis of Results

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