TABLE OF CONTENTS

EMAIL MARKETING.......................................................................................2 ADVANTAGES...................................................................................................................................................2 DISADVANTAGES ......................................................................................................................................................................3 CAN-SPAM COMPLIANCE ......................................................................................................................................................................4 OPT-IN E-MAIL ADVERTISING ......................................................................................................................................................................5 EMAIL MARKETING SOFTWARE.....................................................................6 ADVANTAGES ......................................................................................................................................................................6 FEATURES ......................................................................................................................................................................7 EMAIL MARKETING TOOLS............................................................................7 EMAIL MARKETING FEATURES WITH EXAMPLES..................................................................................................10 EMAIL MARKETING MAKES IT EASY TO CREATE PROFESSIONAL-LOOKING EMAILS—FAST AND WITH NO TECHNICAL EXPERTISE. WITH MORE THAN 300 EASILY CUSTOMIZED EMAIL TEMPLATES, A STEP-BY STEP EMAIL WIZARD, AND POINTAND-CLICK INTERFACE, YOU CAN CREATE HIGH-IMPACT EMAIL NEWSLETTERS AND PROMOTIONS IN JUST MINUTES. AND WITH CONSTANT CONTACT, IT'S EASY FOR YOU TO MANAGE YOUR CONTACT EMAIL LISTS AND MEASURE RESULTS. ....................................................................................................................................................................10

Email Marketing
E-mail marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fundraising messages to an audience. In its broadest sense, every e-mail sent to a potential or current customer could be considered e-mail marketing. However, the term is usually used to refer to: • sending e-mails with the purpose of enhancing the relationship of a merchant with its current or previous customers and to encourage customer loyalty and repeat business, • • • • sending e-mails with the purpose of acquiring new customers or convincing current customers to purchase something immediately, adding advertisements to e-mails sent by other companies to their customers, and Sending e-mails over the Internet, as e-mail did and does exist outside the Internet (e.g., network e-mail and FIDO). Researchers estimate that United States firms alone spent US$400 million on e-mail marketing in 2006.

Advantages
1. E-mail marketing (on the Internet) is popular with companies for several reasons: 2. A mailing list provides the ability to distribute information to a wide range of specific, potential customers at a relatively low cost. 3. Compared to other media investments such as direct mail or printed newsletters, e-mail is less expensive. 4. An exact return on investment can be tracked ("track to basket") and has proven to be high when done properly. E-mail marketing is often reported as second only to search marketing as the most effective online marketing tactic.[2] 5. The delivery time for an e-mail message is short (i.e., seconds or minutes) as compared to a mailed advertisement (i.e., one or more days). 6. An advertiser is able to "push" the message to its audience, as opposed to website-based advertising, which relies on a customer to visit that website.

7. E-mail messages are easy to track. An advertiser can track users via autoresponders, web bugs, bounce messages, unsubscribe requests, read receipts, click-throughs, etc. These mechanisms can be used to measure open rates, positive or negative responses, and to correlate sales with marketing. 8. Advertisers can generate repeat business affordably and automatically. 9. Advertisers can reach substantial numbers of e-mail subscribers who have opted in (i.e., consented) to receive e-mail communications on subjects of interest to them. 10. Over half of Internet users check or send e-mail on a typical day.[3] 11. Specific types of interaction with messages can trigger (1) other messages to be delivered automatically, or (2) other events, such as updating the profile of the recipient to indicate a specific interest category. 12. E-mail marketing is paper-free.

Disadvantages
13. Many companies use e-mail marketing to communicate with existing customers, but many other companies send unsolicited bulk e-mail, also known as spam. 14. Internet system administrators have always considered themselves responsible for dealing with "abuse of the net", but not "abuse on the net". That is, they will act quite vigorously against spam, but will leave issues such as libel or trademark infringement to the legal system. Most administrators possess a passionate dislike for spam, which they define as any unsolicited e-mail. Draconian measures —such as taking down a corporate website, with or without warning—are entirely normal responses to spamming. Typically, the terms of service in Internet companies' contracts permit such actions; therefore, the spammer often has no recourse. 15. Illicit e-mail marketing predates legitimate e-mail marketing. On the early Internet, it was not permitted to use the medium for commercial purposes. As a result, marketers attempting to establish themselves as legitimate businesses in e-mail marketing have had an uphill battle, hampered also by criminal spam operations billing themselves as legitimate ones. 16. It is frequently difficult for observers to distinguish between legitimate and spam e-mail marketing. First, spammers attempt to represent themselves as legitimate operators. Second, direct-marketing political groups such as the United States Direct Marketing Association (DMA) have pressured legislatures to legalize

activities that some Internet operators consider to be spamming, such as the sending of "opt-out" unsolicited commercial e-mail. Third, the sheer volume of spam has led some users to mistake legitimate commercial e-mail for spam. This situation arises when a user receives e-mail from a mailing list to which he/she subscribes. Additional confusion arises when both legitimate and spam messages have a similar appearance, as when messages include HTML and graphics. 17. One effective technique used by established email marketing companies is to require what is known as the "double opt-in" method of requiring a potential recipient to manually confirm their request for information by clicking a unique link and entering a unique code identifier to confirm that the owner of the recipient email address has indeed requested the information. Responsible e-mail marketing and autoresponder companies use this double opt-in method to confirm each request before any information is sent out. 18. A report issued by the e-mail services company Return Path, as of mid-2008 email deliverability is still an issue for legitimate marketers. According to the report, legitimate e-mail servers averaged a delivery rate of 56%; twenty percent of the messages were rejected, and eight percent were filtered. 19. Due to the volume of spam e-mail on the Internet, spam filters are essential to most users. Some marketers report that legitimate commercial e-mail messages frequently get caught and hidden by filters; however, it is somewhat less common for e-mail users to complain that spam filters block legitimate mail. 20. Companies considering the use of an e-mail marketing program must make sure that their program does not violate spam laws such as the United States' Controlling the Assault of Non-Solicited Pornography and Marketing Act the European Privacy and Electronic Communications Regulations 2003, or their Internet service provider's acceptable use policy. Even if a company adheres to the applicable laws, it can be blacklisted if Internet e-mail administrators determine that the company is sending spam.

CAN-SPAM compliance
21. The CAN-SPAM Act of 2003 authorizes a US$11,000 penalty per violation for spamming each individual recipient. Therefore, many commercial e-mail

marketers within the United States utilize a service or special software to ensure compliance with the Act. 22. A variety of older systems exist that do not ensure compliance with the Act. To comply with the Act's regulation of commercial e-mail, services typically require users to authenticate their return address and include a valid physical address, provide a one-click unsubscribe feature, and prohibit importing lists of purchased addresses that may not have given valid permission. 23. In addition to satisfying legal requirements, e-mail service providers began to help customers establish and manage their own e-mail marketing campaigns. 24. The service providers supply e-mail templates and general best practices, as well as methods for handling subscriptions and cancellations automatically. They also provide statistics pertaining to the number of messages received and opened, and whether the recipients clicked on any links within the messages. 25. The CAN-SPAM Act was recently updated with some new regulations that went into effect on July 7, 2008.

Opt-in e-mail advertising
26. Opt-in e-mail advertising, or permission marketing, is a method of advertising via e-mail whereby the recipient of the advertisement has consented to receive it. This method is one of several developed by marketers to eliminate the disadvantages of e-mail marketing. 27. Opt-in e-mail marketing may evolve into a technology that uses a handshake protocol between the sender and receiver. This system is intended to eventually result in a high degree of satisfaction between consumers and marketers. If optin e-mail advertising is used, the material that is e-mailed to consumers will be "anticipated". 28. It is assumed that the consumer wants to receive it, which makes it unlike unsolicited advertisements sent to the consumer. Ideally, opt-in e-mail advertisements will be more personal and relevant to the consumer than untargeted advertisements. 29. A common example of permission marketing is a newsletter sent to an advertising firm's customers. Such newsletters inform customers of upcoming events or promotions, or new products.

30. In this type of advertising, a company that wants to send a newsletter to their customers may ask them at the point of purchase if they would like to receive the newsletter. 31. With a foundation of opted-in contact information stored in their database, marketers can send out promotional materials automatically. They can also segment their promotions to specific market segments.

Email Marketing Software
32. Email Marketing Software refers to a computer application which provides the ability to send bulk email to target audiences. The intent is usually to send newsletters or promotional materials to opt-in lists of subscribers, although the software can be used to send unsolicited email. 33. The software typically includes a database that stores contact information, campaign statistics, and message history. 34. The interface provides features necessary to run an email campaign, such as message sending, contact entry, contact importing, and reporting. Software packages range in price from free, to about five hundred US dollars. 35. Some companies charge a monthly fee. There are also enterprise solutions that can cost thousands of dollars a month to manage large enterprises mass marketing email campaigns.

Advantages
36. Email Marketing software speeds up the process of direct marketing by sending personalized email messages to a customer or prospect 37. A Gallup poll found over 67% of Internet users send and receive email regularly and email outranks other online activities including shopping, downloading music, or reading blogs. 38. Most email marketing software includes a scheduler which can send emails automatically. This allows marketers to adhere to a marketing plan without much intervention. 39. With email, frequency is free. A business or organization can communicate with people, keep teaching them, keep trying to turn them into customers. And it's free, which is attractive to any business trying to reduce costs.

40. Business can use email marketing software to make their communications appear more professional. Many email marketing software packages include templates for attractive emails.

Features
41. Most email marketing software has features that assist the user in the process of organizing contacts, creating campaigns, and scheduling communication. In addition, the software usually provides features, such as an "unsubscribe check" that assist in complying with the CAN-SPAM law. 42. Email Marketing software can also provide tracking functions such as how many people have opened an email, how many emails bounced-back, how many people visited the hyperlinks provided in the marketing message, and how many people actually purchased something as a result of the email. The common features are listed below: 43. Ability to create and send personalized email using data from a customer database. 44. Ability to import customer lists 45. Automatic unsubscribe and bounce-back handling 46. Ability to authenticate to SMTP and POP servers or send directly with an internal server 47. HTML and plain text editor for creating messages 48. Reporting features such as bounce-back reports 49. Tracking abilities such as tracking who has opened the email, usually by using a web bug

Email marketing tools
Server.com
50. Beyond basic mailing list, features of this service include subscribe/unsubscribe, double opt-in plain text and HTML newsletServer.com ter options, unlimited subscribers, searchable archive and RSS syndication of your newsletter.

You can send your newsletter through your browser. An upgrade to the “Pro” version allows you to manage demographic information.

YourMailingListProvider.com
51. This service allows you to send newsletters and manage your lists for free or for payment. 52. The free “lite” version includes double opt-ins, automated unsubscribe, create up to 10 custom data fields in a form, notification by email of every new subscriber, welcome/thank-you/confirmation autoresponder, download or export databases, create plain or HTML newsletters, send test messages for quality control to up to 5 accounts, archiving, bounce handling and tracking stats such as browser, O/S, country, IP address and time of subscription. 53. The free version will not let you import any existing lists, restricts you to 1000 subscribers, 250 MB bandwidth and 1 newsletter per calendar day. It will also run banners and pop-ups in your account. 54. The paid options start at $2.50 per month and offer you a choice between single and double opt-in, unlimited subscribers, bandwidth and newsletters, customized preferences, optional unbranding and will not run ads on your service.

Mailer4U.com
55. This program allows you to create and send email newsletters direct from your desktop without using a third party mailer service or Outlook. 56. It is a small download (3.5MB) if you have Microsoft .net service and 45.4MB if you do not. Mailer4U integrates with antivirus software, Microsoft Office and tracks your efforts 30 days post-campaign.

Mailer4U.com is free for 500 e-mails a month with a limit on 10,000 subscribers. It is currently in Beta
www.fanmass.com
57. The free version of FanBlast! provides full web administration, HTML and text options, code generator to add sign up to your site, unlimited newsletter distributions, rich content options and drafts folder for 100 subscribers. 58. The paid versions offer additional features such advertising in messages and system site, importing and exporting subscriber lists, custom subscriber groups and custom HTML templates. You can try the demo.

Bravenet.com

Bravenet offers a variety of “freebies” for websites. Its list management allows you to customize forms for surveys, customer feedback or collecting customer contact information along with form managers and autoresponders (to send a generic email like “thank you for subscribing to XYZ Newsletter”).
59. It also gives an unsubscribe option, test mode and backup tools.

NotifyList.com
60. This remote mail list host provides very basic functions suitable for new webmasters such as add and remove members, import existing mailing list, manage different lists. 61. It provides easy HTML to copy and paste. The missing element is forms for data capture, a solution would be combining it with Bravenet’s form creator and manager capability. 62. Otherwise, you would have to add members manually and find another way to capture their information. Using Email Marketing you can: 63. Get started fast with customizable HTML email templates. 64. Create email campaigns in a snap with our easy-to-use Email Wizard. 65. Build, manage, and secure your email marketing contacts. 66. Send email marketing communications and be confident they'll get delivered. 67. Get results fast with instant tracking and reporting. 68. Extend the life of your email marketing when you add Email Archive. 69. Access a stock image gallery of 3400 pictures when you add Premium Image Hosting. 70. Get help every step of the way with FREE coaching & support. Getting started is really very easy. Signing up for a free trial will only take a minute. Once you have been logged in to your account, you will want to do the following: 71. Import your email addresses 72. Set up some initial account information (email signature, company name, logo, etc) 73. Send a test campaign.

Our free 60-day trial allows you plenty of time to get familiar with our full feature set. It's risk free. No credit card required. We simply ask that you keep your mailing list to under 100 contacts during your trial period.

Email Marketing Features with Examples
Email marketing makes it easy to create professional-looking emails—fast and with no technical expertise. With more than 300 easily customized email templates, a step-by step Email Wizard, and point-and-click interface, you can create high-impact email newsletters and promotions in just minutes. And with Constant Contact, it's easy for you to manage your contact email lists and measure results.

o

Email Campaign Creation Step-by-step Email Wizard One-screen editing / preview Drag-and-drop simplicity Color and font toolbar Text formatting Personalization option Preview and test your emails Forward-to-a-friend with subscribe option Permission reminder Spell check in 12 languages Anti-Spam check Easy send scheduling Anchor Links

o

Email Campaign Templates Over 300 customizable templates Email newsletter templates Email promotions templates Email cards templates Email event invitation templates Holiday & seasonal theme templates Industry theme templates Basic templates Custom template option Multi-language email template footer Automatically generated text version Insert images and links option Insert Survey link option Insert coupon option PayPal click-to-buy option Amazon ASIN promotion option

Advanced feature: edit style sheet

o

Email List Management List import: file or manual Microsoft® Outlook® & Outlook Express® Quick Import plug-in Create up to 15 custom fields Bounce and permission management List segmentation functionality "Do not mail" list management Unsubscribe Comment Box Multi-language email template footer Automatically generated text version Insert images and links option Insert Survey link option Insert coupon option PayPal click-to-buy option Amazon ASIN promotion option Advanced feature: edit style sheet

o Email Delivery
Dedicated compliance Team Automatic format testing Anti-Spam leadership & compliance Strong permission-based policies Above-average U.S. email inbox delivery "Draft," "send now," or "schedule" options Safe Unsubscribe management Unsubscribe comments box ISP Relations Team

o

Email Tracking and Reporting

Summary and detailed reporting Open & Click tracking Track sent emails "Thumbnail" preview Opt-out tracking Benchmarking tools Real-time tracking Summary and detailed reporting Open & Click tracking Track sent emails "Thumbnail" preview

o

Web features

Gift reminder link, form, and email "Refer a Friend" banner Optional archive homepage button Visitor sign-up banner, welcome email Visitor sign-up daily or weekly report "Send page to a friend" link, form, email

Sign up to vote on this title
UsefulNot useful