Session 6 : E-Marketing – UMB Graduate School of Management

Applied E-Marketing 2

•Email Campaign
•Affiliate Marketing
•Blog Marketing

Delivered by : Djati Adi Wicaksono

http://www.djatiwicaksono.com
LEARNING OBJECTIVES
After the session, you will be able to answer the following questions

 What is the difference between e-Mail marketing and spamming?

 What are 9 steps to executing an email campaign?
 What is Affiliate Marketing?
 What is Blog Marketing?
(DaveChaffey.com)
6 Main Types of
Digital Communication Channels
 E-Mail Marketing

 Email campaigns are targeted emails that work

much like conventional direct mail campaigns.
They come in various forms such as direct email,
newsletters, newsgroups, and press releases

 Direct mail is very expensive compared to direct

email

 Email marketing is solicited email (requested),

and spam is non-solicited email (not requested).
Ask Permission..
 E-Mail Marketing
E-mail Postal Mail

Delivery cost per thousand $30 $500

Creative costs to develop $1,000 $17,000

Click through rate 10% N/A

Customer conversion rate 5% 3%

Execution time 3 weeks 3 months

Response time 48 hours 3 weeks

Metrics for Electronic and Postal Mail

Source: Jupiter Communications as cited in “E-mail and the different...”
 E-Mail Marketing
Two types of commercial emails:

 Promotional emails: these are more direct and are

geared at enticing the user to take an immediate
action.
 Retention based emails: also referred to as
newsletters, these may include promotional
messages but should be focused on providing
information of value to the user, geared at
building a long term relationship with the user.
 E-Mail Marketing
 E-mail list management
 Opt-in vs Opt-out
 Understanding Opt-in Mailing lists
(Single Opt-in vs Double Opt-in)
 ASCII vs HTML Email
 Response Tracking
 Viral Marketing (eg. : www.hotmail.com)
 E-Mail Marketing
 9 steps to executing an email campaign
Opt-in Email: Example
E-Marketing – Affiliate Programs
 Affiliate Programs : also called an associate program, is
a marketing strategy that allows other Web sites to link
to yours and earn money from you for sales they
generate
 Affiliate Types :
 Commission Based (eg: www.amazon.com)
 Flat-Fee Based (eg.: www.paypal.com)
 Click-through Based (eg.: www.overture.com)
 Banner-impression Based (eg: www.doubleclick.com)
E-Marketing – Affiliate Programs

Affiliates use a number of means to

promote merchants. These include:
•Personal web sites
•Content and niche sites
•Email lists
•Loyalty sites (points or cash back or charitable
donations)
•Coupon and promotions sites
•Comparison shopping
•Search affiliates
E-Marketing – Affiliate Programs
E-Marketing – Affiliate Programs
 Affiliate tracking software collects information
even if no action is completed.

 Information collected includes:

 Impressions
 Clicks

 Conversions
 E-Marketing – Affiliate Programs
 Affiliate Networks : the gateway between merchant and
affiliates.
 E-Marketing – Blog Marketing
 A Blog is defined as a “regularly updated journal published
on the web.”
 A blog will feature text, images and links to other blogs
 Blogs allow anyone to publish and share ideas, and anyone
can read and respond to these.
 They have given consumers and companies a voice and
blogging has opened up a world of information sharing
possibilities.
 E-Marketing – Blog Marketing
Blogging and SEO
 Search engines value regular, fresh content, and by
blogging you can create just that.
 The more you post, the more often search engines will
spider your site.
 Keywords in your blog can aid your web site in ranking for
those key phrases.
 Blogs can increase the incoming links to your web site.
 E-Marketing – Blog Marketing

Corporate Blogging
 Corporate blog content should be:
 Industry relevant
 Appealing to your target market
 Transparent and honest
 Personal and entertaining
 Related to what’s going on in the blogosphere
 Posted regularly