Email Marketing - USF Digital Media Course

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Instructor:

Digital MediaEmail

Eric Ritter | @EricRitter

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Today:

Email

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How

do you read email?

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Email

Advertising

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DefinitionEmail sent to a customer list that is usually contains a sales pitch and a ‘calll to action’.

Source: Ryan, 2014 (Page 180)

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Possible Email Content‣ Newsletter: Information on your company.‣ Digest: Latest industry news.‣ Tips: “How to” information on topic.‣ Reminders: Pertinent events.‣ Deals: Updates on (weekly) sales.

CREATE A COMMUNITY

MAKE A COMMUNITY

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list building dos and don’ts.

‣ Don’t Purchase.‣ Don’t Scrape.‣ Make Signup Easy.‣ Tell Them Why And What.‣ Explain The Privacy Policy.‣ Offer Incentives.

BE FUN. IF YOU CAN.

BE FUN. IF YOU CAN.

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MEET THEIR NEEDS

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an effective email‣ Company Address In Sender.‣ Effective Subject Line - Action Phrase &

Incentive.‣ Don’t Use All Caps.‣ Avoid Spammy Words.‣ Early Call To Action In Email. ‣ Be Brief And To The Point.‣ Use Short Paragraphs.

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MAKE IT PERSONAL

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“What I would like to have is a one-on-one relationship with seven billion people in the world and be able to customize offerings for those seven billion people. Digital allows that relationship.”

- Bob McDonald, CEO of Procter & Gamble

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“What I would like to have is a one-on-one relationship with seven billion people in the world and be able to customize offerings for those seven billion people. Digital allows that relationship.”

- Bob McDonald, CEO of Procter & Gamble

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timeliness guidelines‣ Target At Work: Send 9-5.‣ Recreational: Send In The Evening Or

Weekend.‣ Monday: Fuggedaboutit.‣ Friday: I’m Distracted...‣ Optimal Time:‣ Tuesday Or Wednesday 9-10:30 Or 1-2:30.

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you win? How can we determine

success, ROI, and all that junk?

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trackables‣ Open Rate.‣ Click-Through Rate (CTR).‣ Subscribe / Unsubscribe.‣ Bounces.‣ Spam Report.

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TOOLS

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EMAIL MARKETING TIPS

EMAIL MARKETING TIPS

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Examples

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Newsletter

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Digest

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Tips

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Reminders

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Deals

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Remerketing

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USFDigitalMedia.com#zapstrong

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Email Resources‣ http://www.constantcontact.com/email-

marketing ‣ http://mailchimp.com/resources/ ‣ http://www.exacttarget.com/products/

email-marketing/email-marketing-best-practices

‣ https://www.youtube.com/watch?v=421dj9FkiFE