email marketing - usf digital media course
TRANSCRIPT
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Instructor:
Digital MediaEmail
Eric Ritter | @EricRitter
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Today:
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How
do you read email?
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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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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