Download SEM I – 3.06 Knowledge/ Skill Statement Understands the concepts

SEM I – 3.06
Knowledge/
Skill
Statement
Understands the concepts and strategies needed to communicate information about
products, services, images, and/or ideas to achieve a desired outcome
Instructional
Area
Promotion
Performance
Element
Understand the use of direct marketing to attract attention and to build brand.
Performance
Indicator
Explain the nature of e-mail marketing tactics (PR:165)
Level
Specialist
SCANS
Information 5,7-8; Systems 15; Technology 19; Basic Skills 1-2, 5-6; Thinking Skills
12
21st Century
Skills
Critical Thinking & Problem Solving 1, 3; Communication & Collaboration 1;
Information Literacy 1; Media Literacy 1-2
Objectives
a.
b.
c.
d.
e.
f.
g.
h.
Performance
Activity
Note to the Instructor: Review and present the E-Mail Marketing Tactics Briefing (pp.
5-96—5-98) to students in a lecture or discussion format.
Define the term e-mail marketing.
Explain how e-mail marketing aids in meeting a business’s objectives.
Describe types of e-mail marketing.
Discuss common uses of e-mail marketing.
Identify benefits of using e-mail marketing.
Describe challenges associated with using e-mail marketing.
Explain the difference between text and HTML messages.
Explain the capabilities of e-mail.
Choose a sport/event product that has been marketed to you, a friend, or a family
member through e-mail. Prepare a written report that answers the following
questions, and share it with your teacher:
 What types of advertisements are normally used to market the sport/event
product?
 What are the benefits of using e-mail to market the sport/event product?
 What objectives is the business trying to meet by using e-mail?
 Is the e-mail promotion effective? Why or why not?
Resources
Textbooks
Burrow, J.L. (2012). Marketing (3rd ed.) [p. 229]. Mason, OH: South-Western,
Cengage Learning.
Clow, K.E, & Baack, D. (2010). Integrated advertising, promotion, and marketing
communications (4th ed.) [pp. 258-260, 300]. Upper Saddle River, NJ: Prentice
Hall.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials (pp. 363,
365). Woodland Hills, CA: Glencoe/McGraw-Hill.
Kaser, K., Oelkers, D.B. (2008). Sports and entertainment marketing (3rd ed.) [p.
264]. South-Western, Cengage Learning.
McCauley, J. (2004). Sports…more than just a score [4th ed.] (pp. 178-179). Layton,
UT: PSB Publishing.
O’Guinn, T.C., Allen, C.T., & Semenik, R.J. (2009). Advertising & integrated brand
promotion (5th ed.) [pp. 141, 530, 540, 638]. Mason, OH: South-Western
Cengage Learning.
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SEM I – 3.06
Software/
Online
AccuData (2012, April 3).Effective email marketing tactics: What every marketer
should know. Retrieved June 4, 2012, from
http://www.accudata.com/2012/04/02/effective-email-marketing-tactics-marketerknow/
Beal, V. (2011, December 1). Email marketing: Industry research and trends reports.
Retrieved June 4, 2012, from http://www.ecommerceguide.com/solutions/advertising/article.php/3939731/Email-Marketing-IndustryResearch-and-Trends-Reports.htm
Hines, C. (2012). Six overused email marketing tactics that surprisingly still work.
Retrieved June 4, 2012, from http://blog.getresponse.com/six-overused-emailmarketing-tactics-that-surprisingly-still-work.html
Hopkins, J. (2011, January 4). New chart: Biggest challenges facing email marketing
in 2011. Retrieved June 4, 2012, from
http://blog.hubspot.com/blog/tabid/6307/bid/8088/New-Chart-BiggestChallenges-Facing-Email-Marketing-in-2011.aspx
Hopkins, J. (2011, January 6). New chart: Most effective email marketing objectives
for 2011. Retrieved June 4, 2012, from
http://blog.hubspot.com/blog/tabid/6307/bid/8110/New-Chart-Most-EffectiveEmail-Marketing-Objectives-for-2011.aspx
Hopkins, J. (2011, January 7). New charts: Most effective email marketing tactics for
2011. Retrieved June 4, 2012, from
http://blog.hubspot.com/blog/tabid/6307/bid/7644/New-Charts-Most-EffectiveEmail-Marketing-Tactics-for-2011.aspx
Hopkins, J. (2012, February 17). The ultimate glossary: 44 email marketing terms
marketer must know. Retrieved June 4, 2012, from
http://blog.hubspot.com/blog/tabid/6307/bid/7595/Glossary-29-Email-MarketingTerms-Marketers-Must-Know.aspx
Perez-Bjerk , J. (2012, May 17) Customizing customer engagement. Retrieved June
4, 2012, from http://www.lyris.com/us-en/blog-archive/2106-customizingcustomer-engagement
Skotte, K. (n.d.). 12 amazing email marketing tactics. Retrieved June 4, 2012, from
http://www.uniquemarketingtool.com/12-amazing-email-marketing-tactics/
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SEM I – 3.06
Why Use
E-Mail
Marketing?
Options for
Sending
E-Mail
Common Uses
of
E-Mail
Marketing
Sending promotional messages across computer networks is known as e-mail
marketing. The reasons businesses use e-mail marketing are many, including:

Keeping current customers

Educating others

Building brand awareness

Enhancing business image

Engaging in vital marketing

Creating discussion
The four primary options businesses use to send e-mail are:

Opt-in (a.k.a. permission-based)
o
Individuals give a business permission to send them the promotional
e-mails, product announcements, or newsletters.
o
The most common use of opt-in e-mail marketing is subscriptions.

Double opt-in
o
Double opt-in takes the opt-in approach one step further by requiring
recipients to confirm that they really do want to be a registered
subscriber.
o
Upon completing the subscription process, individuals receive an email that they must respond to in order to be added to the list of
subscribers.

Opt-out
o
With opt-out e-mail marketing, it is assumed that individuals want to
receive e-mail until they indicate otherwise.
o
Generally, the e-mail contains an explanation of the process that
must be followed to be removed from the list.

Spam
o
Spam consists of unsolicited or junk e-mail.
o
In most cases, spam bogs down networks and wastes people’s time.
Businesses use different approaches with their e-mail marketing efforts. Some
may use all of the approaches, while others may use only a few. Businesses
often use e-mail marketing for:

Announcements

Newsletters

Bulletins

Suggestion selling

Reminder service

Handling requests

Obtaining feedback

Order confirmations
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SEM I – 3.06
Challenges of
E-Mail
Marketing
Plain Text
vs.
HTML
Challenges of e-mail marketing include:

Developing/Obtaining customer lists

Sending duplicate e-mails

Having undeliverable e-mail

Experiencing diminished effectiveness

Obtaining responses

Spreading viruses

Battling filters

Sending unauthorized subscriptions

Creating angry recipients

Managing lists
Plain Text:

Most likely, the e-mail that you send and receive most often is plain text.

Plain text e-mails consist of words on a screen.

The key to successful text-based e-mails is proper formatting.
o
Sections are separated by lines.
o
Only those symbols that appear on the computer keyboard are
usually used.
o
Text is justified left.
o
Hard returns are used at the end of each sentence or paragraph.
HTML:
Capabilities of
E-Mail
Capabilities of

HTML stands for Hypertext Markup Language, which is the code used to
create web pages.

The same coding can be used to create e-mails that contain colorful logos,
graphics, background designs, animations, sound, banner ads, etc.

It takes longer for HTML e-mails to load than plain-text e-mails.

Not all e-mail clients support HTML.
The capabilities of e-mail depend upon the type of software that is used. A basic email client can be used to send a plain-text e-mail with an attachment.
However, a more sophisticated software program is needed to send out
personalized e-mails. To make use of all of the capabilities of e-mail, different
software components (e.g., e-mail client, database, e-mail automation
program, etc.) must work together. The capabilities of e-mail include:

Non-interactive content
o
Non-interactive content is basically static.
o
The recipient can’t shape his/her own experience by linking to other
locations within the e-mail or to a web site.
o
Plain-text e-mail used in correspondence among friends, family
members, and coworkers is a good example of non-interactive
content.

Links to other places within the message
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SEM I – 3.06
E-Mail (cont’d)
o
Hyperlinks make it is possible to link a word, graphic, or other element
to another place within the e-mail.

Links to web sites
o
Hyperlinks are also used to link from somewhere within the e-mail to
a web site.

Attachments
o
An attachment is a computer file (e.g., Word document, PowerPoint
presentation, jpg photo, etc.) that is sent with an e-mail.

Streaming media
o
E-mail is capable of delivering sound, video, or animations that play
when the recipient opens the message or clicks on a “play” button.
o
The media is “streaming” because it moves in a continuous flow over
the Internet to the recipient’s computer.
o
Streaming media is not delivered through e-mail very often because it
is expensive to produce and requires the recipient to have a highspeed Internet connection.

Individualized addresses
o
Rather than having your e-mail address delivered to thousands of
strangers, it is possible to place only your individual e-mail address in
the “To” field before sending the message.
o
This helps businesses to personalize their e-mail so that readers feel
that they’re the only ones receiving the e-mail.

Personalization
o
Personalization technologies attempt to make customers feel unique
and special—by inserting personal information such as name, title,
and purchasing history within an e-mail message.
o
Certain computer programs can extract the personal information from
a database and automatically put it in the proper place within the
messages.

Automated
o
E-mail software can be set up to perform certain functions (e.g., send
personalized e-mails to entire customer list, create list of
undeliverable addresses, etc.) at specified times.

Autoresponders
o
Use of autoresponders results in less time spent on routine tasks and
more time to grow a business.
o
When a person sends a message to a specified e-mail address, the
autoresponder replies with a certain message.
o
Common uses of autoresponders are to:
 Confirm orders and newsletter subscriptions
 Answer frequently asked questions
 Make customers aware that the business person is unavailable
until a certain date
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