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email-m@rketing“I'd rather send out a mass email then hang posters

all over the place”.  (Todd Barry) 

 

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SUMMARYI.  Is e-mail marketing still being used? Advantages, disadvantages

II. Why is it said that generations Y and Z consider email passé? What is the impact of that when considering email campaigns?

III. What kind of e-mail marketing campaigns can be used? Examples? We are talking Newsletter, mailing lists, promotional blasts, etc). 

IV. What kind of software is there available to manage mailing lists and create newsletter? Any free software for this?

V. How does e-mail marketing fit with all the other components of e-marketing?

VI. Opt-in and opt-out approaches, SPAM, anti-spam measures

VII. Databases, privacy issues

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IS E-MAIL MARKETING STILL BEING USED?

“An April 2012 survey of German marketing executives revealed that

email was used for marketing by 82%, second only in popularity to websites. More respondents (53%) planned to increase investment in email than in

any other online channel”.

Email marketing blog, Studie: Unternehmen investieren in E-Mail, SEO und in die Website, http://www.emailmarketingblog.de/2012/04/02/studie-unternehmen-investieren-in-e-mail-seo-und-in-die-website/. 02. APRIL 2012, 18:35 UHR

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USES

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SOFTWARES E-MARKETING PRIVACY ISSUESOPT-IN /OPT-OUT

DISADVANTAGESADVANTAGES

Relatively low cost.

Direct response medium encourages immediate action.

Faster campaign deployment.

Easy of personalization.

Options for testing.

Opt-in marketing is obviously effective.

Integration.

It builds relationships. 

TYPES Z and Y generation

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Deliverability

E-mail response decay.

Sometimes, can also be considered a aggressive publicity.

Security, privacy issues

Lower rate of read.

SOFTWARES E-MARKETING PRIVACY ISSUESOPT-IN /OPT-OUT ADVANTAGES TYPESDISADVANTAGES Z and Y generation

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SOFTWARES E-MARKETING PRIVACY ISSUESOPT-IN /OPT-OUT

Z and Y generationADVANTAGES DISADVANTAGES TYPES

MAILING LIST: 2 types.

Announcement lists

Discussions lists

NEWSLETTER

PROMOTIONAL BLASTS

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OTHER USES

Retention tool

Acquisition tool

Brand building

tool

Research tool

SOFTWARES E-MARKETING PRIVACY ISSUESOPT-IN /OPT-OUT

Z and Y generationADVANTAGES DISADVANTAGES TYPES

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SOFTWARES E-MARKETING PRIVACY ISSUESOPT-IN /OPT-OUT

ADVANTAGES DISADVANTAGES TYPES Z and Y Generation

IS EMAIL MARKETING OUT OF DATE? WHAT

HAPPENS TO NEW GENERATIONS?

The newest generations (generations Y and Z) use to reject

or dislike email marketing actions and each time is more

difficult to catch their attention.

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Tips to catch their attention:

Use an attractive and relevant subject. It is the first thing that the

receiver sees.

Create personalized emails as much as possible.

Write relevant information and be clear.

Be original and different. Use creativity in your emails.

Don’t blitz your subscribers. It is annoying.

SOFTWARES E-MARKETING PRIVACY ISSUESOPT-IN /OPT-OUT

ADVANTAGES DISADVANTAGES TYPES Z and Y Generation

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SOFTWARES E-MARKETING PRIVACY ISSUESOPT-IN /OPT-OUT

ADVANTAGES DISADVANTAGES TYPES Z and Y Generation

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DISADVANTAGES

PRIVACY ISSUES

ADVANTAGES

E-MARKETINGSOFTWARES

There are many options when creating an email marketing campaign, some of them have to be paid, others offer a trial service and others offer a completely free service and even online.

Examples:www.constantcontact.com - free and onlinewww.group-mail.com - free optionwww.eaglemailer.com - trial versionwww.fromdoppler.com - free optionwww.rapidmail.es - onlinewww.newslettersoft.com- trial version/onlinewww.emailmarketingprofessional.com – onlinewww.eliteemail.com – trial version

OPT-IN /OPT-OUT

TYPES Z and Y generation

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SOFTWARES

DISADVANTAGES

PRIVACY ISSUESOPT-IN /OPT-OUT

ADVANTAGES

HOW DOES E-MAIL MARKETING FIT WITH ALL THE OTHER COMPONENTS OF E-MARKETING?

“E-mail marketing is a vital part of the e-marketing

communications mix”. (Internet Marketing, 2009).

Examples:

E-mail marketing + web-site: it draws more web traffic.

E-mail marketing + online advertising

Internet Marketing, Implementation and Practice. Dave Chaffey,Fiona Ellis-Chadwick, Richard Mayer, Kevin Johnston, Fourth Edtion, Prentice Hall 2009, Page 550.

TYPES Z and Y generation

E-MARKETING

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Opt-in email: is a term used when someone is given the option to receive "bulk" email, that is, email that is sent to many people at the same time.

Opt-out email: refers to several methods by which individuals can avoid receiving unsolicited product or service information.

Anti-spam techniques: those that require actions by individuals those that can be automated by email administrators those employed by researchers and law enforcement officials

The options to evict that undesired Spam:http://www.spamtitan.com- trial versionhttp://www.spamexperts.comhttp://www.auditmypc.com- free option

SOFTWARES

DISADVANTAGES

PRIVACY ISSUES

ADVANTAGES

E-MARKETING

TYPES Z and Y generation

OPT-IN / OPT-OUT

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The data stored within the database is the first and principal concern in dealing with privacy and legal issues.

The areas of security include: Applications specific to the database.The database architecture itself. Individual department organizational patterns.

It is the responsibility of management system to deal with security issues daily.

Methods to ensure the privacy and integrity: To "lock" everything with login passwords and segregated

levels of access. Another option is of fire-walling as well as anti-virus software.

SOFTWARES

DISADVANTAGESADVANTAGES

E-MARKETING OPT-IN /OPT-OUT

TYPES Z and Y generation

PRIVACY ISSUES

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JACK’S BUSINESS

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TO IMPROVE YOUR KNOWLEDGEARTICLE:

Gene Marks, How To Make E-Mail Marketing Campaigns, Forbes, http://www.forbes.com/2010/09/10/e-mail-marketing-strategies-entrepreneurs-sales-marketing-marks-growth-lessons-10.html, 09/10/2010 .

BOOKS:  Jeanniey Mullen, David Daniels, Email Marketing: An Hour a Day, Ed.

Sybex, 2009. Herschell Gordon Lewis, Effective E-Mail Marketing: The Complete

Guide to Creating Successful Campaigns, Ed. Amacom books, 2002 Dave Chaffey, Total E-Mail Marketing, Ed. BH, 2003

VIDEO: Youtube, E-mail by Elite Email, http://

www.youtube.com/watch?v=NR3Uu1W7Po0, 25/08/2011.

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Claudia Sarrió, Daniel Burgos & Wanessa Pascoal