October 14,2008

Today, We discussed mostly Chapter 7.

Critical Email Principles are: RELEVANCE, RESPECT, RECIPIENT CONTENT.

Relevance: all content should be applicable to the recipient’s needs and lifestyle.

Respect: Relevant content cannot be generated without in-depth information about the recipient.

Recipient Content: Going beyond simply obtaining the permission to communicate with the recipient.

Content that is not relevant to the recipient will not motivate them to open the email, sender must guard emails from unauthorized use, and give the recipient more control over the content they want to receive.

Advantages of Email Marketing:

• Can be developed quickly
• Content is flexible, including HTML, Rich Media, and Video
• Distribution is controllable by Marketer
• Can be tested and Revised for effectiveness
• Measurable
• Inexpensive

Start up companies have a value proposition that helps them target the segment, from there they can aquire lists of people or email.  To get better results, you refine the list by the people who have responded to the email, or took action.  People who don’t take any action is removed from the list.  To attract the people you can provide more information on the email.

Levels of Permission Marketing:

• OPT-OUT: visitor chose to not receive any further communication by the company.
• OPT-IN: visitor has chosen to receive further communication by the company.
• Double Opt-In: visitor chooses to opt-in, then a follow up email is sent that the visitor replies to confirm.
• Confirmed Opt-in: visitor chooses to opt-in, then a follow up email is sent to confirm the permission.

Developing an Email Marketing Campaign

• Gather customer data (internal & external)
• Derive Customer Insights
• Suggest Proactive Action
• Evaluate Response

Other Techniques are EVENTS, PUBLICITY, AFFILIATES, PORTAL RELATIONSHIP, VIRAL.

Movies are the biggest event that is heavily promoted using all of the above.