Today we spoke about Chapter 7.
We spoke about the critical email principles: relevance, respect, and recipient control. Relevance – all content show be applicable to the recipient’s needs & lifestyle. Respect – relevant content cannot be generated without in-depth infor about the recipeient. Recipient control – go beyond simply obtaining permission to comunnicate with the recipient.
Then we spoke about the advantages of e-mail marketing.
- can be developed quickly
- content is flexible, including HTML, rich media & video
- distribution is controllable by marketer
- can be tested and revised for effectiveness
- measurable & inexpensive
Then we spoke about the levels of permission marketing.
- opt-in: communication that has been actively requested by the internet user
- double opt-in: marketer sends and email that requires the user to confirm the request before it is activated
- confirmed opt-in: visitor agrees to receiving email, again probably by checking a box, then follow up confirmation
- opt-out: communication that has been passively requested by the internet user
Then we spoke about developing an email marketing campaign.
1. Gather customer data [internal & external] (contact info / offer, interaction, privacy preferences / purchasing behavior / customer interaction history)
2. Derive customer insight (customer needs, value, feedback & offers or products customers need next)
3. Suggest proactive action (ensure privacy / develop customized email marketing / refine campaigns based on results & customer insight / train people on the value of applying customer insight)
4. Evaluate response (track click-through & open rates / pilot campaigns to test customized content version / test content to promotions ratio / elicit direct customer feedback / gauge level of customer engagement)
Finally, a mouse interrupted class so we just asked questions about the midterm.