critical email principles
- relevant
- respect
- recipient control
you want a refined list so that the people you do email are interested in the product or service and will read the email…. you want the message tailored to the consumer
advantages of email marketing
- it can be developed quickly
- distribution is controlled by the marketer
- its measureable
- inexpensive
- content is flexible- video, html, rich media
information product- self contained and just sells information (email list)
info-related product- ex. on-star… go to the tide website to find out about the product
opt-out
opt-in
confirm opt-in
double opt-in
marketing research
why people do what they do
online surveys, focus groups
quicker, cheaper with greater reach (international)
SEM, search engine marketing is the term used in this chapter to cover all the activities of organic and paid search marketing. SEP, search engine positioning, is used by some suppliers to mean the same thing. Only SEO, search engine optimization, focuses solely on the search-engine-friendly construction of Web pages.