TAILIEUCHUNG - Digital-Marketing_p2

6E-mail marketingThe new information technology, internet and e-mail, have practically eliminated the physical costs of communications(Peter Drucker).E-mail marketing has been called the original social networking tool and not agree more. If you think about social networks in general, a large role in them(Simms Jenkins, author of The Truth about Email Marketing).We forget that the RSS-centric world we live in isn’t the one many ( most) of our customers live in. That’s why the old-fashioned occasional email update – which gives people the juiciest bits and leaves out – still has so much power(Matt Linderman, Signal vs. Noise)Our chapter pledge to you reach the end of this chapter you’ll have answers to questions:.What is e-mail marketing and how can it benefit my business?.How can I make sure my e-mail marketing campaign won’t be seen . How can e-mail marketing tools help me?. How can I use technology to manage my customers?. . .E-mail marketing 133. . . How can I write effective copy for my e-mail marketing campaign?.What are the main design considerations when crafting an e-mail?.How can I test a campaign’s success?The new direct marketing is one of the most powerful elements in your toolbox. It lets you communicate easily with your customers personal level through a universally accepted digital medium. right approach for your e-mail marketing communications is, , key. Unsophisticated mass-marketing techniques, or smacks of e-mail spam, are likely to be ignored, that’s if they make your prospect’s inbox at allThink of the junk mail that arrives through your letterbox every dayMost of that gets thrown out, unread, and in many cases unopened. in the 1991 Steve Martin comedy LA Story depicts the main character,.Harris Telemacher, watching a never-ending barrage of junk mail his letterbox. He nonchalantly kicks a wastepaper basket unwanted stream of promotional bunkum and continues eating . While exaggerated, it’s a scenario many of us can – and an apt analogy for what’s happening with electronic , as e-mail started to become integrated into our personal lives, so the mass marketers turned their attention to medium. Junk paper mail became junk virtual mail. But ’s online or in the ‘real world’, if your business becomes associated of junk mail (or spam) it will destroy your credibility. People ignore your electronic missives or filter them out before they the proliferation of spam and the fact that most people’ today are bursting with irrelevant and unsolicited messages, email can still be used as a beneficial and effective marketing tool that value, both to your customers and to your will still open your truth is, many customers will welcome regular e-mail your business, in the same way as they may welcome the or ‘snail’ mail offering a money-off voucher for their . They’ll open an e-mail containing a newsletter or promotion Understanding digital marketingyou, as long as they recognize your brand, are expecting to receive you, and are confident it will contain something of value to them. The key make these messages relevant and interesting for your chosen audience;.fail in that, and unfortunately your message is destined for the binE-mail marketing can be a tricky field to navigate effectively. You simultaneously respect your customers’ right to privacy, protect , and ultimately maintain your value proposition over time. It’s for your carefully cultivated e-mail prospects to unsubscribe mailing list, an

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