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					Selected Issues in Marketing
Katharina Adam | Tristan Kleiss                                                  June 20th 2012
Katja Krämer      | Julia Oschlies


                                        Email Marketing
                    Implementation of an Email Marketing Campaign

I. REASONS

        inexpensive, effective, immediate, measurable
        ROI: $44.25 return on $1 invested in email marketing

II. SCIENTIFIC APPROACH




III. TYPES

Type                                 Advantage                          Disadvantage
Email Newsletter                     consistent                         focus
Dedicated Email                      call-to-action                     loyalty
Lead Nurturing                       automated                          under-reported
Sponsorship Email                    specific                           cost
Transactional Email                  click-through-rate                 barrier to enter

IV. DATABASE MARKETING

         form of direct marketing (gathers, stores, uses information about (potential) customers)
         effective data-driven email marketing starts with the database
         quality of email lists determines the campaign’s success
         keep in mind to comply with laws

Building an email database
   a) select an Email Service Provider (ESP)1  storing data
   b) generate data  building email lists

How to generate data
  1) obtain customer’s permission
         develop online/offline opt-in points (place where customer grants permission to
         subscribe to your email list)
  2) create value and trust
         offer you customers something special (incentive)/ reason why he should opt-in


1   More information about choosing the right ESP in Chapter V. Deliverability and SPAM

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Selected Issues in Marketing
Katharina Adam | Tristan Kleiss                                                 June 20th 2012
Katja Krämer      | Julia Oschlies

 create value, gain subscribers’ trust and pave the way for an intense relationship

Double opt-in
Double-check that the person who grants permission is fully aware of receiving emails from you (two
permissions are required)
Advantage: subscriber has a higher involvement

Opt-out
By law required possibility for the subscriber to unsubscribe from your email list with the least
amount of clicks (based on clear instructions)

V. DELIVERABILITY AND SPAM

Choosing a suitable ESP
    be aware of the possibilities and tools ESPs offer:
   1) private/shared IP address issues and their role in reputation,
   2) provide authentication tools
   3) offer the opportunity to manage bounced email addresses and pre-send spam tools
   4) filter out unreliable customers and be registered with feedback loops to offer you
       information about receivers’ complaints

Blocking by ISPs
ISPs probably block your email or direct it to the spam folder if you do not mind the creation of a
reverse DNS, setting up of SPF and Sender ID, validation of html content, avoiding of scripting,
excessive invalid email addresses in your database, and email content that might be considered
SPAM

Navigation through SPAM filters: content and design
    avoid content issues like:
       all capital letters in your email, symbols like !!! $$$, phrases like “Click here!”, too many
       bright colors, exceeding a limit size and leaving out sender IP and domain names in the
       heading


VI. BEST PRACTISES

Important keys to remember when collecting consumer feedback via email marketing
    Instructions: provide directions on how to submit feedback so that people know exactly what
      to do
    Incentives: give some sort of prize
    Deadlines: create a deadline or make the incentive time-sensitive so that subscribers will not
      delay in responding

How to build trust to gain life-long customers
    constant reinvention: adding new topics, e.g. travel, home
    listen to customer feedback
    be reliable: consistently deliver valuable information


VII. TRACKING AND CONTROLLING

Click-stream data
measures the performance of your email marketing campaign by:
     measuring Open Rate, Click-through Rate, number of orders generated per link, revenue
        generated per link, and conversion rate

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