ICS Final: Direct mail/ email marketing

What is open rate?

Percantage of users who opened an email compared to how many received the email 20+% is desired

What is an example of an email sign up?

Verizon having an NFL trivia live game in exchange for an email

When creating an email campaign, who do you want to reach?

A partial segment to whom a communication is relevant.

What terms in email communication can cause your email to wind up in a spam folder?

Act Now, You've been selected, and Save up to

To test for timing, what should you do?

Check open rate analysis

What does direct mail use?

Discounts, sales, refunds, coupon items, and other incentives to enhance the perceived value of the item

When should you check message open rates?

During times of frequent communication

What is over the top direct mail?

For impact with high potential prospects with large purchases Ex: Sending out TCU catalogs to applicants

What is Customer Lifetime Value?

Formula that helps a marketing manager arrive at the monetary value associated with the long-term relationship of any given customer, revealing both the cost and the net worth of that relationship over time

When creating email campaigns, how do you meet your recipient's needs?

Information, insight: in depth, insider, and opportunity:cross selling and providing special offers

How does email response rates compare to other response rates such as pop ups or banners?

It is higher

How is the feedback with email?

It is immediate. It tells you who opened, who clicked, and who purchased

What are characteristics of direct mail?

It's targeted, personal, measurable, flexible, and testable

What do ISP Providers do?

Limit the number of emails you can send from a personal account in order to control spam

How do you collect email addresses?

Look at every contact point for opportunity, requires opt in (permission based marketing), and email signups

What does inserting a forward link do?

Makes it easy for the recipient to send the email on to someone who might be interested

What is direct mail?

Marketing method which carefully targets prospects and are presented with tailored offers for goods and services via ordinary mail

What are the purposes for email marketing?

Messaging existing customers to enhance relationship and loyalty, acquiring new customers, stimulating customers or products to purchase immediately, delivering value added advertising and links for corporate sponsors, and delivering valuable content to keep customers engaged

What do good sports marketers use direct mail for?

More for soliciting the product, and they also use it to enhance relationships with customers

What does direct mail offer

Offering a money back guarantee and flexible payment or deferred payment terms

What is email marketing?

Online marketing tool that allows custom and industry specific content to be delivered to a targeted audience, the results of which can be measured

What are the 3 forms of email campaign measurement?

Open rates, click thru rates, and dashboard data

What is click thru rates?

Opens, forwards, spam addresses, opt outs,

What does direct mail consist of?

Regular method of communication to keep the customer informed, thank you correspondence, soliciting opinions, input, and feedback through questionnaires, surveys, and chat rooms, sharing accountability and expanding the knowledge of a consumer with an annual report, delivering invitations to special events and opportunities

What are email marketing strategies?

Segment your contact database, use Twitter and FB to promote opt in url's, provide incentives to email subscribers via social media, expand email lists with SMS promotions, and optimize emails for smartphone,

What are the problems with being labeled as spam?

Spam is junk mail, it allows users to stop companies from sending emails, it bans the use of unlawful and deceptive subject lines, you must include a real address when the communication originates, provide information about opt out procedures, you can be fined $16K per illegal email sent

What must emails for campaigns include

Subject line:20-50 characters, bold, interesting, compelling such as "49ers break new ground on stadium" and "49ers newsletter", and potential content such as short briefs on a number of topics with links to deeper information, images, video links to You Tube, etc, links to social media sites, and coupons embedded for activation

If your emails are constantly being labeled as spam,

The email services will ban you

What do links from your emails do?

They can turn passive communication into an active exchange. Ex: Selling tickets to a home game by providing highlights about the visiting opposition

What do email campaigns do?

They have a goal clearly in mind, newsletter for information, educate about organization history, culture, sell products or services, branded items, promote upcoming events, grow the database, and create ongoing visibility and awareness

True or False: Email is highly measurable

True

True or False:Click thru rates are higher with email than with banner ads or online video ads

True

What have business studies found about timing?

Tuesdays yield the best results 44%, Fridays were the worst 53%, and the best time to send was between 8 a.m and noon 54%

What does timing for the best result vary by?

Types of senders, audiences, content,etc

What must the email deliver?

Value

What do email signups consist of?

Website opportunity, enter to win contests, in exchange for sampling promotion, when purchasing tickets or merchandise, to get team specific content

What happens when there is not enough frequency?

You are not meeting the needs they identified when they signed up

What happens when there is too much frequency?

Your recipient feels spammed, diluting the impact of your overall campaign. You risk them legally requiring you to take them off the list (opting out)

What companies have emerged to handle the number of emails you can send and assist clients with conforming to anti spam rules?

iContact, Constant Contact, and exact target