SEMI

Sports & Entertainment Marketing I

3.06 Understand the use of direct marketing to attract attention and to build brand

The Nature of E-MAIL MARKETING ______

E-MAIL MARKETING: ______PROMOTIONAL ______ACROSS ______NETWORKS

Helps Businesses by:

–Using ______

•Forwarding a message to someone who forwards it to another, etc.

•Information ______quickly

–Keeping current customers informed

–Building brand ______and brand ______

4 TYPES OF EMAIL MARKETING

  1. ______/PERMISSION-BASED

–Give permission to receive promotional e-mails, newsletters, etc.

•SUBSCRIPTIONS are most common

  1. ______OPT-IN

–Requires recipients to confirm they are registered subscriber

•Complete subscription process, then receive a verification email

  1. ______

–Receive emails until indicate otherwise

•Explanation at bottom of email of how to opt-out

  1. ______

–Junk e-mail

MOST COMMON USES OF EMAIL MARKETING

•Announcements

•Newsletters

•Bulletins

•Suggestion selling

•Reminder service

•Handling requests

•Obtaining feedback

•Order confirmations

ADVANTAGES AND DISADVANTAGES OF ______MARKETING

ADVANTAGES / DISADVANTAGES
•______
•Little time & effort
•TIMELY
•Doesn’t require much planning
•Example: Sending customers a notice of tomorrow's sale
•Personalized/______messages
•Can track user engagement / •Hard to manage customer ______
•Undeliverable e-mail
•Low ______
•Spreading viruses
•Battling filters
•Angry ______

PLAIN ______VS.______

PLAIN TEXT / HTML
CONSIST OF ______ON A SCREEN
•______emails are plain text
•Successful plain text emails need proper formatting:
•______are separated by lines
•Text is justified ______/ HYPERTEXT MARKUP LANGUAGE: CODE USED TO CREATE ______
•Creates e-mails that have:
•Colorful ______
•Graphics
•Animations
•Sound
•Takes ______for HTML e-mails to load
•Not all e-mail clients ______HTML

CAPABILITIES OF EMAIL

•NON-INTERACTIVE CONTENT (______)

–Cannot link to other locations within the e-mail

•______TO OTHER PLACES ______EMAIL

–Hyperlinks: link a word or graphic to another place within the e-mail

•LINKS TO ______

–Hyperlinks: link from email to a web site

•ATTACHMENTS

•______MEDIA

–Email delivers sound and/or video

–Media is “streaming” (moves in a continuous flow over the Internet)

–DISADVANTAGES:

•______

•REQUIRES RECIPIENT TO HAVE A HIGH-SPEED ______CONNECTION

______OF EMAIL

•INDIVIDUALIZED ______

–Individual e-mail address in the “To” field

–Helps businesses to personalize

•Recipients feel that they’re the only ones receiving the e-mail

•______

–Personal information (name, purchasing history) in email

–Software can do this easily

•______

–E-mail software can perform certain functions

•Example: Send personalized e-mails to entire customer list at specified times

•______

–If someone emails a specified e-mail address, autoresponder replies

–Saves money and time

•Example: Confirm orders and newsletter subscriptions