Learn how to optimize eMail to connect with customers and build relationships and sales.

1. Direct Email Marketing
Anthony Coffman
Liam Keohane
Lindsay Patrick
Greg Rodenfels
Dan Schaffer
Terry Stewart
“Top 10 Things You Should Know About Email”

2. AIDA Strategy
• Attention-the first part of your write-up
grabs the readers' attention.
• Information-the second part gives them
information.
• Desire-the third part makes them desire
your product.
• Action-the fourth part spurs them to action
making them reach for their credit card
and buy your product.

3. Email Capabilities
• Interactivity-two-way, rather then one way
communication
• Rapidity-a message can travel swiftly from
marketer to consumer, providing quick
feedback
• Reach –provides good reach since a large
proportion has an email address

4. Permission Marketing
• Types
-Opt-out
-Opt-In
-Double or confirmed Opt-In
• Benefits
-Message Relevance
-Monetary Benefit

5. How To Utilize Email

6. Subject line
• Make the subject line the headline
• If the subject line is strong, crisp, and
compelling, they'll open your email
• Good keywords to put in a subject line:
-Free
-Sale
-% 0ff
• Be creative

7. Professional Email Signature
• Every time you send a business email, you should
include a professional signature at the bottom
• Signature should include:
- your name
- business name
- full web address
• Free advertising for you
• Provides instant access to your contact information

8. Signature Examples
Irene J. Dickey
Lecturer
Director P&G Marketing Challenge
Marketing Club Faculty Advisor
Zeta Tau Alpha Faculty Advisor
Miriam Hall 609
Dept. of Management & Marketing
School of Business Administration
University of Dayton
(937) 229-2025
(937) 229-3744
irene.dickey@notes.udayton.edu
Gregory J. Rodenfels
University of Dayton
rodenfgj@notes.udayton.edu
(440) 382-1649

9. Find an Affiliate
• Aka signature buddy
• Allows you to reach more customers
• Have someone to include your web address
below their own signature every time they
send an email
• In return, do the same for them
• Benefit = Both get free advertising

10. Create a News Letter
• Time consuming but worth the effort
• Used to promote products and services
• Can hire a free lancer

11. Send Coupons
• Who doesn’t like saving money?
• Send coupons on a regular basis
• Promotional tool to increase business and sales
• Good Examples
–Eddie Bauer
–J Crew
–Barnes & Noble

12. Examples

13. Send Thank You Notes
• Send thank you notes to your customer
through email after a sale
• Polite gesture
• Internet marketing at its finest
• Shows sincere appreciation

14. Homework
• Joel Book
• Went to MarketingSherpa’s Email Summit
• “Email marketers are being challenged to do
more with less.”
• Webinar on Gordman’s (Retailer)
-April 1
-Have to register on Exact Target’s website