Using Permission-Based Email Marketing to Create Loyal Customers and Increase Revenue (CTGE 442J, CEUs: 0.7)

NOTE: Fall 2003 was the last semester of the
Enterprise and E-commerce Management Program

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Using Permission-Based Email Marketing to Create Loyal Customers and Increase Revenue (CTGE 442J, CEUs: 0.7)

Building customer loyalty is key to the ongoing success of any company. Loyal customers provide ongoing revenue as well as referrals to new customers. Customer loyalty can be built in part by providing useful and timely information to one's customers, to assist them in making informed choices. Email is an increasingly important method for delivering relevant information to customers and prospects.

This course will teach attendees effective permission-based email marketing, which, simply, is the delivery of requested, relevant, personalized, and timely information via email. The course will cover messaging strategies, best practices, message personalization and targeting, lessons learned from early and current email marketers, and will illustrate points with good and bad examples of email marketing from well-known companies.

While there are certainly challenges in using email to induce positive rather than negative responses, it can be very effective for building customer loyalty and for helping to achieve business goals. With the rapid growth of the Internet the ability to realize true 1 to 1 marketing is becoming a reality. Email marketing, along with techniques such as website personalization and mass customization, is an important and effective 1 to 1 marketing tool.

This course is particularly relevant given the ever-increasing worldwide usage of email. The high growth rates of email usage over the past few years will continue for the foreseeable future, domestically and internationally. Also, revenue for email marketing services and technology is predicted to grow from $2 billion in 2001 to over $7 billion in 2005. Email marketing is a business with huge potential.

Activities include interactive discussions that relate course material to attendees experience and interests, demonstrations of email marketing applications, and individual homework assignments. Expect 2-4 hours of outside class time to complete homework assignment.

Required reading: None.

Prerequisites: At least 3 years of business experience and experience using email and websites for personal or professional purposes. Interest in the marketing and/or technology underpinnings of email marketing. This course will interest small and large business owners as well as employees whose businesses are using, or considering, email marketing.

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