HubSpot Email Marketing Certification exam study guide fully solved(with expert solutions)2024 latest update(download to pass)

Traditional marketing Companies focus on finding customers by getting their marketing message in front of as many people as possible. Channels like billboards, TV ads, and cold calling. 2 fundamental problems: -technology is making these techniques less effective and more expensive -traditional marketing is interruptive and marketer-centric Inbound marketing Alternative to interruptive or outbound marketing. -All about empowering visitors, leads and customers with helpful, relevant content that provides value -About starting a conversation to pull people in Inbound methodology 1) Attract--blogging, optimizing website, and social media 2) Convert--gathering contact info through landing page 3) Close--email and CRM 4) Delight Email database Valuable asset for your business -ROI of 38-to-1 -if abused, can cause damage to your company in lost opportunities, lost trust, and a bad reputation Email marketing Email is the de-facto way that people get things done -average person checks email 74 times a day -54% of emails opened on mobile -direct 1:1 relationship with your readers, one based on explicit permission -*is measurable--measure repeat, sustained user attention Email compared to social media or organic search It is permission-based in a more meaningful way than social media or organic search -getting an invite into a person's inbox Core principles of email marketing 1) The rise of mobile devices 2) The significance of segmentation 3) The power of personalization 4) The impact of data-driven analysis and optimization Rise of mobile devices Email has to be mobile-optimized to be effect -81% of smartphone users say email is the most popular activity they use their phone for -41% of readers said they wanted emails that can clearly be read on smartphones Segmentation Will determine if you can successfully send the right person the right message at the right time. -63% of people agree that marketing emails include no content or offers of interest to them Personalization 94% of businesses say personalization is critical to success -has been shown to increase email engagement -creating a contextualized and deeply individual experience for your recipients -email is positioned to allow your business to send a personalized message -behavioral email Behavioral email Attach email to a contact database. You can personalize your email sends by sending them in response to specific activities and actions a user has done. Analytics The engine that powers the growth of your business -Allows you to hypothesize, test, identify trends and then optimize and improve your marketing -Track the metrics that matter, learning what they indicate about the success of your program, and how to use those metrics and what they signify to optimize and improve your email marketing Successful email marketing programs 1) Stakeholder buy-in and commitment 2) Software 3) An understanding of email's role in their business Stakeholder buy-in Your team has to believe that email can drive growth for your business. -gets you TIME* -will be important for LT maintenance of your database--improve effectiveness of email over time, use personalization to send targeted messages, and drive deliverability score high so your emails end up in people's inbox -help you align entire company Software You will need SOME email service provider that you can use to send one-to-many emails. Recommended features: -connected to a contact database that tracks both the qualities and behaviors of your contacts -ability to analyze the success of your email sends (deliverability, engagement, and ROI) -able to send automated emails based on user activity -email solution should have landing pages and forms to generate new leads Contextualize email marketing along other channels Must understand when to use email. Education and analysis are your best weapons against sending emails that people don't want to receive. Lifecycle marketing Term given to how you communicate with your contacts--from their first point of contact all the way through their lifespan as a paying customer. -Customers are at different stages of their lifecycle -Framework for deciding why you are sending an email, who should receive it, what you want them to do, and how you will measure your success Why is email marketing an important part of closing leads? You can share valuable, relevant content to guide these leads through their path to purchase until they become a customer. Consequences to ignoring where you leads are on their path to purchase Most of your new leads won't be ready to purchase you product. 73% of leads not sales-ready when first generated. -Email is one of the most effective ways to nurture leads -It's not worth marketing to leads who won't pay for or won't see value -- too expensive! -******56% of US email users unsubscribe from a business email bc of content that is no longer relevant Email can align marketing and sales team The emails you send will direct people toward different goals: download this offer, attend this trade show, sign up for this free trial. -Marketing can learn a ton from sales (what message resonates, challenges/pain points, offers that generate ideal customers, what content to create) -Through emails, you'll learn relevant info about consumers that is valuable for your sales process Happy customers Can be an instrumental part of growing your business -sell your vision/product -worth up to 10x as much as their first purchase Email benefits -Create a more consistent experience -Align the pre-purchase and post-purchase experience with your customers -Improve revenues