Digital Marketing Final Exam Study Guide

Digital Marketing Final Exam Study Guide Chapter 8: What is Email Marketing (EM)? - A structured, systematic process that is one of the most successful channels for delivering highly relevant marketing communications to targeted subscribers What is Spam? - SPAM - Unsolicited or bulk email that consumers did not ask for - Spam really is in the eye of the beholder - a consumer decides what's spam for him/her Why is email one of the most important digital marketing channels? - While digital landscape keeps evolving, email has remained steadfast. # email accounts worldwide is about 4 billion # of all the social media accounts combined worldwide is about 3 billion An email lands straight into a consumer's inbox What are the three basic steps involved in EM? - 1. Cultivate a list of email addresses ("Opt-in") 2. Optimize email content to maximize consumer response and ROI 3. Ensure that company emails arrive smoothly to areceipt's inbox (Working with Spam filters) What are spam filters and what do they do? - Spam filters are built-in features of email clients that block emails with features such as: -Image & text imbalance -high image to text ratio - Too much formatting - ALL CAPS!! - Atypical attachments - Obscene terms - crazy, free money!! What do you mean by email list capture? Know some methods that companies use to capture consumer emails. - Allows you to grow your subscriber list by collecting emailaddresses legally. - Pushing consumers to sign up -Allow Opt-in rather than Opt-out What is the difference between opt-in and opt-out? Is one strategy (pull vs. push) better than the other? Why? - - "Opt-in" is the process used to describe when a positive action is required in order to subscribe a user to a newsletter list, for example. "Opt-out" on the other hand means that a user can be signed up much more easily and he needs to be given the possibility to opt-out easily. - The primary difference between push and pull marketing lies in how consumers are approached. In push marketing, the idea is to promote products by pushing them onto people. ... On the other hand, in pull marketing, the idea is to establish a loyal following and draw consumers to the products. What is the difference between single and double opt-in? What are the pros and cons of each? - A single opt-in is a one-step process and only requires a person to enter their email address one time in the signup box on a website. No confirmation is required, and they immediately become a subscriber. A double opt-in involves a two-step process where a person first enters their email in the signup box and then must click on a link in a confirmation email Why would a customer opt-in for EM? List some incentives. - -INCENTIVES -Discounts -Coupons -Online contest or giveaway -Free ebook or whitepaper -Online webinar What are some of the recommended ways to build a subscriber list for EM? Which methodsshould be avoided? - -Collect email addresses at trade shows and other events -Include social sharing buttons on emails -Include "Email to friends" button on emails -Email lists for sale -- faster route to Spam traps -- not recommended! -Don't buy or share lists -your email list is your Intellectual Property (IP) What is an ESP? Name some ESPs. What are the advantages of using them? - Third party email platforms (Email Service Providers, ESPs) -Constant Contact - Mail Chimp -Vertical Response Ex. In-house or Internal e.g., O Advantages: -Help in collecting and storing email addresses -Creating (attractive templates) emails -Distributing emails (security benefits) -Segmenting email lists -Testing email varieties -Reporting performance -Easy to learn What are some good practices for email subscriber management? - - Stay relevant and prune your list periodically -Quality over quantity10,000 subscribers with 1% interaction rate vs. 1,000 with 30%? How do companies decide on email content? - 1. What to send? -Email campaign goal decides your CTA -Content type 2. Whom to send? -Mass or broadcast email -Segmentation 3. When to send? 4. How often to send? What are the different types of goal-driven emails? Know with examples. - Goal-driven (Firm perspective) -Online Retail -- GOAL is conversion ex. loft -Lead Generation -- GOAL is generating a lead ex. Wyndham rewards -Search Engines -- GOAL is brand salience (top of the mind for consumer) ex. -Online Media -- GOAL is consumer engagement through time spent on the website ex. readers digest -Online B2B Services -- GOAL is relationship building, lead nurturing ex. hubspot What are the three specific consumer aspects to be kept in mind while designing an email? - Relevancy - Sender familiarity - work priorities - personal priorities -Location -Device (Mobile) Timing - Time of the day -- earl evening -Regular business hours -Weekday or weekend Frequency - Daily, weekly, or monthly How is consumer segmentation and targeting achieved under EM? - -Refresh your segments periodically and reapply relevant segmentation criteria. -Market segmentation and targeting refer to the process of identifying a firm's potential customers, choosing the customers to pursue, and create value for the targeted customers. It is achieved through the segmentation, targeting, and positioning (STP) process. What is the difference between broadcast and targeted emails? Which is better? - -A broadcast message is a single message that is sent to an entire list of people at the same time. ... A broadcast is generally the best option when you need to send the same message to everyone at the same time -A targeted email is a personalized message sent to a particular segment of your mailing list. Such emails are highly customized; they deliver relevant offers which bring value to subscribers. -Targeted has a higher conversion and open rate