Chapter 8 Email Marketing

Chapter 8: Email Marketing QUIZ: 1. Retail websites can most advisedly grow their email list by a. allowing customers to sign up for the email list during the checkout procedure 2. The primary advantage of a short email sign-up form is that a. it attracts a higher volume of sign-ups than a longer form 3. Email marketing can be especially effective for a search engine like Kayak or Expedia because a. it typically has information about deals that might interest its customers 4. A B2B services company is likely to use email marketing to a. engage in lead nurturing 5. Email marketers can target different segments by a. changing portions of content for each segment within an email AND sending emails only to specific segments of the email list 6. A company sends out a broadcast email to its entire email list informing the list about Black Friday deals. At 6:00 pm on Black Friday, the company sends out an email only to members of its email list that (1) clicked on the previous email and (2) did not make a purchase. This second email is an example of a. A triggered email 7. To determine the winner of an A/B test on a subject line, an email marketer should use a. The open rate 8. Why should email marketers remove from their email list any consumers who have not opened an email for several months? a. Including these recipients puts the company at risk of being blocked by spam filters 9. After a B2B services company closes a deal with Company X, email marketing may still be useful for purposes of a. training the employees within Company X 10. If an email marketer has a good email list and lots of information about the users on this list, marketing automation would be useful for a. targeting emails to the right users based on their ongoing behavior Irene’s Notes: - - Know that email is almost always an omni-channel strategy, also inbound EMAIL SPAM vs EMAIL MARKETING - BLACK HAT SHOULD NOT BE USED - similar to how SE web crawlers scour the internet for content, black hat email spammers can use the same process to look for email addresses. - White Hat- good strategy - OBTAIN EMAIL LIST – how? - Obtain address from customer - Permission & Opt-in!! Spam filters: look for- All CAPS - Spammy content - steroids, Viagra, “natural male enhancement,” free - High image/content ratio - offering spammy content by making it an image of the words rather than making it text that the email filters to be spam - Poor html coding - Too many exclamation marks Email Parts: - SUBJECT LINE - Straightforward, descriptive - Avoid always / often selling – WHY? - AD COPY - Appropriate format (images vs. text) - Test and link - UNSUBSCRIBE - Easy to find - Collect additional info.– SUCH AS? Triggered Emails: - ABANDONED CART - Remind customer of product - Offer coupon? - IN-STORE PURCHASE - Receipt - Complementary products - PAST PURCHASE - Provide a review - Provide feedback on shopping experience SENDING EMAILS TO CUSTOMERS WHO PLACED AN ITEM IN THEIR ONLINE SHOPPING CART BUT DID NOT COMPLETE THE TRANSACTION IS LIKELY THE HIGHEST ROI INTERNET MARKETING ACTIVITY A COMPANY CAN ENGAGE IN. SOFT BOUNCES - indicate a temporary delivery issue to an address and are handled differently - Mailchimp allows up to 15… - Mailbox is full (over quota) - Recipient email server is down or offline - Email message is too large A HARD BOUNCE occurs when the message has been permanently rejected either because: - The email address is INVALID - The email addresses doesn’t EXIST