University:
California State University, Northridge
Course:
SCM 442 | Business to Business Marketing
Academic year:

2021
Views:

181

Pages:

1
Author:

5prinzg1s

CHAPTER 8 ANSWERS (DIGITAL MARKETING) 1. After a B2B services company closes a deal with Company X, email marketing may still be useful for purposes of training the employees within Company X 2. A B2B services company is likely to use email marketing to engage in lead nurturing 3. 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 triggered email 4. Email marketers can target different segments by both of the options changing portions of content for each segment within an email sending emails only to specific segments of the email list 5. Email marketing can be especially effective for a search engine like Kayak or Expedia because it typically has information about deals that might interest its customers 6. 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 targeting emails to the right users based on their ongoing behavior 7. The primary advantage of a short email sign-up form is that it attracts a higher volume of sign-ups than a longer form 8. Retail websites can most advisedly grow their email list by allowing customers to sign up for the email list during the checkout procedure 9. To determine the winner of an A/B test on a subject line, an email marketer should use the open rate 10. Why should email marketers remove from their email list any consumers who have not opened an email for several months? Including these recipients puts the company at risk of being blocked by spam filters

Chapter 8 Digital Marketing Answers

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