6. Email Marketing

What is email marketing?

Using email to promote products, share information and build customer relationships.

What is an email marketing strategy?

A plan for sending relevant emails to achieve specific marketing objectives.

What is an email list?

A collection of email addresses belonging to people a business can contact with appropriate permission.

Why should a business segment its email list?

To send more relevant messages to different customer groups.

What is email personalisation?

Tailoring email content to an individual's details, interests or behaviour.

What is an email subject line?

The text describing the email's topic that recipients see before opening it.

What makes a good email subject line?

It is clear, relevant and interesting without being misleading.

What should effective email content include?

A clear message, relevant information, useful content and a suitable CTA.

What is an email CTA?

A link or button encouraging the recipient to take a specific action.

What is an email campaign structure?

The planned sequence, timing and content of emails in a campaign.

What is email marketing automation?

Automatically sending emails when specific conditions or customer actions occur.

What is a welcome email?

An automated email introducing a business to a new subscriber.

What is a promotional email?

An email advertising a product, service, discount or special offer.

What is a reminder email?

An email reminding customers about an event, offer or unfinished action.

What is a follow-up email?

An email sent after an earlier interaction to encourage further engagement.

What is an abandoned cart email?

An email reminding customers about products left in an online shopping cart.

What is a customer journey email?

An email designed for a particular stage of the customer's relationship with a business.

What is email open rate?

The percentage of delivered emails recorded as opened.

What is email click-through rate?

The percentage of delivered emails that receive at least one click.

What is email conversion rate?

The percentage of recipients who complete the desired action.

What is email engagement?

The way recipients interact with emails, such as opening and clicking links.

Why is email segmentation important?

It improves relevance and can increase engagement and conversions.

Why should email marketing use permission-based lists?

It respects privacy, builds trust and supports legal compliance.

What is an unsubscribe link?

A link allowing recipients to stop receiving marketing emails.

How can a business improve email engagement?

Use relevant content, personalisation, clear subject lines and strong CTAs.