12. Email Marketing

What is email marketing according to AMA’s definition?

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How many principles of email marketing are there?

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What are the 3 principles of email marketing?

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What is the Initiate principle?

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What questions should the Initiate principle answer?

What is the Iterate principle?

What question should the Iterate principle answer?

What is the Integrate principle?

How many stages are in the email marketing process?

What is Stage 1 of the email marketing process?

What is Stage 1: Data about?

What should be avoided in email marketing?

What can be flagged as spam by spam filters?

So, what should you avoid?

How to avoid spam in regard to the subscriber list?

Is relevance a factor in avoiding spam?

To avoid spam, the email marketing should stay relevant. True or false?

What email address should you use to avoid spam?

To avoid spam, do not buy or share lists. True or false?

What is the goal of subscriber management?

What does data collection help you do?

Give examples of offline data collection.

Give examples of online data collection.

What data collection example is mentioned in the PowerPoint?

What happens when users come onto the Okabashi homepage and start exploring the website further?

When does this nonintrusive pop-up appear?

For every 100 unique visitors, how many unique email sign-ups did the automatic sign-up form generate?

After browsing for 5 more pages, what popped out again?

When this happened, how many unique visitors filled out the form this time?

In subscriber management, what should you do when you are segmenting your target audience?

What do these defining features include?

What should you do for data management?

What is Stage 2 of the email marketing process?

What is Stage 2: Design and Content about?

What are parts of the email interaction process?

What kind of zone is a website?

A website is a public zone. What does this mean?

What kind of zone is a social network?

A social network is a social zone. What does this mean?

What kind of zone is an email?

An email is a personal zone. What does this mean?

How to make compelling email copy?

What is the key in making compelling email copy?

Subject line is the key. So, what should you do?

How can you test your subject line?

What key features affect engagement?

What are features of a poorly designed email?

What are features of a well-designed email?

Can you use both text and images in your email copy? If yes, what should you do?

How should images be used in an email?

For imagery, what should you keep in mind?

Keep in mind that some email clients may not automatically display images. As a result, what is important to do?

What is Stage 3 of the email marketing process?

What is Stage 3: Delivery about?

What does ESPs stand for?

What are email service providers (ESPs)?

What are popular ESPs?

What are the benefits of ESPs?

When are people most likely to open an email? What is the recommended time frame?

When are people most likely to open an email for B2B?

When are people most likely to open an email for B2C?

What is Stage 4 of the email marketing process?

What is Stage 4: Discovery about?

List email marketing metrics.

Open Rate

Total Opens

Unique Opens

Click-Through Rate (CTR)

Click to Open Rate

Conversion Rate

Unsubscribes

Bounce Rate (Overall)

What are the two types of bounce rates?

Hard Bounces

Soft Bounces

Imagine you are a digital marketing analyst at a fictional company, "DigitalWiz." You recently conducted an email marketing campaign to promote a new product launch. You have received the email campaign data, and your task is to calculate specific metrics for analysis and discussion. Below is a summary of the email campaign data for a single email sent to a list of 5,000 subscribers. Use this data to perform calculations and answer the following questions:

• Total Emails Sent: 5,000

• Total Opens: 1,100

• Unique Opens: 900

• Total Clicks: 165

• Unique Clicks: 120

• Unsubscribes: 50

• Hard Bounces: 30

• Soft Bounces: 70

Calculate the open rate as a percentage.

Calculate the click-to-open rate as a percentage.

Calculate the unsubscribe rate as a percentage.

Calculate the overall bounce rate as a percentage.

Calculate the hard bounce rate as a percentage.

Calculate the soft bounce rate as a percentage.

For subscriber data, what should you make sure to do?

How can you engage your target audience?

What should you avoid?

What can your ESP help you with?