7. Emailing

Email Marketing

All the marketing uses of emailing to promote products or services by directly reaching users via their email address.

Objectives of Email Marketing Campaigns

Traffic acquisition and conversion, including announcing new products and inviting participation in events.

Newsletter

Sent periodically to provide the latest news of the company and to encourage brand loyalty.

Opt-in

Active consent from the owner to use their email address for specific marketing purposes.

Spam

Unwanted and abusive messages sent by a sender who has not obtained opt-in consent from the recipient.

Database Creation Sources

Includes internal sources like newsletters and loyalty cards, and external sources like free lists or purchased databases.

Legislation on Email Marketing

Requires explicit consent from citizens before companies use their personal data, as stated in GDPR 2018.

Call to Action (CTA)

A prompt to encourage a user to take action, designed to be prominent and linked correctly.

Preheader

A line of text that follows the subject line in the inbox overview, designed to encourage opening the email.

Engagement Metrics

Includes deliverability rate, open rate, clickthrough rate, and click-to-open rate, used to measure campaign success.

RACE Model

A framework for defining marketing goals: Reach, Act, Convert, Engage.

Personalization in Email Campaigns

Tailoring content based on customer profiles, previous purchases, or significant events to increase engagement.

Dynamic Personalization

Real-time changes in email content based on the context and situation of the recipient.

Email Content Structure

Must include a good balance of text and images, structured ordering of ideas, and concise language.

Segmentation

The process of choosing specific target audiences for personalized email campaigns based on characteristics.

A/B Testing

A method of comparing two versions of an email to determine which performs better before sending to the majority.

Visual Elements in Email

Includes the use of images, GIFs, and videos to increase engagement, with emphasis on high quality and relevance.

Footer in Emails

Typically includes unsubscribe links, contact information, legal notices, and links to social networks.

Email Open Rate

The percentage of emails opened compared to the number delivered, used to measure the effectiveness of an email campaign.

Email Clickthrough Rate (CTR)

The ratio of users who click on a specific link compared to the total emails delivered.

Content Strategy for Emailing

Defines the goals of messaging, target audience, editorial charter, and adherence to rules for form and substance.