Advanced Email Marketing Flashcards
What 2 factors are key for email relevance to your audience?
- ) Segmentation
2. ) Personalization
Does email offer a high ROI?
Yes
Is email good for relationship-building?
Yes
Why is email becoming easier to use?
- ) Improved technology
- ) Improved data
- ) Marketing automation
Which is better at acquiring new customers - email or social media?
Which channel has the lowest cost per acquisition?
Does email or social media produce more long-term customers?
Which marketing channel has the highest ROI?
Are people more likely to open emails from a person or a company?
Person
Is using a person as the email sender, is it best to include the sender name alone or with the brand name?
Individual name + brand name is better than name alone (maintain consistency in the sender name and include brand name for immediate credibility)
Should you send emails from multiple individuals in the brand?
No. Use one.
What is the most influential factor to recipients opening an email?
Subject line
What is the optimal length of an email subject line?
5-7 words (40-50 characters)
What three factors should you take into consideration to create a good email subject line?
- ) Personal
- ) Relevant
- ) Timely
(PRT)
Should the subject line communicate the email contents or the benefits to the user?
Benefits
At what length does iphone cut off subject lines?
35 characters
Should you look at engagement rate when testing subject lines?
Engagement rate and open rate
Do the number of characters and words of a subject line influencer open and click rates?
No (studies are inconclusive)
What 5 factors influence open and click rates?
- ) Industry
- ) Words used in the subject and email
- ) Send rate
- ) Offer
- ) Segmentation
Do more emails sent reduce open rates?
Yes
What is the impact of segmentation?
- ) Personalization
2. ) Higher open rates
What types of words in the subject line underperform?
- ) Too salesy or hype
- ) Emojis
- ) Generalizations (not personal)
Which is more important day/time sent or segmentation/content?
Day and time do not make that much of an impact. Segmentation, personalization (use of recipient name or product name) and content matters more.
Does design and structure of the email impact engagement rates?
Yes
What format for emails work best?
Single column (especially for mobile)
What is the ideal width for an email?
500-650px
What is the key to picking the right image?
- ) Align with message
2. ) Communicate a benefit or idea
What 8 tips should you keep in mind for images?
- ) Forefront images only
- ) Don’t use background images
- ) Alt text for images
- ) Keep image file small
- ) Useh high contrast backgrounds
- ) Images should not make up more than 30% of email
- ) Include CTA and messaging in the image
- ) Scale images to 600 px
What percent of emails are read without images?
About 43% (users will disable images to see emails over a poor connection)
What is the inverted pyramid for emails?
- ) Image at top
- ) Headline
- ) Content
- ) CTA (in center; like a pyramid)
What is the Facebook text rule?
20 percent of text on an image
What is a preheader?
- ) 100 characters or less
2. ) Displayed in the email preview
What size should your headline be?
22px
What size should your subheadings be?
18-20 px
What size should your body copy be?
13 px
What is email hierarchy?
Displaying the most important content higher up/first
What does white space do in an email?
Help to make points easier to read
What is the minimum size that a CTA button should be?
45 x 45 px
Why should you use a consistent color scheme?
- ) Creates brand recognition (80% more brand recognition)
2. ) Triggers emotional associations
What are the three types of color palettes?
- ) Analogous - Colors next to each other in the color wheeel (i.e., analogous means next)
- ) Monochromatic - start with one base color and extend to different shades and tones (e.g., mono = one)
- ) Complementary - Colors in striking contrast
Think: MAC cosmetics
By what percent does white space increase readability?
20%
What is the ideal sentence length in an email?
50-70 characters
What is the ideal space between elements?
40 - 60 px
Is knock-out text easy or hard to read?
Hard (decreases legibility)
Should text be left, center or right-aligned?
Left-aligned
What types of fonts should you use in an email?
- ) Arial
- ) Times New Roman
- ) Verdana
- ) Calibri
Don’t use handwriting. Use one font style for consistency and easy readability.
What is the best use of San Serif?
Headlines
(Arial, Helvetica, Sans-serif)
Sans-serif fonts are great for emails. Easier to read. Not signature-like.
When should serif be used?
For block copy
Times New Roman, Serif
Are Google Fonts good for legibility?
Yes. Good for emails and web pages.
http://fonts.googleapis.com
What font does Apple Mail use?
Helvetica (San Serif)
Think AH (your initials)
What font does MS Outlook use?
Times New Roman (serif)
Think OT
What font does Gmail use?
Arial
Think GA - like General Assembly
What type of emails are used for wearables?
Plain text (links are gray text)
Which type of email receives the highes read rate and least deletion rate?
Post-purchase emails (completed purchase, order confirmation, receipt, shipping costs and taxes)
Do newsletters have a high or low read rate?
Low read rate because more generic and typically get high spam, complaint and deleted
Should you use multimedia to engage?
Yes. Our brains process images 60,000x faster than text.
Images go into long-term memory and words go into short-term memory.
Do videos in emails have higher performance?
Yes (Higher CTR, open rate; stay on site more; reduced unsubscribed)
Can you use a GIF in an email?
Yes. The file size is small and can communicate more than an image. Put a play button on it.
How do you calculate potential list asset value?
Lifetime customer value x (number of subscribers - non-customers) = Potential list asset value
Note: Calculating the value of potential customers that are subscribed to your email list (why noted as potential list asset value instead of list asset value)
How is list churn rate calculated?
(Unscubscribers+Hard Bounces+Spam Complaints)/Total List Size
What is email list churn rate?
The percentage of subscribers that leave your email list (unsubscribe, hard bouce, SPAM complaint)
How can you reduce email list churn rate?
- ) Double opt-in (more likely to be engaged)
- ) Preference management - allow users to reduce/control frequency
- ) Don’t send too many emails
- ) Segmentation based on interests/loyalty/recent purchase or usage
- ) Split list into engaged and unengaged
- ) Ask for feedback (surveys, etc.)
- ) Keep contact information updated
What types of personalization can you do via email?
- ) Demographics
- ) Expressed interests/preferences
- ) Behavior-based interests (past transactions/usage) to share/cross-sell similar/recommended content/products/services
- ) Milestone occasions (birthdays, holidays, anniversaries, etc.)
What are two powerful tactics to engage users with your email content?
- ) Recognition - loyalty, amount spent, years with brand, milestones (birthdays, anniversary, thank you (belonging), etc.)
- ) Rewards - amount spend, years with brand, referrals, special access (previews, exclusive access)
What percent of email revenue is generated by automated, triggered messages?
75% (automation is the way to go because more likely to send messages based on the customer’s stage in the lifecycle)
Which type of email typically generates higher open rates - welcome email or e-newsletter?
Welcome emails (higher open rates and revenue)
What is an auto-responder?
Automatic, triggered email that is based on the user completing a certain action on the website or released on a certain event or date
> > E.g., welcome email, thank you email, cart abandonment email, product recommendations, rewards, recognitions, reminders, birthdays, anniversaries, re-engagements, closing emails
> > simpler form of automation
> > Trigger emails based on user action have higher open rates, CTRs, CTO and lower spam complaint rates
What is an auto-responder?
An autoresponder is simply an email that is sent as an automated response from direct action by a subscriber
• It is typically the receipt or confirmation email
What is a landing page?
Standalone webpage
Drives user to complete desired action
Campaign specific
What are the 4 different types of landing pages?
- ) Click-through page (offers a single CTA button and value proposition copy)
- ) Lead gen page (secures content information, clear headline, subheading, body copy and CTA, privacy policy)
- ) Squeeze page (need to input email to move on, smaller commitment than lead gen page to get report or offer)
- ) E-commerce page (product page that has been customized for campaign; can also be website pages; only one product featured)
Outside of the CTA, what additional link is okay to be on a landing page?
Privacy policy link (there should be no distractions with any other content or links on the page; doesn’t have multiple conversion points)
Note: Hero images can be distracting (test)
How do people typically read a landing page?
Z pattern
> > Start at top and looking from left to right, then move to bottom left corner and look to the right corner
How do people respond to images of people on a landing page?
They look at their eyes and follow where they are looking
Tip: Have the image of the people looking toward your CTA button placement (or faces positioned towards it); if they are looking straight ahead - have the button below them
How should the color read be used?
As a CTA button color or to highlight a specific item
> > Elsewhere it causes friction and is a distraction as text or background colors
How does contast help on landing pages and in emails?
> > It draws the user’s attention to the high contrasting color and makes it easier to read text.
> > White space can be used around an item to highlight it.
What should call to action buttons do?
Give action-oriented, specific direction (ideal to show benefit/how helps achieve goal)
What is an email preflight strategy?
Before launch of the email, determine:
- ) Business goals,
- ) Audience (segment list if possible; what is there context - geo, time to send, device likely to open on),
- ) Objectives (actions trying to get them to do) and measurement
- ) Where email sits in lifecycle
- ) What you are promoting
How do you see UTM performance in Google Analytics?
Apply Campaign as a secondary dimension
Should you check to make sure that a plain text version of your email is available before launch?
Yes
If you are building an email specifically for mobile, what size should it be?
Between 320-550 pixels
Who is GDPR applicable to?
- ) Anyone in or outside of the EU
2. ) Anyone processing EU personal data
What are the rights of the consumer under GDPR?
- ) Data Activities - get information on what data has been captured, stored and how used
- ) Data Portability - they can get the data sent to them in a machine-readable format
- ) Right to be Forgotton (request to be completely removed and deleted from records)
Can you bundle consent under GDPR?
No
e.g., they are completing a purchase and in order to finalize they are automatically opted-in to e-newsletter
Do businesses need to secure explicit/express consent under GDPR?
Yes
Should terms and conditions and privacy policy be provided with registration forms?
Yes
Do businesses need to capture and maintain proof of user consent?
Yes
What 5 types of information do businesses need to capture to show proof of consent?
Fields (5):
- Who consented (subscriber name)
- Date consent provided
- What they consented to
- Where they consented (web form, Facebook, checkout, etc.)
- When consent was withdrawn
