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OMCP Digital Marketing Exam > Advanced Email Marketing > Flashcards

Advanced Email Marketing Flashcards

1
Q

What 2 factors are key for email relevance to your audience?

A
  1. ) Segmentation

2. ) Personalization

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2
Q

Does email offer a high ROI?

A

Yes

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3
Q

Is email good for relationship-building?

A

Yes

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4
Q

Why is email becoming easier to use?

A
  1. ) Improved technology
  2. ) Improved data
  3. ) Marketing automation
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5
Q

Which is better at acquiring new customers - email or social media?

A

Email

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6
Q

Which channel has the lowest cost per acquisition?

A

Email

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7
Q

Does email or social media produce more long-term customers?

A

Email

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8
Q

Which marketing channel has the highest ROI?

A

Email

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9
Q

Are people more likely to open emails from a person or a company?

A

Person

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10
Q

Is using a person as the email sender, is it best to include the sender name alone or with the brand name?

A

Individual name + brand name is better than name alone (maintain consistency in the sender name and include brand name for immediate credibility)

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11
Q

Should you send emails from multiple individuals in the brand?

A

No. Use one.

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12
Q

What is the most influential factor to recipients opening an email?

A

Subject line

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13
Q

What is the optimal length of an email subject line?

A

5-7 words (40-50 characters)

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14
Q

What three factors should you take into consideration to create a good email subject line?

A
  1. ) Personal
  2. ) Relevant
  3. ) Timely

(PRT)

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15
Q

Should the subject line communicate the email contents or the benefits to the user?

A

Benefits

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16
Q

At what length does iphone cut off subject lines?

A

35 characters

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17
Q

Should you look at engagement rate when testing subject lines?

A

Engagement rate and open rate

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18
Q

Do the number of characters and words of a subject line influencer open and click rates?

A

No (studies are inconclusive)

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19
Q

What 5 factors influence open and click rates?

A
  1. ) Industry
  2. ) Words used in the subject and email
  3. ) Send rate
  4. ) Offer
  5. ) Segmentation
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20
Q

Do more emails sent reduce open rates?

A

Yes

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21
Q

What is the impact of segmentation?

A
  1. ) Personalization

2. ) Higher open rates

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22
Q

What types of words in the subject line underperform?

A
  1. ) Too salesy or hype
  2. ) Emojis
  3. ) Generalizations (not personal)
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23
Q

Which is more important day/time sent or segmentation/content?

A

Day and time do not make that much of an impact. Segmentation, personalization (use of recipient name or product name) and content matters more.

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24
Q

Does design and structure of the email impact engagement rates?

A

Yes

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25
Q

What format for emails work best?

A

Single column (especially for mobile)

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26
Q

What is the ideal width for an email?

A

500-650px

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27
Q

What is the key to picking the right image?

A
  1. ) Align with message

2. ) Communicate a benefit or idea

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28
Q

What 8 tips should you keep in mind for images?

A
  1. ) Forefront images only
  2. ) Don’t use background images
  3. ) Alt text for images
  4. ) Keep image file small
  5. ) Useh high contrast backgrounds
  6. ) Images should not make up more than 30% of email
  7. ) Include CTA and messaging in the image
  8. ) Scale images to 600 px
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29
Q

What percent of emails are read without images?

A

About 43% (users will disable images to see emails over a poor connection)

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30
Q

What is the inverted pyramid for emails?

A
  1. ) Image at top
  2. ) Headline
  3. ) Content
  4. ) CTA (in center; like a pyramid)
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31
Q

What is the Facebook text rule?

A

20 percent of text on an image

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32
Q

What is a preheader?

A
  1. ) 100 characters or less

2. ) Displayed in the email preview

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33
Q

What size should your headline be?

A

22px

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34
Q

What size should your subheadings be?

A

18-20 px

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35
Q

What size should your body copy be?

A

13 px

36
Q

What is email hierarchy?

A

Displaying the most important content higher up/first

37
Q

What does white space do in an email?

A

Help to make points easier to read

38
Q

What is the minimum size that a CTA button should be?

A

45 x 45 px

39
Q

Why should you use a consistent color scheme?

A
  1. ) Creates brand recognition (80% more brand recognition)

2. ) Triggers emotional associations

40
Q

What are the three types of color palettes?

A
  1. ) Analogous - Colors next to each other in the color wheeel (i.e., analogous means next)
  2. ) Monochromatic - start with one base color and extend to different shades and tones (e.g., mono = one)
  3. ) Complementary - Colors in striking contrast

Think: MAC cosmetics

41
Q

By what percent does white space increase readability?

A

20%

42
Q

What is the ideal sentence length in an email?

A

50-70 characters

43
Q

What is the ideal space between elements?

A

40 - 60 px

44
Q

Is knock-out text easy or hard to read?

A

Hard (decreases legibility)

45
Q

Should text be left, center or right-aligned?

A

Left-aligned

46
Q

What types of fonts should you use in an email?

A
  1. ) Arial
  2. ) Times New Roman
  3. ) Verdana
  4. ) Calibri

Don’t use handwriting. Use one font style for consistency and easy readability.

47
Q

What is the best use of San Serif?

A

Headlines
(Arial, Helvetica, Sans-serif)

Sans-serif fonts are great for emails. Easier to read. Not signature-like.

48
Q

When should serif be used?

A

For block copy

Times New Roman, Serif

49
Q

Are Google Fonts good for legibility?

A

Yes. Good for emails and web pages.

http://fonts.googleapis.com

50
Q

What font does Apple Mail use?

A

Helvetica (San Serif)

Think AH (your initials)

51
Q

What font does MS Outlook use?

A

Times New Roman (serif)

Think OT

52
Q

What font does Gmail use?

A

Arial

Think GA - like General Assembly

53
Q

What type of emails are used for wearables?

A

Plain text (links are gray text)

54
Q

Which type of email receives the highes read rate and least deletion rate?

A

Post-purchase emails (completed purchase, order confirmation, receipt, shipping costs and taxes)

55
Q

Do newsletters have a high or low read rate?

A

Low read rate because more generic and typically get high spam, complaint and deleted

56
Q

Should you use multimedia to engage?

A

Yes. Our brains process images 60,000x faster than text.

Images go into long-term memory and words go into short-term memory.

57
Q

Do videos in emails have higher performance?

A

Yes (Higher CTR, open rate; stay on site more; reduced unsubscribed)

58
Q

Can you use a GIF in an email?

A

Yes. The file size is small and can communicate more than an image. Put a play button on it.

59
Q

How do you calculate potential list asset value?

A

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)

60
Q

How is list churn rate calculated?

A

(Unscubscribers+Hard Bounces+Spam Complaints)/Total List Size

61
Q

What is email list churn rate?

A

The percentage of subscribers that leave your email list (unsubscribe, hard bouce, SPAM complaint)

62
Q

How can you reduce email list churn rate?

A
  1. ) Double opt-in (more likely to be engaged)
  2. ) Preference management - allow users to reduce/control frequency
  3. ) Don’t send too many emails
  4. ) Segmentation based on interests/loyalty/recent purchase or usage
  5. ) Split list into engaged and unengaged
  6. ) Ask for feedback (surveys, etc.)
  7. ) Keep contact information updated
63
Q

What types of personalization can you do via email?

A
  1. ) Demographics
  2. ) Expressed interests/preferences
  3. ) Behavior-based interests (past transactions/usage) to share/cross-sell similar/recommended content/products/services
  4. ) Milestone occasions (birthdays, holidays, anniversaries, etc.)
64
Q

What are two powerful tactics to engage users with your email content?

A
  1. ) Recognition - loyalty, amount spent, years with brand, milestones (birthdays, anniversary, thank you (belonging), etc.)
  2. ) Rewards - amount spend, years with brand, referrals, special access (previews, exclusive access)
65
Q

What percent of email revenue is generated by automated, triggered messages?

A

75% (automation is the way to go because more likely to send messages based on the customer’s stage in the lifecycle)

66
Q

Which type of email typically generates higher open rates - welcome email or e-newsletter?

A

Welcome emails (higher open rates and revenue)

67
Q

What is an auto-responder?

A

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

68
Q

What is an auto-responder?

A

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

69
Q

What is a landing page?

A

Standalone webpage
Drives user to complete desired action
Campaign specific

70
Q

What are the 4 different types of landing pages?

A
  1. ) Click-through page (offers a single CTA button and value proposition copy)
  2. ) Lead gen page (secures content information, clear headline, subheading, body copy and CTA, privacy policy)
  3. ) Squeeze page (need to input email to move on, smaller commitment than lead gen page to get report or offer)
  4. ) E-commerce page (product page that has been customized for campaign; can also be website pages; only one product featured)
71
Q

Outside of the CTA, what additional link is okay to be on a landing page?

A

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)

72
Q

How do people typically read a landing page?

A

Z pattern

> > Start at top and looking from left to right, then move to bottom left corner and look to the right corner

73
Q

How do people respond to images of people on a landing page?

A

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

74
Q

How should the color read be used?

A

As a CTA button color or to highlight a specific item

> > Elsewhere it causes friction and is a distraction as text or background colors

75
Q

How does contast help on landing pages and in emails?

A

> > 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.

76
Q

What should call to action buttons do?

A

Give action-oriented, specific direction (ideal to show benefit/how helps achieve goal)

77
Q

What is an email preflight strategy?

A

Before launch of the email, determine:

  1. ) Business goals,
  2. ) Audience (segment list if possible; what is there context - geo, time to send, device likely to open on),
  3. ) Objectives (actions trying to get them to do) and measurement
  4. ) Where email sits in lifecycle
  5. ) What you are promoting
78
Q

How do you see UTM performance in Google Analytics?

A

Apply Campaign as a secondary dimension

79
Q

Should you check to make sure that a plain text version of your email is available before launch?

A

Yes

80
Q

If you are building an email specifically for mobile, what size should it be?

A

Between 320-550 pixels

81
Q

Who is GDPR applicable to?

A
  1. ) Anyone in or outside of the EU

2. ) Anyone processing EU personal data

82
Q

What are the rights of the consumer under GDPR?

A
  1. ) Data Activities - get information on what data has been captured, stored and how used
  2. ) Data Portability - they can get the data sent to them in a machine-readable format
  3. ) Right to be Forgotton (request to be completely removed and deleted from records)
83
Q

Can you bundle consent under GDPR?

A

No

e.g., they are completing a purchase and in order to finalize they are automatically opted-in to e-newsletter

84
Q

Do businesses need to secure explicit/express consent under GDPR?

A

Yes

85
Q

Should terms and conditions and privacy policy be provided with registration forms?

A

Yes

86
Q

Do businesses need to capture and maintain proof of user consent?

A

Yes

87
Q

What 5 types of information do businesses need to capture to show proof of consent?

A

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

OMCP Digital Marketing Exam (7 decks)

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