Chap 8 Flashcards
spam
unsolicitied email messages sent to a list obtained through unethical methods
list building
cultivativing a list of email addresses
important lessons about email caputre
- be purposeful in capturing customer emails
- customers should be incentivized to provide their email address
- customer should know they are signing up for emails
how do emails benefit lead generation sites
help maintain long term relationships woth customers
whens the right time to send an email
when customer response is the highest
how is the best time of day determined
after being tested and observing response rates
how does email marketers use segmentation
they send different emails at different times to each segment
information used to segment email customers
past purchases
past email response
customer preferences
demographics
location
device
what is the most reliable source of info on an email subscriber
past purchases
transactional emails
when a customer makes a purchase from an online retailer but does not sign up for the email list, the retailer will send an email about thetransaction
broadcast emails
go out at timed intervals to all or part of a companys email list
triggered emails
emails send outside the schedules broadcast based on actions EX: abandonded cart emails
onboarding emails
a welcome email with a promotion
types of onboarding emails
- welcome offer
- invitation for social media
- invitation for a mobile app
- invitationn to refer friends
- reminder about welcome offer
- explains website features
most important part of an email
subject line
the most effective subject lines are…
accurate and informative
dedicated landing page
correspons perfectly in terms of look, feel, and content to what was clicked in the email
Open rate
-emails opened/ emails delivered
-important to avoid spam and improve profitability (about 20%)
click through rate
=emails clicked/ emails delivered
A good measure of the quality of the email (about 3.5%)
Conversions rate
=Transactions/ sessions generated vis email
3%-5%
metric used to track the success of the email campaign or blast
Open rate
CTR
Conversion rate
average order value
last churn
how frequentlt emails are causing peiple to unsubscribe
Spam filters
discovering which companies are using illicit practices in any part of theit email marketing
what is death to an email marketing campaign
getting caught in spam filters
