Chapter 8: Email marketing Flashcards
highest ROI is from what channel?
email marketing
what is the 1st task of email marketing
building and email list
components of email marketing
- email list capture
- email content
- measuring success
- avoid spam filters
- customer relationship management
how to capture emails
only If double opt in
telling benefits of email is crucial
email content types
Online retail
o Goal is for more purchases
Lead generation
o Hard
o Regular emails can help maintain relationship with client
o Ex: real estate agent sending house hunting tips
o Or ex: 15% off a/c units in April
Search engines
o Send great deals
o Can help to keep the search engine at the top of mind
o Ex: Hotel . com send deal on hotel
Online media
o Makes money when on their website
o Can send top 10 content for the day
B2B online service
what to consider in email content
what email, what time, how ofter, to which segments
how the segment email content
o Past purchase
o Past email response
o Customer preferences
o Demographics
o Location
o Device
other types of emails
- Transaction emails
o When you make a purchase - Broadcast emails
o Go out on timed interval to part of companys list - Triggered emails
o Ex: Abandoned cart email
o Sent out based on customers action - Onboarding emails
o More likely to open email when they first sign up
o Sending email with promo is likely to have a good response
most important part of email is the
subject line
success measures
open rate
click through rate
conversion rate
average order value
list churn
- how often people unsubscribe
how to avoid spam filter
clean the email list of hard bounces, soft bounces, and non opening
use double opt in
have unsubscribe
comply with unsubscribe request
CRM
customer relationship management
very important in B2b
Marketing (generates and nurtures leads) ->
Sales (quality and convert leads) ->
Customer support (train customer and upsell/cross-sell)
