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Marketing > Course 4 > Flashcards

Course 4 Flashcards

1
Q

A/B testing

A

A method of testing where two versions of content with a single differing variable are compared to determine which yields better results

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2
Q

Accessibility

A

Considering the needs of people with disabilities when products, services, and facilities are built or modified, making them usable by people of all abilities

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3
Q

Acquisition email

A

An email sent to acquire new customers

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4
Q

Alt text

A

A brief, written description of an image with the primary purpose of assisting individuals who are visually impaired

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5
Q

Behavioral data

A

Refers to information about the actions a customer takes—or doesn’t take—when it comes to shopping on a website

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5
Q

Broken link

A

A hyperlink that no longer leads to the correct website

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5
Q

Call to action

A

An instruction that tells the customer what to do next

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6
Q

Click-to-open rate

A

The percentage of email recipients who clicked on one or more links in an email

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7
Q

Complaint rate

A

The percentage of complaints recipients send to mailbox providers about receiving an email

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8
Q

Conversion rate

A

The percentage of users who clicked on a link and took a desired action, like making a purchase

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9
Q

Customer referral

A

A word-of-mouth initiative that encourages existing customers to introduce their family, friends, and contacts to become new customers

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9
Q

Email marketing report

A

A collection of KPIs presented to the team and stakeholders to inform them of a campaign’s progress

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10
Q

Data

A

: A collection of facts or information

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10
Q

Demographic data

A

Refers to information specific to the customer, such as age, gender identity, income, family size, occupation, education, and location

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11
Q

Email body

A

The text in the main content of an email

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12
Q

Email bounce rate

A

The percentage of emails sent that could not be delivered to the recipient’s inbox

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13
Q

Email copy

A

The text in a subject line, preview text, and email

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14
Q

Email marketing

A

The process of sending messages to a list of existing subscribers to share information, drive sales, or create community

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14
Q

Email marketing provider

A

A company that offers email marketing or bulk email services

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15
Q

Google Display Network

A

A group of websites, videos, and apps where ads can appear

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15
Q

Email marketing strategy

A

A set of procedures that a marketer identifies and follows to achieve their desired marketing goals with email advertising

16
Q

Forward rate

A

The percentage of recipients who click on the “share” button to post to social media or who click the “forward” button to send to others

17
Q

Insight

A

Information that is discovered through research or data analysis and that can be actioned upon to benefit a marketing strategy

18
Q

Key performance indicators (KPIs)

A

Measurements used to gauge how successful a business is in its effort to reach a business or marketing goal

19
Q

Lead generation

A

The practice of collecting a potential customer’s email address

20
Q

List growth rate

A

The rate at which an email subscriber list grows

21
Q

Marketing automation

A

The practice of using software, programs, and technology to create and implement applications to automate marketing tasks

22
Q

Merge tag

A

refer to personalization tag

23
Q

Metrics

A

Quantifiable measurements that are used to track and assess a business objective

24
Q

Newsletter

A

An email sent to subscribers on a regular basis, containing news and informational content relevant to the company and of interest to subscribers

25
Q

PESTLE analysis

A

: An audit that identifies political, economic, social, technological, legal, and environmental factors that may affect a marketing strategy

25
Q

Open rate

A

The percentage of users or customers who open an email

26
Q

Personalization tag

A

A code that allows the writer to insert unique user data from their mailing list into emails

27
Q

Preview text

A

Text next to an email’s subject line in the inbox that gives extra insight into what’s inside the email

28
Q

Promotional email

A

An email sent out to inform subscribers of new or existing products or services

29
Q

Psychographic data

A

Refers to information based on customers’ activities, interests, and opinions

30
Q

Quality control

A

The process through which a business seeks to ensure that product quality is maintained or improved

31
Q

Retention email

A

An email sent to a current customer with the intent of keeping them as a customer

31
Q

Social ads

A

Paid advertisements on social media platforms targeted to social media users

32
Q

Return on investment (ROI

A

Ratio of money made and money spent

32
Q

Screen enlargement application

A

Technology that helps users see content more easily by magnifying text and images on a computer or digital device screen

33
Q

Segmentation

A

The practice of dividing an email subscriber list into smaller groups based on criteria like interests, location, or purchase history

33
Q

Screen reader

A

An application that converts text, buttons, images, and other screen elements into speech or Braille

34
Q

Search engine marketing (SEM

A

Increasing a website’s visibility on a search engine results page through paid advertising

35
Q

SMART

A

A goal-setting method that can help define and measure the success of the goals of a campaign; Stands for “specific,” “measurable,” “attainable,” “relevant,” and “time-bound”

36
Q

Welcome email

A

An email sent out to brand new customers or subscribers

36
Q

Spam

A

Unsolicited and unwanted junk email sent out in bulk to a broad recipient list

36
Q

Stakeholders

A

The people—usually within an organization—that are affected by the campaign in some way

37
Q

Subject line

A

The first text recipients see after the sender’s name when an email reaches their inbox

37
Q

SWOT analysis

A

An audit that identifies a company’s strengths, weaknesses, opportunities, and threats

37
Q

Unsubscribe rate

A

The percentage of email recipients who unsubscribe from a send list after opening an email

37
Q

Website prompt

A

A digital banner that calls on a website visitor to act in some way

Marketing (4 decks)

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