DM Notes Module 7 - Email Marketing Flashcards
In a difficult conversation, what type of questions can be particularly effective?
Short yet impactful questions.
What example is given for asking an impactful question in the context of AI?
“When you say ‘AI’ in this context, what exactly do you mean?”
What does using the word ‘context’ act as in a conversation?
A brake on the conversation.
When is it recommended to ask a question without mentioning the particular subject of contention?
In particularly serious conflicts.
What kind of answer do you get when you ask a specific question?
A specific answer.
What can you gain by being intentionally vague and waiting after asking a question?
Much more information.
In an open-ended question, what should you do after asking?
Pause and wait.
What should you be prepared for in situations of unpredictable behavior?
Unpredictable behavior.
What does anticipation help you with in managing unpredictable behavior?
Reacting quickly and preparing responses.
What should you trust when managing unpredictable behavior?
Your intuition.
What kind of impact do action words have in communication?
Instant and assertive impact.
What type of verbs are recommended to use in communication to clarify actions?
Verbs with clear meanings like ‘evaluate’, ‘manage’, and ‘advise’.
What does matching another’s perspective help you to understand?
Their mindset and environmental conditions.
What is the aim of acquiring a perspective in communication?
To understand, not just stick to your own certain perspective.
What should you avoid making others feel in communication?
Manipulated or pressured.
What are the four human behaviors in effective and influential communications?
Aggressive, passive, passive-aggressive, and assertive.
What is the behavior of aggressive people in communication?
Satisfying their own needs first.
What is the behavior of passive people in communication?
Putting other people’s needs before their own.
What is the behavior of passive-aggressive people in communication?
Difficulty asserting themselves directly and building up resentment.
What is the behavior of assertive people in communication?
Feeling good about themselves and helping others to feel good too.
What do good communicators practice and hone in their communication skills?
Approaching each task, discussing, arguing, and negotiating.
What do good communicators have the courage and self-confidence to do?
To express their opinion and advocate for it.
What should good communicators not do to people?
Manipulate or pressurize them.
What two types of verbal negativity can have a positive effect in communication?
Negative assertion and negative enquiry.
What should you consider being in order to use negative assertion effectively?
Negative in a positive effect in communication.
What is the advantage of using ESPs over an in-house email system?
ESPs can whitelist email broadcasts to avoid spam filters and allow custom domain for email sends.
What is whitelisting in the context of ESPs?
Whitelisting is when ESPs have agreements with major email providers to monitor email broadcasts and reduce spam.
How can an ESP help reduce the number of emails in the Spam folder?
ESPs whitelist email broadcasts to avoid spam filters, reducing the chances of emails ending up in the Spam folder.
What is the benefit of sending emails using a custom domain through ESPs?
ESPs allow sending emails using your own website URL address, which adds a professional touch to your email communication.
What is deliverability reporting in the context of ESPs?
Deliverability reporting helps understand the number of emails sent to inboxes and the ones that bounced back due to incorrect email addresses or full inboxes.
How do ESPs handle unsubscribe and complaint handling?
ESPs automatically remove users who unsubscribe from your lists, saving you the effort of manual removal.
What are some key aspects of maintaining a healthy email list?
Maintaining an email list requires monitoring email delivery, managing list hygiene, and using double opt-in to keep the list fresh and relevant.
Why is maintaining a healthy email list important?
A healthy email list increases the chances of email delivery to the desired recipients and improves open rates while reducing complaints and unsubscribes.
What is lead generation?
Lead generation involves collecting email addresses from potential customers by offering something of value in return.
Why is lead generation important in B2B sales and B2C marketing?
Lead generation helps identify potential customers who can be further engaged to explain the benefits of products or services and encourage purchases.
What are leads in the context of sales?
Leads refer to individuals who have the potential to become customers and need to be engaged and nurtured.
What is lead nurturing?
Lead nurturing involves emailing quality content to leads at key points in the sales cycle to help convert them into paying customers.
How can lead nurturing shorten sales cycles?
By helping potential customers understand the value of products or services through quality content, lead nurturing can expedite the sales process.
What are some methods for capturing email addresses for lead generation?
Methods include offering downloadable content, providing coupons or savings, offering free trials, and hosting webinars or virtual conferences.
What are some sources of data collection for lead generation?
Data can be collected from company websites, social media, partners and affiliates, sales and customer service reps, physical points of sale, and print/traditional media.
What is an important rule when asking for data in online forms and subscriptions?
Only ask for data that you actually need and plan to use to avoid overwhelming users with unnecessary requests.
How is the response rate calculated for a call-to-action in an email campaign?
Response rate is calculated by dividing the total number of completed calls to action by the total number of emails delivered, and then multiplying by 100.
What does bounce rate measure in an email campaign?
Bounce rate measures the percentage of emails that were sent but could not be delivered to the recipients.
How is the bounce rate calculated for an email campaign?
Bounce rate is calculated by dividing the total number of bounced emails by the total number of emails sent, and then multiplying by 100.
What does unsubscribe rate measure in an email campaign?
Unsubscribe rate measures the percentage of people who opted out of receiving further emails.
How is the unsubscribe rate calculated for an email campaign?
Unsubscribe rate is calculated by dividing the total number of email unsubscribes by the total number of people who received the message.
What does share or forward rate measure in an email campaign?
Share or forward rate measures the percentage of people who clicked on Share or Forward buttons to post to social media or forward the email.
How is the share or forward rate calculated for an email campaign?
Share or forward rate is calculated by dividing the total number of clicks on Share or Forward buttons by the total number of emails delivered, and then multiplying by 100.
What does list growth measure in an email campaign?
List growth measures the overall increase in the number of subscribers over a specified period of time.
How is the list growth calculated for an email campaign?
List growth is calculated by counting the number of new subscribers received over a specified period of time.
What does revenue per email measure in an email campaign?
Revenue per email measures the average revenue generated by an email subscriber during a campaign.
How is the revenue per email calculated for an email campaign?
Revenue per email is calculated by dividing the total revenue generated by email marketing efforts by the number of subscribers on the email list.
Why is it important to monitor non-email engagements following a campaign?
It’s important to monitor non-email engagements like website logins, ad traffic, and store purchases to understand the impact of email campaigns on other actions.
Which ESP provides comprehensive reporting functionality for analyzing campaign performance?
Mailchimp is an example of an ESP that provides comprehensive reporting functionality.
What is the process of continually improving email campaigns called?
The process of continually improving email campaigns is called optimization.
What are some ways to optimize campaign performance and email click-through rates?
Some ways to optimize campaign performance and email click-through rates include using simple, explicit calls to action, offering deals for a limited time, testing different colors, and optimizing email for mobile devices.
What considerations should be taken when optimizing email for mobile devices?
Considerations for optimizing email for mobile devices include ensuring a smooth flow from mobile to landing page, making images lightweight, adapting coding for different devices, and using reports for mobile behavior.
Why is it important to create relevant content in email campaigns?
Creating relevant content helps minimize undesirable reactions like bounces and unsubscribes and aligns with subscriber expectations.
What is a subscriber list?
A subscriber list is the contact information of users who have requested emails and are allowed to be emailed.
What is opt-in permission?
Opt-in permission refers to the explicit consent given by individuals to receive marketing emails.
What are the two main ways to collect and verify email subscribers?
The two main ways are single opt-in and double opt-in.
What is single opt-in?
Single opt-in is when an individual subscribes to emails through a form on a webpage and is added to the email marketing list.
What is double opt-in?
Double opt-in is when a confirmation email is sent to verify consent after a person submits an email address or makes a purchase.
What are some considerations with single opt-in?
Single opt-in provides a smoother user experience but may not be sufficient for industries collecting sensitive information.
What are some disadvantages of single opt-in?
Single opt-in can result in deliverability problems due to incorrect data and lacks full verification of individuals.
What is the advantage of double opt-in?
Double opt-in ensures that real email addresses are entered, reducing bots or fake accounts in the email list.
What is the drawback of double opt-in?
Double opt-in may result in lower subscriber numbers but offers higher quality and verified addresses.
What do email marketing regulations aim to reduce?
Email marketing regulations aim to reduce unwanted, abusive, fraudulent, and malicious types of email (spam).
Why are email marketing regulations important?
Email marketing regulations protect users from fraud and abuse and give them control over email permissions.
What should email marketers ensure when sending to a worldwide audience?
Email marketers should ensure adherence to regulations based on the location of their subscribers, not where they send the emails from.
What is GDPR?
GDPR is the European Union’s General Data Protection Regulation introduced in 2018, requiring strict user data and permission practices.
What does GDPR require in relation to marketing emails?
GDPR requires explicit consent from individuals to receive marketing emails and consent for website cookie tracking.
What is CCPA?
CCPA is the California Consumer Protection Act introduced for consumer protection in California.
What is the purpose of CCPA?
CCPA aims to protect consumer rights and privacy by regulating the collection and use of personal information by businesses.
What is the purpose of negative assertion or negative enquiry?
To use assertive language to avoid feeling manipulated or pressured.
What is the format of the DMI PRO PRACTICE EXAM?
The format of the DMI PRO PRACTICE EXAM is outlined in the course notes.
How can I access the Practice Exam?
The course notes provide instructions on how to access the Practice Exam.
What is email marketing?
Email marketing is a commercial channel used to deliver advertisements and other marketing content directly to a user’s inbox.
Why is email marketing a great way to connect with customers?
Email is a personal and integrated part of people’s lives, making it an effective channel for meaningful consumer connections.
How has email marketing evolved?
Email has become even more widely used with the rise of smartphones and is seen as a secure and effective communication platform.
What are some advantages of email marketing?
Email marketing offers higher ROI, better conversion rates than social media, and 64% of decision-makers use email.
What are email campaigns?
Email campaigns are different types of emails used to engage with potential and existing customers, such as registration emails, product updates, and newsletters.
What are the five levels of audience engagement campaigns?
The five levels are Foundational, Promotional, Informational, Engagers, and One-on-one.
What are automated emails used for?
Automated emails are used to keep people informed about purchases, subscriptions, and specific interests or respond to customer actions and milestones.
What are some examples of automated emails?
Examples include new subscriber welcome messages, purchase receipts, abandoned cart reminders, and form submission confirmations.
How are automated emails categorized?
They can be categorized as functional, behavioral, personal, sales lifecycle stage, and transactional emails.
What do you need before sending an email?
You need to have a subscriber list before you can send an email.
What is the importance of subscriber lists?
Subscriber lists ensure you have an audience to send your emails to and maintain effective communication with customers.
How can you import contacts in your email marketing audience?
Click Manage Audience, then click Import contacts. Choose the method of importing and upload your contacts.
What are the two methods of importing contacts?
Uploading a file or copying and pasting.
What should you choose for the subscribed status when importing contacts?
Choose the Subscribed status for your contacts.
What should you do if you want to update existing contacts during the import process?
Opt to update any existing contacts.
What should you do after importing contacts to segment and organize them?
Click Continue to Tag and search for popular tags or create custom tags.
What is the next step after tagging contacts?
Click Continue to Match to preview and finalize the import.
What should you review after finalizing the import process?
Review the import details and click Complete Import.
What should you do after completing the import process?
Click Visit Audience Dashboard to review your updated audience information.
What are the components of effective emails?
Audience, sender name, subject line, copy/email text, design, calls to action (CTA), and imagery.
What should you consider when choosing a sender name for your emails?
Choose a sender name that is recognizable and not generic or just an email address.
What should your email subject line be relevant to?
Your subscribers and the content of the email.
What are some themes you can apply when creating a subject line?
Eliciting curiosity, plainly stating an offer, demonstrating urgency, and focusing on social proof.
What are some best practices for writing strong email copy?
Create urgency, use simple and strong sentences, have a singular goal, make it easy to scan, use ‘you’ instead of ‘we’, align with the subject line, and resonate with the target market.
Why is layout and visual appearance important in email design?
Well-designed emails enable personalized connections, contain relevant content, motivate engagement, action, and purchase.
How should emails be designed in terms of clarity and appeal?
Clear, concise, motivating, visually appealing, and true to the brand’s personality.
What are some preview and quality control tools available for advanced users?
Litmus and Email on Acid
What is A/B testing?
Running two test treatments or approaches against each other to determine the best performer.
What are some best practices to follow for A/B testing?
Test early, test one element at a time, trust the results.
