Email Marketing Flashcards
Different types of emails
Acquisition Email
Newsletter
Promotional Email
Retention Email
Welcome Email
Welcome Email
Email sent to BRAND NEW CUSTOMERS or SUBSCRIBERS
Retention Email
Email sent to CURRENT CUSTOMER with the goal of KEEPING them as a customer.
Promotional Email
Email sent to CURRENT SUBSCRIBERS about NEW or EXISTING products/services
Newsletter
Email sent to CURRENT SUBSCRIBERS on a REGULAR BASIS, containing NEWS or INFORMATION relevant to company or subscriber.
Acquisition Email
An email sent to ACQUIRE NEW CUSTOMERS.
What is the relationship between Data, Reports, Metrics, and KPIs?
Lots of data——creates——>Metrics—–make up—->KPIs——make up—–> Reports
What are the different types of email data?
Behavioral data
Demographic data
Psychographic data
Behavioral data
Information about ACTIONS CUSTOMER MAKES/DOESN’T MAKE when SHOPPING on a WEBSITE
Demographic data
Information SPECIFIC TO CUSTOMER:
-Age
-Gender Identity
-Income
-Family Size
-Occupation
-Location
-Education
Psychographic data
Information about customers ACTIVITIES, INTERESTS, OPINIONS
What are the different types of Email Marketing KPIs that can be measured?
Click-to-open rate
Open rate
Complaint rate
Conversion rate
Unsubscribe rate
List Growth rate
Email Bounce rate
Forward rate
Click-to-open rate
The percentage of EMAIL RECIPIENTS who CLICKED on ONE OR MORE LINKS in an EMAIL, out of TOTAL UNIQUE EMAILS
Total clicks/Number of unique opens
Open rate
Percentage of users that OPEN YOUR EMAIL
Number of people who OPEN your email/ Number of people who RECEIVE your email
(OPEN/RECEIVE)
Complaint rate
Percentage of customers who SEND COMPLAINTS to MAILBOX PROVIDERS about RECEIVING YOUR EMAILS
complaints/ # emails delivered
Conversion rate
Percentage of customers who CLICKED ON LINK IN EMAIL AND TOOK DESIRED ACTION (Like making a purchase)
Total number of conversions/ Total emails sent
Unsubscribe rate
Percentage of email recipients who UNSUBSCRIBE FROM EMAIL LIST AFTER RECEIVING AN EMAIL.
Unsubscribes/ Emails Delivered
List Growth rate
The rate at which YOUR LIST GROWS
NEW SUBSCRIBERS-UNSUBSCRIBES/ Total number of EMAIL ADDRESSES
X
100
Email Bounce rate
Percentage of EMAILS SENT that COULD NOT BE DELIVERED to recipients
Total number of BOUNCED EMAILS/ Emails DELIVERED
X
100
Forward rate
Percentage of recipients who click on SHARE BUTTON on SOCIAL MEDIA or FORWARD BUTTON through EMAIL to SEND TO FRIENDS
Number of forwards/ Total number of emails delivered
ROI (Return On Investment)
The RATIO of MONEY MADE and MONEY SPENT
TOTAL REVENUE (Income)/TOTAL SPENT
X
100
A/B testing
TWO versions of content with ONE variable that is changed, to see which has better results. (Insta post with or without caption for example)
SWOT analysis
An audit (analysis of individual or organizational qualities) of a companies:
Strengths
Weaknesses
Opportunities
Threats
PESTLE analysis
An audit that IDENTIFIES:
Political
Economical
Social
Technological
Legal
Environmental
Factors that may INFLUENCE a MARKETING STRATEGY
What are some tools that could be used in an email or a post to practice ACCESSIBILITY?
-Alt text
-Non-decorative text (screen readers cannot detect this kind of text)
-Avoid using acronyms
Screen Reader
An APP that CONVERTS TEXT, BUTTONS, AND OTHER screen ELEMENTS into SPEECH or BRAILLE. DON’T USE DECORATIVE TEXT as screen readers cannot read these.
Screen enlargement app
TECHNOLOGY that helps users SEE CONTENT MORE EASILY by MAGNIFYING TEXT and IMAGES on a computer or digital device screen
Alt or Alternative text
A BRIEF, written DESCRIPTION of an IMAGE with the primary purpose of assisting individuals who are VISUALLY IMPAIRED.
What is gained from doing data analysis or research?
INSIGHT on what needs to be maintained or altered in a marketing strategy.
What do we use to measure the success of a company’s business or marketing objectives?
Key Performance Indicators (KPI)
METRICS that are used to MEASURE the success of a campaign.
EX: “We want to have a Forward Rate of 50% 6 months after the launch of X`s Email campain.”
Forward rate is the KPI and the metric is the 50%.
What are METRICS in comparison to KPIs?
Metrics are QUANTIFIABLE MEASUREMENTS that are used to create specific KPIs to gauge how successful a business campaign or business objective is.
What are the elements of a marketing email?
Email COPY, SUBJECT LINE, Email BODY, Email, PREVIEW TEXT, sometimes CALL TO ACTION
Email copy
The TEXT in a SUBJECT LINE, PREVIEW TEXT, and EMAIL
Preview text
Text NEXT TO AN EMAILS SUBJECT LINE in the inbox that gives extra insight into what’s inside the email
EX:
(Email sender in BOLD) ABC Widgets-(subject in BOLD) Thank you for your order!-(PREVIEW TEXT in non-bold) Your order will arrive within the next 5 working days.
What makes a SMART goal SPECIFIC?
What do I want to accomplish?
Why is this a goal?
Does it have a specific reason, purpose or benefit?
Who is involved?
Who is the recipient?
Specific goal: get a certain number of subscribers within a time period
What makes a SMART goal MEASURABLE?
What evidence will prove whether the specific goal was successful or not?
A goal is measurable by asking:
How much?
How many?
How will I know when it is accomplished?
Measuring email marketing metric of ROI(Return On Investment)
EXAMPLE: 10,000 additional subscribers means the goal above was successful
What makes a SMART goal ATTAINABLE?
You want your goal to be REALISTIC but CHALLENGING
EXAMPLE: How many additional subscribers is realistic in 3 months but also a challenge to achieve?
What makes a SMART goal RELEVENT?
Does it make sense to reach this goal?
Does this goal make sense with what you are trying to do as a company?
How does this email marketing goal align with company values?
What makes a SMART goal TIME-BOUND?
Make sure your goal has a deadline.
