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Digital Marketing > Email Marketing > Flashcards

Email Marketing Flashcards

1
Q

Different types of emails

A

Acquisition Email
Newsletter
Promotional Email
Retention Email
Welcome Email

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2
Q

Welcome Email

A

Email sent to BRAND NEW CUSTOMERS or SUBSCRIBERS

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3
Q

Retention Email

A

Email sent to CURRENT CUSTOMER with the goal of KEEPING them as a customer.

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4
Q

Promotional Email

A

Email sent to CURRENT SUBSCRIBERS about NEW or EXISTING products/services

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5
Q

Newsletter

A

Email sent to CURRENT SUBSCRIBERS on a REGULAR BASIS, containing NEWS or INFORMATION relevant to company or subscriber.

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6
Q

Acquisition Email

A

An email sent to ACQUIRE NEW CUSTOMERS.

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7
Q

What is the relationship between Data, Reports, Metrics, and KPIs?

A

Lots of data——creates——>Metrics—–make up—->KPIs——make up—–> Reports

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8
Q

What are the different types of email data?

A

Behavioral data
Demographic data
Psychographic data

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9
Q

Behavioral data

A

Information about ACTIONS CUSTOMER MAKES/DOESN’T MAKE when SHOPPING on a WEBSITE

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10
Q

Demographic data

A

Information SPECIFIC TO CUSTOMER:
-Age
-Gender Identity
-Income
-Family Size
-Occupation
-Location
-Education

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11
Q

Psychographic data

A

Information about customers ACTIVITIES, INTERESTS, OPINIONS

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12
Q

What are the different types of Email Marketing KPIs that can be measured?

A

Click-to-open rate
Open rate
Complaint rate
Conversion rate
Unsubscribe rate
List Growth rate
Email Bounce rate
Forward rate

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13
Q

Click-to-open rate

A

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

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14
Q

Open rate

A

Percentage of users that OPEN YOUR EMAIL

Number of people who OPEN your email/ Number of people who RECEIVE your email

(OPEN/RECEIVE)

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15
Q

Complaint rate

A

Percentage of customers who SEND COMPLAINTS to MAILBOX PROVIDERS about RECEIVING YOUR EMAILS

complaints/ # emails delivered

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16
Q

Conversion rate

A

Percentage of customers who CLICKED ON LINK IN EMAIL AND TOOK DESIRED ACTION (Like making a purchase)

Total number of conversions/ Total emails sent

17
Q

Unsubscribe rate

A

Percentage of email recipients who UNSUBSCRIBE FROM EMAIL LIST AFTER RECEIVING AN EMAIL.

Unsubscribes/ Emails Delivered

18
Q

List Growth rate

A

The rate at which YOUR LIST GROWS

NEW SUBSCRIBERS-UNSUBSCRIBES/ Total number of EMAIL ADDRESSES
X
100

19
Q

Email Bounce rate

A

Percentage of EMAILS SENT that COULD NOT BE DELIVERED to recipients

Total number of BOUNCED EMAILS/ Emails DELIVERED
X
100

20
Q

Forward rate

A

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

21
Q

ROI (Return On Investment)

A

The RATIO of MONEY MADE and MONEY SPENT

TOTAL REVENUE (Income)/TOTAL SPENT
X
100

22
Q

A/B testing

A

TWO versions of content with ONE variable that is changed, to see which has better results. (Insta post with or without caption for example)

23
Q

SWOT analysis

A

An audit (analysis of individual or organizational qualities) of a companies:

Strengths
Weaknesses
Opportunities
Threats

24
Q

PESTLE analysis

A

An audit that IDENTIFIES:

Political
Economical
Social
Technological
Legal
Environmental

Factors that may INFLUENCE a MARKETING STRATEGY

25
Q

What are some tools that could be used in an email or a post to practice ACCESSIBILITY?

A

-Alt text
-Non-decorative text (screen readers cannot detect this kind of text)
-Avoid using acronyms

25
Q

Screen Reader

A

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.

26
Q

Screen enlargement app

A

TECHNOLOGY that helps users SEE CONTENT MORE EASILY by MAGNIFYING TEXT and IMAGES on a computer or digital device screen

27
Q

Alt or Alternative text

A

A BRIEF, written DESCRIPTION of an IMAGE with the primary purpose of assisting individuals who are VISUALLY IMPAIRED.

28
Q

What is gained from doing data analysis or research?

A

INSIGHT on what needs to be maintained or altered in a marketing strategy.

28
Q

What do we use to measure the success of a company’s business or marketing objectives?

A

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%.

29
Q

What are METRICS in comparison to KPIs?

A

Metrics are QUANTIFIABLE MEASUREMENTS that are used to create specific KPIs to gauge how successful a business campaign or business objective is.

30
Q

What are the elements of a marketing email?

A

Email COPY, SUBJECT LINE, Email BODY, Email, PREVIEW TEXT, sometimes CALL TO ACTION

30
Q

Email copy

A

The TEXT in a SUBJECT LINE, PREVIEW TEXT, and EMAIL

31
Q

Preview text

A

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.

32
Q

What makes a SMART goal SPECIFIC?

A

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

33
Q

What makes a SMART goal MEASURABLE?

A

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

34
Q

What makes a SMART goal ATTAINABLE?

A

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?

35
Q

What makes a SMART goal RELEVENT?

A

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?

36
Q

What makes a SMART goal TIME-BOUND?

A

Make sure your goal has a deadline.

Digital Marketing (2 decks)

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