Email Marketing (Exam 2) Flashcards
A structured, systematic process that is one of
the most successful channels for delivering highly relevant marketing communication to
targeted subscribers.
Email Marketing Definition
start with the customer. Who are your target subscribers? What kind of email content
best suits their preferences and needs?
Initiate
measure and analyze your email
marketing campaign performance. Are your
target subscribers opening your emails and
engaging with them?
Iterate
Incorporate it into your overall digital
and offline marketing efforts.
Integrate
goal is to build a list of
subscribers who are likely to engage with your email marketing messages
Data collection
When you are segmenting your target audience, you should create clearly
identifiable groups of subscribers with similar
defining features
subscriber management
- Clean old data regularly
- Apply segmentation consistently
- Quality not quantity
Data management
A website is a ___ zone: it is more difficult
to target individuals
public
A social network is a ___ zone: facilitated communication between the marketer and
the target audience
social
An email is a ___ zone: marketers must
remember to be tactful in their approach
personal
- Relevance
- Calls to action
- Personalization
- Structure
Compelling email copy
Use both text and images in your email copy but try to maintain a balance between the two
imagery
Companies that provide email marketing or email communication services
Email Service Providers (ESPs)
% of recipients that opened or viewed
your email
Open rate
total number of times recipients
have opened your email (even more than once)
Total opens
Total number of opens from
unique subscribers.
Unique opens
Number of unique clicks/number of unique opens (expressed as a percentage).
Click to open rate
total number of subscribers who have opted out
Unsubscribes
% of emails that could not be
delivered to subscribers and were sent back to your ESP
Bounce rate
permanently rejected emails due to an
invalid email address or because the recipient server
has blocked your server.
Hard bounces
temporary rejected emails because the
inbox is full, the server isn’t working, or the email
exceeds the size limit set by the recipient or ESP.
Soft bounces
