Email Marketing & Mobile Marketing Flashcards
What is Email Marketing?
Directly sending a commercial message to a group of people using email, to encourage customer loyalty and repeat business, acquire and convince new customers to purchase and add advertisements to emails sent
It is one of the most affordable and potentially engaging ways to
market a product
Ideal for businesses that have built up opt-in email lists
How do companies get email analytics
Most tools use the same technique as image bug tracking where when a customer opens an email, the image bug is loaded and it is counted as an open.
Click-through rate
Rate of email recipients who clicked on one or more linked in a given email
( Total or Unique Clicks / Number of delivered emails ) x 100
Conversion Rate
Percentage of recipients who clicked on a link and then completed a desired action (e.g. filling out a form or purchasing a product)
( Number of people who completed desired action / Number of total delivered emails ) * 100
Bounce Rate
Percentage of emails that could not be successfully delivered
(Total number of bounced emails / Total number of emails sent) * 100
List Growth Rate
Rate at which email list is growing
([ Number of new subscribers - (Number of unsubscribes + email/spam complaints) ] / Total number of email addresses on list ) * 100
Email sharing/forwarding rate
Percentage of recipients who clicked on a “shared this” button to post email content to social network and/or clicked on a “forward to a friend” button
(Number of clicks on a share and/or forward button / Number of total delivered emails) * 100
Overall ROI
Overall return on investment for email campaigns (Total revenue divided by total spendings)
[($ in additional sales made - $ invested in campaign) / $ invested in campaign ] * 100
Features of Acid email analytics tool
Summary dashboard for open rates, click rates, etc
Engagement dashboard for time spent reading email, engagement
Geolocation dashboard
Click tracking dashboard
Advanced analytics (e.g. heatmap)
What is mobile marketing
Marketing using a mobile device which consumers are constantly
connected to
Purpose of mobile marketing
Provide customers with time and location sensitive, personalized
information that promotes goods, services and ideas.
Companies can offer their own unique and tailored mobile ad options to customers.
Execute mobile marketing strategies like in-game mobile marketing, QR codes, location-based marketing, mobile search ads and SMS.
Uses of mobile
Text messaging (SMS)
Social Networking
Search
Shopping
Entertainment
Characteristics of good Mobile Marketing Strategy and Tactics
A successful mobile strategy will be based on a harmonious balance of the brand’s goals, customers’ needs, and what’s happening in the marketplace environment.
Mobile Strategies
Brand Building and Awareness
Customer Relationship Management
- Leveraging the always-with-you aspect of mobile to build stronger and more mutually beneficial relationships with customers.
- Mobile apps that are feature-rich and allows customers to shop and browse, ultimately making the customer’s life easier.
Marketing
- User engaged on a deeper more personal level
Advertising
- Smaller screen sizes and lack of visual clutter on mobile webpages means more attention for banner ads than on desktop
Sales
- NFC or other forms of mobile payment
- Mobile commerce culture
- Browsing and researching of brand and product made easy
What user information is analyzed?
Demographics
Customers’ needs
Media consumption habits
Customers’ online activity
Customers’ brand touchpoint
Audience/Visitor metrics
Visits
Unique visitors
Pageviews - Total number of pages viewed on site
Pages per visit
Average visit duration
Bounce rate - Percentage of single-page visits
New visitors
Optimising mobile experiences
through analytics
- Customer segmentation
- Engagement analysis
- Conversion funnel analysis
- Retention analytics
- A/B Testing
- User path analysis
What is mobile analytics
The studying of user behaviour data on mobile devices to optimise mobile experiences and drive retention, engagement, and conversion.
