Lecture 5

Question 1

Email Marketing

Lead nurturing:
Two types and what they are:

Answer 1

LD: developing and maintaining relationships with customers at every stage of
their journey.

1. Proactive (Mailshot) Same email for many leads at the same time
2. Reactive (Drip Emails)
   Individuals emails when an even is trigged

Question 2

Proactive Nurturing Emails (Mail shots)
Useful for:
Dis Adv:
Best Practices:

Answer 2

Useful for: Communicating product/ Company news/ Offers campaigns/Brand awareness
* Disadvantage: May cause turn-off if not done correctly./Non-tailored content may cause a poor reputation
BP: Short & concise/segmented audiences(personalize) New leads should be education. old should compare content and offers

Question 3

Email Marketing: Reactive Nurturing
Adv
Best practices

Answer 3

Advantages: more personalized
/Provide the correct information to the correct person.
* Best Practice: Short and relevant emails/No more than 5 – 7 emails (1st one should be trust building)
/Keep the time between consecutive emails.

Question 4

Overall Marketing Challenges and other matters:
Challenges:

Answer 4

Spam/ Legal issues/ different opt-in types/ deliverability rates/spam filters/open rates/ clicking through rates/

Question 5

Spam Filters
Sender Score:

Answer 5

A numerical score assigned to an email sender or domain based on their email -sending practices

Range from 0(bad)-100(good). Less than 50 is not great. Above 90 is ideal.

Question 6

Click-through rates:

Answer 6

The ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement.