Module 6- Email Marketing Flashcards
Email is the original one-to-one digital marketing channel. It’s so integrated into people’s lives that it’s hard to imagine a time before it existed. Because of this, it has remained an important digital marketing channel.
What are the key concepts associated with email marketing?
Choose THREE options.
Few decision-makers use email
It engages recipients at different points in the Buyer’s Journey
Email is no longer a very effective way to increase awareness
It’s a very personal form of communication
It’s a great way to connect with customers
It engages recipients at different points in the Buyer’s Journey
It’s a very personal form of communication
It’s a great way to connect with customers
When crafting their email marketing strategy, marketers need to think about the typical Buyer’s Journey. They can then align their emails to recipients’ needs, based on where they are in their journey.
Match each stage of the Buyer’s Journey to the relevant type of email.
Drag each option to the relevant target.
Retention
Awareness and Interest
Consideration and Conversion
Promotional newsletters and abandoned cart emails
Content updates and exclusive invitations
Welcome and onboarding emails
Retention
-Content updates and exclusive invitations
Awareness and Interest
-Welcome and onboarding emails
Consideration and Conversion
-Promotional newsletters and abandoned cart emails
Email is an essential channel in any omnichannel marketing program. You can engage customers with the most appropriate content and messaging to encourage them to take action at different points of their purchase journey.
Match each email function to the relevant sample type of email.
Drag each option to the correct target.
Baseline communications sent to your broadest audience
Email messages to engage and re-engage recipients
Communications targeted at individuals based on their actions, inactions, or personal data
Email messages to generate revenue or product demand
Communications to establish and grow relationships
Foundational
Promotional
Informational
Engagers
Automated
Baseline communications sent to your broadest audience
-Foundational
Email messages to engage and re-engage recipients
-Engagers
Communications targeted at individuals based on their actions, inactions, or personal data
-Automated
Email messages to generate revenue or product demand
-Promotional
Communications to establish and grow relationships
-Informational
Question
Brands can build an email subscriber list using a number of different methods, including single opt-in or double opt-in techniques.
Match each email technique to the relevant description.
Drag each option to the correct target.
Single Opt-In
Double Opt-In
The user requests the emails, typically via a form on a web page
The user requests the emails, but then clicks a link in a confirmation email
Single Opt-In
-The user requests the emails, typically via a form on a web page
Double Opt-In
-The user requests the emails, but then clicks a link in a confirmation email
Email marketing regulations are based on where subscribers are located, not on where brands are sending the emails from. This is why it’s crucial for email marketers to be familiar with the core pieces of legislation in each region where their subscribers reside.
Match each piece of legislation to the relevant description.
Drag each option to the correct target.
CAN-SPAM
CASL
CCPA
GDPR
This act covers commercial email messaging in the US and requires marketers to clearly identify themselves
This is a Canadian anti-spam law that applies to all electronic messages that organizations send in connection with a commercial activity
This is a Californian anti-spam law that enables users to opt out of having their consumer data sold to third-parties
This regulation requires businesses to protect the personal data and privacy of European Union citizens
CAN-SPAM
-This act covers commercial email messaging in the US and requires marketers to clearly identify themselves
CASL
-This is a Canadian anti-spam law that applies to all electronic messages that organizations send in connection with a commercial activity
CCPA
-This is a Californian anti-spam law that enables users to opt out of having their consumer data sold to third-parties
GDPR
-This regulation requires businesses to protect the personal data and privacy of European Union citizens
When marketers ask people to fill out a form on their website to get a brochure, download an ebook, or sign up for a webinar or free trial, they can collect and store different types of information in the CRM to get a picture of who they are.
What are the key data collection sources for new leads?
Select THREE options.
Political affiliations
Other companies that recipients interact with
Purchase data
Social media information
Company name
Purchase data
Social media information
Company name
An effective email marketing strategy is built around a number of core principles.
Match each email marketing strategy principle to the relevant explanation.
Drag each option to the correct target.
Personalization
Segmentation
Timing
Grouping Similar users together and providing them with relevant information
Tailoring the message to each user
Identifying optimal days and send times for your messaging
Personalization
-Tailoring the message to each user
Segmentation
-Grouping Similar users together and providing them with relevant information
Timing
-Identifying optimal days and send times for your messaging
When used correctly, CRMs enable marketers and companies to design professional email campaigns and deliver useful content directly into their customers’ inboxes, resulting in a unique experience for the user, more brand affinity and ongoing sales.
Which areas of email marketing can CRMs be used to manage?
Choose FOUR options.
Objective setting
Tracking
Segmentation
Contacts and leads
Pricing
Personalization
Tracking
Segmentation
Contacts and leads
Personalization
Marketing automation is simply sending out emails to customers automatically using software. In other words, these emails are not sent by a person: they are sent automatically by a piece of software.
What are some of the types of emails that can be sent to recipients using marketing automation tools?
Select FOUR options.
Responses
Behavioral campaigns
Updates on emerging situations
Responses to specific queries
Transactional emails
Customer lifecycle stage campaigns
Data-driven campaign
Behavioral campaigns
Transactional emails
Customer lifecycle stage campaigns
Data-driven campaign
Four key principles of email marketing are segmentation, personalization, timing, and marketing automation. Marketing automation involves sending out emails to customers automatically using software.
What are the key benefits of using marketing automation tools?
Choose FOUR options.
Increase morale of marketing team
Analyze competitor content
Define strategy
Achieve better results
Enhance user experience
Save time
Increase morale of marketing team
Achieve better results
Enhance user experience
Save time
The three key building blocks for automated email workflows are the trigger, action, and timing.
Match each building block to the relevant explanation.
Drag each option to the correct target.
Trigger
Timing
Action
What the email contact did
What the automation tool should do
When the response function should happen
Trigger
-What the email contact did
Timing
-When the response function should happen
Action
-What the automation tool should do
It’s important to craft effective emails that recipients will want to open and read.
What are the key components that marketers should focus on when writing and designing emails?
Choose FOUR options.
Campaign budget
Email text
Call to action
Sender name
Email service provider
Subject line
Email text
Call to action
Sender name
Subject line
The subject line is an important component of an effective email.
Brands need to make sure that the subject is engaging and relevant to the recipient.
Match the different types of subject lines to the correct content.
Drag each option to the correct target.
-Get 10% Off everything in our Summer Sale
-Just 2 Days Left in our Huge Winter Sale
-80% of people would recommend our company to a friend
-Want to know how I get 10m SEO visits per month to my website?
-ANNOUNCEMENT: All our stores will be open until 11pm Monday-Friday
Social Proof
Urgency
News
Offer
Curiosity
-Get 10% Off everything in our Summer Sale
Offer
-Just 2 Days Left in our Huge Winter Sale
Urgency
-80% of people would recommend our company to a friend
Social Proof
-Want to know how I get 10m SEO visits per month to my website?
Curiosity
-ANNOUNCEMENT: All our stores will be open until 11pm Monday-Friday
News
Email copy needs to grab readers’ attention from the start and maintain their interest.
What best practices should marketers follow to write effective email copy?
Choose FOUR options.
Keep sentences simple
Align copy with subject line
Have a singular goal
Use the same language across all emails
Write very detailed copy
Create a sense of urgency
Keep sentences simple
Align copy with subject line
Have a singular goal
Create a sense of urgency
Well-designed marketing emails are more likely to be opened and read by recipients.
What are best practices for creating well-designed emails?
Choose FOUR options.
Responses
Avoid using headings
Organize content for quick reading
Use white space to your advantage
Start with pre-designed templates
Keep the CTA near the bottom of the email
Check the email
Organize content for quick reading
Use white space to your advantage
Start with pre-designed templates
Check the email
It’s a good idea to include a mix of text and images in your marketing emails.
What are best practices for creating well-designed emails?
Choose FOUR options.
Responses
Devote 50% of the email to imagery
Size the images appropriately
Use image click tracking
Avoid including product images
Use brand assets
Follow brand style
Size the images appropriately
Use image click tracking
Use brand assets
Follow brand style
Before a marketer sends an email, they usually need to complete five steps.
Put these five preliminary steps in order.
Drag each option to the correct target.
Step 1
Step 2
Step 3
Step 4
Step 5
Define campaign requirements
Identify the need for an email campaign
Set up tracking and reporting
Write the message copy
Test
Step 1
Identify the need for an email campaign
Step 2
Define campaign requirements
Step 3
Write the message copy
Step 4
Set up tracking and reporting
Step 5
Test
Email deliverability is the measure of how many emails are delivered successfully to a recipient’s inbox.
Which factors affect the deliverability of an email?
Choose THREE of these benefits below:
Length of email
Images
The senders’ ESP
URL shorteners
Subject line
Images
URL shorteners
Subject line
Email marketers are likely to face a number of email delivery challenges as they execute their campaigns.
Match each email delivery challenge to the correct explanation.
Drag each option to the correct target.
Spam complaints
Sending volume
Bounce
Engagement
Spikes in email sending volumes triggers spam filters
Recipient is not engaged
Recipient clicks the “spam” or “junk” button on the email
Email fails to deliver to recipients mailbox
Spam complaints
-Recipient clicks the “spam” or “junk” button on the email
Sending volume
- Spikes in email sending volumes triggers spam filters
Bounce
-Email fails to deliver to recipients mailbox
Engagement
-Recipient is not engaged
To ensure marketing emails are delivered successfully, marketers should review various key elements before deploying the campaign.
Which elements should be reviewed before (not after) sending a marketing email?
Choose THREE of these benefits below:
Time of day
Blacklists
Engagement metrics
Message design
Bounce management
Subject
Time of day
Message design
Subject
Some marketers are about to launch a new email campaign. However, before they do, they want to test how different colors on the CTA button will perform.
What A/B testing practices should they follow?
Choose FOUR options.
Trust the data
Test early
Create many variations of the test element
Establish statistical significance
Conduct testing after the email is sent
Test one element at a time
Trust the data
Test early
Establish statistical significance
Test one element at a time
Marketers can use several different metrics to measure email campaign performance.
Match each email metric to the relevant description.
Drag each option to the correct target.
Bounce rate
Open rate
Conversion rate
Revenue per email
Clickthrough rate
The amount of revenue on average an email subscriber generates
The percentage of emails sent that couldn’t be delivered
The percentage of recipients who completed a CTA
The percentage of recipients who clicked on one or more links in an email
The percentage of people who received and opened an email
Bounce rate
-The percentage of emails sent that couldn’t be delivered
Open rate
-The percentage of people who received and opened an email
Conversion rate
-The percentage of recipients who completed a CTA
Revenue per email
-The amount of revenue on average an email subscriber generates
Clickthrough rate
-The percentage of recipients who clicked on one or more links in an email
Question
To maximize the effectiveness of email marketing campaigns, look for opportunities to optimize emails.
How can marketers optimize email clickthrough rates?
Choose FOUR options.
Use lengthy, sophisticated sentences
Make 50% of the email content imagery
Offer deals for a limited time
Have multiple links for the same action
Use CTAs
Incorporate interactive elements
Offer deals for a limited time
Have multiple links for the same action
Use CTAs
Incorporate interactive elements
Mobile devices are used by both consumers and professionals, and they should form a fundamental part of any email marketing. In fact, a high percentage of people are now using their phones primarily for email.
What best practices should marketers bear in mind when optimizing email for mobile?
Choose FOUR options.
Use reports to analyze user behavior
Choose the right email template
Retain mobile flow
Use large blocks of text
Make images lightweight
Use the same content as you use for desktop delivery
Use reports to analyze user behavior
Choose the right email template
Retain mobile flow
Make images lightweight
Without careful monitoring and adjustment, email campaigns may lead to a number of undesirable actions, like email bounces and unsubscribes.
What steps can marketers take to minimize the number of bounces and unsubscribes that result from email campaigns?
Choose THREE of these benefits below:
Convey message mostly through images
Set an email preference center
Use URL shorteners
Monitor email campaign reports
Check email content
Set an email preference center
Monitor email campaign reports
Check email content
