Topic 8 - Email Marketing Flashcards
Describe the pros of email marketing and overall importance for digital marketers
Email marketing is unique in the sense that people who are in newsletters have already engaged with your product and have a very high chance of being at the last stage of the sales funnel
Pros
- Affordable (Only pay monthly fee to service provider - MarketChimp)
- Effective (Email can generate as much as $38 per $1 spent
- Personalised (The format of emails enable marketers to tailor messaging to specific segments)
Importance
- Accessibility (Everyone has email)
- 2 way communication channel
- Analytics (Targeted, scalable and measurable)
What is email automation and illustrate an example of how it works
Marketing Automation is a technology that automatically manages the marketing process across channels including emails.
An example of an automated email process is as follows… The example follows a VC firm launching a webinar
- Customer signed up for webinar
- 1 hour before webinar
Email: See you in 1 hour! - Attended Webinar
Yes - Email: Thanks for attending, please fill out this post attendee survey
No - Email: We missed you at the webinar but heres a free recording on us ;)
What are the 8 steps in email marketing?
- Build a mailing list (With permissions)
- Set Goals (For mailing campaign)
- Segment the database
- Decide Timeline + create automation
- Create Assets
- Content
- Design Layout
- Add Strong C2A - Testrun
- Implement campaign
- Measure and adjust
What are the steps digital marketers can use to build email mailing lists using webpages?
- Get email marketing software
- Create subscription worthy content AKA Lead Magnets (free item given in exchange for email)
- Tie Lead Magnets to landing page
- Write a strong C2A and ask for subscribers
What are the 4 types of emails that digital marketers need to know
- Email newsletters - informing customers about products or services
- Acquisition Emails - acquiring new customers
- Retention Emails - Sent to existing customers
- Promotional Emails - direct promotion of products or services
When planning your email program around the marketing funnel, how would you build a high opt in proposition at the top of the funnel?
The top part of the marketing funnel is the awareness stage where consumers have not interacted with your brand product or service before.
Using the perceived value formula we can highlight the DOs and DONTs when building a high value opt in proposition
Value = Perceived Benefits - Perceived Costs
Perceived Benefits
- Elements of the value pyramid (Functional, Emotional, Life Changing and Social Impact Values)
- Strong Lead Magnets ( a free incentive given in exchange for someone’s email)
Perceived Cost
- Time spent on the form
- Amount of information given
Name a few other ways emails can be gathered at the awareness stage of the marketing funnel
Offline options
- At Point of Sale
- Through QR codes
- Promotional Events
When planning your email program around the marketing funnel, what are 4 types of email strategies used at the middle of the funnel?
- Welcome Journey (Series of emails dedicated to welcoming potential customers to brand)
- Welcome Email (Deliver lead magnet or just say hello)
- Solution Aware (Present the problem that the reader might have and show your product as a solution)
- Stories (Humanise brand through founder’s/employee’s story) - Nurture Emails (Any email that aims to retain or reactivate customers once they’ve made a purchase)
- Newsletters
- Product tips and updates
- Birthday and anniversary - reactivation Campaigns (Designed to bring back ‘lapsed’ customers)
- Remind them of initial benefit
- Evoke loss aversion
- offer to unsub - System Emails (Auto generated emails)
- Transaction emails
- Delivery Updates
- Password Reset Emails
When planning your email program around the marketing funnel, what are 6 types of emails used at the bottom of the funnel?
Need Incentive
1. Promotions and Campaigns
2. Abandoned Cart
Buy More!
3. Upsell - Offer higher price products
4. Cross Sell - Offer equal price or value product
Brand Building
5. Referral
6. Loyalty Programs
What are the best practices when it comes to managing an email campaign
- Listen and Respond (One of the important factors of email marketing is that it is a 2 way communication channel
- Never leave a response for more than 24 hours
- Try not to use “noreply” - Follow all legal requirements
- Have a clean email data set (Mailing list)
- Clear inactive people
- Fix typos
- Remove emails that bounce
