Email Marketing

Question 1

Different types of emails

Answer 1

Acquisition Email
Newsletter
Promotional Email
Retention Email
Welcome Email

Question 2

Welcome Email

Answer 2

Email sent to BRAND NEW CUSTOMERS or SUBSCRIBERS

Question 3

Retention Email

Answer 3

Email sent to CURRENT CUSTOMER with the goal of KEEPING them as a customer.

Question 4

Promotional Email

Answer 4

Email sent to CURRENT SUBSCRIBERS about NEW or EXISTING products/services

Question 5

Newsletter

Answer 5

Email sent to CURRENT SUBSCRIBERS on a REGULAR BASIS, containing NEWS or INFORMATION relevant to company or subscriber.

Question 6

Acquisition Email

Answer 6

An email sent to ACQUIRE NEW CUSTOMERS.

Question 7

What is the relationship between Data, Reports, Metrics, and KPIs?

Answer 7

Lots of data——creates——>Metrics—–make up—->KPIs——make up—–> Reports

Question 8

What are the different types of email data?

Answer 8

Behavioral data
Demographic data
Psychographic data

Question 9

Behavioral data

Answer 9

Information about ACTIONS CUSTOMER MAKES/DOESN’T MAKE when SHOPPING on a WEBSITE

Question 10

Demographic data

Answer 10

Information SPECIFIC TO CUSTOMER:
-Age
-Gender Identity
-Income
-Family Size
-Occupation
-Location
-Education

Question 11

Psychographic data

Answer 11

Information about customers ACTIVITIES, INTERESTS, OPINIONS

Question 12

What are the different types of Email Marketing KPIs that can be measured?

Answer 12

Click-to-open rate
Open rate
Complaint rate
Conversion rate
Unsubscribe rate
List Growth rate
Email Bounce rate
Forward rate

Question 13

Click-to-open rate

Answer 13

The percentage of EMAIL RECIPIENTS who CLICKED on ONE OR MORE LINKS in an EMAIL, out of TOTAL UNIQUE EMAILS

Total clicks/Number of unique opens

Question 14

Open rate

Answer 14

Percentage of users that OPEN YOUR EMAIL

Number of people who OPEN your email/ Number of people who RECEIVE your email

(OPEN/RECEIVE)

Question 15

Complaint rate

Answer 15

Percentage of customers who SEND COMPLAINTS to MAILBOX PROVIDERS about RECEIVING YOUR EMAILS

complaints/ # emails delivered

Question 16

Conversion rate

Answer 16

Percentage of customers who CLICKED ON LINK IN EMAIL AND TOOK DESIRED ACTION (Like making a purchase)

Total number of conversions/ Total emails sent

Question 17

Unsubscribe rate

Answer 17

Percentage of email recipients who UNSUBSCRIBE FROM EMAIL LIST AFTER RECEIVING AN EMAIL.

Unsubscribes/ Emails Delivered

Question 18

List Growth rate

Answer 18

The rate at which YOUR LIST GROWS

NEW SUBSCRIBERS-UNSUBSCRIBES/ Total number of EMAIL ADDRESSES
X
100

Question 19

Email Bounce rate

Answer 19

Percentage of EMAILS SENT that COULD NOT BE DELIVERED to recipients

Total number of BOUNCED EMAILS/ Emails DELIVERED
X
100

Question 20

Forward rate

Answer 20

Percentage of recipients who click on SHARE BUTTON on SOCIAL MEDIA or FORWARD BUTTON through EMAIL to SEND TO FRIENDS

Number of forwards/ Total number of emails delivered

Question 21

ROI (Return On Investment)

Answer 21

The RATIO of MONEY MADE and MONEY SPENT

TOTAL REVENUE (Income)/TOTAL SPENT
X
100

Question 22

A/B testing

Answer 22

TWO versions of content with ONE variable that is changed, to see which has better results. (Insta post with or without caption for example)

Question 23

SWOT analysis

Answer 23

An audit (analysis of individual or organizational qualities) of a companies:

Strengths
Weaknesses
Opportunities
Threats

Question 24

PESTLE analysis

Answer 24

An audit that IDENTIFIES:

Political
Economical
Social
Technological
Legal
Environmental

Factors that may INFLUENCE a MARKETING STRATEGY

Question 25

What are some tools that could be used in an email or a post to practice ACCESSIBILITY?

Answer 25

-Alt text -Non-decorative text (screen readers cannot detect this kind of text) -Avoid using acronyms

Question 25

Screen Reader

Answer 25

An APP that CONVERTS TEXT, BUTTONS, AND OTHER screen ELEMENTS into SPEECH or BRAILLE. DON'T USE DECORATIVE TEXT as screen readers cannot read these.

Question 26

Screen enlargement app

Answer 26

TECHNOLOGY that helps users SEE CONTENT MORE EASILY by MAGNIFYING TEXT and IMAGES on a computer or digital device screen

Question 27

Alt or Alternative text

Answer 27

A BRIEF, written DESCRIPTION of an IMAGE with the primary purpose of assisting individuals who are VISUALLY IMPAIRED.

Question 28

What is gained from doing data analysis or research?

Answer 28

INSIGHT on what needs to be maintained or altered in a marketing strategy.

Question 28

What do we use to measure the success of a company's business or marketing objectives?

Answer 28

Key Performance Indicators (KPI) METRICS that are used to MEASURE the success of a campaign. EX: "We want to have a Forward Rate of 50% 6 months after the launch of X`s Email campain." Forward rate is the KPI and the metric is the 50%.

Question 29

What are METRICS in comparison to KPIs?

Answer 29

Metrics are QUANTIFIABLE MEASUREMENTS that are used to create specific KPIs to gauge how successful a business campaign or business objective is.

Question 30

What are the elements of a marketing email?

Answer 30

Email COPY, SUBJECT LINE, Email BODY, Email, PREVIEW TEXT, sometimes CALL TO ACTION

Question 30

Email copy

Answer 30

The TEXT in a SUBJECT LINE, PREVIEW TEXT, and EMAIL

Question 31

Preview text

Answer 31

Text NEXT TO AN EMAILS SUBJECT LINE in the inbox that gives extra insight into what’s inside the email EX: (Email sender in BOLD) ABC Widgets-(subject in BOLD) Thank you for your order!-(PREVIEW TEXT in non-bold) Your order will arrive within the next 5 working days.

Question 32

What makes a SMART goal SPECIFIC?

Answer 32

What do I want to accomplish? Why is this a goal? Does it have a specific reason, purpose or benefit? Who is involved? Who is the recipient? Specific goal: get a certain number of subscribers within a time period

Question 33

What makes a SMART goal MEASURABLE?

Answer 33

What evidence will prove whether the specific goal was successful or not? A goal is measurable by asking: How much? How many? How will I know when it is accomplished? Measuring email marketing metric of ROI(Return On Investment) EXAMPLE: 10,000 additional subscribers means the goal above was successful

Question 34

What makes a SMART goal ATTAINABLE?

Answer 34

You want your goal to be REALISTIC but CHALLENGING EXAMPLE: How many additional subscribers is realistic in 3 months but also a challenge to achieve?

Question 35

What makes a SMART goal RELEVENT?

Answer 35

Does it make sense to reach this goal? Does this goal make sense with what you are trying to do as a company? How does this email marketing goal align with company values?

Question 36

What makes a SMART goal TIME-BOUND?

Answer 36

Make sure your goal has a deadline.