Email Marketing (ch18) Wk10

Question 1

Name the folowing type of Marketing:

A type of direct digital marketing that uses electronic mail as the marketing communication delivery method..

Answer 1

Email Marketing

Question 2

_________\_ is used in a number of ways by organizations and marketers for brand and customer loyalty building, acquiring or converting customers, company advertisements, or for communicating promotional offers and more.

Answer 2

E-mail Marketing is used in a number of ways by organizations and marketers for brand and customer loyalty building, acquiring or converting customers, company advertisements, or for communicating promotional offers and more.

Question 3

True or False?

The number email user Worldwide has continued to decline as other solutions for electronic communications have been introduced.

Answer 3

FALSE:

The number email users worlwide has continued to grow and is projected to grow through 2024.

Question 4

True or False:

Email has the highest conversion rate at 66% when compared to social media, direct mail and other forms of direct communication

Answer 4

TRUE

Question 5

True or False?

40% of people use email on an average day.

Answer 5

FALSE.

Question 6

True or False?

70% of adults who are online use email.

Answer 6

FALSE.

92% of adults who are online use email

Question 7

True or False:

The frequency with which use email users open marketing is about 50% of the time.

Answer 7

TRUE:

Question 8

True or False?

Between 50% and 60% of US email users either always or frequently open marketing emails.

Answer 8

FALSE.

Between 20% and 30% of US email users either always or frequently open marketing emails.

Question 9

Name 5 key email benefits (as it pertains to email Marketing).

Answer 9

Name 5 key email benefits (as it pertains to email Marketing).

• Low cost per contact
• Highly targeted
• Easy to customize/personlize
• Highly measureable
• High ROI

Question 10

Key Email Benefits(High ROI)

59% of _________\_ say email is their most effective channel in terms of revenue generation.

Answer 10

Key Email Benefits(High ROI)

59% of B2B marketers say email is their most effective channel in terms of revenue generation.

Question 11

Key Email Benefits(High ROI)

_______\_ emails are incredibly effective: on average 320% more revenue is attributed to them on a per email basis than other promotional emails.

Answer 11

**Key Email Benefits(High ROI)

Welcome**
emails are incredibly effective: on average 320% more revenue is attributed to them on a per email basis than other promotional emails.

Question 12

Key Email Benefits(High ROI)

Consumers who purchase products through email spend 138% more than those that don’t receive
_____ _____.

Answer 12

Key Email Benefits(High ROI)

Consumers who purchase products through email spend 138% more than those that don’t receive email offers.

Question 13

When thinking back to the Customer Marketing Model, which components of the model would email marketers most commonly leverage?

Answer 13

When thinking back to the Customer Marketing Model, which components of the model would email marketers most commonly focus on?

• Interest and Engagement
• Customer Retention

*** But email marketers can use all of the components

Question 14

Name the E-mail Marketing Goal.

Creating interest for products and services to be purchased

Answer 14

Name the E-mail Marketing Goal.

Acquisition - Creating interest for products and services to be purchased

Question 15

Name the E-mail Marketing Goal.

Letting audeince know about events, new products, product highlights, promotions, etc.

Answer 15

Name the E-mail Marketing Goal.

Awareness - Letting audeince know about events, new products, product highlights, promotions, etc.

Question 16

Name the E-mail Marketing Goal.

newsletters, special deals for existing customers, referral incentives

Answer 16

Name the E-mail Marketing Goal.

Retention & Loyalty - newsletters, special deals for existing customers, referral incentives

Question 17

Name 3 examples of E-mail Marketing Goals

Answer 17

Name 3 examples of E-mail Marketing Goals.

• Acquisitions
• Awareness
• Retention & Loyalty

Question 18

Name four types of emails used in marketing.

Answer 18

Name four types of emails used in marketing.

Question 19

Name three (3) appropriate KPI’s to track for Promotional Emails.

Answer 19

Name three (3) appropriate KPI’s to track for Promotional Emails.

Question 20

Name four (4) appropriate KPI’s to track for Informational Emails.

Answer 20

Name four (4) appropriate KPI’s to track for Informational Emails.

Question 21

Based on the description below, describe what type of company this is.

A company which offers email marketing or bulk emails services. It may provide tracking information showing the status of email sent to each member of an address list. It also often provides the ability to segment an address list into interest groups or categories, allowing the user to send targeted information to people who they believe will value the correspondence

Answer 21

Email Service Provider (ESP)

Question 22

Choose the typical services that an Email Service Provider(ESP) may offer.

1. Ability to create multiple templates and campaigns
2. Email accounts to the general public
3. Ability to A/B test and segment customers
4. Dynamic personalization
5. Ensure delivery (white list)
6. Email filtering and folder functionality
7. Email client compatibility testing
8. Analytics

Answer 22

Choose the typical services that an Email Service Provider(ESP) may offer.

1. Ability to create multiple templates and campaigns
2. Email accounts to the general public
3. Ability to A/B test and segment customers
4. Dynamic personalization
5. Ensure delivery (white list)
6. Email filtering and folder functionality
7. Email client compatibility testing
8. Analytics

Question 23

For E-mail marketers, what is the significance of this slide?

Answer 23

For E-mail marketers, what is the significance of this slide?

Consumers are still inherently cautious about opening emails from an organization they don’t recognize and also concerned about clicking on links to sites that are unfamiliar to them.

Question 24

Highlight the E-mail Structure Considerations mentioned in the lecture.

1. Sender Info
2. Subject Line
3. Character Colors
4. Email Copy/Content
5. Use of Imagery
6. Return Receipt Request
7. Call(s) to Action (CTA)
8. Layout
9. Mobile Email

Answer 24

Highlight the E-mail Structure Considerations mentioned in the lecture.

1. Sender Info
2. Subject Line
3. Character Colors
4. Email Copy/Content
5. Use of Imagery
6. Return Receipt Request
7. Call(s) to Action (CTA)
8. Layout
9. Mobile Email

Question 25

What are the four components of the **Email Copy/Content** portion of an **email**?

Answer 25

What are the four components of the **Email Copy/Content** portion of an **email**? * **Header** * **Greeting** * **Body** * **Footer**

Question 26

When use thoughtfully **Imagery** can be very helpful to **\_\_\_\_\_** information and **\_\_\_\_\_** consumers to further engage with the brand.

Answer 26

When use thoughtfully **Imagery** can be very helpful to **convey** information and **entice** consumers to further engage with the brand.

Question 27

What component of the marketing email does the picture below represent?

Answer 27

What component of the marketing email does the picture below represent? **Call to Action (CTA)**

Question 28

Many users check emails on their mobile device so its important that the email marketer use an email that will render well on any platform. What is this the term for this?

Answer 28

**"Responsive Design"**

Question 29

As a maketer, you can become **black-listed** if you do not follow the practice of \_\_\_\_\_\_-\_\_\_\_\_\_\_ (opt in ) emails

Answer 29

As a maketer, you can become **black-listed** if you do not follow the practice of **_Permission_**-**_Based_**(opt in ) emails.

Question 30

Name 3 **Best Practices** of email marketing **Permission-Based (Opt-in)**

Answer 30

Name 3 **Best Practices** of email marketing **Permission-Based (Opt-in)**

Question 31

Name the 6 ways to Build a **Permission-Based Email Database**

Answer 31

Name the 6 ways to Build a **Permission-Based Email Database**

Question 32

What is the **least favored** method for **building an email database**?

Answer 32

What is the **least favored** method for **building an email database**? * **Buying a list**

Question 33

Buying a list - there are companies that will sell a list of email addresses that are allegedly targeted (e.g mail fishermen, female doctors, etc.). It's important to note that although you are allowed to send one unsolicted email to anyone, they must **\_\_\_\_\_\_**to receive additional emails.

Answer 33

Buying a list - there are companies that will sell a list of email addresses that are allegedly targeted (e.g mail fishermen, female doctors, etc.). It's important to note that although you are allowed to send one unsolicted email to anyone, they must **opt-in** to receive additional emails.

Question 34

As soon as an end user signs up for marketing emails they should receive a **\_\_\_\_\_\_\_ \_\_\_\_\_\_.**

Answer 34

As soon as an end user signs up for marketing emails they should receive a **Welcome Email.**

Question 35

After a user signs up for email marketing how long should it take for them to receive a welcome email?

Answer 35

**Immediately!!!**

Question 36

# Fill in the blanks regarding **email marketing frequency.** * Avoid too many emails that **_\_\_\_\_\_\_**_inboxes and _**\_\_\_\_\_\__** messaging * * Frequency interests likely **_\_\_\_\_\_\__** over time * Strike a **_\_\_\_\_\_\__** between intruding/annoying(too much) and unmemorable (too little)

Answer 36

# Fill in the blanks regarding **email marketing frequency.** * Avoid too many emails that **_clutter_** inboxes and **_repeat_** messaging * Frequency interests likely **_change_** over time * Strike a **_balance_** between intruding/annoying(too much) and unmemorable (too little)

Question 37

**Product-Related Emails:** One way to send **Product-Related Emails** is to leverage the products purchase history for a consumer and send an email reminder that it's time to **\_\_\_\_\_\_**.

Answer 37

**Product-Related Emails:** One way to send **Product-Related Emails** is to leverage the products purchase history for a consumer and send an email reminder that it's time to **restock**.

Question 38

# Fill in best practices for Markerter Email personalization. * Leverage customer _**\_\_\_\_\_\_**_ to address personally. * Use **_\_\_\_\_\_\_\_\_\__** data to customize messaging (e.g age, gender, location) * Draw on _**\_\_\_\_\_\_\_\_\_**_ data to target customer interest(e.g. products purchased, products looked at)

Answer 38

# Fill in best practices for makerter Email Personalization. * Leverage customer **_name_** to address personally. * Use **_demographic_** data to customize messaging (e.g age, gender, location) * Draw on **_behavioral_** data to target customer interest(e.g. products purchased, products looked at)

Question 39

A page that gives subscribers a choice in the emails they get from you (such as content or frequency) in addition to the option of unsubscribing. This way, subscribers can opt down instead of completely opting out.

Answer 39

**E-mail Preference Center:**

Question 40

**Email Marketing Testing & Measurement:** Name four (4) metrics that will help with measuring **customer interactions** with email marketing.

Answer 40

**Email Marketing Testing & Measurement:** Name four (4) metrics that will help with measuring **customer interactions** with email marketing. * **open rate** * **click-through rate** * **opt out rate** * **forward rate**

Question 41

Email Marketing Testing & Measurement: What type of testing will assit in measuring subject line, content and call to action effectiveness?

Answer 41

**A/B Testing.**

Question 42

The following KPI's are used to track the performance of what type of emails? * Open rate * Download rate * Forward rate * Database growth rate

Answer 42

**Informational Emails**