Email Marketing

What are the components of a strong CTA?

- Clear copy & compelling copy (language that describes the benefit of doing that something - Urgency (Using time sensitive language to act quickly/Creates motivation to audience) - Personalization ( Doing small adjustments for your audience to feel special) - Intentional design - Strategic placement (CTAs are visible, easy to find, & placements seem logic) - Relevance (Strategy to bring greater focus to your messaging)

What are 4 best practices for creating inclusive designs in email marketing?

- Consistency: A design where your brand can be recognizable to your audience - Aesthetics: Creating your emails to be visually attractive & stimulating - Accessibility: Creating designs for readability - Preview your emails: ensures your emails are customized for different views

What are the best practices for creating successful subject lines and preview text?

- Context - Personalization - Timing - Humanizing your language and tone - Keeping text brief/short - Following best practices to avoid spam traps

What are the types of consent in email marketing?

- Explicit consent: when you ask an individual for permission to send them marketing emails and they agree. - Implied consent: An individual gives you their email address for some business purpose, but has not explicitly stated that they want to receive marketing emails from your brand. - Opt-in consent: a user actively chooses to agree to the sharing of their personal data

Why is design important in email marketing?

- First impression is important - Making an impact to intrigue interests - Even if the message may be weak, the design can speak for itself and have an impact on your email's message - It creates a story, design has the ability to communicate certain messages quicker and efficiently - Communicates legitability and creditability for your company

What are the components for building a strong brand voice?

- Imagine your brand as a person - Strategically assessing the competitive brand/nature to stand out - Staying true to the brand and forming a clear connection between voice and strategy - Creating a great culture to empower employees to spread the brand voice far and wide - Building credibility by remaining consistent in your brand voice - Speak your audience's language

Why does personalization matter in email marketing?

- It creates ways to implement personalization to your email marketing strategy - Can bring deliver transaction rates that can be 6x higher - Increases engagements with your audience

What are the five most important actions for email marketers and what might they indicate?

- Open rates: The effectiveness of grabbing audience's attention in opening email - Click through rates: The effectiveness of the emails content being engaged - Bounce rates: % of emails that are undelivered and returned to sender - Unsubscribe rates: % of of recipients who unsubscribed from your email list - Conversion rates: % of email recipients who completed the desire action after clinking link

What are the factors for developing an effective send time optimization strategy?

- Segmentation (Helps with finding patterns of behavior based on your different groups) - Analyzing your email metrics (Time clicks that action is being taken based on your audience) - Testing different send times - Taking time zones into consideration

What are the best practices of email design?

- Thinking about the purpose & what you're trying to achieve in your email - The eye tracking pattern, the natural gaze pathway to your audience to follow - Taking blank space to an advantage, but making sure your content doesn't feel overcrowded - Use web optimized images that load quickly & include alt text description - Making your points across in a email to their importance - Positioning your various elements based on how visually important it will be in a email

What are the benefits of strong copy?

- helps you deliver unique value to your customers by establishing trust and quickly grabbing their attention - conveys authority and credibility, which brings greater value to your audience

What are the 6 common mistakes marketers make when writing email copy?

1. Creating emails that are irrelevant to your brand just b/c it's following a trend 2. Not thinking about how the images will go with the emails content (First think about the info that's gonna be given, than the image that will accompany the content) 3. Creating content that will not drive toward action (don't create content just to create) 4. Emails shouldn't be looked as a one send-off email (Creating email content that will take your audience through a journey) 5. Don't always rely on buzzwords (Create words or content that will bring value (building trust) to your reader to promote your brand) 6. To think of personalization as only adding the receiver's name to the subject line (it's about the person as a whole, which includes the message and the lifecycle stage they are into)

What are the steps for performing an A/B test?

1. Determine your goals 2. Choose your variables (subject line, time sent, message tone, CTA size, etc.) 3. Decide necessary significance (what your goal needs to be) 4. Create your test groups (2 diff groups w/ 2 diff variables) 5. Send your emails 6. Analyze your results (Always tying them to your goal metrics)

If your contact management and segmentation are not integrated, how might that affect your email marketing strategy?

1. Irrelevant Messaging 2. Mixed Content: If contact attributes aren't linked to segments 3. Lower Engagement:When subscribers receive content not aligned to their needs and interests 4. Imprecise Targeting: Lack of integration between contacts and segments

List the steps for applying email analytics to your strategy.

1. Review your goals and create a hypothesis whether it's towards an email or email campaign 2. Collect relevant data (Look at relevant metrics) 3. Segment your audience (Compare your segments of your audience) 4. Analyze the data 5. Draw conclusions (conclude what is working or not working in metrics) 6. Make data-driven decisions 7. Test & measure 8. Repeat

What is a brand voice?

A consistent way of conveying a brands message to an audience

What is a wireframe?

A design method used to plan the layout of a web page (A way to see where to add designs and content)

What is a sunset policy?

A plan on what to do once the contact has stopped engaging from your emails.

What is sender reputation?

A record of how well or poorly emails sent from your domain have performed and a determination where the email will land (junk, spam, inbox, etc.))

What constitutes a double opt-in?

An email that requires contacts to click a link and confirm their consent in order to continue receiving future marketing emails from your brand.

What is preview text?

Brief description of what will be in your email

How does contact management impact segmentation?

Contact management is recording and tracking all customer interactions within your company. Combining these two in order to get easier communication, understanding, accurate information, and checking for errors when it comes to your audience (segmentation). The more successful your contact management is, the better you can perform on your segmentation.

What are the primary components of GDPR?

Contacts who are apart of the EU. The GDPR is based on the following principles: ● Lawfulness, fairness, and transparency: People need to understand what, how, and why their data is being processed by your organization. ● Purpose limitation: Data should be collected only for clear, specified, and legitimate purposes, compatible with your original purposes. ● Data minimization: Only the specific data companies need should be collected. ● Accuracy: Data must be accurate and kept up to date, otherwise it should be erased or corrected. ● Storage limitation: If data can be linked to individuals, companies can only keep it for as long as they need to carry out the purposes they specified. ● Integrity and confidentiality: Companies must ensure that the data they keep is secured and protected. ● Accountability: Companies are responsible for the data they hold and should be able to demonstrate their compliance with the GDPR.

What are the most popular forms of email authentication?

DKIM, SPF, DMARC, and BIMI. DKIM, SPF, and DMARC are the three major forms of authentication, and they work to both identify you as the sender and to protect your reputation by keeping bad actors from sending emails on your brand's behalf.

How does deliverability relate to strategy and segmentation?

Deliverability is going to be the history data that shows whether you need to improve on marketing strategy and tailor your groups. Finding ways/options on how to increase click through rates and open rates.

Why is it important for your ESP to integrate with your CRM?

ESP is just a provider/tool to give the services of sending emails & keep clean track of data based on your customers and CRM is the way to get customer information & behavior data on how they are engaging with your emails. These two combine results in a clearer picture of your customers based on your marketing strategy and getting info to gain successful growth long-term.

What is an ESP?

Email Service Provider: It provides delivery infrastructure that helps you create emails & provides tools to reach your target audience inbox. A provider that helps your data organized and up to date.

What is graymail?

Email you technically opted in to receive but contacts have stopped engaging and are no longer interested in receiving your brands email.

What is the difference between a hard bounce and a soft bounce?

High bounce indicates that there was a permanent error with delivery with a specific email contact vs. soft bounce indicates temporary issue on the recipient side or technical issue

How do personalization and segmentation fit together in an email marketing strategy?

It allows the company to know how to personalize based on all the similar groups that were made from the brand's contacts.

Why is segmentation important?

It enables marketers to identify groups of consumers with similar needs and interests. It helps determine the characteristics, buying behavior, and location of each group. It shows that the company understands its audience.

What is a subject line?

It gives a short preview of what the email is about.

How does automation help in email marketing?

It helps when you want your company email marketing to work at scale (growth). - Improves lead generation - Increases conversions - Lessens repetitive tasks - Leaves room for other things to do in your marketing strategy

Why are email analytics important in an email marketing strategy?

It helps with getting feedback on what improvements need to be made. You gain more knowledge about your customers and find ways to put value into your content for your audience

What makes email a unique platform?

It's a push channel, a platform that doesn't play the waiting game. A platform that is a two-street to create personal connection with contacts.

How are open rates impacted by Apple's Mail Privacy Protection feature?

Makes it much harder to get accurate data on email open rates because bots opens can give the impression that your open rate is higher than it actually is.

What is A/B testing?

Method used to send 2 versions of an email to see which produces the best results (changing variable in both versions)

What is personalization?

Occurs when a company knows enough about a customer's likes and dislikes in order to offer more unique emails that will appeal to that person.

What is segmentation?

Separating your contacts into groups and/or individuals you need to attract to reach your goal. (The WHO)

What are the components of a SMART goal?

Specific Measurable Attainable Relevant Time-bound

What are the primary components of CAN-SPAM?

The basic principles of CAN-SPAM include the following requirements: ● You can't have false or misleading header information. ● You can't have deceptive subject lines. ● Your message must include a valid physical postal address. ● Your message must clearly identify as an advertisement. ● Your message must have a clear mechanism for recipients to opt out — in other words, an "unsubscribe" button. ● You must promptly comply with opt-out requests. ● You must monitor those who are emailing on your behalf, so if you hire externally to help with your email marketing, your company is still liable if they break the rules of CAN-SPAM.

What is deliverability?

The delivery rate of the likelihood that an email that was sent is going to be seen and interacted with.

What is delivery?

The door to getting an email sent and land in a contacts inbox.

How do SMART goals support your email marketing strategy?

The understanding of the "WHY" behind everything you do, choosing intentional goals & and having a clearer path to achieve your brand marketing goals.

What is automation?

The use of technology to ease human labor

How can A/B testing benefit your email marketing?

To see which variable works and what variable needs improvement on.

Describe how context impacts your analytics.

What you're measuring and who you're measuring for will change the value and meaning of the number rates you're examining. Context plays a role b/c sometimes it's not just about one rate but an overall rate. (Key to measuring succes)

What is a CTA?

call to action: It's part of an email, webpage, ad, or piece of content that encourages the audience to do something towards your company

How does segmentation relate to email analytics?

helps you identify patterns and trends in your data and tailor your campaigns accordingly, so it's important to compare the performance of different segments of your audience.

How can storytelling enhance email copy?

incorporate storytelling and emotional appeal in your copy is through highlighting the benefits you can bring to your customers rather than just highlighting features of your product.

Identify the levels of context that impact your email analytics.

the most granular level of context is a single email. From there, your email can be reviewed in comparison to its larger campaign, followed by both being reviewed in comparison to their portal (the organizational account that one sends and receives email from) and then network (the wider platform that one's organizational account is housed in).