Email Marketing
With subject lines, shorter is better. What is the average character length that will appear on a mobile device?
- 41-50 characters
What is an email client?
- A computer program used to access and manage a user's email
What is A/B Testing?
- A method of comparing two versions of something such as a webpage or app against each other to determine which one performs better
When you and your business decide you are going to run a test what is the one thing you need to have to get started?
- A specific purpose, a problem area that is not performing well
What is the definition of an email marketing strategy?
- A strategy used to market products and services and nurture relationships in a human and helpful way through the use of the email channel
What is the definition of analysis?
- Analysis is how you look at anything complex in order to understand its nature. In this case, analysis means looking at your emails to see how they're performing to understand what's occurring
What are the three stages of the inbound methodolgy?
- Attract, engage, delight
What are the two foundational benefits of great email design?
- Clearly communicate a message - Create a consistent experience
What are the two key parts to creating a consistent experience in your marketing emails?
- Communication of brand experience - Email client and device contact views email on
Inbound is all about the happy marriage between what two things?
- Context and content
To achieve the second theme of creating high performance emails, "optimizing for conversion," you need someone to get into your email then compel them to take action. What do we look at when trying to focus on this conversion?
- Conversion: the completion of a desired action - Two key actions - open and click - Each part of email guides contacts towards desired action - Before anyone can click, they have to open your email (influenced by subject line, sender name/email, preview text) - Provide value in email guided toward helping them take your specific action (influenced by email copy)
What is graymail?
- Email you technically opted in to receive, but do not necessarily want
What is one of the common mistakes when running A/B tests?
- Ending a test too soon
To be compliant with CAN-SPAM law you only need to include your physical address in your footer, true or false?
- FALSE - also needs to include company name and unsubscribe links for your readers to access at any time
True or False: Do you have to use an A/B testing tool to run your tests?
- False
What are the three best practices for creating a successful segmentation strategy?
- Have a clean and organized database - Collecting the right information - Understanding implicit and explicit data
What are the three key components to sending the right email?
- Include the right content in the email - Segment your audience properly - Send it at the time at which it will be most impactful
What are the three key areas of analyzing your emails?
- Individual email metrics - Whole email marketing channel metrics - Return on investment
In a HubSpot survey of more than 1,500 customers, what was the most important email element for their company?
- Mobile responsiveness
Are there three levels of opting in types?
- Opt in - Neither opt in nor out (default) - Opt out
What does Campaign Creators talk about as being so important to your lead nurturing strategy?
- Patience
What are the two main themes for creating high performance emails?
- Select the right goal for your email - Optimize each part of your email to drive conversions
What are the three steps of creating an outline for your email design?
- Setting a goal - Writing and designing content - Create a consistent experience
What are the three ways to look at your contact list through?
- Sources: how did your contacts get onto your list? - Permissions: do you or does someone at your company have permission to email the contacts on your list? - Expectations: what expectation was set about the content being received and the frequency with which it is sent?
The AIDA Model can be used to organize the structure of your emails, true or false?
- TRUE - Attention, interest, desire, action (inverted pyramid)
What is the definition of email deliverability?
- The measurement and understanding of how successful a sender is at getting their marketing email into people's inboxes
What is an email clickthrough rate?
- The percentage of people who clicked on a link in your email after opening it
What is behavioral email?
- The practice of sending automated, targeted emails to the contacts in your database based on their interactions with your company across multiple channels: social media, email, your website and beyond.
What is the definition of lead nurturing?
- The process of building relationships with your prospects with the goal of earning their business when they're ready
What are the three foundational pieces of a lead nurturing strategy?
- Timely, efficient, targeted
True or false: Should you on average focus on testing only one variable at a time?
- True
True or false? Email delivered is defined as the number of valid email addresses that accepted your company's email.
- True
When looking to send email to your contacts, what do you need to collect to help build the trust you need to create lasting relationships with your contacts?
- Verifiable permission
When using the Five Whys to help you set goals for your emails, what is the most important question that you ask?
- Who are you sending the email to? - What do you want your contacts to do with this email? - When will this content be most relevant to your contacts? (time of day as well as buyer's journey) - Where are your contacts going to be reading this email? - Why press send? --> MOST IMPORTANT QUESTION
If explicit data is information that is intentionally shared between a contact and company, what is implicit data?
- information gathered from user behavior
What is a contact property?
- stores information about an individual contact
What does the email marketing strategy CATS stand for?
- the right CONTENT - to the right AUDIENCE - at the right TIME - equals SUCCESS
