expert session chapter 8 email marketing in the digital age

tips on design for mobile

-be concise -use a single CTA with a bulletproof button -utilizing white space to allow for breathing room -using a max font size of 13px -designing in a single-column format

triggers for spam

1. All caps 2. Spammy content 3. High image/content ratio 4. Poor html coding 5. Exclamation marks

email content types

1. Retail 2. Lead generation 3. Search engines (i.e. kayak) 4. Online Media 5. Online B2B services

How many emails were sent out per day in 2015?

205 billion

Why is breathing room in your emails important for mobile emails?

Because mobile devices don't have pinpoint accuracy of a mouse

Which of the following is a type of live content?

Weather feeds Social feeds Mobile deep linking Countdown clocks all of these**

transactional emails

When a customer makes a purchase from an online retailer but does not sign up for the email list, the retailer may still send the customer emails about the transaction

triggered emails

an email sent to an individual executed from an event that happens outside the marketing cloud (purchase confirmation, abandon shopping cart)

Why are brands fully embracing email marketing?

bc of high roi

What causes 30% of email users to unsubscribe on mobile devices?

emails dont render properly

True or False: Email marketing is used more to acquire customers, rather than retaining them.

false

Is email marketing starting to die or is it still growing?

growing

landing page micro conversions include:

headline, subheadline, first paragraph, body, and call to action

Email Micro-Conversions process?

includes: from name, subject line, preview pane, above the fold, complete email, and click through

live content

live video, social feeds, mobile deep link, countdown clocks, weather feed, and more

types of emails

transactional, triggered and onboarding

True or False: Mobile devices have made email marketing more effective.

true

True or False: Responsive design allows your email to render to multiple devices.

true

onboarding emails

•New sign-up •Less knowledgeable •More curious •More responsive examples: -Welcome offer -Invitation to connect on social media -Invitations to download mobile app -Invitation to refer friends (often for additional reward) -Reminder about welcome offer -Explanation of website features