Mailchimp: Email Marketing
Which of the following are considered best practices for using images in your emails?
- Include Alt Text for all images - Use RGB color profile
After launching her email campaign, Eliza is interested to see how it's performing - and while the good news is that her click-through rates are sky high, her clicks per unique open are much lower than expected. Group the following email elements based on what she's doing well and what she may need to check.
- Message structure - Need to check - Images - Need to check - Call to action - Need to check - Copy - Need to check - Preview text - Doing well - Subject line - Doing well
Which of the following has been shown to boost email open rates?
- Personalization - Capitalization
Classify the following examples as requiring either behavior-based or campaign-based emails.
1. A food truck is expanding its operations to new locations - Campaign 2. A rock climbing gym is offering a free 3-day trial to new subscribers - Behavior 3. A wedding vendor is launching a photo contest - Campaign 4. A kitchen goods store is sending a list of items you might like based on your recent purchase - Behavior 5. A game app is unlocking special features to those who pass on a referral link - Behavior 6. A travel company is holding a promotional party for its VIPs - Campaign
Match the testing metric to the most relevant campaign objective.
1. Conversion rate - maximize revenue 2. Total spend/average spend - deliver content 3. Open rates - drive traffic to a specific website, social media, story, etc. 4. Click-throughs - effectiveness of CTA 5. Clicks per unique open - boost sales *NOT CORRECT - working on this one, sorry
Classify each of the following examples as either a simple or complex segment.
1. Subscribers added after the last campaign was sent - Complex 2. Longstanding subscribers who have never made a purchase - Complex 3. VIP contacts who are given special privileges - Complex 4. Contacts who live in Arizona - Simple 5. Contacts with a 3-star contact rating - Simple 6. Contacts who are interested in water sports and work in accounting - Simple *NOT CORRECT - working on this one, sorry
What percentage of all emails are opened on mobile devices?
40-50%
What is Omnivore?
A proprietary Mailchimp system that improves deliverability by guarding against abuse
Liam's interest in growing sales from his younger customer segment prompts him to think about gathering more data from this audience. In a survey to existing subscribers he includes additional drop-down questions about how often they wear ties and what age range they are in. This type of data source can be described as a/an:
Audience field
When using A/B and multivariate testing, which email element will require the most effort to test?
Content, copy, and images
Eliza has focused her multichannel campaign objective to target customers who attend her classes most frequently. Before she starts to build her emails, what should she do?
- Ensure that her campaign synchronizes within her overall multichannel strategy - Take into consideration what these customers have liked best and least about past campaigns
Liam notices that a lot of younger customers aren't opening his emails. As a result, he wants to focus more on improving his open rates. As he builds his email, he should spend more time on the elements that will contribute to an open rate. What two email elements should he focus on most?
- Frequency and timing - Subject line and preview text
Before you start actively building your detailed email design, what are the step/s that you should always complete?
- An organized and updated audience - Clear understanding of your marketing objective - A blueprint of the email that you're going to build
What are 2 ways to avoid spam traps?
- Archive inactive addresses - Enable double opt-in
First, Eliza wants to make sure her audience is up to date. What might she do to accomplish this?
- Ask for a reconfirmation of subscription - Send an updated profile link campaign
Liam is interested in learning more about his customers' behavior during the analysis of his recent campaign where he added a lot more copy and images than he used to. He wants specifically to see how people are interacting with the email content. What tool would help him most?
- Click map
Knowing that it is important to have a testing plan in place, Eliza is thinking through the metrics that she should focus most on. Given her campaign objective (to get people to download and try out her app), which two would make the most sense?
- Clicks per unique open - Conversion rate
How can data be brought into the Mailchimp platform?
- Contact Import - Integrations - API - Forms
Liam sends an email campaign to repeat customers and finds great email engagement but no resulting purchases. Using this information, what could be effective options to incentivize customers to make purchases when sending similar campaigns in the future?
- Enclose an offer for limited time free shipping - Send a personalized campaign offering for new purchases based on past purchase history
Liam wants to test the effectiveness of two different emails to improve his emails geared towards a younger audience. He only has a smaller sized audience for this, so will need to consider how he tests. Liam recommends testing with the first 15% of his audience, and then using the results to decide the email that is sent to the remaining 85%.
False
True or False: Both hard and soft bounces influence your IP score.
False
It's time to start building that email! What call to action follows best practices and would be most effective to encourage her frequent pilates students to try out her new app?
Perfect for you! Pilates 24/7
Which of the following is an example of something you want to avoid when building your CTA?
Surprising readers by linking to an unexpected destination
True or False. The Mailchimp term for "click to open rate (CTOR)" is "clicks per unique open."
True
When is a good time to start putting together your testing plan?
When developing your email blueprint
