Email Marketing

"personalization"

"personalization" applied to the method of personalizing the subject line or salutation of an email by including the recipients' first or last name.

Click-through rate (CTR

Click-through rate (CTR): The percentage of recipients that click on a URL in your email. As an email marketer, your aim is to have a CTR that is as high as possible. This percentage would be higher if the same individual were to re-open and click the email multiple times.

Collaborating:

Collaborating: You'll also spend a part of your day working with other people to help build your assets, such as the visual design or the code behind your email. People you collaborate with might include a designer or the person helping you code your template. As an email marketer, you'll likely be the person directing the vision for what types of assets you need.

Uses of Email Marketing

Email Marketing helps build brand awareness, nurture B2B &/or B2C relationships, generate leads, and complete calls to action.

Email conversion rates

Email has been reported to offer a 4.16% conversion rate, whereas search results offer 2.64%, and social media converts at less than 1%.

Email service providers (ESPs

Email service providers (ESPs) are online tools that marketers use to manage their email activities. Examples of popular ESPs include Mailchimp, Constant Contact, and Hubspot. Email design Collaboration Following regulations List management Campaign timing Checking metrics According to the TotalSend article, an ESP is an "email delivery engine" - in other words, ESPs offer a platform for managing contact lists, building email templates, and sending and tracking your campaigns. All of this functionality works at a greater scale than personal software allows.

Canada's anti-spam legislation (CASL),

If a company you work with operates in Canada, then you will need to comply with Canada's anti-spam legislation (CASL), which came into effect July 1, 2014. Its purpose is to protect Canadians while ensuring that businesses continue to compete in the global marketplace. Read the information on the Government of Canada website about CASL legislation. under CASL rules, email marketers cannot include any commercial content in a transactional email while there is no such restriction according to the CAN-SPAM act.

Consideration Stage of Marketing Funnel

In the consideration stage a consumer is considering your brand or product and goes from a lead to a warm lead. middle of the funnel

Interest Stage of Marketing Funnel

Interest stage turns a a potential consumer impression into a lead. middle of the funnel

The percentage of recipients that

Unsubscribe rate: The percentage of recipients that unsubscribe from an email list. As an email marketer, you should aim to have an unsubscribe rate that is as low as possible.

Continued Rise of Interactive Content

Within an email Interactive content like games, quizzes, image carousels, or anything clickable can engage recipients by educating and entertaining. This strategy helps to increase open rates, interest, and conversions Think Swedberg Emails.

abandoned shopping cart email program,

abandoned shopping cart email program, and you should be segmenting your contacts based on this behavior.

Decrease Unsubscribes

it helps you control how often someone gets your emails, and what's in those emails, based on how they interact with your content.

Demographic segmentation

related to data about who your target audience is.Demographic segmentation is when you split your email lists by data about your customers such as age, gender, income, religion, or political preferences.

CAN-SPAM Act

The Controlling the Assault of Non-Solicited Pornography And Marketing Act (CAN-SPAM act) is a law established in the United States in 2003 that outlines regulations for the distribution and content of commercial email. It also outlines penalties for violating those regulations. As explained in the FTC's article, "The CAN-SPAM Act, a law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out tough penalties for violations."

2 benefits of Email campaigns

2 benefits of Email campaigns. 1. Enhance relationships with current customers to encourage loyalty and continued business. 2. Acquire new customers and motivate existing customers to purchase products and services or take some action that benefits your company.

6 stages of the marketing funnel

6 stages of the marketing funnel: 1. Awarenes. 2. Interest. 3.Consideration. 4.Conversion. 5.Retention. 6.Advocacy

A/B testing,

A/B testing, in which two different versions of the same campaign are sent to see which one is more successful.

Advocacy Stage of Marketing Funnel

Advocacy is when happy loyal customers spread the word about your brand. bottom of the funnel

ROI on email marketing

Litmus reported $40 ROI for every $1 spent on email marketing.

what are typical projects that email marketers engage?

Meeting with stakeholders. Checking on the performance of email campaigns they have sent. Preparing future email campaigns. Creating campaigns.

According to the ESP Mailchimp, when users segment their email lists, open rates (the percentage of people who open an email) increased by almost ____ compared to non-segmented sends.

The article refers to a study by MailChimp, which found that when their users segmented email lists based on data like location and job title, open rates increased by almost 19%, and click-through rates by almost 22% compared to non-segmented sends. These numbers show that a well-segmented list can have a very positive impact on marketing efforts.

Describe 5 ways email marketing has evolved?

The following changes have taken place in email marketing over time. greater use of data. more account-based marketing. more of a casual tone and voice of emails. more focus on inbound marketing. an increase in mobile average order value

The foundational principles of email marketing are ?

The foundational principles of email marketing are Segmentation, Personalization, Automation, and Data Analysis Segmentation allows for improved campaign targeting, leading to higher response rates and fewer unsubscribes Marketing personalization engages customers by tailoring content specifically to them, notably improving conversion rates Automation allows companies to save time while also reaching a large audience Data analysis gives actionable insights on how a marketing campaign can be improved Email Service Providers (ESPs) help marketers to manage, broadcast, and track their email campaigns.

In your opinion, what is the most compelling or important reason to build an email list instead of buying one?

You'll violate the rules of consent under GDPR. Reputable email marketing services don't let you send emails to lists you've bought. Good email address lists aren't for sale. People on a purchased or rented list don't actually know you. You'll harm your email deliverability and IP reputation. You can come across as annoying. Your email service provider can penalize you.

suppression list

A suppression list is a type of subscriber list that contains all of the email addresses you don't want to send to. W

Batched Email

Batched Email a.k.a. spray and pray email marketing was built around a single message for everyone and less focus on their audience personas. No segmentation of the audience. 70's

Bounce rate:

Bounce rate: The percentage of your emails which were not delivered. Hard bounces occur when an email delivery fails due to a permanent issue like a non-existent, invalid, or blocked email address, while soft bounces occur when an email fails due to temporary issues such as a full mailbox or an unavailable server.

Delivery rate:

Delivery rate: The percentage of emails that were successfully sent. This includes messages that go to the spam or junk folders. As an email marketer, you should aim for as high a delivery rate as possible.

Dynamic Content Email

Dynamic Content Email automates the segmentation process by populating the message with individually personalized content triggered from their user data, behavior, and interests all upon opening the email. Next level algorithm stuff. Early 2000's?

General Data Protection Regulation (GDPR)

If you are an email marketer at company that does business in the European Union (EU), you will also need to be in compliance with EU General Data Protection Regulation (GDPR) which went into effect May 2018. Similar to the CAN-SPAM act, violators of GDPR will face fines for violating the laws. Read through the official GDPR website to learn what it takes for a business to be GDPR compliant - be sure to read the FAQ as well.

Conversion Stage of Marketing Funnel

In the conversion stage a warm lead is turned into a customer. bottom of the funnel

lead nurturing campaign

Leads that decrease purchasing frequency, for example, might need a little extra love -- and thus, a dedicated lead nurturing campaign.

List Hygiene

List Hygiene: a set of practices that email marketers use to keep their email lists viable. Includes removing bounced emails, removing duplicate addresses, etc.

2. Increase Click-Through Rates

List segmentation helps you send customers content that they actually want to see, click on, and interact with by organizing them into interest groups.

List segmentation

List segmentation is the process by which email marketers take a company's entire email list of recipients and split it up into different groups based on different characteristics so that you can reach people with the most relevant content possibleand fewer unsubscribes and spam reports.

Marketing strategies at the advocacy stage

Marketing strategies at the advocacy stage turn customers into fans. Incentivizing referrals with discounts. Delight your customers with useful content and excellent service.

Marketing strategies at the awareness stage.

Marketing strategies at the awareness stage include educating and building a relationship with your audience. Teach and be helpful. Establish thought leadership.

Marketing strategies at the conversion stage.

Marketing strategies at the conversion stage can entice warm leads to purchase with discounts.

Marketing strategies at the interest stage.

Marketing strategies at the interest stage include more targeted and personally relevant info to your now warm lead. often search history plays a role in this targeting.

Marketing strategies at the retention stage

Marketing strategies at the retention stage delight customers with highly relevant info or tips in regards to their purchase.

Meeting with stakeholders:

Meeting with stakeholders: You'll often meet with stakeholders who are interested in developing and launching a new email campaign. Who your stakeholders are depends on the campaign you are running. Stakeholders might include the rest of the marketing team, an analytics team, an engineering team, or a product manager if the campaign is for a specific product. In this part of your job, you'll evaluate the opportunity, provide feedback, and help shape the strategy of the campaign. It's your job to maintain the email marketing program, so if someone comes to you with an idea that you don't think is suitable for email, it's your job to say no.

Metrics

Metrics are quantifiable measures that are used to track the status of a specific business or marketing process.

Expansion of Loyalty Programs

Once users create accounts their loyalty program data is used to learn behaviors and interest: time and day of email opens, browsing and purchasing history, promotion engagement to retarget customers.

Open rate:

Open rate: The percentage of recipients who open an email message. As an email marketer, your aim is to have an open rate that is as high as possible. This percentage would be higher if the same individual were to re-open an email multiple times.

Predictive Content Email

Predictive Content Email computes data science using AI to analyze browsing behavior to target the content it sends to each recipient. Marketers gain insights to the type of things recipients best respond to.

Increase Conversions

Proof: Isotoner—famous for their gloves and slippers—increased their email marketing revenue by 7,000% by segmenting their list based on which products customers were looking at when they visited the site.

What is the range of Return of Inventsment for email Marketing?

ROI of $38 for each $1 spent with one of every five companies reporting an ROI of over 70:1."

Retention Stage of Marketing Funnel

Retention is when a customer continues to interact with your brand like signing up for a newsletter. bottom of the funnel

Segmentation

Segmentation is the practice of organizing your subscribers into groups based on useful characteristics. Segmentation allows you to send more relevant emails based on these groups and characteristics. When using segmentation, fewer people will receive each email that you send, but because the content is more relevant, the email campaign will likely have better results. The "pillars of segmentation" (or the four main types of data you can collect and use to group your customers) are geographics, demographics, psychographics, and behavior.

Segmented Email.

Segmented Email organizes and groups subscribers utilizing user data like demographic and web behavior to personalize messages relevant to each segmented group. Segmented Email strategies significantly increased conversion rates higher compared to batched email. 90's?

Sending surveys

Sending surveys can be a great way to connect with customers, and you may be able to gather important information in them about purchase frequency.

According to the article "The Idea Email Frequency", which of the following are best practices when determining how often you should be emailing customers?

Set up an email preference center Understand your audience Study your customer journey Send surveys

Setting up an email preference center

Setting up an email preference center means using a tool that asks customers what kind of emails they prefer to receive and the frequency they prefer to receive those emails. This tool can be helpful in increasing customer satisfaction and decreasing unsubscribes.

data that's tied to an email address

Some email marketing apps will gather data for you, too, like the recipient's location and level of engagement.

Studying your customer journey in regards to email marketing

Studying your customer journey means understanding your customers' entire buying experience so that you can reach them at the right time with the right message.

Growth of Mobile Purchasing

The Growth of Mobile Purchasing means positining your self to meet the demands of Increasing numbers of Consumers buying more and more. Think Wish. Amazon. These conversion are enhanced with ease of use, device optimization and swaying customer interest with an abundance of information like testimonials, videos, detailed descriptions, photos, etc.

Personalization

The goal of Personalization is to put the "right content in front of the right customer." Through identifying customer preferences from browsing data, purchase history, email preferences, Marketers are able to identify content combinations. "Other users Likes this." that effectively drive conversion.

Quality over Quantity

To produce High quality and effective emails user data is used to target high quality new subscribers, send them relevant content using segmentation, data hygiene, email verification, and preference centers. Smarter acquisition = greater ROI.

Purpose of transactional emails

Transactional emails are sent because a user has interacted with a website or app. They are functional in nature and typically sent to one person at a time. An example of a transactional email is when you request a password reset and you receive an email with a password reset link, or when you order something from an e-commerce company and receive an email with an order confirmation or a shipping notification.

1. Increase Open Rates

Women's fashion site SwayChic segmented their email lists based on buying habits and high-engagement hours during the day, and they managed to increase open rates by 40%.

Automation

automation describes the processes by which emails can be set up and delivered automatically. Mailchimp reaching the right people at the right time. technological advancements that have allowed for email automation allow marketers to spend more time on crafting and designing effective email content.

data analysis

data analysis is the process of using statistics and logical techniques to describe, summarize, or evaluate data related to an email campaign.

double opt-in email option

double opt-in, which is a way to ensure the integrity of your email list by asking for permission from customers twice before including them on an email list. An example of a double opt-in you might be familiar with is when you join an email list, then receive an email to confirm your email list subscription.

email list

email list is a company's entire collection of recipients' email addresses, in addition to other relevant data such as first and last names and user data.

What other people might an email marketer engage with in their daily work?

n their daily work, email marketers will likely interact with product managers, fellow members of the marketing team, and the engineering team. Especially in a larger company, they are less likely to interact with the CEO.

personalization

personalization refers to creating customized email content that includes information a company has about a customer. Specifically, that could mean addressing the recipient by name, referencing past purchases they made, or any other information that is unique to that recipient. people are more likely to be interested in content that they feel is designed or written for them. Personalizing an email subject line makes recipients 26% more likely to open it. Imagine you open a promotional email that is addressed to you and contains information that you are interested in learning about. This might stand out from other emails you receive.

Behavioral segmentation

related to what your target customers do. Behavioral segmentation is when you split your email lists by customer actions, such as their purchase frequency, the way they spend their time on your site, or how often they interact with a certain product.

segmentation

segmentation is the practice of narrowing in on the target audience for whom your email message is relevant. List segmentation is the process

Why is it important to understand the stages of the funnel?

The stage that customers are in in the funnel will also influence the messaging and marketing tactics used by digital marketers to push them further along.

five main reasons to use automation in your email marketing campaigns:

Time savings More effective spend Scalability Strengthened sales and marketing partnership Concrete measures of success

How Will List Segmentation Help Me?

1. Increase Open Rates, 2. Increase Click-Through Rates, 3. Increase Conversions, 4. Decrease Unsubscribes, 5. Avoid Spam Filters, 6. Increase General Customer Happiness,

4 Advantages of Email Marketing

4 Advantages of Email Marketing are low cost, broad reach, high ROI, Easy measurablitliy.

4 Key Principles of Email Marketing

4 Key Principles of Email Marketing Segmentation Personalization Automation Data Analysis

5. Email Marketing Trends

5. Email Marketing Trends. 1. Personalization. 2. Growth of mobile purchasing. 3. the continued rise of interactive content. 4. Quality over quantity. 5. Further expansion of loyalty programs.

If your company hires another company to handle your email marketing, who is legally responsible for complying with CAN-SPAM?

According to the FTC's article, "The law makes clear that even if you hire another company to handle your email marketing, you can't contract away your legal responsibility to comply with the law. Both the company whose product is promoted in the message and the company that actually sends the message may be held legally responsible."

Agile Email Marketing

Agile Email Marketing ads another level to the AI predictive content email model by customizing it further upon opening the email. Agile email identifies things like location, device, weather, etc to target the most timely and relevant content to optimize the user experience.

According to the infographic "The Evolution of Email Marketing", which is the most recent stage in the evolution of email marketing?

Agile email marketing is the most recent stage in the evolution of email marketing. It combines Dynamic & predictive with next level on the spot customization like device optimization, and relevant info related to time of day and weather.

Describe how to align email marketing strategies with stages in the marketing funnel.

At the awareness stage, an email can be geared to teach, be helpful, and establish thought leadership to start building a relationship with a prospective customer to turn them into a lead. Once they have expressed interest, a marketer can use things like search history to craft a more targeted email that is personally relevant to generate warm leads. Following this an email can be used to make warm leads convert. Offering discounts to incentivize a purchase can be an effective approach. In order to retain customers and give good customer service, an email can offer personalized info, and tips in regards to their purchase to provide additional value to their purchase to inspire brand loyalty. Lastly, an email can be sent with additional useful information and calls to action incentivizing customers to making referrals by offering them discounts.

Mailchimp offers many ways to segment email lists, including:

Automation Activity Campaign Activity Contact Rating Conversations Activity Date Added Email Client Email Marketing Status Info Changed Landing Page Activity Language Location Postcard Activity Address Birthday Email Address First Name Last Name Phone Number

Awareness Stage of Marketing Funnel

Awareness is the first part of the marketing funnel that has to do with brand awareness and is the first step towards generating new leads. top of the funnel

If an email marketer works for a company that does business in the United States and the European Union, what regulations do they need to be familiar with and abide by?

CAN-SPAM & GDPR

If an email marketer works for an American company that does a small amount of business in Canada, what regulations do they need to be familiar with and abide by?

CAN-SPAM regulates emails for businesses in the United States, while CASL regulates emails for businesses in Canada. Even if only a small amount of a company's business is in Canada, the company will need to abide by those laws in addition to the U.S. laws.

Checking metrics:

Checking metrics: The most consistent part of your job as an email marketer will likely be to consistently check the metrics on active campaigns. As mentioned in a previous module, metrics are quantifiable measures used to track the status of a marketing process. Some applicable metrics are Click-through Rate, Open Rate, Conversion Rate, Delivery Rate, and Bounce Rate. Having a strong pulse on analytics helps you understand if anything went wrong - for example, if one of your email campaigns goes suddenly from 1 million sends to 1 thousand sends - or if there is anything that needs to be immediately changed, such as an email campaign with an unusually high unsubscribe rate. In addition, regularly checking metrics will help you to be able to readily communicate your campaigns' performance to stakeholders.

Commercial emails:

Commercial emails: Also known as promotional emails, commercial emails are emails that primarily contain marketing content and advertise a product or service. These are the types of emails you will largely focus on in this course. An example of a commercial email is an email advertising a new product or sale at your company. These emails are usually sent to groups of prospects or customers.

Purpose of Commercial/Promotional emails

Commercial emails: Also known as promotional emails, commercial emails primarily contain marketing content and advertise a product or service. These are the types of emails you will largely focus on in this course. An example of a commercial email would be an email advertising a new product or sale at your company. These emails are usually sent to groups of prospects or customers.

Creating campaigns:

Creating campaigns: You'll spend some time actually creating your campaigns in the ESP; this is the nitty gritty of email marketing. If we're being completely honest here, this part can be very frustrating. It can be a lot of troubleshooting and small tweaks that always somehow end up taking longer than you expect. However, once you're done with the tweaking and testing, you get to actually launch the campaign!

What are the penalties for violating the CAN-SPAM Act?

Each separate email in violation of the law is subject to penalties of up to $43,280, and more than one person may be held responsible for violations. For example, both the company whose product is promoted in the message and the company that originated the message may be legally responsible. Email that makes misleading claims about products or services also may be subject to laws outlawing deceptive advertising, like Section 5 of the FTC Act. The CAN-SPAM Act has certain aggravated violations that may give rise to additional fines. The law provides for criminal penalties - including imprisonment - for: accessing someone else's computer to send spam without permission, using false information to register for multiple email accounts or domain names, relaying or retransmitting multiple spam messages through a computer to mislead others about the origin of the message, harvesting email addresses or generating them through a dictionary attack (the practice of sending email to addresses made up of random letters and numbers in the hope of reaching valid ones), and taking advantage of open relays or open proxies without permission.

Email Tracking

Email Tracking: the practice of determining which email addresses you have already sent emails to

True or False: Email marketers, no matter what industry they work in, should aim to send as many campaigns to their subscribers as possible in order to keep their interest.

False: According to the article's marketing research, unique open rates will continue to increase until the sixth campaign in three months. After that, unique open rates will drop off. It is therefore not advantageous to send as many emails as possible to customers. Doing so will not increase your chances of reaching customers, and in the worst case, may irritate them.

Transactional emails:

Transactional emails are sent because a user interacts with a website or app. They are functional in nature and are typically sent to just one person at a time. An example includes when you request a password reset and you receive an email with a password reset link, or you order something from an e-commerce company and you receive an email with an order confirmation or shipping notification. If, however, the subject line and bulk of the email (particularly the first part of the email) contain transactional content, then it would be considered a transactional email.

Understanding your audience email needs and preferences

Understanding your audience means knowing the needs and preferences of the people to whom you are sending emails in order to understand how frequently to send those emails. In a B2B context, for example, you will likely not want to send a daily email to business executives who are very busy.

Some examples of suppression lists are:

Unengaged Suppression List Unqualified Lead Suppression List Lifecycle Suppression List Geographic Suppression List Persona Suppression List Evangelist Suppression List Unsubscribed Suppression List

Unique open rate:

Unique open rate: The percentage of unique recipient email opens out of the total emails delivered in a campaign. Unique open rates only count the number of recipients who open their email, while open rates count each time a recipient opens an email.

Avoid Spam Filters

Using list segmentation, you can send personalized content that's less likely to annoy customers. Proof: The team at OpenMoves segmented one client's email list into two groups: people who had and had not clicked on a campaign. They sent an email to the clickers, and nothing to the non-clickers. The results: deliverability improved from 90% to 95% instantly, helping them avoid spam blacklists.