Course 6: Sec 2 - Overview of Email Marketing
Definition: Email Marketing
Email marketing is the use of email to build brand awareness, nurture B2B (Business to Business) and B2C (Business to Consumer) relationships, generate leads, and motivate prospective and existing customers to take some type of action that benefits a business.
What are the two types of emails a marketer can send?
Transactional and Commercial emails
True or False: An email that provides information about a new product release is an example of a commercial email.
True - Commerical (or "promotional" emails) advertise products or services. Telling recipients about a new product release is therefore an example of a commerical email.
Email marketing is touted as having one of the highest Return on Investments (ROIs) of any marketing channel. According to The Hartford article "Committing to Email Marketing", email averages an ROI of ____ for every $1 spent. 1. $2 2. $11 3. $38 4. $70
The Hartford article states that, according to "the DMA National Client Email Report 2015, email averages an ROI of $38 for each $1 spent with one of every five companies reporting an ROI of over 70:1."
Describe the "Reach" benefit of email marketing:
Almost 90% of adults in the US use the internet. Worldwide, there are an estimated 3.8 billion email users, a figure that is expected to grow and continue to outnumber social media users. Email, therefore, offers an extremely broad reach to marketers whose target audience is global or in the U.S.
Describe the "Easy to Create" benefit of email marketing:
And email campaigns are very easy to create and doesn't require a lot of technical skills or knowledge. There are a number of solutions of websites that could be utilized to create engaging, good looking, mobile friendly campaigns within a matter of minutes and could also send quick text emails. Most importantly is providing good content that is appealing to the user with a quick call to action, which will increase your business inquiries and ultimately sales and revenue. So there you go, some insider tips on email marketing.
According to the infographic "The Evolution of Email Marketing", which is the most recent stage in the evolution of email marketing? -Dynamic -Agile -Segmented -Predictive
Answer: Agile Explanation: The infographic shows the most recent development in email marketing as being "agile". In other words, email marketers with certain resources are now able to send emails that can change based on a customer's location or time of day even after they have initially clicked "send".
How can email marketers reach customers in the Advocacy stage? -Delight your customers with useful content and excellent service -Provide information that your customers will find helpful -Stop interacting with your customers -Send out surveys asking what you could improve about your product or service
Answer: Delight your customers with useful content and excellent service Explanation: According to the "Email Marketing & The Marketing Funnel" slideshow, it is recommended that email marketers aim to delight their customers with valuable, helpful content and awesome service. The goal in this stage is to turn customers into fans who share their positive experience with friends, so it is important to continue interacting with customers in this stage.
According to the previous slideshow and the article "Email marketing trends to expect in 2019", which of the following are ways that email marketing has evolved?Select all that apply. -Email marketers have used more customer data over time -The tone and voice of emails has become more casual -Email marketers have seen an increase in mobile average order value -Email marketing has decreased over time in use
Answers: -Email marketers have used more customer data over time -The tone and voice of emails has become more casual -Email marketers have seen an increase in mobile average order value Explanation: According to the slideshows and article, 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 rise of interactive content -an increased focus on deliverability -an expansion of loyalty programs Email marketing has not decreased in use over time.
Describe the "Calls to Action" benefit of email marketing:
Email marketing is great to take advantage of impulse buying. Ecommerce and other businesses use email marketing platforms to allow customers to witness new offers, insights and promotions on their sites with a tempting call to action from the email directly linking to the checkout. It is a very quick and effective way to create a good and quick return of investment.
Describe the "Only Target Fans of Your Brand" benefit of email marketing:
Email marketing is one of the only channels that consumers ask to receive. The majority of businesses utilizing email marketing only send messages to those who have opted in and signed up to receive them. This allows for increased conversion rates and allows more specific targeting for those who have all ready an interest in the brand. It is, of course, possible to send unsolicited email messages, AKA Spam, but this can potentially damage your brand and reputation.
Describe the "low cost" benefit of email marketing:
Emails are substantially cheaper to send than direct mail and display advertising. Once you have the skills to design and create your own emails, then email marketing campaigns cost as little as the time it takes you to do build them. Cheaper than traditional marketing channels, no print or posting costs.
Describe how email marketing can be used to reach customers at various points in the marketing funnel.
Explanation: Email marketers can reach customers at different stages in the marketing funnel using email. They should consider what they are trying to accomplish by reaching customers in each of those stages, and change the content and tone of their emails accordingly. In the awareness stage, for example, the goal of an email marketing campaign is to "show the value of your product or service, provide educational content and build a relationship with your subscriber." To meet those goals, email marketers should therefore craft emails that are educational in content. Later in the marketing funnel, however, the goal of marketers meeting customers in the conversion stage becomes to "convince your subscriber to purchase", which might involve offering a particular promotion.
Describe the "Measurability" benefit of email marketing:
Measuring the effectiveness of an email marketing campaign is a relatively straightforward process. There are clear metrics that email marketers can use to determine the success of their campaign, such as how many people open an email campaign or click on a call to action button in an email. As an email marketer, you can therefore figure out what is working and what you need to improve with relative ease.
Definition: 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. Sent when a user interacts with a website 2. Functional Examples: -password resets -shipping notifications -receipts -legal notices
What are key advantages of Email Marketing?
1. Low cost 2. Broad reach 3. High ROI - According to Campaign Monitor, email marketing returns an average of $44 for every $1 spent. Of all the types of digital marketing that are available to you, email marketing delivers the highest average return on investment (ROI). 4. Easy Measurability
What are some 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
Which of the following is NOT an example of the main benefit of email marketing? -Email marketing is cheaper than many other marketing channels -Given the large number of email users in the US, email marketing has a significant reach -It is relatively easy for email marketers to measure their efforts and figure out what to improve about their campaigns -Launching an email campaign requires little to no planning
Answer: Launching an email campaign requires little to no planning Explanation: While launching an effective email campaign requires email marketers to plan carefully, benefits of email marketing include its relatively low cost, wide reach, and measurability.
How can email marketers reach customers in the Awareness stage? Check two that apply. -Teach and be helpful -Oversell -Forget about existing customers -Establish thought leadership
Answer: Teach and be helpful; Establish thought leadership Explanation: According to the "Email Marketing & The Marketing Funnel" slideshow, two suggestions for email marketers reaching customers in the Awareness stage include "teach and be helpful" and "establish thought leadership". Customers in this stage do not yet know much about your company or your product, so this is your opportunity to show them the value of your product or service.
Definition: B2C (business to consumer) + Example
Businesses that sell their products and services directly to consumers. An example of a B2C company is Walmart, a discount retail chain that sells products directly to consumers. As a marketer, working for a B2C company means your marketing efforts will strive to appeal to your customers' emotions. The language you use will also likely be shorter. The way you attempt to reach customers should prioritize convenience, since consumers want to learn about your brand quickly and easily.
Definition: B2B (business to business) + Example
Businesses that sell their products and services to other businesses. An example of a B2B company is Hootsuite, a social media management system that helps companies keep track of different social media platforms such as Twitter, Facebook, and Instagram. Hootsuite sells to other businesses. As a marketer, working for a B2B company means you will use logic and reason to emphasize how your product or service will impact a business. Your branding will likely be very detailed, since businesses want a deep understanding of how your product or service will benefit them.
Definition: Commercial 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. 1. Primarily contains marketing content Examples: -sales offers -newsletters -new product updates -email to increase user engagement
Describe the "Segmentation" benefit of email marketing:
Most marketing professionals would easily pay to ensure they were only spending money targeting those that were interested in their brand and services. eMarketers can go a further step by only sending emails that subscribe to a certain criteria. For example, there are individuals that are only interested in a franchise within a certain country or demographic. It's also easy to arrange those emails to be sent for sales, for sporting goods for example. Email segmentation works fantastically and to gain insights about your customers or subscribers. And studies have shown that these types of taxes can boost open rates, engagement rates considerably.
Describe the "High ROI" benefit of email marketing:
Return on Investment, or ROI, is the net return from a marketing investment divided by the costs of the marketing investment. In other words, ROI captures how much money is generated for every dollar spent. According to Litmus.com, the average email marketing campaign has an ROI of 38:1 ($38 coming in for every $1 spent), which is about twice that of other digital marketing channels.