Email Marketing

What are the two ways to build an email list?

1. The Organic Approach 2. The External Approach

What are the 6 critical considerations with an email campaign?

1. Building an email list 2. Legal Regulations 3. Legal Requirements 4. Designing content 5. Email Delivery 6. Schedule

What should marketers keep in mind when designing an email?

1. Content should be concise, relevant, and personalized 2. Avoid attachments 3. Design should be consistent with brand image and other marketing communications 4. Be aware of multi-platform capabilities (most emails are accessed through mobile phones and tablets) 5. Plain text vs. rich text format

What are the qualities of Email Marketing?

1. Extremely low cost communication channel 2. Easy to personalize 3. Usually entails some call to action by clicking on an embedded link in the email 4. Highest ROI

What are the legal requirements of an email campaign?

1. Recipients must be able to opt out of receiving emails and those requests must be processed within 10 business days 2. The source of the email must be traceable 3. Subject lines must not be deceptive 4. The sender's full postal address must be included

What are the 5 basic types of email marketing?

1. Sales Promotion 2. Corporate Communication 3. Info newsletters 4. Reminders 5. Personalized invitations/communications

How do marketers ensure their emails are delivered correctly?

1. Testing! Make sure it doesn't sound like spam 2. Send emails from a reputable server/domain name (use Email Service Providers if needs be)

What are the 2 key decisions of creating an email campaign schedule?

1. When to send the email? a. Weekend vs. Weekday b. Which day of the work week c. Time of day d. Can customize based on the customer profile (life stage, relationship/tenure, likelihood to open) 2. How often do you send them? a. Too many emails can be annoying b. Too few can adversely affect brand awareness c. Customize based on customer (level of engagement or frequency, let the customer dictate frequency, relevancy trumps frequency)

Why is email marketing important?

97% of marketers use email as the top channel for a marketing campaign because it is extremely cost effective and easy to track for measure outcomes.

What is Email Marketing?

Direct mail through the internet

What kind of code is most commonly used for rich text format emails?

HTML

How do marketers track email campaigns?

They can track who opened the email, who clicked on the links, and who converted/purchased. This in turn can offer richer insights.

What is the 'Organic' approach to building an email list?

When individuals willingly give their email information: 1. Sign up on websites 2. Subscribe to newsletters 3. Free downloads 4. Billing process (part of the info collected) 5. Registrations (loyalty cards)

What is the 'External' approach to building an email list?

When the firm either purchases email addresses or harvests them. 1. Purchase from other firms or departments 2. Harvesting is when software goes out and scans the internet looking for email addresses that exist out in the inter-web