Chapter 8: Email Marketing

Why should email marketers remove from their email list any consumers who have not opened an email for several months? Large databases are difficult to manage, so a company should try to keep email lists as small as possible Including these recipients drives down email metrics and makes the email marketer look bad Only recipients who have made a purchase within the last month have any chance of ever purchasing again Including these recipients puts the company at risk of being blocked by spam filters

Including these recipients puts the company at risk of being blocked by spam filters

A company sends out a broadcast email to its entire email list informing the list about Black Friday deals. At 6:00 pm on Black Friday, the company sends out an email only to members of its email list that (1) clicked on the previous email and (2) did not make a purchase. This second email is an example of an onboarding email a broadcast email a triggered email a transactional email

a triggered email

Retail websites can most advisedly grow their email list by allowing customers to sign up for the email list during the checkout procedure automatically putting all customers on the broadcast email list putting an email sign-up pop-up advertisement on every page of the website require an email sign-up before allowing customers to shop on the site

allowing customers to sign up for the email list during the checkout procedure

Email marketers can target different segments by sending emails only to specific segments of the email list both of the options changing portions of content for each segment within an email neither of the options

both of the options

A B2B services company is likely to use email marketing to pursue corporate recruiting broadcast messages to its employees engage in lead nurturing drive immediate conversions

engage in lead nurturing

The primary advantage of a short email sign-up form is that it attracts a higher volume of sign-ups than a longer form marketing automation is only possible with short email forms only customers with serious interest are likely to sign up the company will have more information about customers to enable improved email content targeting

it attracts a higher volume of sign-ups than a longer form

Email marketing can be especially effective for a search engine like Kayak or Expedia because it typically has information about deals that might interest its customers people cannot put emails from search engines in a separate commercial folder within their email account search engines are not allowed to utilize other marketing channels search engines typically generate no other form of direct traffic

it typically has information about deals that might interest its customers

If an email marketer has a good email list and lots of information about the users on this list, marketing automation would be useful for automatically creating new content for emails targeting emails to the right users based on their ongoing behavior revamping the segmentation system creating new onboarding email copy

targeting emails to the right users based on their ongoing behavior

To determine the winner of an A/B test on a subject line, an email marketer should use the churn rate the open rate the click-through rate the conversion rate

the open rate

After a B2B services company closes a deal with Company X, email marketing may still be useful for purposes of qualifying leads from Company X nurturing leads from Company X generating leads from Company X training the employees within Company X

training the employees within Company X