digital marketing - email marketing
examples of segmentation:
-geographical location - lifecycle stage - awareness, consideration, decision stage - industry
what are the components of targeting?
1.) develop a target list: home grown, purchased list 2.) institute a data collection strategy through maximizing sign-ups when: - selling products -promoting/distributing a newsletter - created gated content on your website - collecting email addresses at events - contests/sweepstakes/giveaways/coupons
key measurements pt 2
action or goal completion - what percentage actually completed the action? unsubscribe rate - what percentage unsubscribed from this email? list growth - size of your list over time CPX - cost per x
what is the question testing asks
are you A/B testing? are you learning? are you reviewing the data?
what is the question targeting asks
are you reaching the right people with this communication?
what is the question timing asks
are you reaching them at the right time of day, week, in their relationship?
what is an esp
company that helps you send email marketing messages by offering an email marketing platform or email tool
key measurements
deliverability - what percentage arrived? open rate - what percentage were opened? click-through rate - what percentage were clicked on? open-to-click rate - what percentage of those opened resulted in a click?
what has been the most effective channel
ROI is the best with what strategy
e-mail marketing
esp
email service provider
visual hierarchy
ensure the structure of your email is clear and instantly understandable
what is the question tone asks
is the content compelling?
what is the question template asks
is your template design optimized?
copy
keep it short and to the point
what are some uses of email marketing
lead nurturing, remarketing, video content, location-based content
golden rule of email marketing
treat your subscribers like humans
hard bounces
this is where the email address no longer exists or for some other reason is not reachable
5 T's of email success
1. targeting 2. timing 3. template 4. testing 5. tone
soft bounces
this is where the email was delivered but the recipient is unlikely to have read it
what are the benefits of email marketing
ROI, control, speed, ease, measurement, personalization, segmentation and targeting
visuals
positive imagery is almost universally beneficial across design
what is gated content
refers to content that is behind a virtual gate, technique commonly used online, especially amongst content publishes such as news sites. good way to create a targeted database
segmenting your targets ensures what
strong results, low unsubscribers, and no brand damage