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Email marketing

Q: What is meant by develop a mailing list externally?

- Buying a list of email addresses from third-party suppliers who collect email addresses from people who have given their permission to receive emails from organizations. - Be aware of the supplier and the quality of the list! If the address owners have not given permission to receive emails, any emails sent to them are spam , this can harm the reputation of the brand.

Q: Why is develop the content a direct marketing email campaign?

- The technical aspect: it is not guaranteed that the email looks the same when it is received as when it was sent, different email clients read and present the message in a different way depending on the settings of the device. - The textual content: writing a successful direct marketing email is a specialized task (like sales copy), it must communicate that (a) the email is not spam (e.g., in the subject line), (b) it is relevant to them, and (c) they should take the action it promotes.

Q: Why is develop the landing page a direct marketing email campaign?

- Just like ads, direct marketing emails seek to elicit a response from the receiver. - It is equally important to consider carefully the landing page for every email.

Q: Why is test content and technology a direct marketing email campaign?

- Testing of technical issues : how the email appears in all browsers, email providers, devices – verify the senders’ identity, so the email is not taken as spam. - Testing of textual content : A/B testing (e.g., of different subject lines to colors, image sizes etc.) to see which works best.

Q: Why is sending the emails a direct marketing email campaign?

- Decide on day and time of day. - Perhaps send in batches to prevent an overload on whatever facility will handle potential responses.

Q: Why is measure the results a direct marketing email campaign?

- Ultimate metric: how successful the campaign has been in its primary objective (sales generated). - But there are also other metrics to assess the various stages required in meeting those objectives. - Generic email Key Performance Indicators (KPIs): Delivery rate, open rate, clickthrough rate, viral rate, campaign comparison. - Specific email (KPIs) , such as: sales units, orders, average order value, total profit, list growth, churn rate. Can be calculated per total emails sent, total delivered, total opened or total clickthrough’s.

12 important questions on Email marketing

What are 7 elements of direct marketing email campaigns?

1 Determine objectives of the campaign
2 Develop a mailing list
3 Develop the content
4 Develop the landing page
5 Test content and technology
6 Send
7 Measure the results

Why is Determine objectives of the campaign a direct marketing email campaign?

- Setting the objectives is essential, like in all marketing activities.
- For direct marketing emails, the objectives will normally be to elicit an action from the recipients.
- Sales are not the only objectives, increase registrations to a newsletter or encourage membership of a club.
- All of the elements of the AIDA model – attention, interest, desire, action – can be achieved using an email.

Why is develop a mailing list a direct marketing email campaign?

- To send emails, you need email addresses.
- Not just send an email to any email address you can find; this is both poor marketing and potentially illegal.
- The mailing list can be built internally or externally to the organization.

What is meant by develop a mailing list externally?

- Buying a list of email addresses from third-party suppliers who collect email addresses from people who have given their permission to receive emails from organizations.
- Be aware of the supplier and the quality of the list! If the address owners have not given permission to receive emails, any emails sent to them are spam, this can harm the reputation of the brand.

Why is develop the content a direct marketing email campaign?

- The technical aspect: it is not guaranteed that the email looks the same when it is received as when it was sent, different email clients read and present the message in a different way depending on the settings of the device.
- The textual content: writing a successful direct marketing email is a specialized task (like sales copy), it must communicate that (a) the email is not spam (e.g., in the subject line), (b) it is relevant to them, and (c) they should take the action it promotes.

Why is develop the landing page a direct marketing email campaign?

- Just like ads, direct marketing emails seek to elicit a response from the receiver.
- It is equally important to consider carefully the landing page for every email.

Why is test content and technology a direct marketing email campaign?

- Testing of technical issues: how the email appears in all browsers, email providers, devices – verify the senders’ identity, so the email is not taken as spam.
- Testing of textual content: A/B testing (e.g., of different subject lines to colors, image sizes etc.) to see which works best.

Why is sending the emails a direct marketing email campaign?

- Decide on day and time of day.
- Perhaps send in batches to prevent an overload on whatever facility will handle potential responses.

Why is measure the results a direct marketing email campaign?

- Ultimate metric: how successful the campaign has been in its primary objective (sales generated).
- But there are also other metrics to assess the various stages required in meeting those objectives.
- Generic email Key Performance Indicators (KPIs):
Delivery rate, open rate, clickthrough rate, viral rate, campaign comparison.
- Specific email (KPIs), such as:
sales units, orders, average order value, total profit, list growth, churn rate.
Can be calculated per total emails sent, total delivered, total opened or total clickthrough’s.

What are 8 tpyes of emails that can impact the brand or carry a marketing message?

Welcome message (newly registered members)
Reservation reminders
Event related
Order confirmation
Opt-out page
Random
Delivery confirmation
After a frequent purchase

Why do need to be authentic with emails?

Confirmation emails are now almost obligatory and common. Customers perceive them as being not only artificial, but in some ways hypocritical. Don’t overdo it. All of these emails should be part of a carefully planned, managed and implemented relationship strategy.
Don’t bombard the recipient with a mountain of irrelevant emails!

What are three advantages of email newsletters over social media?

 They are targeted, they are sent only to those who have subscribed to receive them.
 Users are more likely to read something in their email inbox than a message on a social media platform.
 A greater sense of intimacy than on social media.

The question on the page originate from the summary of the following study material:

Marketing II

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Email marketing

12 important questions on Email marketing

What are 7 elements of direct marketing email campaigns?

Why is Determine objectives of the campaign a direct marketing email campaign?

Why is develop a mailing list a direct marketing email campaign?

What is meant by develop a mailing list externally?

Why is develop the content a direct marketing email campaign?

Why is develop the landing page a direct marketing email campaign?

Why is test content and technology a direct marketing email campaign?

Why is sending the emails a direct marketing email campaign?

Why is measure the results a direct marketing email campaign?

What are 8 tpyes of emails that can impact the brand or carry a marketing message?

Why do need to be authentic with emails?

What are three advantages of email newsletters over social media?

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