Digital Marketing – Chapter 9 – Flashcards

-Consumer's preferred method of receiving commercial messages from companies -Effective email marketing one of the highest ROI activities a company can undertake

1) List building [obtain/cultivate a list of email addresses w/ customer permission] 2) Create email content [optimize content to maximize customer response & ROI]

First step in an email marketing strategy is to capture email addresses -Use the most ethical emil capture techniques in the companies best interest so company emails won't be blacklisted by spam filters -One retailer have perfect opportunity to capture emails when someone makes a purchase -Having the opt-in box automatically clicked to receive emails can result in customers receiving company emails when they never originally signed up to receive them -Can cause these emails to directly go to spam (especially if its a smaller entity) -Better to have user click box themselves *Describe benefits of receiving emails -Customers need to know that they will receive something of value when they sign up for regular emails. -Create incentives for customers to sign up [free e-book,online webinar, online contest/giveaway, collect emails at trade shows/events, social sharing buttons] -Not recommended to purchase email lists for any business. *Key decision- whether to capture supplemental information -Most companies us a 3rd-party email platform to collect & store email addresses, create & distribute emails, segmenting email list, test email varieties, report performance

-Content creation depends on business model of the sending company

Online Retail: -Goal is to generate additional purchases -Send discounts/promotions -New product lines -recommended products based on past purchases Lead Generation: -Send regular emails to maintain long-term relationship with customers -Increase current customers' satisfaction & maintain relationships w/ past clients Search Engines: -Regular emails to customers keep search engine top-of-mind, more likely to use it in future Online Media: -Daily email about sites top content to encourage regular website visits Online B2B Services: -Useful content about best practices w/in industry -Establish company as market leader in minds of potential customers

How often?: "As often as it can create valuable content" -Small B2B service company: less than 1 email per week -Large company: send emails daily What time?: "Whenever customer response will be highest" -Small B2B service company: business hours -Online retailer: early evening *Test by sending emails out at various times of the day and observing when response rates are highest

-Past purchases -Past email response -Customer preferences -Demographics -Location -Device

Transactional Emails: -retailer sends email about transaction when customer didn't sign up for email list Triggered Emails: -abandoned cart emails Onboarding Emails: -welcome email to someone who just signed up to receive emails -may include some offer

-Best subject lines are accurate and informative. -Should accurately describe content.

Page should correspond with message Ex: 20% off women's sweaters should lead to women's sweaters page on site with products that have the discount

-Open Rate -CTR -Conversion rate -Average Order Value -List Churn

-Crucial for avoiding spam filters and for overall profitability -Measures quality of the subject line -20% average

Measures quality of content and % of readers who click on a part of the email

track success of email campaign or individual email blast

Measures how frequently emails are causing people to unsubscribe

CAN-SPAM -Clean email list -Use double opt-in -Provide unsubscribe button -Comply immediately w/unsubscribe requests

Companies efforts to manage its interactions w/ current & potential customers 1) Marketing -generate leads -nurture leads 2) Sales -Qualify leads -Convert leads 3) Customer Support -Train customers -Upsell cross-sell

software that allows a company to automate and optimize digital marketing efforts across multiple channels