Flashcards
Cards in this deck (22)
- 1What are the 6 advantages of email1.Low dispatch costs
2. Effective when integrated with other channels
3. Flexible for testing
4. Encourages immediate action
5.Easy to personalise
6.Fast campaign employment - 2What are the 6 disadvantages of email1. Renderability
2. Managing their preferences
3.Resource intensity
4. Deliverability
5. SPAM
6.Email response delay -difficult to keep them engaged - 3What is the SPAM Checker calledLyris Checker
- 4What objectives can email supportIncrease sales
Repeat business
Shorten sales cycles - delivering key info
Lower costs - reduction in print - 5What are the 6 types of email1.Transactional emails - order confirmation
2. Sponsored email - message in another business email
3.Dedicated email- white paper, free place
4. email newsletter
5.Email digest - great for testing segments
6. lead nurturing - building relationships - 6What are the 3 ways to grow your list?1. Buying lists
2. Incentivising opt-in
3. Request marketing notifications and alerts - 7What types of requests/notifications could you ask for?Contract renewal
New products
Service updates
Public advertising and promotions - 8How can you incentivise opt inCreate a value exchange for different personas.
free samples, white paper, competitions - 9What are the main areas of importance for email marketingPermissions
Testing and evaluation
Growing your list
Supporting strategies
Deliverability
Permission
Creative - 10Why is it important to have a permission data basePrivacy and Electronic Communications Regulations 2003
EC Data Protection Directive - 11What are the 4 main areas of Privacy & electronic Communication Regulations 2003 for emailNeed transparent notice of purpose
Need opt-in for email
Shouldn't conceal your identity
Provide valid address for opt outs - 12What are the 3 testing methods for email?Pre testing
Live split test - A/B testing
Advance cross campaign testing - 13What are the features of Pre TestingRandom Sample taken
One variable/feature is changed for each test cell
Test cells are labelled with keycodes - 14What are the features of Split testing?Creative treatments are tested
Control group is established - 15What is advanced cross campaign testing?For large lists - use multivariate testing
- 16What strategies support email marketing?Targeting and segmentation
Contact strategy - right touching - sense, respond, adjust - 17What KPIs are used to measure emailDelivery rate - hard and soft
Complaints
reject rate
unsubscribes
CTR/downloads
Conversions - 18What are the main components of an emailDesigned around AIDA
Subject line
Heading
First 2 lines
content - 19What makes a good subject line30-35 characters
personalisation
from a human
What is the primary offer - grabbing interest - 20What makes great copy?Strong headling
Right tone of voice
encourage link through
what is in it for me? OVP
landing page - adds conviction
Clear calls for action - 21Name 5 things that will help deliverability1. reverse Domain name- enables computers to find each other
2. Sender policy framework - verification process
3. Domain keys
4. Sender warranted email and sender score certified email
5. pay for email - 22Name 10 Email tacticsunderstand your market-keywords
Ensure search engines can index your site
Us right words in the right places
Develop quality links - use social crawlytics
Encourage people to share
Ensure you use long tail searches
Do a gap analysis
Be mobile optimised
use social media channels
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- Flashcards on Email , created by lisa.morris on 07/11/2015.
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- lisa.morris
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