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2awnb30ag26p-EmailMarketingStudyGuide

This study guide covers the fundamentals of email marketing, highlighting its effectiveness and ROI, and detailing the types of emails used at various stages of the customer journey: awareness, interest, conversion, and retention. It also discusses key metrics for measuring email marketing success, such as delivery rate, open rate, and click-through rate, along with strategies for optimizing these metrics through A/B testing and best practices. Overall, the guide emphasizes the importance of personalization, customer engagement, and data-driven decision-making in email marketing.

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4 views

2awnb30ag26p-EmailMarketingStudyGuide

This study guide covers the fundamentals of email marketing, highlighting its effectiveness and ROI, and detailing the types of emails used at various stages of the customer journey: awareness, interest, conversion, and retention. It also discusses key metrics for measuring email marketing success, such as delivery rate, open rate, and click-through rate, along with strategies for optimizing these metrics through A/B testing and best practices. Overall, the guide emphasizes the importance of personalization, customer engagement, and data-driven decision-making in email marketing.

Uploaded by

charlene.rosella
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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STUDY GUIDE

EMAIL MARKETING

Introduction to Email Marketing


Email Marketing: One of the Oldest and Most Effective Channels
● Email inboxes are prime targets for marketers aiming to get messages directly to consumers
● According to Litmus Solutions, Email has a return on investment (ROI) of 3,000% to 4,200%, depending
on the size of your email marketing team. Email marketing budgets are more stable and lower risk, as the
only direct investment is the platform itself.

Emails in the Funnel: Types of Emails at Different Stages


● Awareness
○ When we’re trying to reach new customers in the awareness phase, we don’t yet have their
emails so this phase is not as relevant for email marketing.
● Interest
○ Nurture leads by monitoring customer engagement with content and pushing them towards a
sale.
○ Type of emails:
■ Welcome emails
■ Informative emails
● Conversion
○ Drive conversions or purchases from your email list.
○ Type of emails:
■ Promotional emails
■ Remarketing emails
● Retention
○ Retain customer loyalty and attempt to deepen the relationship.
○ Type of emails:
■ Customer service emails
■ Appreciation emails
■ Educational emails
■ Customer feedback emails

Interest Stage
● Welcome emails are an important step on the journey towards developing loyal customers.
○ Welcome emails have a staggering 50% open rate
○ Key components of welcome email are:
■ Friendly
■ On brand
■ Easy to read
■ It should thank the new user
■ Deliver on any promotion or product that was promised (such as a special offer or
download)
■ Suggest the next step
● Informative emails
○ Inspire leads or target audiences to convert into customers or perform an action you can use as a
data point for your next touch.
○ Key components of informative emails:
■ Provide information on the industry.
■ Provide information on your product.

Conversion Stage
● Promotional emails
○ Turn leads into customers
● Key components of promotional emails:
○ Real-life theme
○ Timing
○ Call to action
● Remarketing email
○ Process of reaching back out to a customer or a lead about a missed opportunity
○ Behavior data that initiates email remarketing:
■ If a person previously did not open an email
■ If a person visits a particular page on your site in the past few days
● Retention emails
○ Offer superior customer service
○ Express appreciation
○ Update and educate your customers
○ Ask for feedback

Email Marketing Effectiveness and Optimization


Seven Marketing Metrics

● Delivery rate measures whether emails were delivered to the appropriate location.
○ Delivery Rate Formula = Number of emails delivered/Total number of emails sent
○ Aim for a benchmark of 100%
● Bounce rate and delivery rate are closely related.
○ Bounce rate and delivery rate benchmarks are inversely proportional. For example, if your open
rate is 95%, your bounce rate is 5%.
○ Bounce Rate Formula = # bounce emails/Total email sent
○ Hard vs. Soft Bounce
■ A hard bounce is an email that can’t be delivered for permanent reasons.
■ A soft bounce is an email that couldn’t be delivered for temporary reasons that may
change.
● Open rate measures how many of your emails are opened.
○ The open rate depends on a wide variety of factors, from sender name to the day of the week.
○ Open Rate Formula = # of emails open/Total emails delivered
● Click-through rate (CTR) measures how many people clicked the call-to-action in your email.
○ CTR Formula = # of people who click/Total emails sent
● Click-to-open rate (CTOR) measures the number of people who opened and clicked your email,
effectively removing those that didn’t open your email.
○ This metric gives you a better understanding of how effective your CTA is
○ CTOR Formula = # of people who click/# of people who open
● Unsubscribe rate illustrates the percentage of users who have opted out of your emails.
○ Unsubscribe Rate Formula = # of people who unsubscribe/# of emails delivered
○ On average, benchmarks look more like 0.1%
● Spam (abuse) rate measures how many people report your email as spam.
○ Spam Formula = # of people clicking spam/Total emails delivered
○ Aim for a benchmark of 0.1% or less

Optimizing Email Marketing

● Benchmarking in marketing is the process of measuring a campaign’s performance against industry


standards.
● A/B Testing in email marketing
○ A/B testing shows two differently presented variations of the same content to randomized
samples from the same user base. We then analyze the results and ultimately apply those
learnings to future strategic decisions.
● Metrics to test
○ Open Rates: To optimize open rates, marketers test subject lines, sender names, time of day, etc.
○ Click-Through Rates: Try out different calls to action to increase your click rate.
● Methods to improve other metrics that are not tested
○ How to increase the delivery rate and decrease the bounce rate
■ Delete any email addresses that hard bounce
■ Flag the soft bounces and remove them after multiple soft bounces
■ Adopt a double opt-in policy, so users confirm their email addresses to avoid typos and
fake emails
○ How to lower unsubscribe rate
■ Personalize campaigns
■ Incorporate a short survey within the email to get direct feedback from users
■ Double-check that the right content is sent to the correct list
○ How to lower spam rate
■ Check if your subject lines have too many numbers or symbols, or too many images and
too little text?
■ Remove email addresses that came from a purchased list. They will probably be reported
as abuse and, worse, might be illegal.

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