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Email Marketing Assignment

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36 views8 pages

Email Marketing Assignment

Uploaded by

omera.aj55
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Email Marketing

Challenges of Email Marketing


● Click Through Rate- Open the email and actually click on content
● Inbox Deliverability- To make sure email reach the inbox and not spam
● Acquisitions of new email addresses- Having relevant email addresses
● Segmentation: Divide into smaller segments which behave homogeneously

Most challenging tasks in email marketing


● Landing messages in inbox
● To maintain low unsubscribe rate
● Segmentation
● Creating content

Objectives of Email Marketing

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Overall Goal of Email marketing:


To encourage the customer to click i.e. user action (e.g. website visit, store visit)

Priority in 2021: Customer Acquisition

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Elements of Email Marketing
Types of Emails

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Reference Link: Plain-text-emails-vs-html

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Permissions- Single OPT-IN vs Double OPT-IN

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Note: Respect Customer Privacy, don’t buy email lists


Reference Links: single-opt-in-vs-double-opt-in-the-verdict-email-permission/

Reputation & Bulk emails


Every single source (Server) of email can be tracked through their Ip and domain:

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● IP reputation- Unique Ip every source has, acts as an important contributor weather the mail
goes to spam or not eg:175.168.64.98
● Domain reputation- Each Ip is linked to a certain domain e.g.: @greatlearning.in
How to check Reputation of IP: https://www.senderscore.org/

Sender reputation
Built gradually over a series of campaigns
Negative contributions:
● Number of times the email is marked as spam
● Falling to spam-traps
● High bounce rates- 1) Hard Bounce 2) Soft Bounce

Guidelines on Email Marketing


Churn is inevitable and should be managed by periodic cleaning

Question arises How?

● Push Sign-ups: How to increase-user-sign-ups


● Segment Audience
o Interest based: Specifically, for newsletters, gather interests at the time of opt-in
o Purchase history
o Link click activity
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o Date of subscription

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Reference Link: Email-list-segmentation-guide

Measuring Effectiveness of Email marketing

Reference Link: 7-ways-to-measure-email-marketing-effectiveness

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A/B Testing
In an A/B test we set up two varieties of a single campaign. Version A is sent to half of the recipients
and version B is sent to the rest half. The winning option is determined by the most number of
opens or clicks.

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Mailchimp Guide
● A Step by Step guide on Mailchimp: Getting-started-with-mailchimp
● How to Measure Email Marketing Success: About-email-campaign-reports
o Reference Link: how-to-measure-your-email-marketing-success
● Segments in Mailchimp: Getting-started-with-segments
o How to send an email campaign to a segment: Click Here
o Common Segmentation Combinations: Click Here
● Automations: About-classic-automations
o Classic Automation Types: Click Here
● A/B Testing: About-ab-testing-campaigns

Summary
● There are two types of emails used in campaigns –transactional and promotional. Email
campaigns have one important goal: high click through rate

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● Emails could be designed in two formats –HTML or Text. HTML mails are preferred and
amenable to fine-grained measurement
● Permissions, reputation and segmentation are important factors that drive deliverability of
emails
● Open rates and CTR are the most popular metrics used to track effectiveness. A/B testing is
extensively used to compare performance

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