Chapter 8: Email Marketing Flashcards

Questions and Answers

Retail websites can most advisedly grow their email list by:

Require an email sign-up before allowing customers to shop on the site

Putting an email sign-up pop-up advertisement on every page of the website

Automatically putting all customers on the broadcast email list

Allowing customers to sign up for the email list during the checkout procedure (correct)

The primary advantage of a short email sign-up form is that:

It attracts a higher volume of sign-ups than a longer form (correct)

Marketing automation is only possible with short email forms

Only customers with serious interest are likely to sign up

The company will have more information about customers to enable improved email content targeting

Email marketing can be especially effective for a search engine like Kayak or Expedia because:

Search engines are not allowed to utilize other marketing channels

Search engines typically generate no other form of direct traffic

People cannot put emails from search engines in a separate commercial folder within their email account

It typically has information about deals that might interest its customers (correct)

A B2B services company is likely to use email marketing to:

Engage in lead nurturing Signup and view all the answers

Email marketers can target different segments by:

Both of the options Signup and view all the answers

A company sends a broadcast email about Black Friday deals. Later, it sends an email only to members who clicked but did not purchase. This second email is an example of:

A triggered email Signup and view all the answers

To determine the winner of an A/B test on a subject line, an email marketer should use:

The open rate Signup and view all the answers

Why should email marketers remove from their email list any consumers who have not opened an email for several months?

Including these recipients puts the company at risk of being blocked by spam filters Signup and view all the answers

After a B2B services company closes a deal with Company X, email marketing may still be useful for purposes of:

Training the employees within Company X Signup and view all the answers

If an email marketer has a good email list and lots of information about the users on this list, marketing automation would be useful for:

Targeting emails to the right users based on their ongoing behavior Signup and view all the answers

Study Notes

Email List Growth Strategies

Retail websites benefit from allowing customers to sign up during the checkout process for increased email list growth.
Alternatives like mandatory sign-up before shopping or pop-up ads on every page are less effective.

A shorter email sign-up form tends to attract a higher volume of sign-ups compared to longer forms.
Concise forms maximize engagement by lowering barriers for potential subscribers.

Email Marketing for Search Engines

Email marketing is effective for search engines like Kayak or Expedia mainly due to offering timely deal information that interests users.
Search engines can't fully utilize other marketing channels which makes email critical for promotion.

B2B Email Marketing Focus

B2B services companies primarily use email marketing for lead nurturing, maintaining relationships with partners and prospects.
Additional applications include corporate recruiting or employee communication but nurturing remains a principal focus.

Targeted Email Strategies

Email marketers enhance targeting by sending tailored content to specific segments within their email lists.
Segmenting messages leads to higher engagement rates and performance metrics.

Triggered Emails Definition

Sending a follow-up email to segments that clicked but didn't purchase constitutes a triggered email, a strategic means of engagement.
Broadcaster emails refer to general announcements sent to the entire list without personalization.

Evaluating Subject Line Effectiveness

The open rate serves as the primary metric for determining success in A/B testing different subject lines.
A higher open rate indicates greater interest and engagement with the subject line.

Managing Email Lists

Regularly removing inactive recipients helps maintain effective email metrics and lowers spam risk.
A clean email list enhances overall performance and prevents the sender's domain from being flagged.

Post-Deal Email Utility

After closing deals with clients, email marketing remains valuable for training employees within the client organization.
Continued engagement helps reinforce relationships and support operational success.

Benefits of Marketing Automation

A well-informed email list allows marketers to automate targeting efforts based on user behavior dynamically.
Enhancing segmentation and delivering relevant content improves overall marketing effectiveness.

Description

Test your knowledge on email marketing strategies with these flashcards from Chapter 8. Learn the best practices for growing an email list and how it relates to retail websites. Perfect for students or anyone looking to improve their email marketing skills.