Marketing Automation Foundation ELIMINATING UNPRODUCTIVE MARKETING Tommy, Misaki, Ren

1. CHAPTER 5 : EMAIL

1.1. EMAIL CHANNEL DESCRIPTION

1.1.1. online email service providers

1.1.1.1. ex) Mail Chimp

1.1.1.2. provide most of the automation tools required

1.1.1.3. track extensive analytics for each campaign

1.1.1.4. information

1.1.1.4.1. open-rate

1.1.1.4.2. click-through rate

1.1.1.4.3. purchase rate

1.1.2. visible how campaigns platform relative

1.1.2.1. to each other

1.1.2.2. to industry averages

1.1.3. can be used in coordination with other channels

1.1.3.1. for increasing reach

1.1.3.2. for traffic

1.1.3.3. for sales

1.1.3.4. for awareness

1.2. EMAIL MARKETING

1.2.1. Email marketing is Digital marketing tool and marketing channel

1.2.1.1. Email marketing is the biggest component of their marketing strategy

1.2.1.2. the problem

1.2.1.2.1. We generally delete or mark as spam without reading

1.2.1.2.2. Keeping the list accurate or sccrubed

1.2.1.3. Solution

1.2.1.3.1. Email scrubbing services

1.2.1.3.2. Email marketing automation

1.3. Email Service Provider

1.3.1. ESP provide services

1.3.1.1. Managing bulk email marketing

1.3.1.2. Tools for managing email campaign and managing subscriber list

1.3.1.3. Tracking important statistics

1.3.1.3.1. Email open rates

1.3.1.3.2. Click through rates

1.3.2. For example

1.3.2.1. iContact

1.3.2.2. MailChimp

1.3.2.2.1. MailChimp have automation as a top-level menus selection

1.3.2.2.2. Tracking a customers first purchase, an abandoned cart, who is the best customers are and what region they are from

1.3.2.3. Constant contact

1.4. Email Analytics

1.4.1. ESP offers analytics that can run a report and view the statistics

1.4.1.1. What they track

1.4.1.1.1. Number of recipients

1.4.1.1.2. Orders received

1.4.1.1.3. Number of email opens

1.4.1.1.4. Number of clicks

1.4.1.1.5. Unsubscribes

1.4.1.1.6. Bounces

1.4.1.2. What they can do specifically

1.4.1.2.1. Industry average compared with your campaign result

1.4.1.2.2. scrub the list with collected information such as name or email address

1.5. Cost and Resources

1.5.1. The costs associated with;

1.5.1.1. Email service provider

1.5.1.1.1. Plans to choose

1.5.1.1.2. depending on the number of subscribers and sends

1.5.1.1.3. Merit to set up an account with an Email marketing provider

1.5.1.2. creating the email content

1.5.1.3. automating email task

1.5.2. The reason being Email marketing is considered one of the best

1.5.2.1. Automation capabilities grew as it lists grew is size

1.5.2.2. Credibility

1.5.2.2.1. Many companies still consider it as the best method of marketing

1.5.2.3. Enable to deliver the highest average of ROI of the digital marketing channel