Study Guide
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Digital Marketing - Study Notes:
Email is an essential channel in any omnichannel marketing program. You can engage customers with the most appropriate content and messaging to encourage them to take action at different points of their purchase journey.
Email marketing directly delivers personalized, automated, and targeted content, making it one of the most effective converting channels both offline and online. In fact, it typically boasts the highest ROI of all digital channels.
As part of an overall omnichannel strategy, email marketing is extremely effective for customer acquisition, enabling you to collect qualifying leads and nurture relationships with potential customers. It is also essential for retention, helping you to generate direct sales and grow customer loyalty.
Types of email
Email campaigns are extremely useful for engaging with both potential and existing customers. There are many different types of email campaigns to acquire and retain customers, from registration emails, to product updates, newsletters, and renewal notices.
There are five levels of audience engagement campaigns. The higher the level, the more specific and automated email campaigns become:
- Foundational: Baseline communications sent to your broadest audience, such as newsletters, bulletins, holiday greetings, and company or product broadcasts and announcements
- Promotional: Email messages to generate revenue or product demand, such as sales and special offers, free trials, discounts, and holiday shopping
- Informational: Communications to establish and grow relationships, such as product-related education, how-to’s, articles, and lead nurturing programs
- Engagers: Email messages to engage and re-engage recipients by inspiring comfort, familiarity, and interest, using surveys, reviews, or rewards
- Automated: Communications targeted at individuals based on their actions, inactions, or personal data, such as welcome and post-purchase thank you messages
Automated emails
Let’s consider automated emails a bit further. They are used to keep people in the loop about purchases, subscriptions, and specific interests that they’ve signed up for, or to recognize and respond to key customer actions and milestones. Examples of automated emails include new subscriber welcome messages, purchase receipts, abandoned cart reminders, or form submission and content download confirmations. These are usually triggered by user actions on your website.
Back to TopLorna Noone
Lorna Noone is an Email Marketing expert with a deep understanding of how to create effective email campaigns that drive results. She has worked at the award-winning agency Wolfgang Digital, as well as at Expedia and ASOS. Lorna has spoken at international digital marketing conferences, and brings a wealth of experience and expertise in email marketing strategy and execution.
These walkthrough videos give clear, step-by-step demonstrations and guidance on how to apply key digital marketing concepts and strategies, and use industry-standard tools. While relevant to this module, you will not be assessed on this content.
