The statistic that more than 4 billion people use email reflect which success factor of email marketing?1 pointAttributionLifespan Number of email usersReturn on investment

Which of the following factors make email marketing effective? Select all that apply.1 pointDifficulty of email useNumber of email usersLifespan of emailInsights gained from email

Fill in the blank: In email marketing campaigns, _____ are sent to gain new customers.1 pointacquisition emailsinvestment emailsattainment emailssurvey emails

Section 3Measuring SuccessCreating good email marketing content requires combining creativity with good analysis. Measuring the success of an email campaign or a single email blast is straightforward if the database is set up properly to track the appropriate metrics. Open Rate = Emails Opened / Emails Delivered. Good open rates are crucial both for avoiding spam filters and for overall profitability. A company’s emails can’t increase sales if recipients do not view them. Open rates are a good indicator of the quality of the subject line. Open rates vary by industry, but an open rate of 20% is about average. Click-through Rate = Emails Clicked / Emails Delivered. A good measure of the quality of the email content is the percentage of readers who click on a part of the email. If a company’s goal is to sell product, it must induce a click to investigate the featured product before a sale can occur. If the goal is to generate visits to its media website, the company must induce a click on the email to take visitors there. As with subject lines, content can be tested by sending different bits of content to different random subsets of the email list. The subset with the highest click-through rate (CTR) received the best email content. CTR can be improved by using strong calls to action and good images that entice readers to visit the website. An average CTR is about 3.5%. (Note that the denominator is the number of delivered emails, not the number of emails opened.)Conversion Rate = Transactions / Sessions Generated via Email. Just generating a visit to the site is not helpful if none of those visits converts to a purchase (for an online retailer). In the end, what matters to an online retailer is sales, not visits. Some email content might have a high CTR but a low conversion rate or vice versa. A good email marketer will track both metrics to determine which content is more successful. A good retail site often has a conversion rate of 3% to 5%, but the conversion rate of email traffic, because the email recipients are already subscribed customers, can be higher.Average Order Value. An email featuring a special on furniture is almost sure to have a lower CTR and conversion rate than an email featuring some inexpensive fashion accessories, but selling one couch for $1000 is more profitable than selling 50 pairs of earrings for $5 each. By combining all four metrics—open rate, CTR, conversion rate, and average order value—an email marketer can easily track the success of the email campaign or of an individual email blast.List Churn. A company needs to be aware of how frequently its emails are causing people to unsubscribe. If the company is losing subscribers faster than it is gaining them, due to irrelevant content, email frequency, and so on, then its email marketing strategy isn’t sustainable and should be changed. A company can expect every email it sends to cause a certain percentage of its email list to unsubscribe, even if its content is good, which is why a good process for generating new email subscribers is needed.

A company uses email marketing to promote its products because it offers a high return on investment. What other benefit makes email marketing an effective tool? 1 pointOnce you have a customer’s email address, you can email them at no cost, making email marketing a low-cost tool. Over half the world’s population uses email, which means it is a wide-reaching tool for promoting products or services. Emails have a long lifespan which means recipients make purchasing decisions faster than on other platforms. Automation gives the company control over the campaign’s design, formatting, and hyperlinks.

Question 1 What information can the marketer learn from email marketing analytics? 1 point The percentage of emails sent that could not be delivered to the recipient’s inbox The number of visitors who clicked on a link that brought them to the brand’s website How much attention a brand receives on social media from email subscribers How many people clicked on an email link and became a loyal customer