Email Marketing: Strategy and Optimization
Details Of Activity:
LinkedIn Learning course discussing one of the most effective marketing channels today: Email. The course was taught by Marketing Consultant Virginia O\’Connor.
What I Learned:
A. In order to fit email into any marketing plan, it is important to support the customer journey using your email campaigns. Understanding your customer personas, examples of how different customers of your brand may behave, is vital in creating email series that actually help your audience.
B. When it comes to Email Marketing, planning is an important step. Creating marketing calendars makes deadlines, expectations, and ownership clear. It also makes results measurable and aids in the identification of gaps/weaknesses.
C. The different types of emails (Onboarding, Nurturing, Transactional, Newsletters, and Reengagement Emails) all play different roles in the goal of meeting customer needs.
D. Optimizing email timing, subject lines, images, personalization, and email copy enriches campaigns and maximizes the effectiveness of a message.
E. Effective calls-to-action (CTAs) are necessary for conversions to occur. Other metrics to consider are open rate, click-through rate, click-to-open rate, unsubscribe rate, list growth rate, and the aforementioned conversion rate.
How The Activity Relates To My Goals:
Double-majoring in Marketing and Management Information Systems means that I am passionate about the customer experience, as well as business operations powered by technology. Therefore, Email Marketing is an important concept in the fields I\’d like to work in. Whether it\’s marketing or information technology, email allows businesses to engage with their audience (B2C AND B2B) and leverage technology to drive business results.