HubSpot Email Marketing Certification
Traditional marketing - correct answer-Companies focus on finding customers
by getting their marketing message in front of as many people as possible.
Channels like billboards, TV ads, and cold calling.
2 fundamental problems:
-technology is making these techniques less effective and more expensive
-traditional marketing is interruptive and marketer-centric
Inbound marketing - correct answer-Alternative to interruptive or outbound
marketing.
-All about empowering visitors, leads and customers with helpful, relevant
content that provides value
-About starting a conversation to pull people in
Inbound methodology - correct answer-1) Attract--blogging, optimizing
website, and social media
2) Convert--gathering contact info through landing page
3) Close--email and CRM
4) Delight
Email database - correct answer-Valuable asset for your business
-ROI of 38-to-1
-if abused, can cause damage to your company in lost opportunities, lost trust,
and a bad reputation
Email marketing - correct answer-Email is the de-facto way that people get
things done
-average person checks email 74 times a day
-54% of emails opened on mobile
-direct 1:1 relationship with your readers, one based on explicit permission
-*is measurable--measure repeat, sustained user attention
Email compared to social media or organic search - correct answer-It is
permission-based in a more meaningful way than social media or organic
search
-getting an invite into a person's inbox
, Core principles of email marketing - correct answer-1) The rise of mobile
devices
2) The significance of segmentation
3) The power of personalization
4) The impact of data-driven analysis and optimization
Rise of mobile devices - correct answer-Email has to be mobile-optimized to
be effect
-81% of smartphone users say email is the most popular activity they use their
phone for
-41% of readers said they wanted emails that can clearly be read on
smartphones
Segmentation - correct answer-Will determine if you can successfully send the
right person the right message at the right time.
-63% of people agree that marketing emails include no content or offers of
interest to them
Personalization - correct answer-94% of businesses say personalization is
critical to success
-has been shown to increase email engagement
-creating a contextualized and deeply individual experience for your recipients
-email is positioned to allow your business to send a personalized message
-behavioral email
Behavioral email - correct answer-Attach email to a contact database. You can
personalize your email sends by sending them in response to specific
activities and actions a user has done.
Analytics - correct answer-The engine that powers the growth of your
business
-Allows you to hypothesize, test, identify trends and then optimize and
improve your marketing
-Track the metrics that matter, learning what they indicate about the success
of your program, and how to use those metrics and what they signify to
optimize and improve your email marketing
Successful email marketing programs - correct answer-1) Stakeholder buy-in
and commitment
2) Software
Traditional marketing - correct answer-Companies focus on finding customers
by getting their marketing message in front of as many people as possible.
Channels like billboards, TV ads, and cold calling.
2 fundamental problems:
-technology is making these techniques less effective and more expensive
-traditional marketing is interruptive and marketer-centric
Inbound marketing - correct answer-Alternative to interruptive or outbound
marketing.
-All about empowering visitors, leads and customers with helpful, relevant
content that provides value
-About starting a conversation to pull people in
Inbound methodology - correct answer-1) Attract--blogging, optimizing
website, and social media
2) Convert--gathering contact info through landing page
3) Close--email and CRM
4) Delight
Email database - correct answer-Valuable asset for your business
-ROI of 38-to-1
-if abused, can cause damage to your company in lost opportunities, lost trust,
and a bad reputation
Email marketing - correct answer-Email is the de-facto way that people get
things done
-average person checks email 74 times a day
-54% of emails opened on mobile
-direct 1:1 relationship with your readers, one based on explicit permission
-*is measurable--measure repeat, sustained user attention
Email compared to social media or organic search - correct answer-It is
permission-based in a more meaningful way than social media or organic
search
-getting an invite into a person's inbox
, Core principles of email marketing - correct answer-1) The rise of mobile
devices
2) The significance of segmentation
3) The power of personalization
4) The impact of data-driven analysis and optimization
Rise of mobile devices - correct answer-Email has to be mobile-optimized to
be effect
-81% of smartphone users say email is the most popular activity they use their
phone for
-41% of readers said they wanted emails that can clearly be read on
smartphones
Segmentation - correct answer-Will determine if you can successfully send the
right person the right message at the right time.
-63% of people agree that marketing emails include no content or offers of
interest to them
Personalization - correct answer-94% of businesses say personalization is
critical to success
-has been shown to increase email engagement
-creating a contextualized and deeply individual experience for your recipients
-email is positioned to allow your business to send a personalized message
-behavioral email
Behavioral email - correct answer-Attach email to a contact database. You can
personalize your email sends by sending them in response to specific
activities and actions a user has done.
Analytics - correct answer-The engine that powers the growth of your
business
-Allows you to hypothesize, test, identify trends and then optimize and
improve your marketing
-Track the metrics that matter, learning what they indicate about the success
of your program, and how to use those metrics and what they signify to
optimize and improve your email marketing
Successful email marketing programs - correct answer-1) Stakeholder buy-in
and commitment
2) Software
