promotion e-mail or a newsletter.
Below are the learning exercises for Homework 1. What is required of you is to pick 5 of the following to talk about. Each one will require a 2 to 3 paragraph informational response. This will be in the form of an essay paper. The 1st page is the Title page, the content pages you will have each section separated with the question you have chosen, the last page will be a reference page. Some may require research. This is an assignment for grading.
1. Search through your e-mail inbox. Can you find an example of a newsletter? Of a promotional e-mail? Of a transactional e-mail?
2. Using an advertiser of your choice, write a mock copy that may be used in either a promotion e-mail or a newsletter.
3. As indicated above, the cost of getting e-mail marketing wrong can be very high. Can you think of an example where that may be the case?
4. What are the nine steps to executing an e-mail campaign properly and describe each?
5. Why is it important for permission to be gained before marketing by e-mail to a prospect?
What are the parts of an e-mail? Why should all marketers follow this format? Why is unsubscribe functionality important? Can you guess what might happen if a marketer failed to include this feature?
6. As discussed in the text, marketers avoid words like “free,” “buy now,” and “discount” in order to prevent being marked as spam. What words might a marketer use instead?
7. E-mail list cleansing and hygiene are very important to any marketer. Review the reasons why it is important. What do you think would happen if list cleaning and hygiene techniques were not applied regularly?
8. A lot of testing goes into an e-mail marketing campaign. Describe one situation where testing is important. Describe how testing would improve campaign results in that particular situation.
9. What is meant by “mass customization” and why is this so beneficial?
10. E-mails that are expected and recognized are more likely to be read. How can a marketer use this knowledge to increase the readership of e-mails?
11. What do you think might be happening if you have high click-through rates but low conversion rates?
12. Why do you think it is important to test different factors in an e-mail? What knowledge does a marketer hope to gain?
