11. How can you improve the emails we already have?
Answer:
A candidate who has experience will know what kind of e-mail is needed for a marketing campaign and would be able to identify where and how the e-mail could be improved.
If you are a fresher you should know the characteristics of a good email to answer this question. See, if the e-mail you are seeing meets the following requirements:
Mobile friendly emails: It is important to create mobile optimized email content that is engaging and appealing on a smart phone. Make sure your content is seen correctly if sent on Gmail or Outlook or on device like the smart phone.
Consider text emails: Email client like Outlook blocks images so it is best to write a good descriptive email with links to your site.
Effective subject line: Looking at the subject line people decide if they should open the mail or not. Make sure your subject line is to the point and make it as compelling as possible.
Email from real person: No one likes an email in which they can't ask a query back. If your email is only for the information purpose, for e.g., letting the customers know that their product has been dispatched, you can send the system generated email but provide your customers a way in the email to ask a query, if they need to.
Personalized email: The more personalized email you send, the better will be the reply rate/ expected action rate. It makes the receivers believe that someone genuinely means to contact them rather than it being a system generated thing sent to everyone.
Defined call to action: Looking at the email the reader should know what is needed to be done by them. A properly defined call to action can be anything from calling at a given contact number, or form submission or driving traffic to a page.
Is the email list relevant? : You will have an email list with different types of subscribers who are interested in different types of services. Suppose A wants coupons, B wants to attend an event and C wants to get some information. All three have different needs. So it is necessary to understand who you are sending your emails to. Relevant email to correct person will get you higher open rate and fewer unsubscribe requests.
12. What type of emails would you send to move a customer down the funnel?
Answer:
With this question the interviewer is allowing you to demonstrate your email marketing knowledge. The candidate should be able to answer this question with naming a few types of emails.
Here is the list of the types of email:
i. Transactional Email: When a transaction takes place this type of email is sent. Here an email is sent to the customer after he completes a required action. This type of email has a high click through rate as they are specific and contain important information such as confirmation.
ii. Newsletter Email: This type of email is sent on a regular interval to inform the customer about the brand. This helps in building a regular communication.
iii. Lead conversion Email: This email is sent when you want a subscriber to become your customer. In this type you can either send a mail of updates or send updates about the products. These type of email receive a good response than the other mails.
iv. Dedicated Email: These mails are dedicated on one topic. The topic could be an announcement, information about a new product or service or to tell people about an event. They are also easy to set and have a strong call to action.
v. Digest Email: These emails are easy to send and can be automated and scheduled to be sent on regular basis. These emails are smaller than Newsletter email.
vi. Anniversary Email: Anniversary mails offer a personal connect with the subscribers. It could be the subscriber's birthday or the company's birthday. This type of mail improves engagement and helps to grow trust in the brand. The open rates for anniversary mails are three times higher than other email and also they are easy to set.
vii. Welcome Email: When someone subscribes to an email list, he or she should receive a 'Welcome mail'. Here the customer knows that you are going to email him/her. It confirms their subscription.
13. What is the relevance of long subscriber's list?
Answer:
You can make your subscriber list grow long but this does not guarantee you success. You can get contacts from the event, or you can ask for referral but when you are growing your list you should know who you are contacting, are they the right kind of people, will they be engaged with you, would they be interested in what you have to say.
A huge long list does not means success but the relevant one means your efforts of email marketing will not go in vain.
14. What does the term unsubscribe mean?
Answer:
Unsubscribe simply means people opting out from your mailing list. It means that they are not the correct audience, or they are not interested in the product or service you are offering or simply they would not like to receive an email in their inbox.
