15. What do you know about Opt-in email advertising?
Answer:
Opt-in email advertising is where the recipient knows that he\she will receive a commercial email and has consented to receive it. It is also known as permission marketing.
Opt-in email marketing makes the campaigns more targeted and boosts sales. A relationship based on trust is built with the customers and shows that you respect customer's privacy.
16. How would you ensure that the reader opens and reads your email?
Answer:
The answer to this question is an "Interesting email subject line". Your subject like should be catchy and appealing.
Following are some tips to make your subject line catchy:
i. Curiosity and urgency: Use these two characteristic to write your subject line. Make them curious and tell them that they will get more information in the email.
ii. The shorter the better: It becomes difficult to read long subject line in the mobile phone. The person should be able to read the whole subject line at a glance.
iii. Personalization: Make people feel special - This makes the Email look relevant to the reader. Add receiver's first name in the subject line.
iv. Tell them what is inside: This makes it clear that there is something inside the email probably what they were waiting for.
v. Sense of importance: Your subject line should make the reader act immediately. You can create scarcity and urgency for the receiver to act promptly.
vi. Include numbers: Using numbers in the subject line is an effective marketing practice. It makes the email more clear and straightforward.
vii. Compelling question: You need to ask questions which are relevant to the receiver's behavior or persona. It also helps create curiosity as mentioned above.
viii. Avoid overuse of exclamation and All CAPS: Avoid using more than one exclamation mark. And if you are using all Caps lock your email will get ignored as it appears to be a spam mail.
17. What would you do to improve the click through rate of your email?
Answer:
Click through rate is one of the important metrics for measuring email marketing success. There are a few ways by which you can boost your click through rate:
i. Consistency: You should strive for consistency in your website and email. One simple way to do this is by adding a logo in your email.
ii. One Call One Action: While writing an email make only one offer. It is tempting to include multiple calls to action in hopes of getting the subscriber to accept atleast one but that's not true. In order to get optimal click through rate include one call to action to focus your subscriber taking the call to action.
iii. HTML Buttons: This is one of the easiest ways to get more click through rate. Adding a button with contrasting colours is attractive for users and draws attention.
iv. Email design: Keep your email design simple. Keep the font clear with simple content and clear call to action button.
v. Action oriented words: If you want the subscriber to shop use the word 'shop' instead of the common call to action words "click here". Using specific verbs describe the action you want the subscriber to take. Other words like learn, submit, grab, send, get, start, read are some specific words which influence the subscriber to take a call to action.
vi. Mobile friendly: Make sure your emails are mobile friendly and also your emails are easy to read from any device.
vii. Correct audience: Everyone is different and so are their interests. Send emails based on your subscribers interest.
viii. Create Urgency: By using words like 'Today or now' helps to create urgency and makes the subscribers act immediately as everyone has a fear of missing out or loosing something.
ix. Personalization and Curiosity: When one person sees a personalized mail he/she feels it is just written for them and hence ensures that they take the desired call to action. Everyone wants to know what will happen or what they will get if they click on the button. Create curiosity to make people take the call to action.
