Week 5: Run Your Own Email Campaign
Run Your Own Email Campaign INTRODUCTION
This course is designed to guide you on how to run a successful email marketing campaign of your own. Under the auspices of the Coursera Google Digital Marketing & E-commerce Professional Certificate, you will gain practical experience creating, managing, tracking, and completing a mock email marketing campaign. With a fictional business scenario, you will be able to apply real-world strategies, tools, and techniques to a successful campaign.
Help you in the course to:
- Set SMART criteria for all email marketing attempts.
- Segment your email contact list for precise communication.
Develop and execute a series of interesting email campaigns. By the end of the course, you will have implemented and analyzed your campaign, with measurable outputs, and this can convince any interested party that your email marketing strategy is effective.
Learning Objectives
- Create a comprehensive e-mail marketing strategy, with aspects of contact management and segmentation of audiences.
- Generate, test, analyze, and enhance an e-mail marketing campaign toward desirable results.
ACTIVITY: ANALYZE EMAIL CAMPAIGN METRICS
1. One of your campaign goals is to add 12,000 new subscribers by the end of September. Taking into account the subscribers added since April, when will you meet this goal if you continue to add 2,000 each month?
- September
- October (Correct)
- November
- December
You did 8,663 new subscribers till the end of August 31. With another bonus of 2,000 in September, one may think that your total would come to 10,663. But as you know, it would still fall short at 1296 more subscribers to reach your goal of 12,000 subscribers.
2. Which KPI can tell you about the performance of the referral email designed to build your subscriber list?
- Bounce rate
- Revenue
- Emails sent
- Forward rate (Correct)
Correct: The referral email forward rate actually indicates the percentage of the subscribers who forward the email to their friends.
3. One of your campaign goals was to increase the average monthly conversion rate from 5% at the end of June to 7% by the end of December. The average monthly conversion rate increased by 0.25% in both July and August. If this rate of growth holds steady, when will you meet your conversion rate goal?
- November
- December
- January
- February (Correct)
Correct: Having an increase of 0.25% in its conversion rate every month will help you achieve that goal in February at 7%, meaning that you will be delayed by a month from realizing your conversion objective.
4. Which of the following metrics have a significant impact on the monthly conversion rate? Select all that apply.
- Click-to-open rate (CTOR) (Correct)
- Bounce rate
- Open rate (Correct)
- Unsubscribe rate
Correct: At times, the conversions grow when many people click links in your emails and visit your site. At the same time, in which it increases the more people who would open your emails, that part is tracked by open rates.
Correct: Increased opportunities for conversion are directly proportional to a rise in the numbers of people reading your emails. They increase further when a recipient clicks through an email link into visiting your site, which is the click-to-open rate (CTOR) metric measured by.
5. The benchmark for promotional emails in the home furnishings industry is 6%. Based on the dashboard data, which of the following promotional emails have a conversion rate below this benchmark? Select all that apply.
- Welcome promo (Correct)
- Referral promo (Correct)
- Birthday promo (Correct)
- Holiday promo
Correct: The conversion rate of the birthday promotional email is 5.2%, this is lower than the standard in the industry.
THINK OUTSIDE THE INBOX: EMAIL MARKETING WEEKLY CHALLENGE 5
1. Consider the following SMART goal:
Increase the click-to-open rate on sales emails to at least 8% within six months through more persuasive copy and clear calls to action.
What part of the goal is time-based?
- “through more persuasive copy and clear calls to action”
- “within six months” (Correct)
- “increase the click-to-open rate on sales emails”
- “to at least 8%”
2. Consider the following SMART goal:
Increase the email open rate to at least 20% by the end of quarter three by creating more engaging and informational emails.
What part of the goal is measurable?
- “by the end of quarter three”
- “increase the email open rate”
- “to at least 20%” (Correct)
- “by creating more engaging and informational emails”
3. Consider the following SMART goal:
Increase the email open rate to at least 20% by the end of quarter three by creating more engaging and informational emails.
What part of the goal is specific?
- “increase the email open rate” (Correct)
- “to at least 20%”
- “by creating more engaging and informational emails”
- “by the end of quarter three”
Correct: Engaging with your stakeholders becomes all the easier with visual elements such as images, diagrams, and charts. And engagement is necessary to really hook an audience into entertaining your audience.
4. As a digital marketer for a travel booking company, you are segmenting your email list to send more relevant emails to customers. Which of the following questions would help you segment by psychographic characteristics? Select all that apply.
- What months do you typically travel? (Correct)
- Do you enjoy staying at a certain hotel chain?
- What type of destination do you typically enjoy traveling to? (Correct)
- What is your age and, if applicable, your family members’ ages?
5. As a digital marketer for a pet supplies business, you are segmenting your email list to send more relevant emails to customers. Which of the following questions would help you segment by demographic data for the customer’s pet? Select all that apply.
- What pet food brand do you typically purchase?
- How often do you purchase toys for your pet?
- What type of pet do you own? (Correct)
- How old is your pet? (Correct)
6. As a digital marketer for an online jewelry business, you are segmenting your email list to send more relevant emails to customers. Which of the following questions would help you segment by behavioral data? Select all that apply.
- How often do you make a purchase from our website? (Correct)
- Are you interested in following jewelry trends?
- What jewelry products have you purchased in the past? (Correct)
- What is your typical price range for a piece of jewelry?
7. When crafting an email, which element begins with a verb, is no more than five words in length, and may encourage the reader to make a purchase?
- Message body
- Signature
- Subject line
- Call to action (Correct)
8. In the past month, your email list added 1,942 subscribers and had 277 unsubscribes. The list total is 38,004. What is the calculation for the list’s growth rate?
- [38,004 / (1,942 – 277)] x 100
- [(38,004 – 1,942) / 277] x 100
- [(1,942 – 277) / 38,004] x 100 (Correct)
- (38,004 x 100) / (1,942 – 277)
9. In your last email send, you delivered 106,417 emails with 12,449 ad clicks and 2,980 conversions. What is the calculation for the email send’s conversion rate?
- 12,449 / 106,417
- 2,980 / 12,449 (Correct)
- 12,449 / 2,980 x
- 2,980 / 106,417
10. In your last email send, you delivered 54,972 emails with 13,683 unique opens and 2,787 clicks. What is the calculation for your click-to-open rate?
- 54,972 / 2,787
- 2,787 / 54,972
- 2,787 / 13,683 (Correct)
- 13,683 / 2,787
11. Consider the following SMART goal:
Use the email marketing software to remove all list subscribers that have not opened a message in over six months by March 31st.
What part of the goal is time-based?
- “that have not opened a message in over six months”
- “remove all list subscribers”
- “by March 31st” (Correct)
- “Use the email marketing software”
12. Consider the following SMART goal:
Use the email marketing software to remove all list subscribers that have not opened a message in over six months by March 31st.
What part of the goal is measurable?
- “remove all list subscribers” (Correct)
- “use the email marketing software”
- “that have not opened a message in over six months”
- “by March 31st”
13. Consider the following SMART goal:
Use the email marketing software to remove all list subscribers that have not opened a message in over six months by March 31st.
What part of the goal is specific?
- “remove all list subscribers”
- “email marketing software”
- “that have not opened a message in over six months” (Correct)
- “by March 31st”
14. As a digital marketer for a tutoring business, you are segmenting your email list to send more relevant emails to customers. Which of the following questions would help you segment by demographic data for the child? Select all that apply.
- How many days a week are you interested in tutoring services?
- What school does your child attend? (Correct)
- What grade is your child in? (Correct)
- Has your child had a tutor in the past?
15. As a digital marketer for a travel booking company, you are segmenting your email list to send more relevant emails to customers. Which of the following questions would help you segment by behavioral data? Select all that apply.
- Would you enjoy a trip to an isolated location?
- How often do you typically purchase vacation packages? (Correct)
- Will you be traveling with children?
- Do you prefer a specific airline company? (Correct)
16. In the past month, your email list added 840 subscribers and had 47 unsubscribes. The list total is 17,191. What is the calculation for the list’s growth rate?
- [17,191 / (840 – 47)] x 100
- (17,191 x 100) / (840 – 47)
- [(840 – 47) / 17,191] x 100 (Correct)
- [(17,191 – 47) / 840] x 100
17. In your last email send, you delivered 23,019 emails with 3,162 ad clicks and 771 conversions. What is the calculation for email send’s conversion rate?
- 3,162 / 771
- 771 / 3,162 (Correct)
- 771 / 23,019
- 3,162 / 23,019
18. Consider the following SMART goal:
Increase the email open rate to at least 20% by the end of quarter three by creating more engaging and informational emails.
What part of the goal is time-based?
- “increase the email open rate”
- “by the end of quarter three” (CORRECT)
- “to at least 20%”
- “by creating more engaging and informational videos”
Correct: Correct
19. Consider the following SMART goal:
Increase the click-to-open rate on sales emails to at least 8% within six months through more persuasive copy and clear calls to action.
What part of the goal is measurable?
- “through more persuasive copy and clear calls to action”
- “within six months”
- “Increase the click-to-open rate on sales emails”
- “to at least 8%” (CORRECT)
Correct: Correct
20. Consider the following SMART goal:
Increase the click-to-open rate on sales emails to at least 8% within six months through more persuasive copy and clear calls to action.
What part of the goal is specific?
- “within six months”
- “to at least 8%”
- “increase the click-to-open rate”
- “through more persuasive copy and clear calls to action” (CORRECT)
Correct: Correct
21. As a digital marketer for a tutoring business, you are segmenting your email list to send more relevant emails to customers. Which of the following questions would help you segment by psychographic characteristics? Select all that apply.
- What grade is your child in?
- How far do you live from the tutoring center?
- How often do you help your child with homework? (CORRECT)
- How many days a week does your child do homework? (CORRECT)
Correct: Correct
Correct: Correct
22. As a digital marketer for a pet supplies business, you are segmenting your email list to send more relevant emails to customers. Which of the following questions would help you segment by behavioral data? Select all that apply.
- Does your pet have any food allergies?
- What is your preferred language?
- Do you purchase a certain brand of pet food? (CORRECT)
- How long have you been a customer of our store? (CORRECT)
Correct: Correct
Correct: Correct
23. When crafting an email, which element addresses the reader in the second person, emphasizes potential benefits, and is no more than 90 words in length?
- Subject line
- Message body (CORRECT)
- Signature
- Call to action
Correct: Correct
24. In the past month, your email list added 3,593 subscribers and had 488 unsubscribes. The list total is 87,323. What is the calculation for the list’s growth rate?
- (87,323 x 100) / (3,593 – 488)
- [87,323 / (3,593 – 488)] x 100
- [(3,593 – 488) / 87,323] x 100 (CORRECT)
- [(87,323 – 488) / 3,593] x 100
Correct: Correct
25. As a digital marketer for a pet supplies business, you are segmenting your email list to send more relevant emails to customers. Which of the following questions would help you segment by psychographic characteristics? Select all that apply.
- what city do you live in?
- What type of pet do you own?
- Do you use toys to play with your pet? (CORRECT)
- Do you make your pet’s food? (CORRECT)
Correct: Correct
Correct: Correct
26. In your last email send, you delivered 2,708 emails with 898 unique opens and 269 clicks. What is the calculation for your click-to-open rate?
- 2,708 / 269
- 898 / 269
- 269 / 2,708
- 269 / 898 (CORRECT)
Correct: Correct
27. Consider the following SMART goal:
Use the email marketing software to remove all list subscribers that have not opened a message in over six months by March 31st.
What part of the goal is specific?
- “that have not opened a message in over six months” (CORRECT)
- “by March 31st”
- “email marketing software”
- “remove all list subscribers”
Correct: Correct
28. In your last email send, you delivered 65,902 emails with 6,611 ad clicks and 1,743 conversions. What is the calculation for the email send’s conversion rate?
- 6,611 / 65,902
- 6,611 / 1,743
- 1,743 / 6,611 (CORRECT)
- 1,743 / 65,902
Correct: Correct
29. In your last email send, you delivered 223,482 emails with 48,332 unique opens and 10,041 clicks. What is the calculation for your click-to-open rate?
- 10,041 / 48,332 (CORRECT)
- 10,041 / 223,482
- 48,332 / 10,041
- 223,482 / 10,041
Correct: Correct
30. When crafting an email, which element uses clear, actionable language, and is no more than 45 characters in length?
- Subject line (CORRECT)
- Salutation
- Signature
- Message body
Correct: Correct
31. A marketer creates a SMART goal for an upcoming social media campaign. They are still determining how they will know when the goal is accomplished. Why is it important for a SMART goal to be measurable?
- It allows you to track and measure the goal along the way. (CORRECT)
- It lets you track if you are making progress at a good pace.
- It makes it specific enough to know if you’ve achieved it.
- It matches the organization’s needs and priorities.
32. As a digital marketer for a wellness brand, you are segmenting your email list to reach customers who frequently shop online and try new online stores. What did you use to segment this list?
- Geographic characteristics
- Behavioral data (CORRECT)
- Psychographic characteristics
- Demographic data
33. A marketer creates an email. Why should they include body copy?
- To describe how the content helps the reader (CORRECT)
- To highlight the features instead of the benefits
- To encourage readers to make a purchase
- To tell readers what you are offering
34. As a digital marketer, an email you sent was delivered to 47,922 recipients. 15,001 recipients opened the email. 3,221 clicked on a link and 562 made a purchase. How would you calculate the purchase conversion rate?
- 562 / 47,922 (purchases / emails delivered) (CORRECT)
- 562 / 3,221 (purchases/ link clicks)
- 3,221 / 15,001 (link clicks / emails opened)
- 3,221 / 47,922 (link clicks / emails delivered)
35. As a digital marketer, you send 250,070 emails as part of an email marketing campaign. The emails received 48,320 unique opens and 4,813 clicks. How would you calculate the click-to-open rate?
- 48,320 / 4,813 (unique opens / total clicks)
- 4,813 / 250,070 (total clicks / emails delivered)
- 250,070 / 4,813 (emails delivered / total clicks)
- 4,813 / 48,320 (total clicks / unique opens) (CORRECT)
36. Which of the following SMART goals is time-bound?
- Gain 1,500 followers on social media over the course of a social media campaign
- Add names to subscriber list over the course of an email marketing campaign
- Increase brand awareness and lead generation by 15% in the next year
- Increase weekly app downloads by 200 downloads over three months (CORRECT)
37. Which of the following SMART goals is measurable?
- Use email marketing software for the campaign
- Remove all list subscribers by the end of the month (CORRECT)
- Increase revenue in six months
- Gain new followers by March 20th
38. As a digital marketer for a sportswear brand, you are segmenting your email list to reach couples between the ages of 25-45 who can afford to pay for monthly fitness programs.
What did you segment this list according to?
- Psychographic characteristics
- Behavioral data
- Geographic factors
- Demographic data (CORRECT)
39. A marketer creates an email to promote a new product. Why should they include a call to action?
- To describe how the content helps the reader
- To encourage readers to make a purchase (CORRECT)
- To tell readers what they are offering
- To highlight the benefits instead of the features
40. A digital marketer monitors an email list to determine the rate at which the list grows. They emailed 60,345 recipients and gained 2,500 new subscribers and 530 unsubscribes. How would they calculate the list’s growth rate?
- [(2,500 – 530) / 60,345] x 100 (CORRECT)
- [(530 – 2,500) / 60,345] x 100
- [(60,345 – 2,500) / 530] x 100
- [(60,345 – 530) / 2,500] x 100
41. As part of an email marketing campaign, a digital marketer delivers 20,500 emails with 7,992 email opens. The email receives 1,551 link clicks and 219 purchases. How would they calculate the purchase conversion rate?
- 219 / 1,551 (purchases / link clicks)
- 1,551 / 219 (link clicks / purchases)
- 219/ 7,992 (purchases / emails opened)
- 219 / 20,500 (purchases / emails delivered) (CORRECT)
42. What makes a SMART goal specific?
- It matches the organization’s needs and priorities.
- It has a specific reason, purpose, or benefit. (CORRECT)
- It is challenging and allows positive progress or change.
- It has evidence to prove whether it was successful or not.
43. A digital marketer monitors an email list to determine the rate at which the list grows. They count 4,810 new subscribers and 224 unsubscribes from a list of 65,454 recipients. How would they calculate the list’s growth rate?
- [(224 – 4,810) / 65,454] x 100
- [(65,454 – 4,810) / 224] x 100
- [(65,454 – 224) / 4,810] x 100
- [(4,810 – 224) / 65,454] x 100 (CORRECT)
44. A digital marketer creates an email campaign and delivers 76,230 emails with 33,944 email opens. The email receives 10,550 link clicks and 1,201 purchases. How would they calculate the purchase conversion rate?
- 1,201 / 76,230 (purchases / emails delivered) (CORRECT)
- 1,201 / 33,944 (purchases / email opens)
- 10,550 / 33,944 (link clicks / email opens)
- 1,201 / 10,550 (purchases / link clicks)
45. Consider the following SMART goal:
Use the email marketing software to remove all list subscribers that have not opened a message in over six months by March 31st.
What part of the goal is specific?
- “email marketing software”
- “that have not opened a message in over six months” (CORRECT)
- “in over 6 months”
- “by March 31st”
46. A digital marketer monitors an email list to determine the rate at which the list grows. They count 1,706 new subscribers and 91 unsubscribes. The total number of email addresses on the list is 10,100. How would they calculate the list’s growth rate?
- [(10,100 – 91) / 1,706] x 100
- [(1,706 – 91) / 10,100] x 100 (CORRECT)
- [(10,100 – 1,706) / 91] x 100
- [(91 – 1,706) / 10,100] x 100
47. Consider the following SMART goal:
Use the email marketing software to remove all list subscribers that have not opened a message in over six months by March 31st.
What part of the goal is time-based?
- “Use the email marketing software”
- “that have not opened a message in over six months”
- “by March 31st” (CORRECT)
- “remove all list subscribers”
5. What term describes being unable to deny that information is authentic?
- Non-repudiation (CORRECT)
- Availability
- Confidentiality
- Integrity
It guarantees that the information is not deniable and verifies that the sender of the message is indeed as he claims to be. Repudiating non-repudiation with guarantees cannot be, and upon it has complete authenticity to go full-fledged under such a system.
48. As a digital marketer for an amusement park, you are segmenting your email list to reach customers interested in themed family activities. You realize that this might be too broad, and would like to learn more about the audience’s psychographic characteristics.
What questions will help you determine the audience’s psychographic characteristics? Select all that apply.
- How old are the children in your family?
- Do you live in a larger city or rural area?
- How often do you take family trips? (CORRECT)
- What activities do you enjoy as a family? (CORRECT)
49. As a digital marketer for a sportswear brand, you are segmenting your email list to reach customers interested in health and fitness. These customers enjoy an active lifestyle and spend their free time outdoors.
What did you consider when segmenting this email list?
- Demographic data
- Geographic factors
- Psychographic characteristics (CORRECT)
- Behavioral data
50. As a digital marketer, an email you sent was delivered to 47,922 recipients. 15,001 recipients opened the email. 3,221 clicked on a link and 562 made a purchase. How would you calculate the purchase conversion rate?
- 562 / 47,922 (purchases / emails delivered) (CORRECT)
- 3,221 / 47,922 (link clicks / emails delivered)
- 562 / 3,221 (purchases/ link clicks)
- 3,221 / 15,001 (link clicks / emails opened)
51. A digital marketer delivers 103,000 emails for an email marketing campaign. The emails received 60,320 unique opens and 5,811 clicks. How would they calculate the click-to-open rate?
- 5,811 / 103,000 (total clicks / emails delivered)
- 5,811 / 60,320 (total clicks / unique opens) (CORRECT)
- 60,320 / 5,811 (unique opens / total clicks)
- 103,000 / 5,811 (emails delivered / total clicks)
Run Your Own Email Campaign CONCLUSION
Finished the entire email marketing course and now you know how to craft an email campaign from start to finish. The next stage is putting the knowledge into practice by managing, tracking, and completing a mock email marketing campaign. This will involve working with a pretend company to apply everything learned in the course.
First, you will set SMART goals for your campaign. Then, you will segment your email address list and create an email series. The course ends with how to understand your campaign results and report them to stakeholders. Join us in Coursera and make practice of your newfound knowledge!