Week 2: Types of Email Marketing
Types of Email Marketing INTRODUCTION
This course belongs to the Google Digital Marketing & E-commerce Professional Certificate program on Coursera. It will help you learn different types and techniques of email marketing. You get an analysis of common types of email marketing, such as acquisition emails, welcome emails, newsletters, promotional emails, and retention emails.
This course is about writing attention-grabbing email copy and providing sample subject lines and preview text for marketing emails. By the time you finish this course, you will know when and why to use each type of marketing email and how to write one that communicates with your customer base.
Learning Objectives:
- Indicate common categories of marketing emails.
- Write effective preview text and subject lines using the best practices.
Test your knowledge: Types of emails
1. Fill in the blank: In email marketing campaigns, _____ are sent to gain new customers.
- attainment emails
- investment emails
- survey emails
- acquisition emails (Correct)
Correct: Basicaly, acquisition emails are new customer emails sa marketing campaigns. These would be in awareness stage of the marketing funnel and are really very vital in the growth of the company.
2. Which of the following are important to include in an acquisition email? Select all that apply.
- New or educational information (Correct)
- Downloadable guides, product catalogs, PDFs, or free trials (Correct)
- A glimpse into what the product or service will give customers (Correct)
- A customer satisfaction survey
Correct: In an acquisition email, you would typically want to include downloadable guides, product catalogs, free trial sign-ups, PDFs, or any previews of what a customer might achieve using the product or service. Such emails are informative with respect to the potential customer, but they also bring something new and exciting to grab the audience’s interest.
3. In email marketing campaigns, what type of emails are sent out to brand new customers or subscribers?
- Customer emails
- Welcome emails (Correct)
- Acquisition emails
- Closing emails
Correct: Aldan- and- Eamoranimoprospect.mails to sal- welcome; technically innovate approaches introduce by email into marketing campaigns. These welcome messages engage one with the customers for the initial encounter, either as first-timers or novel purchasers. On the surface, they perceive as an impression-building tool which basically sets the stage for the practitioner’s tone in carrying out a relationship between the organization concerned and the person intended to receive that message.
4. Which of the following are important to include in a welcome email? Select all that apply.
- A conversational and inviting tone (Correct)
- A call to action (Correct)
- A brief summary that tells customers the story of the brand (Correct)
- Mentions of trending topics, pop culture, or current events
Correct: A welcome email has to be flowing in a casual and inviting way and it also includes a short brief that narrates the brand story as well as a call to action for the reader to take action further with the company.
5. Acquisition emails are primarily part of which marketing funnel stage?
- Loyalty
- Conversion
- Consideration
- Awareness (Correct)
Correct: You can make your acquisition emails even better by providing prospects with resources before they think they need them. You could use for example downloadable guides, product catalogs, or even free trials.
6. Welcome emails typically happen during what email marketing stage?
- Consideration (Correct)
- Awareness
- Conversion
- Loyalty
Correct: Recollect, it is the stage when potential customers consider subscribing to marketing emails. At this point, they are actively searching for information about a product or service to make an informed decision in the choosing process.
TEST YOUR KNOWLEDGE: NEWSLETTERS AND PROMOTIONAL EMAILS
1. Fill in the blank: In email marketing, _____ are regularly sent out to subscribers and are used to tell stories or update them on any relevant offers or anecdotes from within a company.
- Newsletters (Correct)
- annuals
- bi-annuals
- throwaways
Correct: Generally, newsletters are sent regularly to the subscribers for sharing stories and news regarding and offers or some interesting anecdotes from inside the company. They help keep customers involved and informed about what happens in the business.
2. What type of communications are sent out to inform a company’s subscribers of new or existing products or services?
- Newsletters
- Welcome emails
- Promotional emails (Correct)
- Acquisition emails
Correct: Promotional emails are specifically sent out to inform a company’s subscribers of new or existing products or services.
3. Which of the following are potential benefits of sending out newsletters? Select all that apply.
- Informing and educating customers (Correct)
- Providing a virtual first impression
- Creating lasting relationships with customers (Correct)
- Advertising a product or service (Correct)
Correct: Disseminating newsletters may beconsider put to use in permanently stronger ties to individual customers or as a form of advertisement for products andor services. In sending out important updates, offers, or news related to keeping customers well-informed, newsletters can educate customers as well.
4. Which of the following are goals for promotional emails? Select all that apply.
- Welcoming new customers
- Creating new or repeat customers (Correct)
- Encouraging subscribers to take some kind of action (Correct)
- Speeding up the buying process (Correct)
Correct: A promotional email must quicken the process a subscriber follows to complete the purchase. A promotional email induces subscribers to take action and turns them into new customers or repeat buyers.
5. Which of the following are important to include in the preview text of a newsletter? Select all that apply.
- Keep preview text between 35-50 characters so subscribers can read it quickly (Correct)
- Align preview text with the text in the subject line (Correct)
- Break up blocks of text with white space
- Include the most important piece of information from the email body (Correct)
6. What are goals for promotional emails? Select three.
- Encourage subscribers to take some kind of action (Correct)
- Introduce subscribers to the brand
- Create new or repeat customers (Correct)
- Speed up the buying process (Correct)
Correct: Promotional emails try to get a potential customer to buy something, get a subscriber to do an action, and sometimes convert that subscriber into a new or past customer.
7. Newsletter emails are sent during which marketing funnel stages? Select three.
- Consideration (Correct)
- Awareness
- Conversion
- Loyalty
Correct: The loyalty phase is the most critical one to keep up a good relationship with customers, encourage repeat contact, and shift one-time buyers into long-term advocates. It aims at developing a customer’s relationship with the brand after the very first purchase or interaction. Providing compelling content, special offers, or exclusive access to the various customers builds a base for customer retention and loyalty.
TEST YOUR KNOWLEDGE: RETENTION EMAILS
1. Fill in the blank: An email sent to a current customer with the intent of keeping them as a customer is called a _____.
- welcome email
- promotional email
- retention email (Correct)
- acquisition email
Correct: Retention email is an email sent to an existing customer to hold their business.
2. Which of the following should be included in a retention email? Select all that apply.
- Personalization (Correct)
- Empathetic and inviting language (Correct)
- Expiring promotional discount
- A call to action (Correct)
Correct: A Retention Email intends to retain an existing customer. To do this, it must necessarily add an empathetic, welcoming, and personalized tang into it with a clear call to action.
3. Fill in the blank: _____ is the practice of categorizing contacts by a predefined set of identifiers, so that each email feels relevant to every subscriber.
- Call to action
- Investment
- Segmentation (Correct)
- Acquisition
Correct: Segmentation is the organization of contacts around specific identifiers, such that every email could be sent seeming personalized to each subscriber.
4. Which of the following are effective ways to get feedback from subscribers about email frequency in order to prevent them from unsubscribing? Select all that apply.
- Include a quick survey asking how often subscribers want to receive emails (Correct)
- Continue sending daily emails until receiving an unsubscribe request
- Send a welcome email right when a subscriber signs up, asking them for feedback (Correct)
- Ask for feedback only after a customer unsubscribes, then send daily subscription requests until they
- resubscribe
Correct: It would also be effective by including a brief survey of subscribers on the frequency with which they’d like to get emails to collect valuable feedback and ensure a lesser chance of unsubscribes. A good strategy is to send out a welcome email immediately upon subscription and then ask them for their input on the email.
5. Which marketing funnel stage are retention emails typically sent?
- Loyalty (Correct)
- Awareness
- Consideration
- Conversion
Correct: Retainment mails are said to strike the right notes with timing. Delivered following good dynamics, these are also quite powerful. Creating rhythm and sending out mails is going to get customers coming back and keep them tied down with you for long.
THINK OUTSIDE THE INBOX: EMAIL MARKETING WEEKLY CHALLENGE 2
1. Which of the following are common types of email marketing? Select all that apply.
- Acquisition emails (Correct)
- Newsletters (Correct)
- Company event emails
- Retention emails (Correct)
2. Imagine that a cosmetics company shares an interactive email inviting potential new customers to match products to suit their own skincare needs. What is this an example of?
- Educational email
- Acquisition email (Correct)
- Discount code
- External resource
3. Which of the following marketing emails serve as a virtual first impression a company makes with a customer?
- Newsletter
- Promotional email
- Retention email
- Welcome email (Correct)
4. Which of the following are reasons a company might want to send a newsletter? Select all that apply.
- To share external resources, like articles that might be relevant or interesting to customers (Correct)
- To introduce a new update from the company that subscribers would want to know about (Correct)
- To remind a customer to purchase something they left in their cart
- To announce the launch of a new product or service (Correct)
5. Fill in the blank: A grocery store delivery app that sends an email with a code for free delivery is an example of a _____.
- feedback email
- brand email
- service email
- promotional email (Correct)
6. Imagine a company’s customers frequently leave items in their cart. What could the company do to encourage a customer to purchase the items they’ve left behind?
- Send the customer a cart abandonment email. (Correct)
- Send the customer a welcome email.
- Provide the customer with information about a new product.
- Send the customer a happy birthday message.
7. What type of follow-up email does a company send after a customer makes a purchase asking for feedback on that customers’ shopping experience?
- Newsletter
- Retention email (Correct)
- Welcome email
- Internal email
8. Promotional emails, retention emails, and newsletters all fall into which marketing funnel stage?
- Consideration
- Conversion
- Loyalty (Correct)
- Awareness
9. Fill in the blank: The text in the main content of an email is called email _____.
- script
- hashtag
- body (Correct)
- tweet
10. Fill in the blank: A subtle button in a welcome email that says “Get Started” is an example of _____.
- an email body
- a call to action (Correct)
- a virtual first impression
- a newsletter
11. Fill in the blank: Acquisition emails and newsletters are both examples of _____.
- brand voice
- email marketing (Correct)
- brand sentiment
- key performance indicators (KPIs)
12. Which of the following are effective ways to use a welcome email? Select all that apply.
- Share external resources, like articles that might be relevant or interesting to customers.
- Encourage customers who have downloaded an app to use the app for the first time. (Correct)
- Thank first time subscribers or customers who have purchased a product. (Correct)
- Encourage customers to buy a product by including a discount code. (Correct)
13. Fill in the blank: A wellness company includes external resources, like articles featuring anxiety-reducing breathing exercises, in a _____.
- Newsletter (Correct)
- promotional email
- feedback email
- cart abandonment email
14. What is the purpose of sending a cart abandonment email to a customer?
- Provide the customer with information about a new product
- Enroll the customer in the company newsletter
- Encourage the customer to purchase the item they left behind (Correct)
- Share external articles about relevant and interesting information
15. Which of the following is an example of a retention email? Select all that apply.
- Providing customers with some new or educational information
- Sending a follow-up email after a customer makes a purchase asking for feedback (Correct)
- Offering a glimpse into what a product or service will give customers (Correct)
- Sending a special offer to customers who are not engaging with newsletters or promotional emails (Correct)
16. Which of the following are examples of content you would likely find in an email for a furniture company’s marketing campaign? Select all that apply.
- A collection of pictures of the company picnic attached to an employee email.
- An email asking a customer “How was shopping with us?” with a scale from 1 to 10 for customers to rate the experience. (Correct)
- The subject line “Discount Code For 20% Off Inside!” for a new promotion on desks. (Correct)
- The headline “For The Remote Worker” along with an image of an office chair and a link to a landing page where customers can purchase the chair. (Correct)
17. What type of email should a new company send out as a marketing strategy to gain new customers?
- Newsletter
- Acquisition email (Correct)
- Retention email
- Cart abandonment email
18. Which of the following are reasons a company might want to send a promotional email? Select all that apply.
- To celebrate a customer’s birthday by offering 10% off their next order (Correct)
- To thank customers for downloading their app
- To offer free, downloadable content for a holiday (Correct)
- To announce the launch of a new product or service (Correct)
19. Fill in the blank: Sending a special offer to customers who are not engaging with a company’s newsletters is an example of a _____.
- cart abandonment email
- retention email (Correct)
- promotional email
- welcome email
20. Which of the following types of email fall into the consideration bucket of the marketing funnel? Select all that apply.
- Promotional emails (Correct)
- Newsletters (Correct)
- Retention emails
- Welcome emails
21. which of the following are effective ways to use an acquisition email? select all that apply.
- Thank first time subscribers or customers who have purchased a product (Correct)
- Offer items like downloadable guides, product catalogs, PDFs, or free trials (Correct)
- Demonstrate to customers the value of a product or service
- Offer a quick overview of what a product or service will provide (Correct)
22. Which of the following marketing emails should include mentions of trending topics, pop culture, or current events?
- Acquisition email (Correct)
- Retention email
- Feedback email
- Newsletter
23. Which of the following types of email fall into the loyalty bucket of the marketing funnel? Select all that apply.
- Acquisition emails
- Promotional emails (Correct)
- Retention emails
- Newsletters (Correct)
24. Which of the following describes the relationship between an acquisition email and a welcome email?
- Acquisition emails are sent to acquire new customers. Welcome emails including news and informational content relevant to the company are then sent out regularly.
- Acquisition emails are sent to acquire new customers. Welcome emails are then sent out to those new customers. (Correct)
- Welcome emails are sent to acquire new customers. Acquisition emails are then sent out to those new customers.
- Welcome emails are sent to acquire new customers. Acquisition emails including news and informational content relevant to the company are then sent out regularly.
25. What type of follow-up email can a company send to a customer who selects a product but does not purchase it?
- Acquisition email
- Promotional email
- Cart abandonment email (CORRECT)
- Feedback email
Correct: Correct
26. Which of the following types of marketing emails fall into both the consideration and loyalty bucket of the marketing funnel?
- Retention emails
- Newsletters
- Welcome emails
- Promotional emails (CORRECT)
Correct: Correct
27. Which of the following is an example of email copy? Select all that apply.
- Raw data about how customers feel about a brand
- Images and product descriptions (CORRECT)
- A call to action (CORRECT)
- A brief summary that tells customers the story of the brand (CORRECT)
Correct: Correct
Correct: Correct
Correct: Correct
28. Which of the following marketing emails should include a call to action? Select all that apply.
- Internal email
- Retention email (CORRECT)
- Welcome email (CORRECT)
- Acquisition email (CORRECT)
Correct: Correct
Correct: Correct
Correct: Correct
29. Fill in the blank: A _____ is a concise instruction included in a promotional email that tells the customer what to do next.
- call to action (CORRECT)
- key performance indicator (KPI)
- return on investment
- final value
Correct: Correct
30. A marketer creates an email campaign to inform customers about their latest products and offers. What common type of email marketing did they use?
- Discount emails
- Event emails
- Acquisition emails
- Promotional emails (CORRECT)
31. Which of the following describes the relationship between an acquisition email and a welcome email?
- Welcome emails are sent to acquire new customers. Acquisition emails are then sent out to those new customers.
- Acquisition emails are sent to acquire new customers. Welcome emails are then sent out to those new customers. (CORRECT)
- Welcome emails are sent to acquire new customers. Acquisition emails including news and informational content relevant to the company are then sent out regularly.
- Acquisition emails are sent to acquire new customers. Welcome emails including news and informational content relevant to the company are then sent out regularly.
32. Fill in the blank: _____ are a versatile feature of email marketing used in several stages of the marketing funnel.
- Newsletters (CORRECT)
- Acquisition emails
- Welcome emails
- Follow-up emails
33. Which type of emails get the word out about special offers, limited time deals, or exclusive content?
- Customer emails
- Promotional emails (CORRECT)
- Acquisition emails
- Launch emails
34. A marketer creates a retention email to target customers after they make a purchase. They use inviting language in the email and include a clear call to action. What retention email component can they add to increase its effectiveness?
- Personalize the email according to the customer (CORRECT)
- Summarize what makes the business unique
- Provide an updated product list in the email
- Ask customers, “Who are you shopping for?”
35. What is an example of relevant information you can include in an email newsletter?
- Information about a new product or service the business is launching (CORRECT)
- Information about a business’s access to customer information
- Information about why customers abandon their carts
- Information about how the business earned new customers
36. Why would a business send welcome emails?
- To build interest in a brand and find new customers
- To connect with new customers or subscribers (CORRECT)
- To get feedback about the customer experience
- To encourage customers to sign up for a rewards program
37. When creating email newsletters, which of the following tactics should you use to capture the reader’s attention?
- Repurpose content from old newsletters
- Mention trending topics or current events (CORRECT)
- Write in a similar style and tone as other businesses
- Inform readers about changes in company management
38. Which of the following are effective ways to use an acquisition email? Select all that apply.
- Thank first time subscribers or customers who have purchased a product
- Offer a quick overview of what a product or service will provide (CORRECT)
- Offer items like downloadable guides, product catalogs, PDFs, or free trials (CORRECT)
- Demonstrate to customers the value of a product or service (CORRECT)
39. When crafting a promotional email, what best practice should you follow to make it successful?
- Announce the promotion in the body of the email
- Include a survey for customers to share their feedback
- Keep the heading short and the body of the email long
- Focus on the promotion instead of product features (CORRECT)
40. What is an example of relevant information you can include in an email newsletter?
- Information about why customers abandon their carts
- Information about a business’s access to customer information
- Information about a new product or service the business is launching (CORRECT)
- Information about how the business earned new customers
41. What type of follow-up email does a company send after a customer makes a purchase asking for feedback on that customers’ shopping experience?
- Welcome email
- Internal email
- Retention email (CORRECT)
- Newsletter
42. Why should you include a call to action in your welcome email?
- It motivates the customer to make a purchase.
- It informs the customer what to do next. (CORRECT)
- It allows the customer to rate their experience.
- It hints at what the email is about.
43. A marketer creates an email to attract new customers. They include a brief description of their offering and its value to the customers. They also add a “Click here” button and write a funny subject line to encourage customers to click on the email. What additional best practice should they follow to create a successful acquisition email?
- Add additional calls to action for recipients to choose from, such as “Learn more” and “Buy now”
- Offer recipients something, such as a free trial or educational information (CORRECT)
- Include information about recent management changes at the company
- Assume that recipients know about the business and its products
44. Why do marketers send welcome emails in the consideration stage of the marketing funnel?
- Because users are regular customers who want to read interesting stories about the business
- Because users have made a purchase and may be interested in promotional offers
- Because users have subscribed to the business’s marketing emails and are interested in more information (CORRECT)
- Because users are unfamiliar with the business and do not know what they are searching for
45. A digital marketer creates an email newsletter that contains relevant information about its product. However, only a few subscribers click on the call-to-action button. What recommendation will help the marketer increase the effectiveness of the newsletter?
- Share product and service information instead of the latest trends.
- Instead of sharing information about current events, share information about the company and tell its story.
- Design a new email that differs from the brand’s style.
- Instead of selling a product, include articles or trending topics relevant to the subscriber’s lifestyle. (CORRECT)
46. Why are follow-up emails an effective tactic to increase customer loyalty?
- It shares helpful information and resources about the product and its features.
- It makes customers feel heard and appreciated. (CORRECT)
- It summarizes what makes the business and its products unique.
- It gives customers access to exclusive customer service tools.
47. Why would you create a newsletter to target customers in the loyalty stage?
- Newsletters help brands find and acquire new customers.
- Newsletters target customers interested in learning more about a brand.
- Newsletters are the only type of email marketing that targets the loyalty stage.
- Newsletters offer personalized content and encourage repeat purchases. (CORRECT)
48. A marketer sends regular newsletters to customers. They include relevant content about the company and its products. What additional content should they include in their newsletters?
- Links to several external sites created by the business
- Resources such as articles relevant to the subscriber’s lifestyle (CORRECT)
- Surveys with questions to learn more about the customer
- Links to employees’ social media pages
49. What common type of email marketing is used to attract and gain new customers?
- Welcome emails
- Newsletters
- Acquisition emails (CORRECT)
- Promotional emails
50. A marketer creates an acquisition email. They include a product catalog and a banner offering customers free shipping on their first order. They also include unique and catchy email copy. What additional email best practice will help the marketer create a successful acquisition email?
- Update the copy to match what other businesses are using
- Add a clear call-to-action such as “Order now” (CORRECT)
- Target customers who have prior knowledge of the business
- Include “Acquisition email” in the subject line
51. A marketer sends retention emails to customers after they make a purchase. The email uses inviting language and includes each customer’s name in the subject line and body copy. What best practice should they consider before sending the email?
- Include the brand’s story and a message from the founder
- Provide educational resources the customer will enjoy
- Clarify what the customer should do with a clear call to action (CORRECT)
- Request information such as their occupation and address
52. What type of email marketing helps build interest in a brand and find new customers?
- Retention emails
- Promotional emails
- Acquisition emails (CORRECT)
- Welcome emails
53. Which of the following is an example of useful information to include in an acquisition email?
- A downloadable customer experience survey
- A downloadable guide or product catalog (CORRECT)
- A link to a business’s loyalty program
- A note to say thank you for making a purchase
54. A marketer creates a welcome email. In the body copy, they use a conversational tone to encourage customers to click the call-to-action button. What information should they include to make this an effective welcome email?
- A summary of what makes the brand unique. (CORRECT)
- A survey that asks customers to rate their buying experience.
- Two to three additional call-to-action buttons.
- A subject line that includes “Welcome email.”
55. When creating a newsletter, how can you attract a customer’s attention?
- Use content that is strictly about the company
- Use old newsletters with updated subject lines
- Use an assertive and formal tone
- Use catchy and clever writing (CORRECT)
56. A brand creates an email to offer customers 25% off their next order. Their goal is to increase sales. Why should they create a promotional email to achieve their goal?
- Promotional emails introduce customers to a brand and share its story in an exciting way.
- Promotional emails create lasting relationships with customers by informing and educating them.
- Promotional emails can be used across the entire marketing funnel and thus reach more customers.
- Promotional emails speed up the buying process and encourage customers to take action. (CORRECT)
Types of Email Marketing INTRODUCTION
You will know by the end of this blog post what types of marketing emails are and how to write an engaging email copy. This is only a sample preview of what more you will learn in our Email Marketing course on Coursera.
At the end, the entire learning and interaction would include developing an email marketing strategy, creating impactful emails, and analyzing performance. Yet you will learn the hands-on aspect of unsubscribe management and the gradual building of a loyal yet engaged subscriber list. Join us at Coursera today to learn email marketing!