DigitalMarketing Notes-2

Unit – II
Online Advertising
Introduction, Objective, Where to Advertise, Online Ad Format, Search Engine Ad, Network
Advertising, Affiliate Programs, Landing Pages.
Introduction:
Simply put, online advertising is advertising on the Internet. Online advertising encompasses
advertisements on search engine results pages, advertisements placed in e-mails, and other ways
in which advertisers use the Internet.
▪ Whether online or off, the main objective of advertising is to increase sales. Advertising
also aims to increase brand awareness. Advertising is based on the simple economics of
supply and demand. Advertisers aim to stimulate a consumer need and then satisfy that
need.
▪ One of the greatest benefits of online display advertising is that the messages are not
restricted by geography or time.
▪ Online advertisements are also much more interactive than offline advertising. While
both online and offline advertising can be disruptive, interactive online advertising can
be designed to be perceived as less so.
▪ Online display advertising began as simple hyperlinked images shown on a Web site and
has since progressed to include video, sound, and many other modern technologies.
Today, messages and interactions can be contained within the advertising display
without ever taking consumers to a landing page.
▪ Although the Internet provides new scope for creative approaches to advertising, we see
its true advantage when we realize how trackable, and therefore measurable, Internet
advertising is. Or, to take it from Eric Schmidt, CEO of Google, “The Internet will
transform advertising because of its trackability, not its beauty.”
History:
Online advertising rapidly followed the developing Internet. And, as consumers are increasingly
spending more time online, and hours spent on the Internet start to eclipse hours spent watching
television, the medium becomes increasingly important to any advertiser.
According to Wikipedia, the first clickable banner advertisement was sold to a law firm
in 1993 by Global Network Navigator. HotWired, an early Web magazine, was the first to sell
advertising space in large quantities to a number of advertisers. One of the very first advertisers
was AT&T (a U.S. telecom company), which went online in October 1994.
Figure 3.1 An Early Banner Ad for AT&T
This was part of a campaign that AT&T was running to promote the Internet to consumers, and
included television and outdoor advertising. Believe it or not, but this was cutting edge back in
17 | P a g e Digital Marketing
1994! As Web technology has developed, so has the technology that is used to create and serve
advertising online.
Definition of Online Advertising:

Online advertising is a marketing strategy that involves the use of the Internet as a medium to
obtain website traffic and target and deliver marketing messages to the right customers. Online
advertising is geared toward defining markets through unique and useful applications.
Since the early 1990s there has been an exponential increase in the growth of online advertising,
which has evolved into a standard for small and large organizations. Online advertising is also
known as Internet advertising.
A major advantage of online advertising is the quick promotion of product information without
geographical boundary limits. A major challenge is the evolving field of interactive advertising,
which poses new challenges for online advertisers.
Online advertisements are purchased through one of the following common vehicles:
• Cost per Thousand (CPM): Advertisers pay when their messages are exposed to
specific audiences.
• Cost per Click (CPC): Advertisers pay every time a user clicks on their ads.
• Cost per Action (CPA): Advertisers only pay when a specific action (generally a
purchase) is performed.
Examples of online advertising include banner ads, search engine results pages, social
networking ads, email spam, online classified ads, pop-ups, contextual ads and spyware.
Objectives of Advertising:
Understand when best to use online advertising. Advertising, whether online or offline, has a
number of objectives:
1. Building Brand Awareness: Making people aware of a brand or product is an important

long-term goal for any marketer. Once customers know about the brand, the marketer has
taken the first step toward gaining the customer’s trust and patronage. The better known a
brand is, the more business they can do. And the ultimate goal is to do more business and
sell more of the product. Online, creative advertising or banner advertising is largely
visual, making it an ideal channel for promoting brand collateral.
2. Creating Consumer Demand Consumers can’t want what they don’t know about.
Advertising needs to convince consumers about what they should want and why they
should want it. Modern online advertising provides a great way to communicate the USPs
(unique selling points) of a product, thereby helping stimulate demand.
3. Satisfying Consumer Demand: Once the consumer is aware of and desires a product,
they need to find out how to satisfy that desire. If brand building has been effective, they
will know that a particular brand exists. At this point, it is important for the marketer to
show the consumer how their particular brand or product will best meet that need.
4. Driving Response and Sales: All forms of online marketing need to drive traffic and
sales in the long term. However, the immediacy of online advertising also drives traffic
and sales in the short and medium terms. Unlike traditional media advertising, online
advertising can turn the potential customer into an actual customer right there and then.
What’s more, it is possible to measure accurately how effectively the online advertising
campaign does this.
5. The Key Differentiator: Online advertising is able to drive instant sales and
conversions. Unlike offline advertising mediums, the consumer can go from
advertisement to merchant in one easy click. Because of the connected nature of the
Internet, online activities are highly trackable and measurable, which makes it possible to
target advertisements and to accurately track and gauge the effectiveness of the
advertising. Each display advertisement can be tracked for success.
6. Introducing a New Product to the Market: Online advertising is an important strategy
when a new product or brand is launched, however this should often be after the launch
of an online public relations campaign which includes press releases, blogs, news sites
and other tactics to gain wide media coverage. Advertising before the launch of an online
PR is not advisable because it loses its newsworthiness and media outlets are unlikely to
accept it. Some online channels to use to announce your new product are display ads on
networks like the Google Display Network (GDN), Search advertising, organic
search, email marketing and others.
7. Explain how a Product Works: Advertising can help to explain the uses of a product
and in what setting it is to be used. It’s often easier with video advertising which can
include animation, motion, text, graphics and many other elements. It is also effective at
showing the product in use and even talking heads are great for explaining how it works.
8. Reduce Buyer Fear: Video advertising is also helpful here after a purchase to reduce
fear that the customer has bought the wrong product and to explain how they can use it.
Buyer remorse is a major problem especially for high-ticket items that require a high
financial outlay, so it’s important to allay their fears and convince them that they have
made the right purchase.
9. Build Company Image: Many online channels are effective at building a company’s
image but social media is one of the best and using advertising tools on sites like
Facebook you can reach out to new, existing and non-existent customers. This is about
raising brand awareness and reinforcing the company’s image at all touchpoints with the
target market. Social media is helpful because the company can interact with followers
and build a relationship outside of its own portals.
10. Build Brand Preference: There are many brands in the online space that are vying for
customers’ attention and it’s important to highlight brand attributes and values and create
a competitive advantage for your brand. Using advertising vehicles like PPC advertising,
display advertising, social media paid advertising and others, your brand can promote its
unique online value proposition and increase click through rate, conversions and brand
recall.
11. Inform Market of an Offer: If you have a sales promotion and want to inform the
market through online advertising, you can use text and display ads on search and display
platforms. So you can include a money-off offer, a coupon or voucher, category discount
and many others and these are effective at boosting CTRs for ads and also conversions.
12. Encourage Switching to Your Brand: Comparative advertising is common online
especially on PPC platforms like Google Adwords. So, you can bid on competitor brand
names and then display ads that highlight your unique offers and how your products have
a competitive advantage. Of course many competitors will be doing the same so it’s
important that you bid on your own brand names too.
13. Maintain Top Of Mind Awareness: Remarketing is an online advertising vehicle that
works well for a wide range of brands and companies that want to raise brand awareness,
increase sales or leads, increase brand recall and be top of mind. Google Adwords,
Analytics and Facebook provide remarketing features and resources to target people that
are aware of your brand and then bring them back to your website and purchase from
your business.
14. Remind Buyer of the Product or Brand: This marketing objective is similar to top of
mind awareness and using remarketing and pay per click advertising; it is possible to
effectively remind target customers of your products or brands. The benefit is that it is
affordable and you only pay for clicks to your website, unlike traditional advertising
vehicles were you pay even if there is no customer interaction or response.
Where to Advertise?
Advertising can be expensive – and way out of your budget if you’re just starting out as a
freelancer or small business. But with some clever thought, there are a few ways you can
promote your enterprise for free in your local area.
Different ways to advertise your business:
Here are 10 simple ideas for promoting your freelance services or small business for free in your
local area (and beyond).
1) Make sure your website adds value
Whether you’re targeting local or global customers, your website should clearly explain
what you do, be easy to find and navigate, and be attractive. An article in E-
consultancy suggests that you should look at the following things when building or
rebuilding your website:
➢ How goal-focused it is.
➢ The quality of your content.
➢ How easy your website is to use by its intended target audiences.
➢ How well it projects and communicates your brand identity.
➢ How search engine optimized (SEO) it is.
➢ Social media channel usage and integration.
➢ Mobile internet users.
2) Make blogging a high priority

It’s important to add a blog to your website because it increases your chances of being
noticed, and helps with your SEO as you can use your keywords and phrases in your blog
posts. Websites get crawled quite regularly so it’s always important to have new, quality
content.
Writing a regular blog also gives your audience an opportunity to interact with you by
placing their comments about your posts. Remember to add social sharing buttons to your
blog posts so readers can easily share them, and more people can discover you and your
business.
3) Distribute a press release once a month

It’s important to keep in touch with your local newspaper and submit press releases which
have the potential opportunity to get you in print for free. These could be about anything
from taking on new staff to winning a new client – it doesn’t have to be big news, just
something to let local businesses know you are there.
If you build relationships with editors and journalists this will help ensure that your press
release is read and hopefully published. As will our quick, 30-second guide to writing a
powerful press release!
4) Use email marketing software to help increase sales

This method is fast, effective, immediate and easy to design. You can also track and
understand exactly how your email marketing software is growing your business and see
how individual customers respond so you can increase sales over time.
To get full value from your email marketing, ensure that you update and grow your database
regularly, and try to get people to opt-in by signing up on your website. There are many
self-service email platforms available (such as MailChimp), or you may decide to get help
from a specialist agency.
5) Start using videos to market your business

YouTube is the world’s second largest search engine, so it makes sense to create a YouTube
Channel and leverage proven video marketing tactics, like ‘how-to’ style video content and
response videos, to improve search visibility and potentially drive leads.
One idea is to make individual video interviews on local news-makers in your niche using
Skype. Once you’ve recorded the video, to maximize its benefit:
➢ Post it on YouTube.
➢ Embed the YouTube code on your website.
➢ Transcribe the video with a cheap tool.
➢ Post the transcribed content on your blog for search engines to find.
➢ Or you could host an online seminar and share it on your website and via social
media networks – a perfect opportunity to gain exposure.
6) List your business on popular local directories
Getting clients and customers to find out where you are is crucial, and one of the best ways
local businesses can be found online is by adding their company to top online business
directories.
There are a number of popular online directories, including Google, Bing, Yahoo, LinkedIn,
Yelp, Yellowbook and Foursquare. Make sure you place your details on all of them, because
if you are only posting on these top few, then you will be missing an opportunity to be
found by customers and clients who are after your services. You can find a more
comprehensive list of free directories on HubSpot.
7) Be active on social media

It’s important to know who your target audience is, as this is one of the most popular ways
to get noticed.
You can promote any news, events and interact with your audience as well as post your blog
content through the most common media channels, including Facebook, Google+ LinkedIn
and Twitter.
8) Verify your listing on Google+ Local

Previously known as Google Places, Google+ Local is a way of verifying on Google maps
where your business physically is.
This can be verified by anyone at the business. Google will send a pin number through to
your exact business address, and as long as someone enters this pin number onto your listing
it means you are verified and can receive the benefits.
These include more chances to appear within Google local searchers, the opportunity to
connect your Google+ profile to your Google+ Local listing, and the opportunity to gain
reviews from your customers that will then show up as star ratings in your search results.
The best bit about this is that it’s completely free.
9) Attend local networking events and build connections

The best way to meet new local contacts (and potential customers) is to get out there and
start networking. Make a point of attending events and meet-ups focused on your business
topic, and participate in conversations by asking questions or volunteer to speak at a live
blog conference.
You can search local events by region and town or city on Find Networking Events. You
can also look for networking events specifically for women, as well as workshops, seminars
and business shows.
10) Guest post on someone else’s site
Writing a blog for someone else’s site is a great way to gain more exposure for your
business, and get a reputation as an expert – especially if they’re well known in your local
area.
Guest posting gives you an excellent opportunity to make new contacts with bloggers and
hopefully attract some loyal readers. These readers could well evolve into customers,
so guest posting is going to be beneficial towards your increase in revenue. Just make sure
you stay within the Google guidelines for guest posting.
Other relevant directories that could increase exposure for your business include:
➢ Bing Places for Business: Only

Google outpaces this free
Microsoft product in visits, and
you can add multiple business
locations, photos, videos, and
more during your fast, free, and
easy registration.
➢ Yahoo Local Listing: Ranking

third next to Google and Bing,
Yahoo’s service draws millions of
searches daily.
➢ Yelp is one of the best online

sources for candid consumer reviews. Bonus: It allows you to send public or private
messages (including deals) to customers and review business trends using the Yelp
reporting tool. The most reviewed categories on Yelp include shopping, restaurants, and
home services respectively.
➢ MerchantCircle is a free network targeted toward small businesses seeking to connect

with local customers and other small businesses in their areas.
➢ Yellow Pages: This well-organized online version of the antiquated classic generates
millions of daily searches. It offers advertising, lead generation, and detailed ad
performance data.
➢ White Pages: This lists some 30 million companies, offering sponsored ad opportunities
and a premium text message service for clients.
➢ Superpages.com: This free, easy-to-navigate service includes helpful options, including

weather and lottery listings, as well as fast access to popular categories, search tips, and a
Facebook sign-in option.
➢ Yellowbook allows for easily searchable business listings that include your business
information, a link to your website, product descriptions, a map feature, and options for
display and video ads.
➢ YellowBot provides basic contact and location info about your business similar to the
Yellow Pages, with customer reviews and options that include premium listings,
searchable tags, and fast sign-in via Windows Live, Google, Facebook, Yahoo, or
Twitter.
➢ Manta calls itself one of the largest online resources dedicated to small business. “The
Manta directory boasts millions of unique visitors every month who search our
comprehensive database for individual businesses, industry segments, and geographic-
specific listings,” it reports. “[We] deliver helpful news and advice, promotion
opportunities, and tools for small businesses.
➢ Citysearch: This free site specializes in listings for restaurants, bars, spas, hotels,
restaurants, and other businesses across the U.S., optimizing them via a partner network
that includes Expedia, Urbanspoon and MerchantCircle.
➢ MapQuest: This blast-from-the-past web-mapping service owned by Verizon gets

searchers to your physical location quickly and easily via detailed maps.
➢ Local.com: This free directory gives searchers detailed info about events, deals, and info
relevant to a given city. Its database includes more than 16 million business
listings covering every zip code in the U.S., it reports. Paid ad options allow for coupons
and other features.
➢ Foursquare: This combination business directory and social networking site allows users
to check in via map and comment about your business, with or without the Foursquare
mobile app.
➢ DexKnows: This business listing site monitors your reviews and ratings and provides
data into how customers engage with your profile, giving insights to online and offline
advertising opportunities. The DexKnows mobile app is available for Android and Apple
and allows users to make single-tap searches, write reviews, mark favorites, and find fuel
stations based on GPS locations.
➢ The Business Journals: This local option, available in most major U.S. cities, generates
8 million monthly searchers and offers four levels of listings. Its searchers rack up an
average income of more than $97,000, and 84 percent shop online.
➢ Angie’s List: This respected site is known for its objective consumer reviews in more
than 720 categories. More than 3 million members turn to Angie’s List to research, hire,
rate, and review local service providers.
➢ Hotfrog: This free, detailed online directory can help get your website listed in Google
search results. Options include coupons for your customers. The site attracts 1.6 million
active users monthly across 38 different countries.
➢ Kudzu: This free database reports that it helps some 20 million homeowners a year make
decisions regarding their renovations. Options include a dedicated account manager who
can work to boost your website in search results. Profiles can include marketing
descriptions, photographs of work performed, videos, coupons, professional affiliations,
credentials, and user-generated reviews and ratings.
➢ Trip Advisor offers a flat subscription rate for any business related to the hospitality or
entertainment industries in 48 markets worldwide. Calling itself the world’s largest travel
site, it reaches 390 million average monthly unique visitors and so far has logged some
435 million reviews and opinions covering 6.8 million accommodations, restaurants, and
attractions.
Affiliate Marketing:
Affiliate Marketing is a web-based marketing practice in which a business rewards one or more
affiliates for each visitor or customer brought about by the affiliate’s marketing efforts.
Affiliate marketing is also the name of the industry where a number of different types of
companies and individuals are performing this form of internet marketing, including affiliate
networks, affiliate management companies and in-house affiliate managers, specialized 3rd party
vendors, and various types of affiliates/publishers who promote the products and services of their
partners.
Affiliate marketing overlaps with other internet marketing methods to some degree,
because affiliates often use regular advertising methods. Those methods include organic search
engine optimization, paid search engine marketing, email marketing and in some sense display
advertising. On the other hand, affiliates sometimes use less orthodox techniques like publishing
reviews of products or services offered by a partner.
In simplistic terms, therefore, affiliate marketing is the practice of driving traffic from one site to
another in return for reward.
Right now, affiliate marketing is very much the staple diet of adult, gaming and retail sites across
the web, but it is rapidly extending its reach into other vertical markets like mobile phones and
finance, which are, incidentally, the highest-spending categories in global online marketing.
The affiliate marketing eco-system

Affiliate marketing is still treated by many as a bit of a dark art within the overall marketing mix.
Many brands are wary of the potential for misrepresentation and seek reassurances on a range of
issues, including security, fraud and brand bidding.
‘Brand bidding’ is the term used to describe the practice of affiliates buying keywords on
PPC programmes relating directly to brands or trademarks, with the sole objective of driving
traffic towards the brand site and generating income for the affiliate. Many marketers want to
maintain control over their own brand names, believing that this is, in essence, their traffic to
begin with and that affiliates or other partners should stay away from these particular keywords
and focus on more ‘long-tail’ keyword phrases to drive traffic. In other words, some marketers
don’t want to find themselves competing with affiliate partners in the SERPs.
Others are more enthusiastic about affiliate marketing and regard it as an integral part of
their overall online marketing operations. On the plus side, affiliate marketing offers you a
ready-made sales force operating on a reward or commission-only basis – in an age when
marketers continuously seek ways to offset risk this surely has to be worth investigating, right?
On the negative side there are plenty of challenges surrounding measurement, and a lack
of clear communication channels between affiliates and brands. For example, say a customer
clicks on a special offer on an affiliate site, only to discover on arriving at the brand site that the
offer has already expired – that’s bad news for the affiliate and for the brand, because both lose
revenue potential, but more seriously they also alienate a customer, perhaps for good (and,
remember, online consumers are highly accomplished when it comes to letting their peers know
about bad online experiences).
Today things are starting to hot up on the affiliate front. Early in 2008 Time Warner’s
AOL acquired affiliate network buy.at, and in the travel sector Expedia-owned TripAdvisor
acquired Holidays Watchdog, deals that demonstrate how seriously investors are treating the
whole affiliate business model.
But who are these people?
Meet your affiliates:

The most basic affiliates are individuals (or companies run by individuals) or larger
organizations who leverage their web properties to suck traffic from around the web and then
push that traffic out to brand sites in return for commission. A click on an affiliate site can pay
handsomely for high-value transactions. One web hosting company, for example, pays its
affiliates up to $600 for new business. More traditional affiliates, such as poker rooms and
casinos, pay up to $400 for a new account and a decent share of all revenue earned too. So
there’s plenty of incentive.
Affiliates may be considered by some as the bottom feeders in the affiliate ecosystem, but
they are a vital component in achieving any sort of scale through investment in the affiliate
marketing channel. You should look after your affiliates as well as you’d look after your own
sales force. Equally, the age-old adage ‘Be wary of strangers bearing gifts’ applies, and you
should make sure you have controls and measures in place to monitor your affiliates: there is no
point in signing up 100 affiliates who are unchecked, unmotivated and unproductive. Moving up
a notch, you have what are known as super-affiliates. These would typically include price
comparison sites like moneysupermarket.com and pricerunner.com as well as loyalty sites like
the Irish-owned pigsback.com (the term ‘on the pig’s back’ is derived from an old Gaelic
expression that essentially means someone is ‘on to something good’).
Super-affiliates do pretty much the same thing as affiliates, but on a much larger scale.
Companies like E-conversions, for example, operate as super-affiliates for major brands such as
Dell, British Gas and SKY in the UK market.
One example we encountered at the 2008 Internet World show in London was the US-owned
Affiliate Response Network; their proposition is very straightforward. Once you are set up as a
client and they conduct some initial testing on search terms (to find out what keywords pull
relevant, targeted traffic) they connect your brand to a high-performing online network of
affiliates focused on getting results. They will work closely with you to assess the optimal
channels to pull targeted traffic: this could be e-mail, search, display, emerging media and so on.
Typical models of business they support include cost per lead, cost per sale, etc. The network
also provides clients with real-time tracking and reporting systems, an essential ingredient in
understanding the power of affiliate marketing and also in allowing marketers to get a more
accurate picture of which digital marketing elements really work for them.
So who lives in this ecosystem? Consumers, clients, affiliates, super-affiliates, affiliate networks
and not forgetting, of course, Google and the search engines (which sounds suspiciously like a
dodgy 1970s rock band). Depending on your view of the world, Google with its distributed
AdSense pay-per-click model is the biggest affiliate marketing player of them all. Then again, in
the words of the great Jerry Reitman, former head of direct marketing worldwide for Leo
Burnett’s, ‘at the end of the day. . . it’s all advertising’.
Online Ad Format:
The text ads that appear alongside Google search results are just one type of ad format you can
create with AdWords. You can also promote your products and services with video ads, image
ads, app or digital content ads, and more.
Each ad format has its own benefits, whether it's the ease and affordability of running a text ad,
or the colorful storytelling that comes with video. You can run multiple kinds of ads from the
same AdWords account and, in some cases, from the same campaign.
Ad formats available in an AdWords account

Format Description Main benefits
Text Words only. * Maintain ads quickly and easily.

Reach customers when they search
on Google. Use Ad extensions to
Boston's Best Bonsais - Spring Sale provide additional details and
Going on Now
contact information that can make
Adwww.example.com your text ads more relevant to
customers.
Florist And Indoor Plant Nursery.
Two Locations. Spruce Up Your Desk
Today!
Responsive Responsive ads automatically adjust their In a matter of minutes, create ads
size, appearance, and format to fit that fit just about any ad space
available ad spaces. They can transform available. Plus, responsive ads can
into text or image ads. show as native ads, which boost
your impact by blending into
publisher’s websites.
Image Static or interactive graphics. Animated Showcase your product or service

ads in .gif and Flash format can be used. in a visual way. Reach customers
on websites that partner with
Google.
App Drive app downloads and engagement Send your customers to download
promotion with app promotion ads. your app from an app store, or
ads include a deep link directly into
your app. Note: Ads will appear
only on devices compatible with
your content.
Video Video ads that show online. Run Deliver a rich and engaging
standalone video ads or insert them in experience to customers. Reach
streaming video content. customers on websites that partner
with Google.
Product Shopping ads show users a photo of your Show an ad featuring your product
Shopping product, a title, price, store name, and to people shopping online for that
ads more details about your product. product or related products.
Showcase An image and description that expands Show a Shopping ad to people who
Shopping when clicked to show several related are researching where to buy rather
ads products and information about the store. than looking to buy a specific
product. Showcase Shopping ads
are available in Australia, Canada,
Germany, France, Ireland, India,
New Zealand, Singapore, South
Africa, the UK, and the US. You
may create Showcase Shopping ads
using the new AdWords
experience and the AdWords API.
If you want to advertise individual
products, check out Product
Shopping ads
Call-only Call:(555)555-555 Drive phone calls to your business

ads with ads that include your phone
Adwww.example.com
number. People can click on these
Description Line 1 ads and then call your business
Description Line 2 directly. These ads will only appear
on devices that can make phone
calls, and any field in these ads can
be hidden to fit on smaller screens.
Search Engine Ad:

Search engine advertising (SEA) is a branch of online marketing and, together with SEO, a
discipline of search engine marketing. In SEA, advertisements in the form of a text or images are
posted on search engines such as Google or Bing. The advertisements then appear prominently in
the SERP (Search Engine Results Pages). The posting of advertisements within the framework of
SEA belongs to the main source of income for search engine providers.
SEM vs. SEA vs. SEO

The terms SEO, SEA, and SEM are mainly used less selectively. The following description will
try to compare and contrast these marketing terminologies.
SEM
• Search engine marketing, abbreviated: SEM
• Combination of SEA and SEO, branch of online marketing
SEA
• Search engine advertising, abbreviated: SEA
• Posting of ads in the form of a text or images on search results pages or other websites
• Ad booking in the SERPs based on bids on keywords for which the ads are placed
• Good ranking can be achieved through optimization of text ads and offers
• Clear control of advertisement measures with calculable success
• Means to increase traffic or improve the brand
• Can be part of a temporary marketing campaign
• Many possibilities for targeting or retargeting
• It can be part of remarketing
• Acknowledged as advertising
SEO
• Search engine optimization, abbreviated: SEO
• Includes measures to optimize websites for crawling and indexing by search engines
using on-page and off-page optimization.
• Good rankings can be achieved through optimization of the website onpage and off-page
factors
• No decisive guarantee that optimization measures will lead to better positions for certain
keywords
• Branding is more of a secondary part of an SEO strategy
• SEO is often long-term
• Targeting can only be done through tests, evaluations, and estimations that lead to the
adaptation of the content or seeding
• Rather “invisible” for the user
Objectives of SEA:
Search engine advertising is usually a part of a marketing or branding strategy. One of the
primary objectives of SEA is to increase the click-through rate since the number of clicks on a
website can quickly be increased through the posting of advertisement space. In addition,
the Conversion Rate is particularly important for the SEA, as it ultimately determines how high
the advertising costs are, and thus the ROAS.
At the same time, search engine advertising can also be used to generate advertising pressure
through page impressions from display campaigns. For the most part, advertisements are used by
customers in the e-commerce industry since SEA is aimed at persuading the user to buy. Thus,
one of the main objectives is to increase conversions in the form of sales.
However, newsletter subscriptions, downloads, or reviews, and leads, can be manipulated

through search engine optimization. The scope of the SEA measures is thereby always dependent
on the amount of invested advertising budget as well as the actual search volume of research
keywords.
Google AdWords:
Google Adwords is a product of Alphabet Inc. that offers marketers a wide range of
advertisement opportunities in the SEA field. The principle of placing ads through AdWords is
based on auctioning. Advertisers bid on specific keywords or they pay for clicks and impressions
on display advertisements. Factors, such as the quality of the landing page, quality of the ad text,
as well as relevance of the keywords and positive history of the AdWords account, play a crucial
role in the final placement of text ads or banners. Banners or text ads posted through Google
AdWords are always regarded as advertising. The following forms of advertising are possible
using Google AdWords:
• Classic text ads: An advertiser selects keywords with which his/her text ads will be
displayed on a prominent position in the SERP. This entails creating the so-called
campaigns that, in turn, consist of ad groups. Every ad group is categorized into
advertisements based on the selected keywords. If a user searches for one of these
keywords, the corresponding AdWords advertisement is displayed.
• Product listing ads: With the so-called Shopping Ads (former Product Listing Ads), Google
AdWords offers the possibility to place product ads that are directly created from a product
file generated by the customer. The modulation is done by specifying the Structured
Data in the data feed.
• Display ads: These are ads in the form of images or text that are placed on platforms
belonging to the Google advertisement network. Registration for this network can be done
through the Google AdSense platform.
Google AdWords offers the possibility to combine different forms of advertisement of SEA.
Simultaneous placement of PLA, text ads, and display ads is, therefore, possible. The AdWords
platform is one of the most used SEA tools in the world.
• Video ads: Advertisers in the Google AdWords program can also place ads on YouTube.
Text or video ads are available for this purpose.
• Gmail-Ads: If you use Google AdWords, you can also book ads in Gmail accounts.
Payment is made via CPM or Cost-per-Click.
• With the AdWords Express program, Google offers small companies the possibility to use
SEA without having to create their own campaigns. The thereby required files are
automatically generated by Google. The advertiser only provides his/her advertising
budget.
Bing / Yahoo ads:

Together with Yahoo, Bing also offers its own SEA platform. Bing / Yahoo ads]] function in a
similar way to Google AdWords. However, due to Google’s market dominance, Google
AdWords is the platform that is mostly used for SEA in Germany and Europe. Nevertheless, a
comprehensive SEM strategy should also include possibilities to advertise on Bing and Yahoo.
This applies, for example, to the USA, where Bing has a significantly larger market share than in
Germany.
Other SEA platforms:

Besides the major search engine providers, almost all larger search engines offer their own
advertising programs. SEA, through specialized search engines, can also be advantageous
depending on the targeting. As an alternative to purchasing ads from Google AdWords, for
example, Amazon product ads can also be placed on the Amazon platform.
For example, if a website also wants to be successful in Russia, SEA for Yandex, etc. should also
be taken into consideration. If an online shop wants to advertise vehicle parts to specific target
groups, it also has the option to place its ads on different car comparison portals.
Posting models:
In SEA, posting ads is done based on different provisions:
• CPC (cost per click): Here, the advertiser specifies how much he/she is willing to pay per click.
• CPA (cost per acquisition): The advertiser specifies how much he/she is willing to pay per
conversion achieved through the advertising measures.
• CPM (cost per thousand): The advertiser specifies how much he/she is willing to pay per 1,000
impressions of his/her advertisements.
• Cost per call: Here, certain advertisement portals offer the possibility to specify how much an
advertiser is willing to pay per visit, Google AdWords, for example.
• Cost per lead: Depending on the web portal, costs for leads such as subscribing to a newsletter or
downloading a PDF can also be agreed upon.
Impacts of SEA on SEO:

Although search engine advertising is not considered to be SEO, SEA can possibly have an
impact on the ranking of a website. Therefore, this makes SEA sort of an indirect SEO measure.
If an online shop raises its advertising impact through SEA and thereby improves its scope and
visibility, direct type-ins of the shop’s name as a brand are for example deemed to follow. Thus,
the brand is strengthened and, among other things, the domain trust of a website is as well. Ever
since the Vince Update, the brand plays a greater role in the SERP. For example, a website can
increase its awareness with the help of SEA and, if a campaign is successful, can thus generate
more traffic via the organic search, because the brand is known to many users and they decide in
the SERPs for the more well-known URL, although it may even rank worse.
Through SEA, Google, or any other search engine, new information on the visits to a website is
received. Since the click rate and bounce rate are also considered in the evaluation of a website,
successful SEA measures also lead to an improvement of the quality of a website. Another direct
consequence of SEA measures is that a website or web shop can become more famous and
thereby result in “offline” access through word of mouth.
Network Advertising:
What is an Advertising Network?

An advertising network, or ad network, connects businesses that want to run advertisements with
websites that wish to host them. The principle attribute of an ad network is the gathering of ad
space and matching it with the advertiser's needs.
The term ad network is media neutral, but is often used to imply "online ad network" since the
marketplace of aggregated publisher ad space and advertisers is increasingly found on the
Internet. The crucial difference between traditional and online ad networks is that online ones
deliver advertisements to the public through an ad server. Delivering ads through one central hub
allows the business owner to use various methods of targeting, tracking and reporting that don't
exist with traditional media alternatives.
How do they work?

Ad networks work with publishers all over the Web, helping anyone who has unsold inventory,
or ad space, and wishes to monetize their offerings. The networks then aggregate this inventory,
package it and sell it to advertisers.
Advertising networks provide a way for media buyers to coordinate ad campaigns across dozens,
hundreds, or even thousands of sites in an efficient manner. The campaigns often involve
running ads over a category (run-of-category) or an entire network (run-of-network). Site-
specific buys are not a major emphasis when dealing with advertising networks.
Ad networks vary in size and focus. Large ad networks may require premium brands and
millions of impressions per month. Small as networks may accept unbranded sites with
thousands of impressions per month.
One of the key issues for publishers is Exclusive vs. Non-exclusive representation.
➢ Exclusive representation generally brings a higher percentage of revenue sharing, but

sometimes results in a smaller percentage of ad inventory being sold.
➢ In non-exclusive arrangements, publishers may use secondary advertising options to fill
the space left unsold by the primary ad network.
Pros and Cons:

➢ The benefits of using ad networks are numerous for both content providers and
advertisers. Content providers find them an easy and reliable way to sell inventory,
although the revenue is typically less than what they could earn selling the space
themselves.
➢ Advertisers also like the ease of use. With minimal effort, they can purchase a campaign
that targets a specific group of consumers on websites throughout the world. Ad networks
are also known for flexible payment models and cost efficiencies.
➢ The downside to advertisers is limited control over ad placements. The possibility exists
that ads could appear next to inappropriate content.
➢ Many advertisers have also complained that their own campaign analytics often do not
match up with the metrics provided by the networks. Despite these downfalls, many
businesses find ad networks to be an affordable and efficient way of reaching consumers.
Pricing Structure:
Ad networks offer many different pricing models to suit the needs of different businesses.
➢ CPM - cost-per-mille (Latin for "thousand") is the simplest of ad delivery options. Advertisers
pay a price for every 1,000 impressions delivered. An ad served on someone's browser is an
impression. Whether or not the user clicks on the ad has no bearing on the price.
➢ CPC - cost-per-click is a performance-based model. Impressions served do not factor in cost.

Instead, advertisers pay for every click they get on an ad campaign. This method of pricing often
depends upon advertisers bidding on the maximum amount they will pay for a single click, a
model that's become very popular on Google AdSense and Adwords. The downside of CPC is the
uncertainty of how often the ad will be served, however, the low risk and focus on performance
still make it an attractive option to most marketers.
➢ CPA - cost-per-acquisition, or cost-per-action, takes the performance-based model even further

by guaranteeing advertisers will only pay for a specific action or conversion by the user. This ad
delivery metric is often a key performance indicator for marketers when evaluating return on
investment (ROI).
Ad targeting capabilities
Targeting capabilities for advertisers have increased dramatically over the years due to massive
quantities of consumer data that have become available to the marketing community. Targeting
capabilities may include:
• Age
• Gender
• Income
• Geography
• Behavior - displays relevant ads to users based on content they've clicked on while
visiting several sites.
How Ad network work with Advertisers and Publishers:
An ad network is essentially a middleman; it connects advertisers to websites that host
advertisements. The network seeks out unsold advertising space from publishers, and then sells
that space to advertisers searching for ad space with particular content.
Ad networks are beneficial for all three parties involved; the advertiser pays a certain amount
each time their ad is clicked by a potential customer (or a set amount for every 1,000
impressions), while the network and publisher each take a percentage. For example, if an
advertiser pays $1 per click, every time the ad is clicked, the publisher might get 70 cents and the
network 30 cents.
There are three types of ad networks, each based on how they work with advertisers and
publishers. These include:
1. Blind networks offer low prices, but advertisers generally have no control over where
ads are placed.
2. Vertical networks tend to have higher quality traffic with advertising across general
categories like automotive.
3. Targeted networks are the most expensive for advertisers, and focus on specific
targeting like behavior or website context.
Perhaps the most well-known ad network is Google AdSense, but there are many others out
there, including advertising.com, casalemedia.com, tribalfusion.com, and valueclick.com.
How Do Ad Networks Help Content Publishers:

Ad networks offer content publishers an easy and convenient way to make money by selling
space on a personal blog or other website. They link advertisers and publishers that perhaps
would never connect otherwise – and offer a safe place for both publishers and advertisers to buy
and sell.
Generally it costs a blogger or publisher nothing to partner with a network and implement a
revenue stream. The network does all the work, from finding advertisers, setting up campaigns,
targeting and collecting money. The network taking on those parts of the partnership leaves the
publisher with time to create quality and relevant content, which is necessary to bring in revenue.
Google Display Network (GDN):

Google has a vast network of websites advertisers can display ads on, from the New York Times
down to the smallest blogs on the Web. They offer several options businesses can use to target
audiences. They may even combine two or more targeting methods in the same campaign.
• Contextual Targeting - Google delivers advertisements to users based on the content

they consume. The content aggregator - Google, in this case - assigns labels to specific
websites and matches it with keywords associated with a specific ad. GDN can also serve
an ad that contextually fits websites where a user has previously been. For instance, a
user might visit an outdoor sporting goods website and then click away to look at
political news site. Contextual targeting could be used to show an ad for family-sized
camping tents to that user on the political site.
• Placement Targeting - marketers can choose which websites or webpages the ad serves
on.
• Remarketing - users who visit a website are then shown advertisements for that website
as they browse other areas of the display network. Remarketing can be a highly effective
tactic to market to people who may have abandoned their shopping carts on your website.
• Interest Categories - Marketers can target people based on interests they reveal in the
Web content they visit.
• Topic Targeting - Similar to interest categories, topic targeting allows marketers to pick
a specific topic and Google will display the ads on quality sites related to that subject.
• Geographic and Language - Marketers can distribute their ads within a specified region
or postal code and define the native language of the audience.
• Demographic Targeting - Ads are distributed to an audience based on age and gender.
The growth of advertising networks, and the wealth of user data that has come with it, presents
tremendous opportunities for marketers who want to expand their reach with consumers.
Whether your goals are to build awareness or generate conversions, an advertising network can
help you find your audience and get results.
Landing Pages:
What is a Landing Page?

In the purest sense, a landing page is any web page that a visitor can
arrive at or “land” on. However, when discussing landing pages
within the realm of marketing and advertising, it’s more common to
refer to a landing page as being a standalone web page distinct
from your main website that has been designed for a single focused
objective. This means that your landing page should have no global
navigation to tie it to your primary website. The main reason for this
is to limit the options available to your visitors, helping to guide
them toward your intended conversion goal.
Landing pages are specialized, optimized web pages that visitors are
taken to upon clicking an ad. Landing pages can feature specific
products featured in the advertisements themselves, or they may include prompts for users to
provide the advertiser with more information, such as web forms. Landing pages can be used
to convince prospects to complete an action, such as making a purchase, or function as another
step in a longer “funnel,” such as requesting additional information or downloading a piece of
content for lead generation purposes.
A landing page can be commonly defined as the page beyond the click in a digital marketing
campaign context. Landing page optimization is a central issue for:
➢ Display Campaigns
➢ Pay per Click (PPC) ads
➢ Affiliate marketing programs
➢ Email marketing campaigns
➢ Some offline campaigns - with QR Codes for instance.
Types of Landing Pages:

There are 2 basic types of landing page, Click Through and Lead Generation (also referred to as
Lead Gen or Lead Capture pages).
1. Click Through Landing Pages

Click through landing pages (as the name implies) have the goal of persuading the visitor to
click through to another page. Typically used in ecommerce funnels, they can be used to
describe a product or offer in sufficient detail so as to “warm up” a visitor to the point where
they are closer to making a purchasing decision.
All too often, inbound advertising traffic is directed at shopping cart or registration pages.
This leads to poor conversions as the ad doesn’t provide sufficient information for someone
to make an informed decision.
This is where the click through page comes in. As a result, the destination page from a click
through page is typically the shopping cart or registration page – now with a much higher
chance of conversion having passed through the details of the landing page.
2. Lead Generation Landing Pages

Lead generation landing pages are used to capture user data, such as a name and email
address. The sole purpose of the page is to collect information that will allow you to market
to and connect with the prospect at a subsequent time. As such, a lead capture page will
contain a form along with a description of what you’ll get in return for submitting your
personal data.
There are many uses for lead gen landing pages, some example uses and the items given to
the user are listed below:
• Ebook or whitepaper
• Webinar registration
• Consultation for professional services
• Discount coupon/voucher
• Contest entry
• Free trial
• A physical gift (via direct mail)
• Notification of a future product launch
Some websites may have hundreds or thousands of automated landing pages created specifically
for digital campaigns.
Landing pages are key factors of campaign effectiveness and ROI, and are still sometimes
insufficiently taken into account. Many failed digital campaigns are due to poor landing pages.
Landing page design and optimization rules differs according to industries, product categories,
traffic sources and campaign goals. Some landing page design services may offer several
hundreds of landing page templates.
There are many kinds of landing pages:

• Product landing pages
• Lead gen landing pages
• Facebook landing pages
• Dynamic landing pages
• Automated landing pages
• Personalized landing page
• Mobile landing pages
• Responsive landing pages
• Co-branded landing pages
• Co-branded affiliate landing pages
• B2B landing page
The Importance of Landing Pages in Your

Digital Marketing Campaigns:
When it comes to turning traffic into

conversions, landing pages can be the most
important aspect of a digital campaign.
Remember, landing pages are independent
pages dedicated for specific traffic (Email
marketing, Pay Per Click, Direct, etc) and are designed to drive conversions. For the purposes of
this post we are focusing on the relationship between landing pages and PPC campaigns,
however, the best practices outlined can be applied to all traffic sources.
There are many different benefits that come from having optimized and targeted landing pages in
any campaign, to understand these benefits it’s important to understand Pay-Per-Click campaigns
and how landing pages work within those campaigns.
The PPC process can essentially be broken down into two main parts:
• Generating traffic through the setup of the campaign

• Converting that traffic at the highest rate possible
When setting up your PPC campaign, the focus is on structuring the ad groups in a way that will
produce a high quality score for your identified keywords. Quality Score is Google’s grading
system for Adwords performance strength and is determined by three things:
• Ad relevance
• Expected click-through rate
• Landing page experience
This quality score is very important in determining where an ad is placed and how much the
click will cost. Following the keyword and ad copy, converting traffic becomes a responsibility
of the landing page experience. It is vital that the landing page follows this same pattern of
keyword and ad copy to continually communicate the same response to what the initial inquiry
was seeking.
Being able to create very specific, targeted ad groups is the power of PPC efforts. Therefore,
differentiating the landing page message based on each target is vital to conversions. To help
with this, here are some ‘best practices’ for creating landing pages for your PPC account and
overall paid marketing efforts:
➢ Be Campaign Specific: We all know companies generally offer a lot of different

products/services. However, most PPC searches are based on users looking for something
specific. It is much more effective to provide the specific information they are searching
for rather than a generic message with conflicting offerings.
➢ Make Them Easy to Modify: PPC campaigns are constantly being optimized and
modified, that’s one of their greatest aspects. Your landing pages need to have the same
flexibility in order to incorporate A/B testing ideas and overall optimization strategies.
➢ Focus on Conversions: Your website’s homepage is typically found organically or

through referral traffic and does a great job educating someone on the company,
products, etc. PPC traffic is psychologically different than Organic traffic and needs to be
treated differently. The window of opportunity to convert PPC traffic is much smaller
than that of the Organic visitor. Being able to have relevant calls-to-action and
information based on the visitor’s intent streamlines their steps to conversion rather than
possibly losing them as they browse the website searching for the answers on their own.
➢ Keep it Simple: Determine the most essential information needed and leave the rest out.
The easier it is for the customer to complete the desired action, the higher the conversion
rate will be.
➢ Be Benefit Driven: Once the user has reached your landing page you know they are
already interested in your product or service, the goal now is to give them an offer they
can’t refuse through promotions or discounts.
➢ Stay Focused: Include specific search terms from the ad group the brought the user to the
site. Including these keywords not only adds a level of trust for your potential customer
but also adds value to the landing page experience, which directly improves the Quality
Score in AdWords.
Once you have determined what your marketing goals are, as well as the point of conversion for
each goal, you can create a landing page based on the points above to round out your overall
PPC structure. Be sure to keep your messaging tightly themed with each corresponding ad group
and as you continually monitor and optimize both your ad groups and landing pages you will
find which combinations work best to improve your overall performance rates.
By segmenting your potential website customers into their interest areas, you can ensure the first
thing they see when they land on your website is highly relevant information which gives you the
best chance of turning them into a customer.
Email Marketing
Introduction, Types of Email, Email Marketing Campaign Process, Email Marketing Tools,
Advantages and Disadvantages, Opt-in Email Advertising, Email tracking.
What is Email Marketing?

Email marketing is using e-mail as a means of promoting your products or services. This can be
direct one to one e-mails but typically it relates to sending e-mails to a group of people that have
subscribed to a mailing list.
Email marketing is a digital marketing channel that engages prospects at various stages of the
funnel, engaging and maintaining their interest. Because of its versatile nature, email is a vital
tool for online retailers who want to stay top of mind with consumers. Email marketing is a good
and cheaper alternative to sending direct mail (via the post).
For example some people may subscribe to receive a regular newsletter from you. In general the
term “Email marketing” is used to refer to:
➢ Sending promotional e-mails in order to acquire new customers or convincing current
customers to purchase something immediately.
➢ Sending emails specifically designed to enhance relationships with current or previous
customers, to encourage customer loyalty and repeat business.
➢ Adding advertisements to others companies’ e-mails (on a partnership basis) to gain
exposure within a new market.
How online businesses use e-mail to engage customers:
Email is utilized throughout the sales funnel and is a key revenue driver for many online
retailers. Common emails include:
• Newsletters: Engage users with information about the industry, company news, and
• Promotions: Often sent to existing customers, promotional emails alert users to new
products and sales.
• Abandoned Cart Notifications: Indecision, nontransparent shipping charges, and a
variety of other reasons cause customers to leave a cart before purchase. These
notifications remind them and can boost conversion by 15% or more.
Measuring the Success of Email Marketing:

The following metrics are used to judge the overall success of email marketing:
➢ List Growth Rate: This measures how many addresses are being added to the company's
list of contacts. More contacts is not necessarily better - a small list of leads who are
likely to buy is better than a large list that doesn't care.
➢ Bounce Rate: A 'bounce' is an email that was never successfully delivered. This indicates
a problem such as the account no longer being in use, and businesses need to trim these
addresses on a regular basis.
➢ Click-Through-Rate: This calculates how many people are clicking one or more links in
the email (typically taking them to a product page or special offer), and is one of the
major signs of interest in an online store.
➢ Conversion Rate: An extension of the previous metric, the Conversion Rate calculates
how many people are finishing what they've been prompted to do. The most common
criteria for this is purchasing a product or service, but it is possible to use other criteria,
such as filling out a form to provide more information about themselves.
➢ Revenue Per Message: This metric calculates how much profit, on average, a company
made throughout its campaign. The calculation is a simple division of total revenue by
the number of marketing emails sent.
Checklist for an Effective Marketing Email:

Individual needs for e-commerce businesses vary, but the following elements of marketing
emails have been proven to improve the overall conversion rate.
• One Topic: Emails with multiple marketing messages are seen as "busy." Restricting
them to one topic focuses the reader on the actual message and tends to result in
measurably higher revenue per message.
• Attractive Design: Simple designs that complement the message without distracting
from it are best. Remember that many emails will be opened on mobile devices and many
accounts have disabled images.
• A Clear Call To Action: Readers should never be wondering what to do next, especially
when you want them to purchase something.
• The Result of Experience: Every campaign should teach something new about customer
behavior and what elements (designs, offers, etc.) they are responsive to. Use this
experience to improve the messages on a regular basis.
Types of Email:
1. Promotional Email:
Promotional email is to promote a product or service, usually to entice customers to make
a purchase. Every Business almost would enjoy this benefit. Promotional emails are short
and sweet. You might want to create a special graphic to complement your email copy;
otherwise, it’s not a time consuming process.
Tips for creating a Promotional Email:
➢ Make the offer clear. Your customers may not take the time to read your email,
but if you have a clear offer that’s front-and-center, they won’t be able to ignore
it. In the promotional email below, there’s no question what the deal is.
➢ Create a sense of urgency. Give customers a reason to act quickly, rather than let
the email sit in their inbox. In the example above, the dates of the promotion are
apparent. Use active language as well. To tie in with a seasonal promotion, this
email from Banana Republic Factory injects a little personality into their CTA
language, encouraging readers to “hop to a store.”
➢ Keep it short. Promotional emails don’t require a lot of explanation. State the deal,
then tell customers how to redeem it before it expires. No need for a lot of flowery
words. Take a look at the example below. In less than 45 words, the retailer sums
up the deal.
2. New inventory email
Its Purpose is to let your customers know about new items. It falls under the promotional
email umbrella. You’re updating customers, but also hoping for a sale. Any business can
tell customers about a new item in stock. Fashion and retail businesses may get the most
bang for their buck. Time is spent taking a good picture of the new product, but these
don’t require a lot of text.
Tips for creating a new inventory email:
➢ Send the email out as soon as the item arrives. As soon as you have the inventory
in stock, create the email and hit send. This shows you’re on top of new trends and
want your customers to have the latest, greatest items available.
➢ Take a killer picture. You don’t have to get artsy, but you do need to showcase
your new item. In fact, these types of emails are more about the photo than text.
Take the email below, for example. It’s all about the picture. With just a few words,
Nike gets its point across.
➢ Convey the point in your subject line. You know subject lines can determine
whether or not your customer opens your email, and this email is no different. Be
sure to tell your customers that you’ve got something new and fun for them to
check out.
3. Newsletter email
Newsletter email purpose is to inform customers about company news, improve brand
awareness and build a relationship with your core audience. Almost Business would
benefit with this type of email. It takes a bit of time to create a solid newsletter, but it’s a
valuable marketing tool.
Tips for creating a newsletter email:
➢ A newsletter doesn’t mean long format. Break the copy in your newsletter into
short, digestible and actionable sections of content, copy, images and calls to action.
➢ Create an easy-on-the-eyes design. Think of your newsletter like a mini-
newspaper. You want clear lines and divisions between your content. You want a
simple layout with basic fonts. Don’t go crazy with the color scheme, either:
➢ Include your contact information in the newsletter. You always want your
contact information in an easy-to-find area on the newsletter. The purpose of your
newsletter isn’t necessarily to sell, but if your customers are inspired to reach out to
you because of the newsletter, you want them to be able to find you. You could put
social media contact buttons in the header or footer of your message; you could go
the more traditional route, and include your phone number and email address; or
you could do both.
4. Welcome email
Its purpose is to welcome new email subscribers to the family and establish a good
relationship. Creating the email doesn’t take long, but you need to know when a new
customer signs up.
Tips for creating a welcome email:
➢ Write in a conversational tone. A welcome email is like a virtual handshake that

accepts a new member into your group. It should be inviting and warm. Show the
personal side of your business. Take a look at the email below. It specifically
welcomes new subscribers into a community, and the tone is friendly and casual,
but still professional.
➢ Consider offering a reward. In celebration of a new customer, you could offer a
discount or some sort of perk. You could offer 10 percent off the next purchase like
Society6 did in the example above, or offer another perk like free shipping.
➢ Remind new users about the benefits. Thank your new customers for signing up
and reinforce their decision to join. Tell readers what they’ll get out of this new
partnership. The email below does exactly that.
5. Product advice email

The purpose of this mail is to offer your customers advice on how to get the most from
your business or product. At the same time, to establish your authority in the industry.
This kind of email has more information, so your time will go toward writing and
proofreading.
Tips for creating a product advice email:
➢ Create valuable content - The key to this kind of email is to offer tips that your
customers want to read. Help solve problems they may have or obstacles they may
need to overcome. Or, offer tips to help your customers use and maintain your
product or service. If you sell cameras, send an email that teaches customers how to
use certain features. Whatever your business is, create an email that gives your
customers a helping hand.
➢ Proofread - No matter what email you send, you should proofread it several times.
Read it from the bottom up so your brain isn’t reading words that aren’t there. Then,
have someone else read it. Take it through an error-check process before sending.
Nothing cuts your credibility like misspellings and grammatical errors.
➢ Focus on customer service - Emails that offer product tips should also showcase
your commitment to customer service. Emails like this tell customers, “We’re here
for you.” Follow through with that message by adding contact information to the
email. The email below, for example, offers tips to wear a certain piece of clothing,
but you’ll also notice there is a “contact us” option in the top right corner.
6. Educational email
Educational Email provide customers with industry knowledge that’s connected to your
business or product. It helps build relationships and trust between your business and your
customers. It takes time to brainstorm ideas and to create a sharp email.
Tips for creating an educational email:
➢ Offer relevant content - When you send an educational email, you’re trying to
build a relationship with your customers. The best way to do that is to teach them
something. However, you want to teach them something that has a connection to
your business. For instance, Monster.com, the job search site, sends its customers
information about life in the workplace. An example is below.
➢ Consider offering bite-sized information - Take a cue from the Monster.com
email above and write bite-sized pieces of information in the article; let your
customers decide if they want to read more. The “Read more” link takes your
customer to your blog for the full article. It’s a great way to engage with customers
via email and boost blog traffic.
➢ Add a mini-promotion - You can add a promotional element to this kind of email,
but it shouldn’t be the main attraction. For example, Lumosity, the brain game site,
offers an educational article as the main feature, but notice a promotion on the right
side for a family membership. It’s subtle and simple.
7. Reorder email
Reorder Email is To remind customers that it’s time to reorder a certain product.
Any business that sells products or services needed on a regular basis would benefit.
Examples include products like printer cartridges, contacts, pet medications and vitamins.
Basic text and images are needed.
Tips for creating a reorder email:
➢ Clear call to action - The purpose of a reorder email is to encourage your

customers to replenish your product or perhaps renew a subscription for a service.
You want to make the buying process as simple as possible. To do so, create a
simple, easy-to-find button that says, “Reorder now.” For instance, in the example
below, customers can reorder pet medication from Pet Wellbeing.
➢ Remind customers of the value - In the email, tell your customers why reordering
is a good idea. Maybe it’s to keep vital pet medications on hand, or to avoid the
hassle of running out of toner at the office. You could also offer a discount to those
who reorder within a certain time frame.
➢ Mention past purchases - If you want, you can mention in the email what your
customer purchased in the past, so they can reorder the same thing. The pet supply
store below does this for its customers. It’s a nice addition to the email, but you can
send it without this information.
8. Testimonial Email:
Its Purpose is to reinforce how valuable your business or product is through customer
feedback. Every business would benefit with this mail and It takes a bit of time to collect
testimonials. You may need to be persistent to get customers to give them to you.
Tips for creating a testimonial email:
➢ Create a sleek design - Email design elements are important with testimonial
emails. You want something that’s eye-catching and easy to read. Take a look at the
example below. This retailer put together four quotes from happy customers and
highlighted the product, too. It’s a win-win. Both the accolades and the products are
showcased well in this simple design.
➢ Include an image - If you sell tangible items like clothing, using pictures of shirts
and dresses makes sense. But that doesn’t work for every business. Take a medical
clinic, for example, or a sanitation company. What image do you use in these cases?
If you need a powerful image, ask the customer who gave the testimonial for a
picture. Take a look at the example below. The customer’s picture is what makes
the email work.
➢ Offer more information - A testimonial is great, but you should offer your
customers a next step. For example, in the email above, customers can read more
testimonials by clicking on the text. You could offer a link for others to leave
feedback, or a link to other uplifting company news.
9. Survey email
Survey Email is to collect helpful information you can use to improve the customer
experience. Any business looking to better itself can use this email.
We have to spend time creating the survey and writing an email with a link to the survey.
Tips to create a survey email:
➢ Explain what’s in it for them - If you want a customer to take the time to fill out a
survey, you need to give them a reason. In the example below from CVS,
participants are entered to win a cash prize.
➢ Address the purpose of the survey - Besides an incentive to fill out the survey,
you should tell your customers why you want the information. Whether you’re
trying to improve your business or conducting product research, let your customers
know the purpose of the survey.
➢ Make the survey easy to access - There should be an obvious, clickable link to the
survey. Take a look at the example below. Notice the link to the survey is a clear,
easy-to-spot button at the bottom of the email.
Email Marketing Campaign Process:

Planning your Email Marketing Campaign Before you get started actually creating your email
campaign and designing the layout of your email, you first need to think about the purpose of the
campaign and what you are trying to achieve. The types of things we need to include:
➢ What am I trying to achieve? — This is where you think about the purpose and goals of
your email marketing campaign. You may have a long term goal, whereby you want to
communicate with your customers on a regular basis to keep them informed of the latest
offers, new services you have added to the hotel, and so on.
➢ Who do I want to target? — identify who you want to send the email to. Your existing
customers, such as, families or couples who have stayed with you before. You may even
want to split up all your e-mail subscribers to groups and tailor communication based on
the group.
➢ How will I get people to subscribe to my mailing list? — By law you have to get
specific permission from people to send them a marketing email. This is sometimes
referred to as an “opt-in” and there are many ways you can get people to subscribe (or
opt-in) to your mailing list. For example, you could have a sign-up form on your home
page so that people can subscribe to your newsletter.
➢ How frequently will I send these emails? — How frequently you send out your emails
will depend on their type and purpose. For example, you may send out special offer and
promotional emails as and when they are available, whereas you may send out a
newsletter once a month. But try and keep the number of promotional communication’s
to a minimum (1-2 a month) as too many emails could potentially annoy and alienate
your subscribers causing them to unsubscribe.
➢ Calls to action — This is what you want to get the reader to do once they have read your
email. When designing your email you need to lay out exactly what you want the
recipients of your email to do, and design it to make that path clear and easy to follow.
For example, don't distract with too many links or offers, and make not only the call to
action clear but also what recipients can expect when they click through. This can be as
simple as "Click here for a 20% discount on your next weekend trip". For more
information on calls to action, see the section in the guide “Getting the Most from your
Website” which is part of this series of guides.
E-mail Marketing has evolved, moving from simple one-way messages and auto-responders
(now referred to as e-mail 1.0) to a much more sophisticated way of communicating with your
customers referred to as e-mail 2.0. It's an advancement in technology, entrepreneurs now have
the ability to tailor the messages they send based on their customers' interests, preferences and
purchase history - and targeted e-mails yield greater results.
With all the capabilities now available in e-mail marketing systems, there are a few basic things
we need to know about e-mail marketing to build deeper relationships with your customers to
increase revenues, grow your business and get ahead of your competition.
Here are seven steps to creating and launching a successful E-Mail Marketing 2.0 Campaign.
1. Choose the Right E-mail Marketing Software System

CRM systems can range from simple database models to more complex systems that include
sales force management, shopping carts, affiliate programs and e-mail behavior
campaigns. Infusionsoft offers complete CRM capabilities, which include not only database
and campaign management but also offer information on interest, preference and purchase
behaviors so that you can tailor your message and campaigns. Other systems, such as Mail
Chimp , Constant Contact and AWeber offer more basic e-mail database and campaign
management services. Decide what capabilities you want and use a checklist to compare
systems. Most e-mail programs have training and free support to guide you through the
learning process.
2. Build a List
Even if you only have 10 e-mail addresses, you need to start somewhere. Add those to your
database. Once you have your list started, make sure that you launch a campaign to keep in
touch and in front of your contacts without overwhelming their inbox. I suggest two e-mails
per month maximum. It's not about e-mail quantity; it's about quality.
3. Set up Contact Information Capture Forms

It's easy to add forms to your website or blog to allow visitors to give you their contact
information, such as e-mail address, name and phone number.
4. Decide What You Want to Accomplish

Before you launch your first campaign, you need to decide what it is that you want to
accomplish. Do you want to deepen the quality of relationships, take your list through the
sales cycle, educate them? Why are you sending your e-mails? Set clear goals before you
send your first e-mail, and build your messages and campaign around those goals.
5. Set up Auto-respond E-mails

Set up at least six e-mails that will automatically release on the dates and times you choose to
send out to your list. Keep them short, simple and to the point. Do not make them "sales
pitchy"; use auto-respond e-mails to educate and build relationships, and the rest will follow.
Make sure that each auto-respond e-mail has several links for more information; this is how
you will gauge their interest and determine how to keep marketing to them.
6. Add Triggers to E-mails

Here's an example of a trigger: Your client clicks on a link in one of the e-mails you sent her
about your product or service. As soon as she clicks on that link, it automatically triggers the
release of a message sending her information about a similar product or service based on the
original link. Triggers are used to send clients into a new sales cycle based on topic.
7. Monitor Results
Once per month, look at reporting (metrics) to see which e-mails are more effective and have
a higher rate of opening as well as click-through. Use the lessons learned to build your next
campaign. It's important to know how your list is responding to the e-mails that you send. If
you aren't getting a good click-through response, the problem is either the quality of your
message or the topic. Test a few e-mails with your top customers to see what they respond to
and what they don't respond to (one common test is to send the same message with several
different subject lines to see what your list favors). Offer recipients a discount on services for
their time.
Not only has e-mail technology and software evolved, but the way people use it to communicate
has changed how entrepreneurs and small-business owners market and grow their businesses. E-
mail 2.0 marketing is an effective way to increase relationships, response rates and conversions
through smart, targeted communication.
Advantages of Email Marketing:
Email marketing can be used for many different purposes.
➢ Promotion — you can use emails to promote a special offer, or a new product or service
to a list of existing or potential customers. The main aim of a promotional email is to get
the reader to take some type of action, such as, book a room, buy a gift card, or reserve a
table. If your readers have specifically subscribed to your mailing list to receive special
offers and promotions then that’s fine, but if they have subscribed to a list to be kept up-
to-date on news and events then if you are constantly bombarding them with promotional
emails you stand the risk of alienating them and forcing them to unsubscribe.
➢ Retention — these are emails aimed at building a relationship between you and your
readers. These generally take the form of newsletters where you are providing your
readers with information and stories that they may find interesting. A newsletter can of
course also include promotional messages or advertisements but these should not be their
main aim. Your customers can forget about you very quickly so keeping in contact with
them on a regular basis is a good way to keep them aware of you and your business.
➢ Communication — these types of emails are generally short emails designed to

communicate some important information to your readers. For example, invitation to an
event in your hotel, a traveller tip for your area, details of a news article about your hotel.
Email marketing allows you to reach millions of customers with a click of a button. Like
any marketing medium, it has its advantages and disadvantages. Use it correctly, and
you'll make more money, but use it incorrectly and you could lose your business. Weigh
these pros and cons before you start an email campaign.
➢ Other Benefits of Using Email marketing - There are many good reasons to use e-mail
marketing because even with the growth of social media, e-mail marketing can still be
very effective
▪ Cost — Communicating via email has many of the advantages of traditional
direct mail but with much lower costs.
▪ Speed — if you need to, you can get a message out to your entire list very fast.
▪ Easy to create — with the many email tools out here, such as, MailChimp and
Constant Contact, it has become extremely easy to send out professional looking
emails and track their performance through reports. Most of these tools provide
standard templates and layouts for all different types of emails, such as
newsletters, invitations, special offers and many more.
▪ Personalized — the more information you collect, the more messages can be
tailored and personalized.
▪ Tracking — you can track how well your email campaign is doing, such as, how
many emails were opened, what links did they click, and so on. With this
information you can then adjust your next campaign and improve performance.
Disadvantages of Email Marketing:
Businesses use email marketing as an affordable and often effective advertising tool. However,
before employing this technique we should make yourself aware of the disadvantages and
misconceptions that exist. For example, though many people believe email marketing is free,
starting any marketing campaign from scratch (even an electronic one) will cost your company
money. Several factors can hinder your effectiveness, and, in some cases, email marketing can
even work against your business.
➢ Spam - People's in-boxes get inundated with email, both solicited and unsolicited. To cut
down on the amount of unwanted emails, many servers have filters in place to lessen the
number of spam emails a person receives. ("Spam" is a common term for bulk distributed
emails.) People can further adjust their email filters to their own tastes. Our email
marketing could well land in a spam folder and never get viewed. In some cases, you
could find yourself or your business in serious legal trouble. The CAN-SPAM Act sets
forth strict guidelines that companies must meet in order to use email marketing.
Violations of the act can cost up to $16,000, and numerous people may be charged. Even
when you take pains to ensure your email marketing conforms to the rules, you may still
be accused and have to prove your campaigns are legitimate.
➢ Engagement - Email marketing requires constant tweaking to keep your subscribers

engaged. A person will often sign up to receive email solely as part of a promotion. For
example, if a user provides his email address, he may receive a discount on a product. A
user might also unintentionally sign up, such as if subscribing was the default choice on a
web page. In such cases, your email marketing may be perceived as a nuisance. Even in
the case that someone deliberately signed up to receive your marketing emails, like an
industry newsletter, you still must work to maintain a level of engagement to keep your
reader from unsubscribing.
➢ Appearance - You may have worked to create your email marketing to look exactly the
way you envisioned. Unfortunately, due to the varying servers and computer settings,
your design may not come through the way you hoped, which can diminish the impact of
your message. Text may be moved from one line to the next on a person's screen. The
email setting on another person's computer may only allow text, blocking images from
coming through. If the main focus of your marketing was a logo, it could be lost. If you
want to avoid a misconstrued or possibly messy appearance, you'll need to make sure the
code used translates to the most basic processing systems. This may entail consulting
with a technical specialist or marketing firm.
➢ Costs - Sending a quick email to someone may not cost you much more than Internet
access, but the costs of launching an email marketing campaign add up. Even basic self-
managed monthly plans with fewer than 10,000 subscribers can cost $70, according to
one marketing software firm. Hiring a company to design and manage an email
marketing campaign includes templates and consultations and can get pricey. A start-up
package can cost several thousand dollars initially plus a thousand or more per month for
continuing management.
Opt-in Email Advertising:

Opt-in email is defined as an email that a brand sends after a consumer willingly provides his or
her email address. Brands can collect email addresses in myriad ways, but usually they use forms
on their websites as well as incentives, such as free downloads.
Think of it as a way to authenticate your email list. Instead of sending emails blindly to people
who might not have any interest in your online courses, you’re spending time only on people
who already know who you are and who want to hear from you.
What Is Opt-In Email Marketing?
Opt-in email marketing is a marketing campaign that uses permission-based email-collection

methods to capture email addresses from willing consumers. Once you have a potential
customer’s email, you can add it to a marketing list based on the customer’s position in the sales
funnel.
For instance, if your prospect signs up for your email list during his or her first interaction with
your brand, you might segment that consumer into a list that introduces your online courses and
provides actionable tips for interested consumers.
However, if your prospect joins after buying a course, you could send emails about getting the
most out of your course material or about applying the information you teach to the real world.
Opt-in email marketing isn’t just a way to capture email addresses so you can blast prospects
with sales copy. In fact, that’s the worst way to use it.
Instead, use opt-in email marketing to nurture your prospects through the sales process.
➢ Invite prospects to interact: Let your email marketing recipients know where to find
you online, from your social media accounts to your blog.
➢ Encourage customers to convert: Provide sound reasons why a prospect should buy one
of your courses. Use real-world examples to illustrate your points whenever possible.
➢ Follow up with prospects: If a prospect abandons his or her shopping cart or goes
inactive for a while, reconnect with a nurturing email that reminds him or her that you
exist.
➢ Send promotions: Offer discounts and other promotions that encourage prospects to buy
your course for the first time or to buy a subsequent course.
➢ Set up your opt-in email marketing campaign based on your specific objectives. Every
course creator has different goals, so you don’t want to copy someone else’s campaign.
Instead, think of the goals you want to reach, then design emails that help push customers
to help you reach them.
➢ Gain brand visibility: If you want to establish yourself as an authority figure in your
industry and make more people aware of your brand, encourage your email opt-ins to
share your messages. The more people forward your emails, the more signups you get.
➢ Boost sales: Use promotions, bundles, and discounts to get people to finally hit the “buy”
button.
➢ Increase upsells: Encourage customers to buy multiple courses and other digital
products.
➢ Check on progress: Find out where your customers are in their online courses and
whether they need any assistance or have any feedback.
➢ Solicit reviews: Ask your customers to review your courses online. You’ll get backlinks
as well as more brand visibility. Plus, prospective customers will feel more comfortable
buying from you. In fact, nearly 85 percent of respondents to a study stated that
they trusted online reviews as much as they valued recommendations from friends.
You’ll continually adjust your email marketing campaign as you gain more subscribers and
measure the results. Even though you’re using an opt-in email approach, you can’t always
predict whether customers will open, read, or engage with your emails.
Keeping track of key metrics can help.
➢ Open rates: If customers don’t open your emails, you might need to create more
compelling subject lines or introduce an incentive early in your emails.
➢ Engagement rates: Customers open your emails, but they don’t do anything else. If this
happens, add more attractive calls to action using freebies and discount codes. Get people
to click on links through incentives.
➢ Conversion rates: Do customers buy your online courses after reading your emails? You
can track conversions through email and landing pages to figure out how well you’re
converting.
Spam Versus Opt-In Email
Spam is a word, whom you don’t want people to associate it with your brand.
Unfortunately, even when you use opt-in email, your emails could be perceived as spam. It
happens when you use overly promotional, salesy language, or when you send too many emails
in too short a time period.
Additionally, if you don’t use the opt-in strategy at all, you risk your emails getting diverted to
spam folders. If your recipients report your emails as spam, their email clients might
automatically assume that everything you send is spam. That’s the wrong way to start an email
marketing campaign.
So what differentiates spam from opt-in emails?
First, of course, is the permission factor. When you collected an email address, did you get
permission from the person who owns it? In other words, did it come via a form or other email-
collection tool? If not, you might not want to use it.
Secondly, were you clear about the types of messages the consumer would receive?
It’s easy to collect email addresses via a form if you promise rainbows and unicorns. Unless you
can actually deliver rainbows and unicorns, however, you’re being disingenuous, and your
subscribers will quickly catch on to your game.
When you collect email addresses through an opt-in form, make two things perfectly clear:
1. Email type: What messages will the subscriber receive? Mention that you send insider
tips and tricks, promotions and sales, or other content (but make sure it’s true).
2. Frequency: How often should subscribers expect to hear from you? If you promise to
email only once per month, but you send emails every day, you’ll get some backlash.
If you follow those rules, you can separate your email campaign from the dreaded spam
word.
A smooth opt-in process from start to finish will ensure that you are collecting subscribers who
know what they are signing up for and who will be active recipients when they receive the
content they are expecting. Delivering on promises made during the opt-in process and refining
your strategy to send targeted mailings will keep your attrition rate low.
Opt-in email: Advantages
▪ Preserves your email marketing reputation

▪ Shows customers that you respect their privacy
▪ Helps you email people who are interest in what you're selling
▪ Saves you time and money by micro-focusing your list
▪ Lets you be more targeted in your campaigns
▪ Helps you build long-term, trust-based relationships with customers
▪ Can boost your sales and product interest
Email Marketing Tools:

Email marketing tools are tools that marketers use to create, send, test, optimize and report on
their email campaigns. An email marketing tool could be a specific tool related to email
marketing like an email subject line generator, or an inbox placement testing tool, or a suite of
tools that enables a marketer to do all their email marketing end-to-end.
1. Sendloop
One of the most important aspects of refining a drip campaign is targeting the right people.
With Sendloop, you can funnel contacts into very specific campaigns and track their movements
on your site to further tailor your messaging in the future.
2. ActiveCampaign
ActiveCampaign allows you to create drip emails that are driven by subscriber interaction,
behavior, interests, location, history and more. With this tool, you can automate the entire life
cycle of a subscriber or customer.
3. BombBomb
Text-only emails can be boring. Heck, even images are becoming boring in today’s media-
saturated internet landscape. If you want to effortlessly spice up your emails, then you should
consider using BombBomb to create video-powered drip emails.
4. Drip
As the name suggests, Drip is an app designed for streamlining the drip email process. It’s a
surprisingly simple tool that packs quite the punch. The app features email gathering technology,
pre-made templates, and drag and drop elements for simple creation.
5. MailChimp
MailChimp allows you to send drip emails to follow up based on website activity, abandoned
carts, activity or inactivity, and much more. You can also use MailChimp Groups +
OptinMonster to send drip emails based on what the subscriber opted in for, or even based on
checkboxes that the user selects on your optin form.
6. Gumroad:
Widely known as a place to sell digital products and services, Gumroad now has an email
feature that lets you gather and store potential customers alongside existing customers. You can
then segment based on numerous features and send updates about your products.
7. Knowtify
As you know, email is a versatile tool. Rarely are two messages ever sent with the same goal in
mind. Knowtify understands this, and gives you an easy way to launch drip campaigns based on
transactional, digest, or behavioral emails.
8. Infusionsoft
In addition to helping automate standard email drip campaign tasks, Infusionsoft serves as a
general task manager. The “My Day” feature shows you which appointments you have for the
day, as well as which contacts you need to follow up with.
9. AWeber
Did you recently add a bunch of new subscribers to your email list? Well, instead of bombarding
them with a bunch of past emails, you can use AWeber’s Follow Up feature to get subscribers
up to speed in a hurry.
10. GetResponse
If you’re like most people, your email newsletters are sent at predetermined times. Shouldn’t
they be integrated into your calendar then? GetResponse’s autoresponder tool uses drag and
drop features to make calendar management a breeze.
11. ConvertKit
Want some of the more advanced features of a CRM without the price tag? ConvertKit allows
you to send targeted autoresponders to subscribers based on their interaction with your emails
with Automation Rules. They even have blueprints that you can use to quickly
create autoresponder sequences for almost any situation.
12. Emma
Nobody likes a generalized email newsletter. That’s why Emma is a great tool. This powerful
tool works with Shopify, Salesforce and OptinMonster to gather CRM and sales data and
personalize emails based on the subscriber.
13. Contactually
Contactually is one of the neatest tools on the list. It’s a CRM platform that focuses on vetting
contacts. It gathers contacts form your email inbox, website, and social media profiles, and then
gathers as much information as it possibly can to guide your messaging.
14. HubSpot
HubSpot is consistently ranked as one of the top marketing automation tools across a spectrum
of tasks. One of its top uses involves streamlining email marketing through the use of automated
workflows.
15. Intercom
If you’re trying to teach your customers/users about your app, Intercom lets you send automated
email conversations directly in the app. This gives them assistance where they’re most likely to
see it.
16. Hatchbuck
Just like Gmail now uses tags to optimize messages, so does Hatchbuck. You can create tags
and assign them to specific contacts based on their interests and the stage of the funnel they’re
currently in.
17. GetNotify
GetNotify is a free tool that notifies you the instant your email gets read by the recipient. You
just send your emails like your normally would, but add “.getnotify.com” to the recipient’s email
address. Your recipient will not see this, and they will not know that you are tracking their opens.
18. Campaign Monitor
What good is an email marketing campaign if you can’t automate things like testing, tracking,
and optimizing? With Campaign Monitor, you can. It features interactive analytics that are easy
to review and act upon.
19. Litmus
Litmus is one of the top tools for render testing emails on any device. You can test up to 40
clients and devices with one single click, which cuts down on the time it takes for you to review
each and every email combination.
20. Reach Mail
The Reach Mail testing feature lets users compare direct performance metrics on up to five
individual email campaigns at once. It also accounts for things like subject lines, content, and
images to show you which emails will perform best.
Email tracking:
Email marketing allows you to easily track the effectiveness of your campaigns. When you send
out a direct mailing through the post office, for example, you have no way to know how many
recipients opened your mail. An email message, though, shows you how many people received
it, how many opened it and how many clicked through to your links and made a purchase.
Types of Tracking Reports

Depending on the ESP you use, you have a great deal of data and to track and analyze. The kinds
of data your can track include, but are not limited to, the following:
➢ Email bounce rates
➢ Who opened emails
➢ What links were clicked
➢ Customers that unsubscribe
➢ Email forwards
Let’s take a closer look at the most commonly used types of tracking reports. As we go through
the types of reports, they will become more and more specific
1. Bounce Rates/Non-Bounce Rates - Bounce rate refers to the amount of emails that were
not received by recipients. It is the equivalent of having a mailed letter sent back to the
sender. This number is expressed as a percentage of total emails sent and requires a
simple calculation. Calculating the bounce rate means taking the number of bounced
emails (which a tracking report will tell you) and dividing that by the total number of
emails you sent to a particular category on your list. You will get a small number (less
than one) expressed in decimal form. To get the percent number, move the decimal to the
right two places. As an example, if you get 0.25 from your division equation, moving the
decimal over two spots gives you 25%.
Bounces can happen for a number of reasons, like firewalls or a full inbox. Most
of the time, though, it is out of your control and there is little you can do to fix it.
However, you can check for certain things like misspelled email addresses to see if the
problem is in your hands and is fixable.
Non-Bounce rates, on the other hand, are the percentage of emails that did get
sent through, regardless of whether or not the recipient opened them. This is a very useful
number because it is used to let you know detailed information that we will discuss in the
next few sections. Calculating the non-bounce rate is also simple. If you already have the
bounce rate, all you have to do is subtract the percentage number from 100 to get the non-
bounce rate.
2. Open Rates - Open rates are the number of interactions your email server gets as a result
of a recipient opening an email. This number only comes from the non-bounce rate and
not the total number of emails you sent out. Your ESP will know when an email has
opened because of one of the following:
➢ The images were displayed in an opened email
➢ A recipient clicked a link in an email
The reason these actions indicate an opened email is because images are stored on the
ESP’s server and accessed from the server when an email is opened. A link within an
email is tracked because clicks are easily trackable. This is another reason why putting
images and links into an email is important for your email marketing strategy.
3. Click-Through Rates - Click-through rates are the percentage of users clicking on links
in an email. This number is taken from the number of opened, non-bounced emails. As
you can already see, these tracking data get more and more specific, building off of one
another. The click-through rate number will be displayed and calculated by your ESPs
software tools. Some ESP software will allow you to view exactly which links were
clicked in addition to the number of times each one was clicked.
Click-through rates are especially beneficial for customizing the interests of your
customers. It extends beyond the email as well, being used on websites to track who
clicks on what links. Since it is easy to track what exactly your customers click on, you
can make well-educated assumptions about what they would prefer for you to send them
in the future. You can also use click-through rates to recommend other types data to the
customer to get them more involved in your company’s other marketing channels.
You can also use click-through rates as a means of testing out different versions of an
email. Separate a list in two and send out a different version of the same email to each
list. Analyze which list has more click-through rates and if necessary, make adjustments
to the emails. Keep testing them out until you feel you have an optimal and effective
email.
4. Additional Tracking Reports - In addition to the tracking data we have already

mentioned, there are a few other points of data you can view and perhaps even use to
improve the effectiveness of your email marketing strategy. You can see how many
people unsubscribed and keep their data in a category of your email list. It is a good
practice to keep this data because if the customer decides to subscribe to your email list
once more, you do not have to do any additional research on their information.
Remember, though, that you cannot send them any emails unless they grant permission
again.
You can also use tracking reports to see if anyone has forwarded your email to other
email addresses. If your email marketing strategy calls for you to get people to spread the
word about your organization or something it has to say, this is a very useful type of data
to track.
Email Tracking Data – Offline

You might come across an instance where you want to track how well your emails are doing for
certain components of your entire marketing strategy. In some cases, though, using click-through
or open rates will do little to help you track your progress and success. Some situations where
you will want to know if your emails are effective include:
➢ In-Store Purchases
➢ Phone Calls
➢ Event Attendance
Sometimes, an organization wants to know if their emails are enticing people to participate in
actions such as these listed.
Their participation cannot be tracked by software, so being able to track this kind of data
involves some participation on the part of your email recipients. The best way to determine the
effectiveness of your emails is to have your email recipients give you their email address when
the make a purchase at a store or call your organization. For event attendance, you might give
them some kind of special code that gets them into the event and can only be viewed from an
email.
Email Tracking Tools:
1. ContactMonkey:
ContactMonkey provides email tracking and a Salesforce-integrated sidebar in Gmail or
Outlook email clients. The reporting dashboard gives you analytics on how many sends, opens,
reads, and interactions your emails receive. Use the merge feature to send to multiple recipients
based on a pre-built or on-the-fly list. ContactMonkey’s predictive engine provides insight into
how your contacts open their emails by device and time, so you know when to send for the best
response.
2. ToutApp:
ToutApp combines CRM, phone, and email client integrations into a single platform. You can
build email templates and drip campaigns and log real-time customer interactions with emails so
your team can jump on opportunities. Playbooks help your team choose the best sales-focused
actions for each customer interaction. In-team messaging and notifications are also available. All
of these features are accessible directly from your connected CRM, so you don’t have to spend a
lot of time updating notes and copy-pasting data from one platform to another. ToutApp is built
for the enterprise, with privacy settings and full integrations for most of your technology stack.
3. Yesware:
Yesware offers email tracking that drives prescriptive sales analytics. Prescriptive data helps
your sales team anticipate customer behavior and better target warm leads. Contextual data
reports show you what the best reps are doing so you can duplicate it across your team. An
“Activity vs. Engagement” report shows customer engagement with your content, instead of
shallow interest. Individual team member reporting shows where your team can improve and
where they’re lagging. Yesware offers a native connection with Salesforce to help you build
customer lists for use in your email campaigns.
4. Clearslide
Clearslide integrates with any existing email client. Build a sales library with your most
successful templates, and use Clearslide’s customized, real-time tracking to follow customer
engagement with all of your content, including your website. You can automatically upload
content into your email templates and scale email blasts with customer segments from your
CRM. All of your email client work auto-logs into your CRM, so (again) you don’t have to
duplicate information.

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Unit – II

Figure 3.1 An Early Banner Ad for AT&T

Definition of Online Advertising:

1. Building Brand Awareness: Making people aware of a brand or product is an important

2) Make blogging a high priority

3) Distribute a press release once a month

4) Use email marketing software to help increase sales

5) Start using videos to market your business

7) Be active on social media

8) Verify your listing on Google+ Local

9) Attend local networking events and build connections

➢ Bing Places for Business: Only

➢ Yahoo Local Listing: Ranking

➢ Yelp is one of the best online

➢ MerchantCircle is a free network targeted toward small businesses seeking to connect

➢ Superpages.com: This free, easy-to-navigate service includes helpful options, including

➢ MapQuest: This blast-from-the-past web-mapping service owned by Verizon gets

The affiliate marketing eco-system

Meet your affiliates:

Ad formats available in an AdWords account

Text Words only. * Maintain ads quickly and easily.

Image Static or interactive graphics. Animated Showcase your product or service

Call-only Call:(555)555-555 Drive phone calls to your business

Search Engine Ad:

SEM vs. SEA vs. SEO

However, newsletter subscriptions, downloads, or reviews, and leads, can be manipulated

Bing / Yahoo ads:

Other SEA platforms:

Impacts of SEA on SEO:

What is an Advertising Network?

How do they work?

➢ Exclusive representation generally brings a higher percentage of revenue sharing, but

Pros and Cons:

➢ CPC - cost-per-click is a performance-based model. Impressions served do not factor in cost.

➢ CPA - cost-per-acquisition, or cost-per-action, takes the performance-based model even further

How Do Ad Networks Help Content Publishers:

Google Display Network (GDN):

• Contextual Targeting - Google delivers advertisements to users based on the content

What is a Landing Page?

Types of Landing Pages:

1. Click Through Landing Pages

2. Lead Generation Landing Pages

There are many kinds of landing pages:

The Importance of Landing Pages in Your

When it comes to turning traffic into

• Generating traffic through the setup of the campaign

➢ Be Campaign Specific: We all know companies generally offer a lot of different

➢ Focus on Conversions: Your website’s homepage is typically found organically or

What is Email Marketing?

How online businesses use e-mail to engage customers:

Measuring the Success of Email Marketing:

Checklist for an Effective Marketing Email:

Tips for creating a Promotional Email:

2. New inventory email

Tips for creating a new inventory email:

Tips for creating a newsletter email:

Tips for creating a welcome email:

➢ Write in a conversational tone. A welcome email is like a virtual handshake that

5. Product advice email