Title: Determine how email can be used for marketing.
Course: Digital and Social Media Marketing (12162) > Section: Understanding Tools and Tactics for Digital and Social Media Marketing

Determination should address the following:

- The components of email messages
- The importance of the subject line in an email
- The importance of opt-in/opt-out as a way to avoid intrusive email practices
- Ways to evaluate the effectiveness of email as a marketing tool
- The importance of A/B testing, deliverability, and quality assurance
- The use of online newsletter templates (e.g., Constant Contact, MailChimp)
- Outsourcing of email management
- Customer relationship management (CRM)
- Integration with social media and mobile technology

Process/Skill Questions:

- What makes an effective email? How is the effectiveness of email measured?
- What is personalization and why is it effective in email marketing?
- What are ways to seek feedback from recipients, and why is it important?
- What is permission marketing? What is its impact on digital marketing?
- What is spam? What is its impact on digital marketing?
- How can email be used for customer acquisition? Customer retention? How are these the same/different?
- What are some options for outsourcing email management?
- How can social media and mobile technology be used in conjunction with email marketing?