Digital marketing and

E Commerce
Unit - 2
By
Arti Pandey
UIM
 UNIT 2
• SEO& Email-Marketing: Introduction to SEO;
SEO Keyword Planner Tools; On Page SEO
• Techniques: Indexing and Key Word Placement,
Content Planning & Optimization, Display
• Advertising, Various SEO Plug in, Off Page SEO
Techniques
• Email Marketing Introduction and Significance,
campaigns using Mail Chimp; Email Marketing
Strategy and Monitoring.
 What is SEO?

SEO refers to the process of making a website

more visible on a search engine’s results page.
To clarify, a great SEO strategy will put a
company’s website at the top of the list on a
Google search page, therefore increasing the
likelihood that people will visit the site.
 Contd…
• Search engines strive to provide the most
relevant results for a person conducting a
search, so that when a person runs an internet
search for “cupcakes,” the first thing to appear
isn’t a cookie shop, but a bakery that
specializes in cupcakes as well as a definition
of the dessert. In other words, SEO helps to
make a search relevant to the user and can be
critical in driving traffic to your site.
 The Importance of Keyword Research

Keywords are the specific words or set of words

that best describe the theme or overall concept
of an idea, website, business, or product.
Keywords are the words that people use when
conducting a search, and should be words that
are included in the content of your webpage.
Choosing the right keywords can help to drive
traffic to your site, attract potential customers,
and greatly improve your SEO ranking.
 An SEO Introduction – More Important
Factors
Keywords aren’t the only part of a successful SEO campaign,
although they are certainly important. Other things to
consider when developing an SEO strategy include links,
titles, meta descriptions, headings, subheadings, originality
of content, images and videos, and your audience.

The most important thing to remember when reflecting on

this SEO introduction is that one single factor will not
determine SEO success; rather, SEO success is dependent
upon your content as a whole.
 The best SEO keyword research tools in 2021

1. Moz Keyword Explorer for the best all-around SEO

keyword research tool
2. Semrush for advanced SEO professionals
3. Wincher for optimizing your entire website
4. RankIQ for creating SEO-driven content
5. GetKeywords for local SEO keyword research
6. QuestionDB for finding question-based keywords
7. Jaaxy for affiliate marketers
8. Keyword Surfer for an SEO keyword research
browser extension
 Features
• The features that make for a great keyword
research tool are pretty straightforward:

• you search for a given keyword, and the tool

tells you about it. But there are so many
different ways to use keyword data, so we
wanted to find tools that could handle a
variety of use cases, along with a few designed
for some of the most popular uses for keyword
research.
During testing, we looked primarily at the factors
below to determine which apps made our list

• Data included. The best keyword research tools give you

all the data you need to rank for your chosen keyword. All
of the apps we selected include, at minimum, traffic,
keyword difficulty, and competitive SERP analysis.

• Data sources. You should be able to trust that your

keyword data is free of errors and biases, so
considering where the data in each keyword research tool
comes from was an important step for us. Every tool we
included pulls data in from Google at a minimum.
 Features
• Affordability. SEO software can get pricey, so we
narrowed down our list to include only those keyword
research tools that are within reach for the average SMB.

• Keyword optimization guidance. You shouldn't have to be

a 10-year SEO industry veteran to use keyword research
tools—the best tools offer simple, straightforward
suggestions to optimize for your keywords.
•
 Keyword Planner Tool
• Keyword Planner helps you research keywords
for your Search campaigns. You can use this
free tool to discover new keywords related to
your business and see estimates of the
searches they receive and the cost to target
them.
 Contd…
• Using Google Keyword Planner for SEO.
Despite this specific keyword tool being
intended, at least as far as Google themselves
are concerned, as one aimed primarily at
those running Google Ads, it is a powerful SEO
tool and a resource that is perfect for helping
you identify the keywords you need to be
ranking for.
 Contd…
• Keyword Planner helps you research keywords for
your Search campaigns.
• You can use this free tool to discover new keywords
related to your business and see estimates of the
searches they receive and the cost to target them.
• Keyword Planner also provides another way to create
Search campaigns that’s centered around in-depth
keyword research.
• This article shows you how to use Keyword Planner to
lay the groundwork for a successful campaign.
 Benefits
• Discover new keywords: Get suggestions for keywords
related to your products, services, or website.
• See monthly searches: See estimates on the number
of searches a keyword gets each month.
• Determine cost: See the average cost for your ad to
show on searches for a keyword.
• Organize keywords: See how your keywords fit into
different categories related to your brand.
• Create new campaigns: Use your keyword plan to
create new campaigns centered on in-depth keyword
research.
 SEO Techniques
There are two main buckets that search engines
look at when evaluating your site compared to
other sites on the web.
 On-page SEO looks at what your site (or your
page) is about

 Off-page SEO looks at how authoritative and

popular your site is
 What is On-Page SEO?
• On-page SEO (also known as “on-site” SEO) is the
act of optimizing different parts of your website that
affect your search engine rankings.

• Where your website appears in search engine

results pages is determined by a number of ranking
factors including site accessibility, page speed,
optimized content, keywords, title tags, etc. On-
page SEO is about optimizing the stuff that you have
control over and can change on your own website.
 Techniques
1: Integrate relevant keywords into your pages
• First on our list of on-page SEO activities is integrating
relevant keywords into your pages.If you want to rank
in search results, you need to incorporate keywords
into your website. Keywords trigger your site to appear
in relevant searches, so you need to optimize your
pages to appear in the right search results.
• To find the right keywords, start by conducting keyword
research. You can use keyword research tools,
like KeywordsFX, to help you find relevant terms for
your pages.When you conduct keyword research, focus
on long-tail keywords. Long-tail keywords contain three
or more words, like “best chocolate cake.”
 Contd…
• Long-tail keywords are best for your website because they help you drive more
qualified traffic to your page. When someone searches a specific term, the
search intent is more precise, and you know what they want to find.

• For example, if someone searches “chocolate,” it’s hard to know the intent
behind that search. Are they looking for chocolate cake recipes, chocolate bars,
or chocolate ice cream? The keyword is too short for you to identify the search
intent behind it clearly.

• On the other hand, a keyword like “chocolate cake recipe” is clearer. You know
someone’s looking for a chocolate cake recipe — the search intent is evident.
Once you have your long-tail keywords selected, you’ll integrate them into your
site.

• Don’t incorporate them too often, as it will lead to keyword stuffing. Keyword
stuffing negatively impacts your site and hurts your ranking, so only use
keywords where they fit and flow naturally.
 2: Optimize your title tag and meta description

• Next on our list of on-page optimization

strategies is optimizing your title tag and meta
description.
• Your title tag appears as a blue line of text in
search results that people can click on to
navigate to the page on your site. Users and
search engines use this to determine if your
listing is relevant to their search query.
Your meta description is the small blurb that appears below
the title tag. This tag provides your audience with a summary
of your page. While it doesn’t directly impact your ranking,
your meta description can help guide people to choose your
listing.
This tactic is one of the most crucial on-page SEO techniques
because it impacts whether people click on your listing.
If your title tag and meta description are detailed, people are
more likely to click on your listing if it fits what your audience
wants to find.
To have a click-worthy title tag…
Stay within the 60-character limit
Use your keyword towards the front of your tag
Use power words (i.e., Exclusive, Free)
To have a compelling meta description…

• Stay within the 155-character limit

• Summarize what people can find on your page

• Use your core keyword in your description

 3: Create user-friendly content
• Content marketing is a fundamental part of SEO
because it’s what drives people to visit your pages.
People discover your business in search results through
the content you create, while optimizing your content
through SEO enables it to rank in search.
• A big part of getting your content to rank in search
results is making it user-friendly for your audience.
Many companies make the mistake of writing their
content to appeal to search engines to get it to rank.
• However, search engines have advanced far enough to
understand how to rank pages based on how users
engage with the content.
If you want your pages to rank, you need to create content for users,
not search engines.

You can do this by:

• Breaking your content up with headings to

make it easy to skim
• Using bulleted lists to find important
information fast
• Adding visuals to break up text on your page
• Limiting the use of jargon
 4: Optimize images
Visuals are a vital component to providing a positive user experience on
your site. They help enhance your pages and make them visually
engaging for your audience. If your images aren’t optimized, however,
they can be detrimental to your SEO.
• So, to ensure your photos work for your SEO, follow these two best
practices:
 Optimize your image file sizes: If your image file sizes are too
big, they slow down your site, which negatively impacts your
SEO. To prevent this from happening, you can use an image
compression tool like io to compress image file sizes.
 Use image alt tags: Since Google can’t read images, you need to
add image alt tags to help search engines “read” them. These
tags offer a short descriptive blurb about your image. These
tags are also helpful if your pictures don’t load or if someone
uses a screen reader.
 5: Optimize your URLs

• Search engines use URLs to determine the relevancy of your

page. If you want to help your page rank in more relevant
search results, you’ll want to optimize your URLs. When you
don’t have a clear URL, it makes it difficult for users and
search engines to understand your page’s context.
• So, imagine seeing a URL that looks like
this: www.baker.com/fnsj/ejnf-een3234/4392jnr392
• If you saw this URL, would you have any idea about the
context of the page?
• The assortment of random numbers and letters doesn’t tell
you, or search engines, what’s on the page. With an
optimized URL, however, you provide context.
• Now, imagine seeing this
URL: www.baker.com/recipes/cakes/chocolate-fudge-cake
 Contd…
• When looking at this URL, you know the page’s context
and what to expect from it. So, as you can see,
optimizing your URL is fundamental to helping search
engines and users understand the relevancy of your
page.
• When you optimize your URLs, make sure you use your
page’s core keyword within the URL’s end portion.
• Additionally, you’ll want to ensure you’re
using breadcrumb navigation to ensure your pages are
organized and, therefore, produce a logical URL path.
 6: Use internal links on your page
• When you learn how to do on-page SEO, you’ll often hear
people talk about incorporating internal links. Internal links
are links on your page to other pages on your site. Internal
links are a fundamental part of SEO for two reasons:

 Internal links help search engines discover new pages on

your site and index them in search results to rank.

 Internal links help keep users on your site longer.

 Contd…

• When you use internal links on your page, you want to

ensure you create relevant anchor text for those links.
• For example, let’s say you write a blog post about
making a chocolate cake. You mention that there are
different types of chocolate you can use to make the
cake. You have a previous blog post you made where
you discussed the best types of chocolate for baking.
• When you craft your blog post, your anchor text might
look like the bolded section below: “There are
many different types of chocolate you can use to make
this cake — the best one to use depends upon the
richness and flavor you’re looking for in your cake.”
 7: Improve site load time
• One of the most important on-page SEO activities
involves improving site load time.
• Users expect your site to load in three seconds or less. If
your site loads too slowly, your audience will bounce
back to the search results and visit another site instead.
• When people bounce from your site, it tells search
engines that your site is not relevant to the search
results. Search engines then won’t rank your site as
highly.
• To prevent this from happening, you can use a tool
like Google PageSpeed Insights to help you see your
site’s current load time and improve it.
 Google will provide suggestions like:

• Compressing image file sizes

• Minifying coding
• Reducing redirects
• Leveraging browser caching
• Using a content distribution network
 8: Add responsive design to your website

• Last on our list of on-page SEO techniques is integrating

responsive design.
• People will access your site from mobile devices, like
smartphones and tablets. If your website isn’t optimized for
these devices, you risk delivering a poor mobile experience.
• A poor mobile experience is detrimental to your SEO because
Google operates on a mobile-first index — Google takes the
mobile version of your site into account when ranking you in
search results.
• If you don’t have a mobile-friendly site, you won’t rank well in
search results. Responsive design can help you deliver a
mobile-friendly site for your visitors.
• It enables your site to adapt to whatever device your audience
uses to have a positive experience.
 OFF-PAGE SEO
Off-page SEO includes activities from or
"behind the scenes" of your website.
Technical SEO refers to activities that directly
impact the indexing and crawling of your site
by search engines. Examples include site
speed optimization, structured data, and
more.
 Contd…
• Off-page SEO refers to all the activity that takes place
away from your website, which determines where you
rank within the search engine results pages (SERPs).

• Optimising for off-site SEO ranking factors is crucial for

improving the relevance, trustworthiness and authority
of your website. This is mirrored in Google’s algorithm
factors, with off-page SEO contributing to over 50% of
the ranking factors. Having a strong off-page SEO
strategy can be the difference between where you and
your competitors feature within the SERPs.
 1. Creating valuable backlinks
• Creating backlinks is at the core of off-site SEO and is a
technique that is crucial for any site with the aspiration of
ranking on page one. Backlinks are the number one
ranking factor when Google determines where your site
ranks.

• Google will more likely rank a site higher than another if

one domain has more backlinks. Furthermore, Google also
take into account the quality of this link, a site with a
higher domain that links to you is much more effective
than a link from a site with a low DA. Nevertheless,
Google’s algorithm does take into consideration the
relevancy of the link to your domain.
• There are two types of links that can be created to
boost your off-page SEO performance:
 Natural links: a link that is generated without any
action taken. This can be either a blogger for
example, who has a positive view towards your
content and links to it from their site. This type of
link can be a great sign of trust, appreciation, and
endorsement.
 Links created through self-promotion: These links
can be created through promoting or marketing
your business online. This type of link can be gained
through asking clients to link to your site or an
influencer sharing your content.
2. Social Media Marketing:
One of the most effective off-page SEO techniques is using social media. Using
social media platforms is a great way to extend the reach of your content.
3. Guest Content:
Provide third party websites with guest content is another effective
online marketing technique that can also yield off-site SEO benefits.
This could be a thought-leadership piece through to ‘how to’ video
content, something that will capture the attention of their readers.
You should look to reach out to third-party websites whose target
audience is similar to your own, such as niche online trade
publications. This way you will be increasing exposure and brand
awareness amongst potential customers and heighten the chance of
driving referral traffic from that website. Of course, you will also
benefit from a valuable backlink. Nurturing online relationships
through providing insightful content can be a fundamental source of
qualified traffic and leads.
 4. Forum Posting
A forum posting site is an online discussion board that allows
users to have meaningful conversations in the form of a
posted message. When carried out correctly, forum posting
can bring multiple benefits for your business:
 Exposure to new customers
 Better understanding of your customers
 Opportunities to answer any questions customers or potential
customers might have
Forum posting requires a long-term approach in order to build
a trustworthy reputation amongst other members of the
forum. Identifying forums with a ready-made community, who
are discussing a service like which you offer. This is a great way
of engaging with existing or potential customers online.
 5. Local Listings
• Also known as directory listings, local SEO has
always been a consistent off-page SEO technique.
When done correctly, submitting your business
into local listings can be vital for increasing
revenue, reputation and rankings, particularly in
localised search results. Localised search results
include those results where the user referenced a
location as part of their search, as well as those
where the results served are determined by the
user’s IP address or location. The latter includes
searches often reference phrases such as ‘near
me’ or ‘nearby’.
 Keyword Placement is Necessary for SEO

• Proper keyword placement is when keywords are placed

strategically throughout the content of your website so
that the search engines can properly index your site for
those relevant keywords. Also, it entices searchers to visit
your page and visitors to stay on your page.

• When keyword placement is done right, you are able to

rank better for your chosen keywords in the SERPs.
Choosing the right keywords and putting them in the right
places is a necessary element of SEO. This brings people
with relevant search queries to your site. Remember,
though: it’s the content that makes a visitor stay.
 Content Planning & Optimization
Content Optimization

Content optimization is the process of making sure

content is written in a way that it can reach the
largest possible target audience. The process
of optimizing content should include making sure
associated keywords are present, adding meta and
title tags, and relevant links.
 Display Advertising
Display advertising is one of the best ways to raise
awareness of your brand, product or service. Types
of display ads include responsive ads, retargeting
(or remarketing) ads, native ads and social ads.
There are also many options for display targeting,
such as interest targeting, contextual targeting and
topic targeting.
 What Are Display Ads?
When someone talks about a display ad, they generally mean
an ad that has the following attributes:

• It is an image or is image-based (static or animated).

• Ad placement is brokered directly or through a display
network such as the Google Display Network.
• The advertising is being used to promote a brand, service,
product or offering.
• It is not a search ad. (Keep reading to learn more about this.)
• Together, these characteristics define the taxonomy of
Display Ads.
 Identifying the Types of Display Ads

Banners, square images with text, animations –

these are all forms of display ads you have
experienced. The world’s first display ad was a
banner ad that appeared in 1994. An amazing
44% of people who saw it clicked on it! From the
first generation of display ads, a convention
developed of using self-contained images with a
call-to-action in a variety of square and rectangle
sizes.
 Since that time, display advertising has matured and developed
specialized types, including these:

• Traditional Display Ads:

These are the ads that are most associated
with display advertising, consisting of
landscape, square and skyscraper image sizes.
These ads are primarily image based with
some text and are primarily placed on
websites.
 Responsive Display Ads:
• These are a type of display ad that is based on
multiple text headlines, descriptions and
images that the ad-platform algorithm uses to
place, size, and orient an ad in various
combinations. The platform determines the
best-performing format for the specified
audience.
 Retargeting Display Ads:
• Retargeting (or remarketing) is when a display
ad is shown to people who have visited your
web property – usually a specific page or set
of pages – in a specified time frame but not
yet completed the desired action. Retargeting
display ads are a great vehicle for personalized
content.
 Native Ads:
• Native display ads are designed and placed in
the same style as the content of the website,
email, etc. You see native ads as promoted or
recommended content on various sites, but
they usually don’t look like ads at all.
 Social Ads:
• These are ads you see on social networks such
as Facebook and LinkedIn. Like responsive
display ads, they are a combination of text and
images with a CTA.
 Discovery Ads:
• Discovery ads are a form of native ads that use
machine learning to showcase image assets in
the most appropriate format for the user.
Discovery ads appear on YouTube search
results, Watch Next, Gmail social and
promotion tabs, and the Google Discover
results.
 What Do SEO Plugins Do?
• SEO encompasses a broad field of study. It can cover
keyword research, content optimization, adding links,
and much more. Generally speaking, any plugin that
helps you optimize your pages so they can rank higher
on search engines falls under this umbrella.
• Some SEO plugins, such as Yoast SEO (which we use at
Kinsta), go above and beyond when it comes to
helping you improve your content for search engines.
For instance, they help you avoid overusing the exact
keywords and tips for improving your content’s
readability.
 Contd…

• It’s important to understand that SEO WordPress

plugins don’t necessarily mean your content will
rank higher on search engines. However, if you’re
unsure how to optimize content for search engines,
these tools provide a great starting point.
• Using WordPress SEO plugins can help you gain a
deeper insight into your audience and traffic
sources. You can then use this valuable information
to improve your content strategy and boost
engagement.
• If you're feeling stuck when it comes to improving y
our content strategy and boosting your engagemen
 The Best SEO Plugins for WordPress (2022)
To start the list, we’ll talk about SEO plugins for
WordPress. These are often easier to understand
and install, and you can choose from a wide range
of plugins with different features.

The best plugins show you SEO projections and

recommendations on your page and post editors,
while others are limited in their feature sets.
Still, they have unique assets like checking broken links or minimizing the file sizes of images.

a. Yoast SEO
b. The SEO Framework
c. SEOPress
d. Rank Math
e. SEO Squirrly
f. Broken Link Checker
g. Rel NoFollow Checkbox
h. All in One Schema Rich Snippets
i. WordLift
j. Redirection
k. Slim SEO
l. Internal Link Juicer
m. XML Sitemaps
n. Schema & Structured Data for WP & AMP
 Email Marketing
• The use of email within your marketing efforts to
promote a business’s products and services, as well
as incentivize customer loyalty.
• Email marketing is a form of marketing that can
make the customers on your email list aware of new
products, discounts, and other services.
• It can also be a softer sell to educate your audience
on the value of your brand or keep them engaged
between purchases. It can also be anything in
between..
 Mailchimp
• Mailchimp can help you design, build, and
optimize your email marketing to get the best
ROI in your marketing program.

• When you want to grow your brand or sell

your stuff, email marketing is one of the most
popular—and effective—tools around for
marketing campaigns.
 What is email marketing?
• Email marketing is a powerful marketing
channel, a form of direct marketing as well as
digital marketing, that uses email to promote
your business’s products or services. It can help
make your customers aware of your latest items
or offers by integrating it into your marketing
automation efforts. It can also play a pivotal role
in your marketing strategy with lead generation,
brand awareness, building relationships or
keeping customers engaged between purchases
through different types of marketing emails.
 A brief history of email

• The very first email was sent in 1971 by a

computer engineer named Ray Tomlinson. The
message he sent was just a string of numbers
and letters, but it was the beginning of a new
era of communication. Tomlinson was also the
person who introduced the usage of the “@”
symbol in email addresses.
• In 1978, a marketing manager at Digital Equipment Corp named
Gary Thuerk used this new method of direct communication to
send out the first commercial email to let people know about a
new product.

• By the ‘90s, the internet had become commercially available to

the masses. The way people communicated with one another
began to change dramatically, and marketers discovered that email
could be an effective way to advertise. The emergence of
marketing emails also ushered in the need for regulatory updates;
the U.K.'s Data Protection Act, for example, was adjusted to
require an "opt out" option for all marketing emails.
 Advantages
• Email has become such a popular marketing tool for businesses
partly because it forces the user to take some kind of action; an
email will sit in the inbox until it’s read, deleted, or archived.

• Email marketing can help you build a relationship with your

audience while also driving traffic to your blog, social media, or
anywhere else you’d like folks to visit. You can even segment
your emails and target users by demographic so you’re only
sending people the messages they want to see most.

• Email marketing also allows you to run A/B tests of a subject

line or call to action to identify the best performing message by
using email marketing software that can also be configured to
easily send out emails.
 Disadvantages

• While email marketing seems like the perfect

way to reach out to customers, create new
prospects, and grow important business
relationships, there are some drawbacks.
• Spam
• It seems like our inboxes are filled with worthless
information. "Lose 25 pounds in two weeks," "Click here for
a big discount." We all get them and nearly instantly hit
delete. In addition, we never even see many of these emails
because they end up in our junk or spam folders. Unless you
are actively avoiding spam filters, these are messages are
often just a waste of time for the company that sent them.
• Size
• If your email is too large, it might take a long time to load—
or even not load at all. In that time it takes to download, a
potential customer has just lost interest, costing you
business.
• Competition
• Disadvantages aside, email marketing is a popular
form of marketing, which means that your email isn’t
going to be the only one flooding users' inboxes. This
means that to stand out from competitors, you might
need to invest in strong copywriters or offer
additional promotions to capture your audience’s
attention.
• Engagement
• Frequently, a customer sees an ad and signs up for emails
based on that 1 instance or offer. They may or may not use
it. In any case, they are now in the clients' database, but
that doesn’t mean they will keep opening up your emails
and clicking through to your site. You have to continuously
find ways to engage your audience, or you might find
yourself with high unopened rates or a lot of people
unsubscribing.
• Design
• Today, you can access an email across a range of devices,
such as phones, tablets, and computers. This means that
unless you’re designing an email for each platform, your
customers might see a less than ideal version of your email
• Cost
• While many email services purport to be free,
many still charge fees for additional actions
such as adding images or exceeding a word
count. Make sure that you know exactly what
the guidelines are for free emails or
understand what additional charges you may
incur. When you have someone design an
email template, help build a database of
relevant contacts, and the dissemination of
the email may start stressing the budget.
 Email marketing types and examples

• Welcome emails
• This type of email welcomes customers and encourages
them to learn more about your product or service. They
often offer a trial or other bonus. It is used to introduce
a potential new customer to the business.
• Newsletter emails
• Newsletter emails are very popular, and they often
highlight new products and services. They may also
include articles, blogs, and customer reviews. Usually,
there will be a call to action to move the reader to do
something, whether that is reading a new blog post or
checking out a new product.
• Invite emails
• These types of emails often announce upcoming events, new
product launches, and seminars. Most companies use these types
of emails when there is something special going on to gain
attention and increase awareness about special events.
• Promotional emails
• These types of marketing emails are very common and tend to be
generic and go out to a large audience. They are usually used to
maintain awareness and may tease new products and services.
• Survey email
• Feedback from customers is one of the best tools for a business.
Sending out these emails communicates to your customers that
you value their opinion and want to create an experience,
product, or whatever you’re offering that they’ll enjoy. Businesses
can also take the feedback from these surveys and apply them to
their offerings, creating what is hopefully a better product.
• Lead nurturing emails
• This type of email targets a specific audience through a series of emails
in the hope of eventually converting them. Typically, lead
nurturing emails focus on a group that is interested in a specific product
or service and then build their interest through more emails that offer
additional information or relevant promotions. The goal is to push users
from the consideration stage to the purchasing stage.
• Confirmation emails
• Those that have recently signed up for emails or newsletters, or have
purchased an item online for the first time may get a confirmation email.
This ensures the prospect that the information has been received and
they are on the list to receive additional information. These are also a
way to let users know that their purchase has been received or that their
sign-up was successful and can include more actions for them to take.
• Dedicated emails
• If you want to reach out to only a portion of your email list, this is called
a dedicated email. Its list may be based on recent purchases, inactive
clients, new members, and other specific types of criteria.
 EMAIL MARKETING
CAMPAIGN
1. Choose the right email marketing software
• The first step is finding an ESP to send
and manage your email campaigns and
email subscribers.
• Popular email tools include Sendinblue,
Mailchimp, Constant Contact, Convertkit,
Mailjet, Mailerlite, and HubSpot — to
name a few.
 Continued…
3. Set up a welcome email for new subscribers
• When someone signs up to your email list,
you’ve got their attention. Now’s the time to
engage them even further with a welcome
email.
• A welcome email is an automated message
sent to new customers and subscribers. The
idea is to introduce your brand and any content
that’ll establish your relationship with the
subscriber — a welcome discount, link to
 Continued…
• 4. Define the goal of your email marketing campaign
• Now that you’ve started building your email list, it’s time to
think about what you want to achieve from this first campaign.
• Every email marketing campaign needs to have a clear goal.
• Examples of common goals include:
• Promoting a new product
• Sharing a discount with loyal customers
• Getting more downloads for your latest ebook
• Updating subscribers on some important piece company news
 Continued…
5. Build a responsive-design email

• To make things easy, most email marketing

services have some form of Drag & Drop
email editor. These are great for
producing clean, simple, hassle-free designs.
 Continued…
6. Craft your email copy
• You know your goal, you know your target
audience, now let’s fill that template with
words.
• Your email copy needs to offer value and
speak to topics that interest your audience. You
also need to nail down the tone of voice.
Mailchimp

Type Private
Industry Email marketing
Founded 2001; 20 years ago
Founders Ben Chestnut
Mark Armstrong
Dan Kurzius
Headquarters Ponce City Market,
Atlanta, Georgia, U.S.[1]
Key people Ben Chestnut (CEO)
Products Email marketing
Revenue •$700 million (2019)[2][3]
Number of employees 800+[4]
Parent The Rocket Science Group LLC.[5]
Divisions TinyLetter
Website mailchimp.com
• Mailchimp is a newsletter service that
allows you to send out email campaigns
to a list of email subscribers. It is free for
lists up to 2000 subscribers, which is
why it is the newsletter-service of choice
for thousands of businesses.
 ADVANTAGES
• As mentioned, MailChimp is free for up to
2000 subscribers on your email list and 12,000
monthly emails
• The service is trusted by more than seven
million users
• It integrates extremely well with WordPress.
• MailChimp is very easy to use and lets you
create HTML email templates without any
coding
• It provides a superior user experience
 KEY FEATURES

• User-friendly interface to use it without any

difficulties.
• Translation ready plugin which can be
presented in any language.
• Availability to modify the plugin with code
snippets.
• Multiple extensions to increase the
functionality.
• Awesome support and well documented.
• From either main dashboard or from the Campaigns menu, click
on Create Campaign to get started. This will lead you to a
submenu where you can choose the type of your email campaign.
• Regular Campaign: Send out a normal HTML email with
attached plain-text version (for anti-spam reasons) to your
subscribers.
• Plain-Text Campaign: Simple text-only email without images or
styling.
• A/B Split Campaign: Test different subject lines, sender names,
timings, and even content with several versions of your campaign.
• RSS-Driven Campaign: Send content from your own or any other
RSS feed to a list of subscribers.
• Campaign Name: This is what your campaign
will be saved under. Don’t confuse it with the
subject line. It also won’t be visible to your
subscribers so choose something that makes
sense to you.
• Email Subject: Here, you should enter the
email title that your subscribers will see in
their inbox. Try to make it non-spammy and
relevant. MailChimp actually has a nice
resource on how to write effective subject
• “From” Name and Email Address: We have already configured this
earlier. However, you can modify both of them here, which would make
sense if you were running an A/B split campaign.
• Personalize the “To:” Field: If you are collecting first and last names in
your sign-up forms, you can use merge tags to address emails to your
recipients personally instead of their email addresses.
• Tracking: This lets you set different tracking options for your campaign.
Besides tracking opens and clicks, you can also connect the campaign to
third-party analytics such as Google or eCommerce360. This is very
useful to check how your different email campaigns perform.
• Social Media: Optionally, you can ask MailChimp to automatically post
your campaign to Twitter and/or Facebook after sending. I have never
used this.
• Email is an important marketing tool for
anyone doing business online and MailChimp
is an extremely attractive option for those
getting started with email marketing.
• Besides being quite affordable, the email
monkey also makes it very easy to start
building an email list and running marketing
campaigns without prior knowledge. The
entire user interface is very intuitive and well
documented.