Title: Determine the role of email in marketing.
Course: Digital and Social Media Marketing (12162) > Section: Understanding Tools and Tactics for Digital and Social Media Marketing

Determination should address

- the components of email messages
- the importance of the subject line in an email
- targeted vs. non-targeted emails
- the importance of opt-in/opt-out 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
- outsourcing of email 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 email recipients, and why is feedback important?
- What is permission marketing? What is its impact on digital marketing?
- What is spam? What is its impact on digital marketing?
- How can social media and mobile technology be used in conjunction with email marketing?