Quick Reference Study Notes for E-Marketing (Advanced)




1) Introduction: E-Marketing (Electronic Marketing) is also known as Internet Marketing, Online Marketing, Digital Marketing, Web Marketing. E-marketing is the process of marketing a product or service using the Internet. In Emarkerting not only the marketing is done with the help of the Internet but it also includes e-mail and wireless media. It uses a range of technologies to help connect businesses to their customers.


a) Foundation of E-Marketing: E-marketing is the mix of modern communication technology and traditional principles that marketers usually apply. When we talk about modern communication technology, this is electronic media, more known as the internet (in the realm of e-marketing, the terms of online marketing and internet marketing are usually interchangeable). E-marketing focuses on marketing your company online. You may use direct or indirect marketing features on the internet to connect your company to new customers, retain present customers, and build a brand identity.


b) Types of E-Marketing: Companies use various types of E-marketing techniques to boost their sales on the Internet. These are: 



i) Article marketing: The purpose of article marketing is to attract audiences. Its main goal is to increase the number of leads and increase the sales and services offered by a site. This entire process or campaign of planning and presenting articles to an audience is known as article marketing. Another main purpose of this kind of marketing is to build backlinks. This type of marketing strategy can help marketers acquire new visitors and increase sales on their websites. Article marketing is also one of the least costly ways to market a company. Steps to do article marketing: 

  • Identify your marketing niche.

  • Choose article titles that should be short and concise.

  •  Write quality articles.

  • Share your articles on Social Media.

  • Submit articles to article directories.

  • Write guest posts for blogs.

ii) Affiliate marketing: It is the process by which an affiliate earns a commission to market another person’s company or products. The advertiser simply searches for a product they enjoy, then promotes that product, and earns a piece of the profit from each sale they make. The sales are tracked via affiliate links from one website to another. It involves three parties:

  • Seller and product creators.

  • The affiliate or advertiser.

  • The Consumer.

iii) Video marketing: Video marketing involves presenting video clips about their products and services to the consumers. Video conferencing is a very effective method because it conveys the right message to the right audiences. 

iv) Email marketing: It involves creating a database of targeted customers. Its main focus is to find the targeted audiences. Now send the emails to the customers. It is a very cheap and effective method to target audiences.

v) Blogging: Blog marketing is the process of reaching your home business' target market through the use of a blog. Initially, business owners had a blog separate from their websites, but today, you can easily integrate the two to make it easier for you to manage, as well as easier for visitors to access. Many business owners use a blogging platform, such as WordPress, for both their website and blog.

vi) Content marketing: Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience to drive profitable customer action.


c) Difference between E-Marketing and Traditional Marketing:



Traditional Marketing

Communication is bidirectional as the businesses can communicate with customers and the customers can also raise their queries to the businesses as well.

Communication is unidirectional as the company elaborates its products to the customers. 

Medium of communication is more powerful and involves social media websites, chats, apps, and Emails.

Medium of communication in traditional marketing is generally phone calls, emails, and letters.

It is the best way to target global audiences.

It is the best way to target local audiences.

The effectiveness of E-marketing can be easily measured through analytics.

It is not possible to measure the effectiveness of traditional marketing.


d) 7 C’s of E-Marketing or E-marketing Strategies: These 7 C’s are the fundamental aspects to understand the complexities in internet marketing and to transform the web presence into a successful venture. The 7 C’s are as follows:

i) Customer: The foremost focus is to find the targetted audiences and the digital platform they use for online marketing.  

ii) Content: It refers to the content that appears on the website about the product. The content should be effective enough to attract audiences. It could be anything like articles, advertisements, videos, etc.

iii) Conversation: Conversation should be accurate and timely between the marketer and consumer. Platforms, such as social media, give you direct access to target consumers. Marketers can communicate with their customers by providing them customer services.

iv) Convenience: It focuses on ease of buying, convenience in reaching the store/product, and convenience in getting product information. Answering the queries should also be convenient and timely.

v) Customization: Due to the improvement in technology a lot of sites these days have customized web experiences. With the advent of greater technologies, it has become more personalized where customers can use and navigate it quickly.

vi) Collaboration:  It is the process of coordinating your company’s interests, resources, and marketing strategies with other like-minded companies to accomplish your goals that are somehow looking difficult to achieve on their own.

vii) Convergence: Moving on internet marketing and traditional marketing will be integrated, domestic brands will become more global, and existing marketers will continue to take advantage.


e) E-Marketing Planning: Planning is deciding in advance what to do, how to do it, when to do it, and who is to do it. Planning is an approach to accomplish the objectives of the business. It bridges the gap between where we are and where we want to be. It governs the survival, growth, and prosperity of any enterprise in a competitive and ever-changing environment.


I. Steps in Marketing Planning:

i) Setting down the objectives and goals of the business.

ii) Design each function with its contributions.

iii) Describe the broad objectives and purpose of each function. Functions should be flexible, if the functions are not able to achieve the objectives, have to be modified for that functional area.

iv) Draw detailed plans for each functional area for some short specified period. 

v) Merging the marketing plans into organizational plans.


II. Marketing Planning, 4 Major Elements: 

i) Objectives or goals: Marketing objectives include sales, market share, and profits and expenses. The primary goal is to increase the profits.

ii) Programmes: A program is the second element of a marketing plan. A program is an action plan, a detailed part of the plan. It points out the responsibilities of each department involved in the marketing effort. Each program is expected to achieve the set goals within a specified period.

iii) Completion Schedule: We must have a proper schedule or timetable for starting and completing the marketing activities included in the marketing plan. A schedule is a time-bound action plan. It is time bounded and should be completed on time.

iv) Budgeting:  Budgeting involves the allocation of resources. Resources involve the cost. Proper documentation is maintained to describe the cost of the allocated resources for all marketing activities.


f) E-Marketing Softwares: Following are the 10 Best Email Marketing Softwares:

  • ActiveCampaign: Best suitable for small businesses and enterprises.

  • Benchmark: Best for agencies.

  • Sendinblue: Suitable for transactional emails.

  • Drip: Appropriate for small-medium E-Commerce businesses.

  • Omnisend:  Best suitable for medium-large E-Commerce businesses.

  • Autopilot: Best for marketing automation.

  • Hubspot: Best for B2B service companies.

  • MailerLite: Best for personal projects.

  • ConvertKit: Best for bloggers.

  • EmailOctopus: Best for developers.

2) Search Engine Optimization (SEO): It is the process of optimizing the structure, design, and content of the website so that your website is indexed into the top searches of SERPs(Search Engine Result page) of Search Engine. SEO also incorporates different promotional activities that boost the search engine ranking of your site. 


a) How does Search Engine Work?

i) Spiders & crawlers: In this process, spiders crawl over the web for searching the content. Once spiders finish the scanning process, they copy the searched content to store that in a search engine’s database. Web crawlers collect the following information from the webpage:

  • Website URL

  • Website Title

  • Meta Tag Information

  • Web Page Content

  • Link on the page and where they go


I. After crawling indexing should be done. Search engine indexes the content of different pages based on keywords to be searched. 

II. Based on the keyword-related search, the search engine provides the best suitable results to the visitors. 


b) Role of Keywords in SEO: Keywords play the most important role in SEO, as its right use is the key to successful SEO. It is what a user enters on the search bar to find specific information. Different important terms associated with Keywords are:

i) Keyword Density: More keywords can even get you penalized for “spamming “or keyword stuffing and that is why having keyword density from an SEO point of view becomes mandatory. For the best result, you need to have keyword density around 3-7% for the major and 1-2 % for minor keywords.

ii) Keywords in URL: You need to know that the first word is the best to position for a keyword in the URL.

iii) Keywords in the Title tag: Keywords should be at the beginning of title tags, 10- 60 characters, no special characters.

iv) Keywords in description meta tag: Show theme less than 200 characters.

v)  Keywords in Keyword meta-tag: Show theme less than 10 words.

vi) Keywords in Headlines: Use Hx font style tags appropriately.


c) Ways to improve the rank of your Website in SERPs:

i) Off-Page Optimization: It is a process of creating the backlinks so that the people click on that link and they can point back to your website. More effective the backlinks you create, your site will have a better chance to rank in SERPs. An effective link has the following qualities:

  • Create the backlinks on the high page rank webpage.

  • Use of different anchor text.

  • Use of Do-follow or No-follow links.

  • Having Backlink from a similar niche blog or website.

  • Avoiding black hat SEO.

  • High Trust.

  • Good Domain Authority.

  • High Relevance in the subject matter of the linking and destination domains.

  • Site Age that shows site stability.


ii) On-Page Optimization: On-page optimization is directly related to the content and structure of the website and it focuses on:

  • Unique title tags and Headlines

  • Keyword frequency in the URL, Body Text, and Headings

  • Synonyms

  • Copywriting

  • Adding description to images

  • Good Internal Navigation


iii) Social Media Marketing: Social Media Marketing uses social media channels as marketing tools for branding your product, targeting the audiences, conversions, and returns. Social Media Marketing can be done by adding social media links to the site content. Some of the key terms of Social Media Marketing are:

  • Social media marketing uses social media and social networks to market a company’s products and services.

  • It allows companies to engage with existing customers and reach new ones as they promote their culture, mission, or tone.

  • Sites like Facebook, Twitter, and Instagram are commonly used to execute social media marketing.


iv) Facebook Marketing: 

  • Facebook is the most powerful social media marketing platform that allows marketers to provide videos, photos, testimonials on their Facebook page for others to see.

  • On Facebook, marketers can create a group or join a group related to their business and have a talk with other marketers in the group to increase the market of their product.

  • There are automated scheduling tools available to automate Facebook Marketing, which makes it one of the most quantifiable SMM channels incorporated in most of the basics of digital marketing e-guides.


v) Twitter Marketing: 

  • Twitter marketing is one of the best ways to reach out to new customers without invading their privacy.

  • Twitter provides a blogging service that lets marketers send and receive messages.

  • It helps businesses contact and communicate with their customers.

  • You can also create your page on Twitter, upload your site and share information regarding your business on Twitter.


vi) LinkedIn Marketing:

  • LinkedIn is a professional platform that connects professionals from various backgrounds to share their experiences.

  • It provides professionals an opportunity to expand their businesses by connecting with other business professionals.

  • By using widgets, LinkedIn members can promote their company directly to their clients.

  • “Company Page” can also be created on LinkedIn that acts like a business resume for your client to have a quick overview of your business.


vii) Online paid Advertising: In paid advertising, you need to pay each time a user clicks on your advertisement. You need to pay according to your bid amount and one of the most popular pay-per-click programs is Google AdWords.


3) Email Marketing terms: 

a) Acceptance Rate: This is the percentage of emails you send out that are accepted by your recipients’ email servers and is sometimes referred to as the deliverability rate. It doesn’t necessarily mean that an email made it into an inbox, just that it didn’t bounce back.

b) Bounce Rate: The bounce rate refers to the percentage of emails you send out that are not accepted by your recipients’ email servers.

c) Bulk Emails: Emails sent to a large group of recipients at one time are called Bulk Emails. These emails are not personalized because they represent a certain set of targeted audiences.

d) CAN-SPAM: Controlling the Assault of Non-Solicited Pornography And Marketing (CAN-SPAM) is a law that establishes the rules for commercial email and commercial messages, gives recipients the right to have a business stop emailing them, and outlines the penalties incurred for those who violate the law.

e) CTR (Click Through Rate): This is the percentage of recipients that click on a link in your email and is calculated by dividing the number of unique clicks on a link by the number of emails that were opened. The higher your CTR, the better.

f) Conversion Rate: The number of people who follow through on your email’s call to action. This can be a click, a download, a purchase, or some other action, and is one of the top indicators of your email’s performance.

g) Double Opt-In: A double opt-in is when you require that a subscriber goes through a two-step process to subscribe to your email, usually a standard sign-up followed by a confirmation email with a link.

h) Email Campaign: An email or series of emails driven toward a unique marketing goal.

i) Hard Bounce: This is a type of bounced email where delivery fails due to a fixed reason, such as a blocked or invalid email address.

j) HTML: A type of email that allows you to customize your design and format more so than you can with a standard plain text email.

k) IP Warming: Sending emails to a recipient at a gradually increasing volume to establish the relevancy of your IP address.

l) List Segmentation: Separating your contact list into distinct groups to send more targeted and relevant content.

m) Open Rate: This is the percentage of emails you sent out that were opened by their recipients.

n) Opt-In: To subscribe to an email. Your leads opt-in since this must mean they are interested in hearing from you and thus more likely to engage.

o) Opt-Out: To unsubscribe to an email. It’s required that you provide a clear way for recipients to opt out from your emails and that you honor removal requests when they occur.

p) Personalization: Features within an email that are customized for their recipient. This can include using their name, inputting product recommendations based on their preferences, and sending unique content based on where they are in the buyer’s journey.

r) Sender Score: The reputation of your IP address scored from 0 to 100. Think of it like a credit score, where the higher your score, the more reputable your IP. 

s) Single Opt-In: A one-step opt-in process to receive your emails. Unlike double-opts, this could lead to less engaged recipients since they haven’t confirmed their interest.

t) Soft Bounce: When emails were accepted by the server but still sent back to you undelivered. This can happen for a few different reasons, including full mailboxes and emails being too large.

u) Spam: Also referred to as junk email, these are messages that are unsolicited and unwanted, and thus filtered out of the inbox. 


4) Key components to properly structure business Email messages: Following are the six key components to structure a Business email:

  • Subject Line: Subject line should be clear, concise, and meaningful. Avoid one-word description.

  • Greeting: Greeting reflects your first impression, but casual meetings do not always need formal greetings. 

  • Intro/Purpose: The introduction should be concise and to the point.

  • Detail: Provide a brief explanation of the following questions: What? When? Where? How? Why?

  • Ask/Action: State the response or action you want to receive.

  • Closing/Sign-off: Include signature lines that contain helpful contact information.


5) CRM Software for Businesses: CRM (Customer Relationship Management) is a software program that acts as a database to store the customers, leads, and contacts of an organization. It stores all the details of the communication and interactions with those customers, leads, and contacts. An organization that uses a CRM can open a customer in the system and see all of their information, such as basic information like the name and phone number of the customer, and more granular information such as the date and time of the last order the customer placed. Additionally, when viewing that customer in the CRM you can also see all of the notes, calls, and emails relating to them. Here are some of the best free CRM software:

  • Hubspot

  • Zoho

  • Salesforce

  • Bitrix24

  • EngageBay

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