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Unit 4 of 4 · MBA Sem 3

Unit 4: Email marketing and lead generation

E-Commerce and Digital Markets notes · PTU syllabus (MBA 942-18)

3 min read8 topics10 exam questions
On this page
  1. Unit summary
  2. Email marketing
  3. Lead generation
  4. Landing pages vs websites
  5. Content marketing
  6. Affiliate marketing
  7. Blogging and freelancing to make money online
  8. AdSense approval and administration
  9. E-business entrepreneurship
  10. Key terms
  11. Quick revision
  12. Important questions

Unit summary

Email, content and affiliate channels turn visitors into leads and income. This unit covers bulk email marketing — opt-in and bulk emailing — lead generation, landing pages vs websites, content marketing, affiliate marketing, blogging and freelancing to make money online, AdSense approval and administration, and e-business entrepreneurship.

After this unit you can

  • Plan opt-in email marketing and lead generation
  • Distinguish landing pages and websites
  • Explain content and affiliate marketing, blogging and freelancing
  • Explain AdSense and e-business entrepreneurship

PTU syllabus topics

  • Bulk email marketing types (opt-in and bulk emailing)
  • lead generation for business
  • landing pages vs websites
  • content marketing
  • affiliate marketing
  • blogging and freelancing to make money online
  • AdSense approval and administration
  • e-business entrepreneurship
ProcessLead generation funnel
  1. 1Attract

    Content, ads, SEO

  2. 2Capture

    Landing page and form

  3. 3Nurture

    Email sequences

  4. 4Qualify

    Score leads

  5. 5Convert

    Sales follow-up

1

Topic 1

Email marketing

ComparisonOpt-in vs bulk email
Opt-in (permission) email
Bulk (unsolicited) email

Consent

Subscriber agreed to receive mail

No prior consent

Engagement

Higher open and click rates

Low; often marked spam

Deliverability

Good sender reputation

Risk of blacklisting

Law and ethics

Meets anti-spam norms and privacy law

Breaches norms; data protection risk

  • Types of emails: newsletters, promotional offers, transactional (order confirmations), welcome and onboarding series, abandoned-cart reminders, re-engagement.
  • Best practices: double opt-in, segmentation and personalisation, clear subject lines, mobile-friendly design, one call to action, easy unsubscribe, A/B testing.
  • Metrics: open rate, click-through rate, conversion rate, bounce rate, unsubscribe rate.
  • Tools: Mailchimp, Zoho Campaigns, Sendinblue (Brevo).
2

Topic 2

Lead generation

  • Lead: a person who has shown interest in a product by sharing contact details.
ProcessLead generation funnel
  1. 1Attract

    Content, SEO, ads, social

  2. 2Capture

    Landing page form, lead magnet (e-book, webinar, free trial)

  3. 3Nurture

    Email sequences, retargeting

  4. 4Qualify

    Lead scoring — marketing-qualified, sales-qualified

  5. 5Convert

    Sales call, demo, offer

  • B2B tools: LinkedIn ads and Sales Navigator, webinars, whitepapers; B2C: contests, discounts for sign-up.
3

Topic 3

Landing pages vs websites

ComparisonLanding page vs website
Landing page
Website

Purpose

One specific conversion goal

Inform about the whole business

Navigation

Minimal or none

Full menus and many pages

Content

Focused offer, benefits, form, call to action

Products, about us, blog, contact

Traffic

From a specific campaign

From many sources

Measurement

Conversion rate

Many metrics

4

Topic 4

Content marketing

  • Content marketing: creating and distributing valuable, relevant content to attract and retain a defined audience and drive profitable action.
  • Formats: blogs, videos, infographics, podcasts, e-books, case studies, webinars, social posts.
  • Process: audience research, content strategy and calendar, creation, distribution (owned, earned, paid), measurement.

Example

A personal-finance app's blog and YouTube explainers on tax saving bring in millions of organic visitors who later download the app.

5

Topic 5

Affiliate marketing

  • Affiliate marketing: affiliates promote another firm's products and earn a commission for each sale or lead generated through their unique link.
  • Parties: merchant, affiliate (publisher, influencer), network (Amazon Associates, Cuelinks), customer.
  • Models: pay per sale, pay per lead, pay per click.
  • Issues: cookie duration, fraud, disclosure of paid relationships (ASCI guidelines for influencers).
6

Topic 6

Blogging and freelancing to make money online

  • Blogging: monetise through display ads, affiliate links, sponsored posts, digital products and courses; success requires niche focus, consistent quality content and SEO.
  • Freelancing: selling skills (writing, design, coding, digital marketing) on platforms such as Upwork, Fiverr and Freelancer; build a portfolio, ratings and repeat clients; income is taxable as business or professional income.
7

Topic 7

AdSense approval and administration

  • Google AdSense: lets website owners earn money by showing Google ads; revenue is shared per click or impression.
ProcessGetting AdSense approval
  1. 1Own a site with original, valuable content
  2. 2Add essential pages

    About, contact, privacy policy

  3. 3Ensure easy navigation and policy compliance
  4. 4Apply and add the AdSense code
  5. 5Site review and approval
  • Administration: ad placement and auto ads, performance reports (page RPM, CTR, earnings), payment threshold, policy compliance (no invalid clicks or prohibited content).
8

Topic 8

E-business entrepreneurship

  • Opportunities: D2C brands, online marketplaces sellers, SaaS products, digital services (agency, consulting), content creators, ed-tech, ONDC sellers.
ProcessLaunching an e-business
  1. 1

    Identify a niche and validate demand

  2. 2

    Choose the business and revenue model

  3. 3

    Build the website or store

  4. 4

    Set up payments, logistics and compliance (GST, DPDP)

  5. 5

    Market through SEO, social, email, ads

  6. 6

    Measure, iterate and scale

  • Support: Startup India, Digital India, MSME schemes, ONDC, incubators.

Key terms

Opt-in email
Email sent only with the recipient's permission
Lead magnet
Free offer used to capture contact details
Landing page
Single page designed for one conversion goal
Affiliate marketing
Commission-based promotion of others' products
AdSense
Google programme paying site owners for displaying ads

Quick revision

  • Email: opt-in vs bulk; types, best practices, metrics.
  • Lead generation funnel; lead scoring.
  • Landing page vs website.
  • Content and affiliate marketing; blogging and freelancing.
  • AdSense approval and administration; e-business entrepreneurship.

Important exam questions

Practice questions written to the PTU exam pattern for this unit's syllabus: short answers (Section A style) and long answers (Sections B and C style).

Short-answer questions

  1. Q1.Distinguish opt-in and bulk email marketing.
  2. Q2.What is a lead magnet?
  3. Q3.Distinguish a landing page and a website.
  4. Q4.What is affiliate marketing?
  5. Q5.State two requirements for AdSense approval.
  6. Q6.Name two government schemes supporting e-business start-ups.

Long-answer questions

  1. Q1.Explain email marketing and its best practices.
  2. Q2.Discuss lead generation and the role of landing pages.
  3. Q3.Explain content marketing, affiliate marketing and blogging as ways to earn online.
  4. Q4.Discuss opportunities and steps in e-business entrepreneurship.

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