Unit 2: Campaign tools and strategy
Email and Mobile Marketing notes · PTU syllabus (MBA 976-26)
On this page
Unit summary
Effective campaigns use the right mobile channel and a well-planned email strategy. This unit covers mobile marketing channels — SMS, MMS, apps, QR codes, AR and IVR — email marketing strategy formulation, subject line optimisation, email automation systems, and campaign design principles and best practices.
After this unit you can
- Choose mobile marketing channels
- Formulate an email marketing strategy
- Optimise subject lines and automate emails
- Design campaigns using best practices
PTU syllabus topics
- Mobile marketing channels (SMS, MMS, apps, QR codes, AR, IVR)
- email marketing strategy formulation
- subject line optimization
- email automation systems
- campaign design principles and best practices
- 1
Segment the list
- 2
Write a strong subject line
- 3
Design a mobile-friendly email
- 4
Set up automation
Welcome, cart abandonment
- 5
A/B test
- 6
Send and analyse
Topic 1
Mobile marketing channels
SMS
Short text messages — alerts, OTPs, offers; DLT registration and DND rules under TRAI
MMS and RCS
Rich media and interactive messages
Mobile apps
Push notifications, in-app messages, loyalty
QR codes
Link offline to online — payments, menus, packaging
AR
Try-on and product visualisation via phone camera
IVR and missed-call marketing
Voice menus; missed-call campaigns popular in India
WhatsApp Business
Conversational messaging, catalogues, payments
Topic 2
Email marketing strategy formulation
- 1
Set objectives and KPIs
- 2
Build a permission-based list
Sign-up forms, lead magnets, double opt-in
- 3
Segment the audience
- 4
Plan content and calendar
Newsletters, promotions, lifecycle emails
- 5
Design and personalise
- 6
Test and send
- 7
Measure and optimise
Topic 3
Subject line optimisation
- Principles: clear benefit, short (about 30–50 characters for mobile), personalisation, urgency without spammy words, curiosity, matching the email content, preview text that complements the subject.
- A/B testing: test two subject lines on samples, send the winner to the rest.
Example
"Rahul, your ₹500 reward expires Sunday" usually outperforms "Monthly newsletter — October edition".
Topic 4
Email automation systems
- Triggered emails: welcome series, abandoned cart, browse abandonment, post-purchase follow-up, review requests, birthday offers, re-engagement and win-back.
- Workflow logic: trigger → wait → condition (opened or clicked?) → branch → next message.
- Tools: Mailchimp Customer Journeys, HubSpot workflows, Klaviyo flows, Netcore and MoEngage.
Topic 5
Campaign design principles and best practices
- Design: mobile-responsive single-column layout, clear hierarchy, one primary call to action, brand consistency, alt text for images, readable fonts, accessible colours.
- Content: relevant and valuable, scannable, personalised, consistent frequency.
- Deliverability: authenticate domains (SPF, DKIM, DMARC), clean lists, avoid spam triggers, honour unsubscribes, warm up new domains.
Key terms
- DLT
- Distributed ledger technology registration for commercial SMS in India
- Double opt-in
- Confirming a subscription by a second step
- Preview text
- Snippet shown after the subject line
- Triggered email
- Email sent automatically after a user action
- DMARC
- Email authentication policy protecting against spoofing
Quick revision
- SMS, MMS/RCS, apps, QR, AR, IVR, missed call, WhatsApp; TRAI DLT and DND.
- Strategy steps; list building.
- Subject line principles; A/B tests.
- Automation flows and logic.
- Design, content, deliverability best practices.
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
- Q1.Name four mobile marketing channels.
- Q2.What is missed-call marketing?
- Q3.State the steps of email strategy formulation.
- Q4.State three principles of good subject lines.
- Q5.Give three examples of triggered emails.
- Q6.What are SPF, DKIM and DMARC used for?
Long-answer questions
- Q1.Explain mobile marketing channels with examples.
- Q2.Discuss the formulation of an email marketing strategy.
- Q3.Explain subject line optimisation and email automation systems.
- Q4.Discuss campaign design principles and best practices in email marketing.
Stuck on this unit?
Message SBS on WhatsApp for help with Email and Mobile Marketing, or to ask about studying MBA at Synetic.