Unit 4: Advanced analytics and applications
Email and Mobile Marketing notes · PTU syllabus (MBA 976-26)
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Unit summary
Advanced email and mobile marketing integrates channels, uses location and measures everything within the law. This unit covers integration with social media, mobile content marketing, location-based marketing, beacon technology, responsive web design, conversion optimisation, email and mobile analytics, marketing automation, and regulatory compliance frameworks.
After this unit you can
- Integrate email and mobile with social media and content
- Apply location-based marketing and beacons
- Use responsive design and conversion optimisation
- Measure email and mobile marketing and comply with regulations
PTU syllabus topics
- Integration with social media
- mobile content marketing
- location-based marketing
- beacon technology
- responsive web design
- conversion optimization
- email/mobile marketing analytics
- marketing automation
- regulatory compliance frameworks
Open rate
Opens / delivered × 100
Click-through rate
Clicks / delivered × 100
Click-to-open rate
Clicks / opens × 100
Unsubscribe rate
Unsubscribes / delivered × 100
List growth rate
(New − lost subscribers) / list size × 100
Topic 1
Integration with social media
- Social sharing buttons in emails, social sign-up forms, retargeting email lists as custom audiences, promoting newsletters on social, WhatsApp and Instagram DMs as follow-up channels, consistent messaging across channels.
Topic 2
Mobile content marketing
- Short, vertical, visual content; snackable formats (Stories, Reels, Shorts); in-app content and notifications; vernacular content; podcasts and audio for commuters.
Topic 3
Location-based marketing and beacon technology
- Location-based marketing: using a device's location to send relevant messages — geofencing (virtual boundary triggers), geotargeting (ads by area), geo-conquesting (near competitors' stores).
- Beacons: small Bluetooth Low Energy devices in stores sending signals to nearby phones with the brand's app — in-store offers, navigation, analytics of footfall.
- Requirements: user permission for location and Bluetooth, value to the user, frequency limits, privacy.
Example
A mall app sends a food-court discount when a shopper with location permission enters the mall during lunch hours.
Topic 4
Responsive web design
- Responsive design: layouts that adapt to screen size using fluid grids, flexible images and CSS media queries.
- Mobile-first: design for small screens first; fast loading (Core Web Vitals), large tap targets, simple forms, accelerated checkout (UPI, wallets).
Topic 5
Conversion optimisation
- Email: clear CTA, relevance, landing page continuity, testing.
- Mobile: simplified checkout, autofill, guest checkout, saved payment methods, app deep links, performance optimisation.
- Process: analyse funnels, form hypotheses, A/B test, implement winners.
Topic 6
Email and mobile marketing analytics
Open rate
Unique opens ÷ delivered × 100
Click-through rate
Unique clicks ÷ delivered × 100
Click-to-open rate
Unique clicks ÷ unique opens × 100
Bounce rate
Bounced ÷ sent × 100
Unsubscribe rate
Unsubscribes ÷ delivered × 100
App retention (day 30)
Users active on day 30 ÷ installs × 100
Example
20,000 emails delivered, 5,000 unique opens, 800 unique clicks, 120 orders: open rate 25%, CTR 4%, click-to-open 16%, conversion 15% of clickers.
Topic 7
Marketing automation
Marketing automation uses software to automate repetitive marketing tasks and personalised customer journeys.
- 1
Trigger
Sign-up, download, cart abandonment
- 2
Segment
Based on profile and behaviour
- 3
Send personalised content
Email, SMS, WhatsApp, push
- 4
Score leads
Engagement-based points
- 5
Hand over to sales or offer
When score crosses a threshold
- 6
Measure and optimise
- Features: workflows, lead scoring, dynamic content, A/B testing, multichannel campaigns, CRM integration, reporting.
- Tools: HubSpot, Marketo, Salesforce Marketing Cloud, Zoho, MoEngage, WebEngage, CleverTap (Indian martech firms).
Topic 8
Regulatory compliance frameworks
India
TRAI Telecom Commercial Communications Customer Preference Regulations 2018 (DLT registration, DND, consent templates)
India — data
DPDP Act 2023 — consent, purpose limitation, withdrawal of consent
India — consumer
Consumer Protection Act 2019, E-Commerce Rules 2020, dark pattern guidelines
Global
CAN-SPAM Act (US), GDPR and ePrivacy Directive (EU), CASL (Canada)
- Good practice: clear consent records, easy unsubscribe, sender identification, honest subject lines, data security, respecting quiet hours.
Key terms
- Geofencing
- Triggering messages when a device enters an area
- Beacon
- Bluetooth device sending signals to nearby phones
- Responsive design
- Layout adapting to screen size
- Click-to-open rate
- Clicks as a share of opens
- DND
- Do Not Disturb registry for unwanted commercial communication
Quick revision
- Email–social integration; mobile content formats.
- Geofencing, geotargeting, geo-conquesting; beacons.
- Responsive and mobile-first design; conversion optimisation.
- Open rate, CTR, CTOR, bounce, unsubscribe, app retention.
- Automation; TRAI DLT and DND, DPDP Act, CAN-SPAM, GDPR.
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.What is geofencing?
- Q2.What is a beacon?
- Q3.Define responsive web design.
- Q4.Distinguish CTR and click-to-open rate.
- Q5.State two TRAI rules for commercial SMS.
- Q6.Name two global email marketing laws.
Long-answer questions
- Q1.Explain the integration of email and mobile marketing with social media and content.
- Q2.Discuss location-based marketing and beacon technology.
- Q3.Explain responsive web design and conversion optimisation for email and mobile.
- Q4.Discuss email and mobile analytics, automation and regulatory compliance.
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