Tuesday, February 5, 2019
EMAIL MARKETING CAMPAIGN
With the inheritance of 10,000 subscribers has made this time for my company to first perform a data cleanup before we conduct our email marketing campaign. The steps used to clean up our database beginning with data collection in forms of opt-in subscribers. Next, through segmentation of your accumulated data, you will be able to optimize the use of which data is essential for your business to keep. You will divide subscribers list into segments and then defining those segments in accordance with your subscribers' attributes, likes, dislikes, and requirements. Think of it as a Venn diagram. A Venn diagram, like segmentation, allows you to create distinct sets, or segments, of data based on both different and shared characteristics. Simply put, segmentation allows you to personalize your email communications based on these specific characteristics of your target audience. It's important to remember that when you are segmenting your target audience you should create clearly identifiable segments or groups of subscribers with similar defining feature These features could include:
Demographics. Demographics refers to the gender, education, culture, or age of your subscribers; in other words, the email content you target a teenage audience with might not be applicable to older recipients.
Geography. Equally important is the location of your subscribers. If you are the owner of a brick-and-mortar store in Vancouver and your email marketing campaign is centered on an in-store promotion, you won't want to target users on your email list who are based in England.
History. Don't forget to harness the history you have built up among those subscribers who an also customers. You are already familiar with their buying habits you know when they buy, how they buy, and why they buy particular products. This kind of insight is invaluable because you can use it to anticipate what they might want to buy next! So if, for example, a customer bought paper from your office supplies store, you could anticipate future purchases such as ink, toner, and pens and use that knowledge to inform your next marketing email to them.
Relationship. Your relationship with your subscriber's matters. It is something incredibly valuable. Something profound. If nurtured and cared for properly, it can result in those three little words that make a marketer's insides flutter: return on investment. Let's put it into context. Would it make more sense to send an email announcing price increases to someone who has purchased consistently from you for the past five years, or to have that be the first communication you send to a brand new acquisition? Navigate your relationship with consideration and tact, and you will be able to use it to your email marketing advantage.
Customer lifecycle. You will have a subscriber list of individuals who are all at very different stages in the customer lifecycle. Whether they have yet to make a purchase or are dormant customers who haven't purchased in years, this information can provide you with an understanding of how you should be communicating with them. In the case of the dormant customer segment, for example, you could use a targeted campaign filled with special offers and incentives to re-engage that segment.
Dynamic segmentation. Closely related to the idea of tailoring marketing emails based on buying history and customer lifecycle is the concept of dynamic segmentation. This type of segmentation is based on information gathered throughout the customer lifecycle(Ellinger, D., 2018).
Creating an email campaign using Dodson’s four-stage email marketing process will include; Data collection, segmentation, and management. Step two, design, email clients interaction process, sender, subject, copy, images, and risks. Step three, delivery, ESP’s, scheduling. Step four, discovery, interaction scale, campaign report, subscriber report, and split test(The Art of Digital Marketing, 2018).
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