EMAIL MARKETING CAMPAIGN

Cleaning Database

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). 

EMAIL CAMPAIGN

 

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).  

References

Ellinger, D. (2018). How to Manage Your Candidate Database | Bullhorn. Bullhorn. Retrieved 20

November 2018, from https://www.bullhorn.com/blog/2018/02/six-tips-to-better-manage-your-candidate-database/

The Art of Digital Marketing. (2018). Google Books. Retrieved 20 November 2018, from

https://books.google.com/books?id=Pv7iCwAAQBAJ&pg=PA144&lpg=PA144&dq=Dodson%E2%80%99s+four-stage+email+marketing+process&source=bl&ots=pbPa3fcDPO&sig=3jafOgBP5GiR4FPn5OSxArumkeU&hl=en&sa=X&ved=2ahUKEwiIwPb2zeLeAhVKm-AKHQG3BMoQ6AEwDnoECA8QAQ#v=onepage&q=Dodson%E2%80%99s%20four-stage%20email%20marketing%20process&f=false

Customer.io. (2018). Fly.customer.io. Retrieved 20 November 2018, from

https://fly.customer.io/env/78414/segments/8

 

Lee’s Florist

The obvious goal Mr. Lee would like to accomplish is increasing his revenue using the

pay-per-click method. In what ways can we help Mr. Lee accomplish his goal, and what are some other goals we can help Mr. Lee define for his business.

            To help Mr. Lee I made a list of goals for him that are specific, measurable, attainable, relevant and timely. Increasing revenue, means we will have to increase the traffic to his website, which means we will have to increase his brand awareness, while maintaining relationships with his current and loyal customers. To get his business to stand out from the competition I suggested that he offer professional photos of the flowers, and bouquets that his business sells for people to buy in addition to the flowers themselves.

            Mr. Lee could offer a beautiful print in any size, or a canvas print of the flower(s)  to begin with, then slowly expand by printing the photos onto mugs, keychains and other items, if it deems to be a popular concept. This way people can enjoy their flowers forever and not just for a week or two.

            To increase traffic to his site we’ll put ads on social media, google search, his website, and also utilize traditional marketing such as a brief flyer with a discount code on it, for people to use online or to bring into the store with them. These methods can be tracked using click through rates. The order in which we’ll focus on is current/loyal customers first, then increasing brand awareness that will target new customers. Numbers and timeline for this project will be to get 100,000 new customers by the second quarter.

            Before implementing this strategy, we must set things up to help achieve these goals. Setup includes creating a Google Ads account, a general keyword search, a specific keyword search and researching what keywords the competitors are using. Setup also includes creating campaigns, targeting our chosen audience, deciding on locations, bidding, delivery methods, scheduling and rotating ads, creating ad compositions and extensions, creating landing pages that not only catch the audience’s eye but entices them to click on Mr. Lee’s website link, setting up Google Display Network and developing ways to remarket the original content. Once all of these things are planned in detail then we can move onto to the manage stage of the pay-per-click method (Dodson, 2016).

            Now that Mr. Lee and I have defined his goals and setup ways to achieve these goals, we need to track everything to make sure he’s meeting his goals. The way we chose to do this is through Google Ads. The campaigns tab in Google Ads tells gives us a variety of detailed information that will help us optimize Mr. Lee’s methods to improve his business. Some of the things this tab and it’s sub tabs are responsible for are: letting us know which keywords are getting the most traffic, which days of the week and which ads are the most popular, it will even let us know which times of the day are most popular (Dodson, 2016). All of these things are needed for optimizing Mr. Lee’s ads, keywords etc.

            The opportunities tab helps us get the most out of our spending by providing advice and suggestions, on what we can do better and what we need to cut out. This tab cannot work without the tools tab which holds planners and trackers. It allows us to see when a customer transitions from a lead to a prospect to a conversion (Dodson, 2016). This information is most useful for determining what works and what doesn’t in terms of ads etc.

            What do we do once we have all this information from the campaigns and opportunities tabs. We move onto to analyzing it, through specific performance reports. Keywords, Ads, Campaigns and Dimensions all have individual reports that should be reviewed often (Dodson,2016). These reports along with everything else we have created will give us an in-depth visual of the company’s progress. They will help identify strengths and weaknesses giving us the ability to improve our strategies.

            Defining goals, implementing setup, managing the data and analyzing are all things Mr. Lee will have to do continuously, to ensure the longevity of his business. Doing so will provide him with the knowledge and motivation of keeping his business in tune to the ever changing landscape of technology.

References

Dodson, I. (2016). The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns, 1st Edition.