E-marketing can be defined as the use of web and email to drive sales (Beal, n.d.). According to Reimers, Chao and Gorman (2016) the internet has become the fastest growing shopping channel amongst consumers, for various reasons, such as time and effort required to produce content. Modus Novels, in addition to social media wishes to incorporate email marketing into its overall marketing strategy.
According to McDonald and Wilson (2011) it is essential to plan a marketing campaign before the execution, to ensure clarity and accuracy. Following this Modus Novels created a structured plan for creating an E-marketing campaign.
1- Define the readers: The main target audience of Modus Novels are 16 – 55-year old’s with an interest in fashion and design, these customers may further be segmented to belong to a higher socio-economic group. This further segmentation is due to the association of higher income luxury consumers with exclusive brands (Tesseras, 2015).
2- Consider the appearance of the campaign: The campaign should suit the branding of the current Modus Novels website. The E-marketing campaign will therefore feature a minimal appearance with the branded colours of gold, grey and white. The campaign should feature limited text and contain content and a purpose which appeals to the target audience.
3 – Determine your purpose – The purpose of the campaign is to increase engagement with readers, this engagement is intended to encourage brand loyalty and return customers.
4- Think about what to include – The E-campaigns will feature variations in content, where customers will be informed about new products and stock updates, new website content (e.g. blog posts and YouTube videos) in addition to any general updates and announcements regarding the company.
5- Define your goals, how to achieve and measure them – By initiating the E-marketing campaign Modus Novels has considered some goals in relation to SMART objectives (specific, measurable, achievable, relevant and time based) (Franklin, 2009).
- To receive an average figure of 50% read rate from all E-Marketing campaigns sent out before January 1st 2018. This statistic can be found and collected from the MailChimp website.
- To increase repeat customers to the Modus Novels website by 10% by January 1st 2018. This statistic can be monitored and collected using Google analytics within the Modus Novels website.
6- Determine the frequency – Campaign emails will be sent out once weekly for promotions of goods and once monthly regarding new content and announcements.
To monitor progress and make accurate strategic decisions Modus Novels created a timeline of creating and sending out the E-Marketing campaigns.
Week 1: A strategy for the entirety of the E-marketing campaigns was devised, considering the appearance, purpose and frequency of the campaigns. This information is detailed above.
Week 2: Draft concepts were created and shown to the respective target audience, who then decided which look and style they preferred the most.
Week 3: First campaign was finalised and sent out; this was a promotional email of products geared towards consumers who may have been following Fashion week encouraging them to revisit the site. This campaign fits the branding guidelines set out in the strategy plan; featuring both the banner and brand colours of gold. The style is simple yet conveys the message effectively. This one campaign fits as being part of the weekly product and service reminder to subscribers.
Clearer image available at: http://eepurl.com/cCXYon
Week 4: Various announcement concepts were devised and sent to the target audience for evaluation, these people selected various elements from each campaign they preferred.
Week 5: Feedback from the evaluation was considered to create the announcement email. This email was created with the intent of marketing and promoting the websites new social media features. This campaign follows the same visual concept as the first, however is not intended to be sent out weekly as consumers may find announcement emails annoying over long periods of time, instead this campaign will fulfil the monthly announcement element of the E-Marketing strategy.
Clearer image available at: http://eepurl.com/cGLelv
Week 6: Concepts for the weekly campaign (week 2) were drawn up and evaluated by the target audience
Week 7: The campaign was created with the intent of highlighting new stock arriving to the website, with the hope that this email will encourage subscribers to visit the site and check out this product; in addition to some others. Similar, to the first concept this campaign is intended to feature in one of the weekly sections and features all relevant visuals.
Clearer image available at: http://eepurl.com/cGKMgn
This schedule is anticipated to continue for the next 12 months, where campaign ideas will be evaluated two weeks in advance and prepared one week in advance of being sent out to the mailing list(s). The schedule as determined in the frequency is set to be once weekly for promotions of goods and once monthly regarding new content and announcements. Where after one year the schedule and frequency will be evaluated to examine if any improvements can be made.
In conclusion E-Marketing is a highly valuable tool for businesses, to promote and engage with customers. While MailChimp is a useful starting platform for creating campaigns, it can present some minor issues, for instance when some campaigns were sent through email, images would fail to show despite being present in the design template. This could be due to numerous reasons including security system blocks. Furthermore, the templates and formatting of MailChimp proved to be occasionally restrictive to designers. Overall MailChimp is useful for starting businesses who are just getting used to independent online marketing, and would be less beneficial to larger corporations.
Beal, V. (n.d.). What is Internet Marketing? Webopedia Definition. [online] Webopedia.com. Available at: http://www.webopedia.com/TERM/I/internet_marketing.html [Accessed 6 Mar. 2017].
Franklin, B. (2009). Key concepts in public relations. 1st ed. Los Angeles, Calif.: SAGE, p.238.
McDonald, M. and Wilson, H. (2011). Marketing plans : how to prepare them, how to use them. 7th ed. Wiley-Blackwell, p.24.
Reimers, V., Chao, C. and Gorman, S. (2016). Permission email marketing and its influence on online shopping. Asia Pacific Journal of Marketing and Logistics, 28(2), pp.308-322.
Tesseras, L. (2015). Four trends changing the definition of luxury – Marketing Week. [online] Marketing Week. Available at: https://www.marketingweek.com/2015/09/30/four-trends-changing-the-definition-of-luxury/ [Accessed 6 Mar. 2017].