Please enable JavaScript.
Coggle requires JavaScript to display documents.
Project 3 - Email Marketing - Coggle Diagram
Project 3 - Email Marketing
Segments
Geographic
This is to reach out to people (customers/clients) who live in a particular area/location or shop who fits your target audience range.
Demographic
This is based off age, gender, income, education, religion, nationality, occupation. This is to get an understanding of the customer and to see if they fit into your target audience.
Physcographic
Based of the customers Personalities, Lifestyles, interests, opinions, beliefs and values.
Behavioural
This is based off the purchase and usage behaviour (customers willing to put the time and effort into something that they believe in), occasion purchasing, loyalty (for us it could be multiple websites with us and just don't have the time to do their own website at the minute and would like us to do it for them). We do monitor each customers loyalty when we enter their accounts, we can see how long they have been with us for and how much they have spent with us. Customers who have spent a lot more monthly and over a longer period of time are in a higher tier. The highest tier is A.
Target audience - for customers who are enquiring about a setup package or require assistance with their website.
Those who are on a free trial.
Make a mailchimp account
Make an email campaign/ newsletter. Advertising the setup package and what the service is.
Analytics to see how well the campaign has done, how many are purchased, how many clicks there has been, how many open or close the email.
Use the analytics to self reflect on what could have been completed to a better standard, what features I have missed, or what other things should've been taken into consideration.
7 day measuring to make sure all analytics have been accurately read.
Find competitor email marketing to make sure they aren't the same and that ours are original
Shopify
Blue Park
EKM
Create a test account with Shopify/ use old email marketing and see what they are doing in theirs.
Pricing for Shopify for the packages they offer. They do not offer any setup package, take a look on bigcommerce, bluepark or EKM if they do any setup packages.
EKM -
https://www.ekm.com/design
spoke on their live chat and told me to go for the 'design lite' package for £500 + VAT. This package is similar to the setup package from ShopWired however it is so much more expensive.
Had a look on Sellr to see if they offer a setup package or something similar, currently on their site they appear to do bespoke but setup isn't a common feature.
Currently, there is no other company other than ShopWired which offer a setup package. Other companies offer bespoke designs (custom building website), but no others do an account manager to set everything up for you. The nearest one so far is EKM but this is £500 + VAT. As a marketing perspective I would not go with EKM purely because of how plain they appear to be, their customer service isn't as persuasive as it should be and their demo websites do not look the best either.
ShopWired 7.6% of customers who cancel blame it on not having enough time. Within this 7.6% 1 customer purchased a setup package.
Introduction
Introduce the email marketing project and why this is being completed. Followed by the steps I am going to take.
Include the information:
-Target audience
-Time frame
-How it is going to be analysed
-What are the aims and expectations for this
Target Audience: Our customers are either pre-existing customers who haven't had any progression with their website, customers who have physical shops but do not have any websites (Independent businesses). These customers usually appear on our Live Chat for new business. So I will be going through the live chat transcript for customers who are showing interest in the setup packages, as well as those who I think are a good target.
Time Frame: From once the email is created, sent to around 30 customers who are in the target group. I have done a lot of research which will be added in the start of the project. I am going to say a rough estimate time of 30 days.
Breakdown: 30 days.
Research 1/3 days
Email design 1 day
Send the email out half a day
Monitor the analysis and progression for remaining days
Review 1 day
How is the email going to be analysed? I am going to use Mailchimp's analysis tool as well as my own analysis, based off our previous purchase of setup packages in comparison to if any setup packages sold from the email. If non haven't sold then go into why these haven't sold.
My own aims: Is to sell a few setup packages. As it is going out to around 30 - 50 customers I would at least like to sell 10%. So between 3 and 5 packages, anything over is a bonus! We roughly send around 5-11 a month without any email marketing, as these aren't as popular.
If I do not sell any setup packages, I will go through the customers and refer back to the segments to see if these were applied correctly. I would check on the email's display to see if this would be attractive to customers to make them purchase. I will have to consider factors such as the time of year (near Christmas) and that a lot of people do not want to spend a lot of money on something that can be started in the new year. Whereas some customers may take the risk and purchase a setup package to get their site live before Christmas.
Paragraph 3
The making of the email marketing! How it is being made, what tools are being used and a plan of how we would like it to be displayed.
Then move onto reasoning as to why I chose and see from different target audiences perspectives. Add the segments to each of these to see if these have all been used as part of the research.
Paragraph 1
How the email marketing is going to come into action, who we are sending it to and what the purpose of it is. Go through the aims and objectives, what I want to achieve and the benefits of achieving these goals.
Similar to the introduction, but the introduction is going to say all of these actions but not how they are being implemented.
Paragraph 2
Finalise the market research, enable those opinions to reflect on what can be improved then improve.
Get the good to go, from Rob (manager) to send out to customers.
Add all valid screenshots of research, this is primary research from EKM, SHOPIFY, SELLR.
Paragraph 4
Analyse the activity from the email, I am looking for customers wanting to purchase the setup packages, as well as gain customers as a whole. (monthly subscription) Customers are being targeted from New Business live chat, those who show interest and those who have no knowledge at all.
See what aspects of the email drawn the customers attention and which sections didn't.
Reflection
What could I have done better? Were all the goals met and was any packages purchased?
How is it going to be measured at the end? Were the measurements accurate?
What could I do better next time? Are there any factors which could have influenced your decision making or any you wish you knew before-hand? Ask other colleagues for their opinions to see if they would purchase when reading the email.
Conclusion
The final outcome, so how well did it do, my own personal preferences to the method carried out to prepare for this.
How I think it could have gone, did it meet my expectations and the customers. Did it exceed my expectations, or did it only just reach my aim? Did it even get any sales? Would I do it again? What would I change?
Did it represent ShopWired?
Did it look like spam?
How effective has it been?
Competencies
Research
Written Communication
Technologies
Marketing Tools
Digital Analytics
Analysis
