E-MAIL CAMPAIGN PLANNING
. How do we measure the success of the campaign and how can the metrics collected be used to
improve future campaigns?
YouTube Video Link for Email Marketing:
http://www.youtube.com/watch?v=t0fSijICdBc
http://www.youtube.com/watch?v=5-2PhtH2-cY
OBJECTIVE SETTING
To develop objectives for an e-mail campaign, a good starting point is to look at how the campaign
fits into your overall e-marketing plans across the next year. A key question when setting e-marketing
objectives is the balance between e-marketing activities for customer acquisition, retention and
brand building. Figure 3.1 shows how an acquisition-focused strategy will be aimed at increasing
turnover through adding new customers. However, since the cost of acquisition is higher for new
customers, this will result in a relatively low profitability in comparison with a retention strategy. A
retention-focused strategy, achieving incremental sales, will have a lower cost of acquisition, so will
be more profitable. These two strategies will usually be conducted simultaneously, but the balance
of resources into each will need to be set by setting objectives for each. Examples of typical overall
e-marketing objectives are:
. customer acquisition:
– for an e-tailer: gain 10 000 new customers with an average spend of £80/year
– for a business-to-business (B2B) service: gain 1000 new leads via the web site and convert to
at least 50 new customers
– for a business-to-consumer (B2C) financial service: migrate 5% of offline customers to
online customers
. customer retention:
– for an e-tailer: gain an average repeat purchases spend of £100 per year within the customer
base
– for a B2B service: reduce customer churn to less than 15%
– for a B2C financial service: achieve purchase of additional products in 10% of the customer
base
. brand building: achieve brand interactions with 500 000 consumers through the web site and email.
There may also be other aims that are not directly related to sales, such as gaining more insight into
online customer behaviour, which is a research objective. Complete the Campaign checklist, Range
of e-mail marketing applications, to think about your typical aims.
. How do we measure the success of the campaign and how can the metrics collected be used to
improve future campaigns?
YouTube Video Link for Email Marketing:
http://www.youtube.com/watch?v=t0fSijICdBc
http://www.youtube.com/watch?v=5-2PhtH2-cY
OBJECTIVE SETTING
To develop objectives for an e-mail campaign, a good starting point is to look at how the campaign
fits into your overall e-marketing plans across the next year. A key question when setting e-marketing
objectives is the balance between e-marketing activities for customer acquisition, retention and
brand building. Figure 3.1 shows how an acquisition-focused strategy will be aimed at increasing
turnover through adding new customers. However, since the cost of acquisition is higher for new
customers, this will result in a relatively low profitability in comparison with a retention strategy. A
retention-focused strategy, achieving incremental sales, will have a lower cost of acquisition, so will
be more profitable. These two strategies will usually be conducted simultaneously, but the balance
of resources into each will need to be set by setting objectives for each. Examples of typical overall
e-marketing objectives are:
. customer acquisition:
– for an e-tailer: gain 10 000 new customers with an average spend of £80/year
– for a business-to-business (B2B) service: gain 1000 new leads via the web site and convert to
at least 50 new customers
– for a business-to-consumer (B2C) financial service: migrate 5% of offline customers to
online customers
. customer retention:
– for an e-tailer: gain an average repeat purchases spend of £100 per year within the customer
base
– for a B2B service: reduce customer churn to less than 15%
– for a B2C financial service: achieve purchase of additional products in 10% of the customer
base
. brand building: achieve brand interactions with 500 000 consumers through the web site and email.
There may also be other aims that are not directly related to sales, such as gaining more insight into
online customer behaviour, which is a research objective. Complete the Campaign checklist, Range
of e-mail marketing applications, to think about your typical aims.
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