Email Marketing Campaign [MBA case study]

Email marketing involves sending a commercial message to a group of people on a list (that a company builds by capturing email-ids). Email marketing is still widely used and its a great tool for building customer relationships to help you generate leads and sales.

Capturing emails of the visitors who come to a company’s website can be a good marketing tactic as it allows the company to promote its products even days or weeks after the visitor had visited the website. When done properly, email marketing can help sell more products, and you can even direct them back to the website.

Here are the things to keep in mind before executing a email marketing campaign:

• What you want to achieve (goals)?
  Typical goals would be boosting engagement with existing subscribers, segmenting your subscribers so you can send more targeted email marketing campaigns, promote products/services
• Understand Email Types
  • Promotional emails: talks about offers and sales.
  • Relational emails: deliver what you’ve promised, like a weekly newsletter, a free gift, relevant information, and so on.
  • Transactional emails: Subscriber signup confirmations, Welcome messages, Order or purchase confirmations, Acknowledgements of changes to subscriber information
• Know Your Audience
• Plan Emails and Followups

Email Marketing Campaign: Example

The focus of e-mail marketing is to capture leads.

Create a landing page that will capture email-id. Those who come after clicking the paid ad (to get the discount coupon) will directly come on this landing page.

Once the person subscribes, they will be sent an email with the discount code for their purchase.

In general, it is a good idea to capture emails of visitors on the website.Have a link to the Landing page (the landing page will reside on your website) on the side-bar on the page where people can clearly see it, to build your list.

So, a company like Kathmandu Holdings could entice visitors on the website to signup by offering a 5-part newsletter that will teach ‘how to survive skills when outdoors/in the wild”.

A link to the landing page could be placed somewhere at the top of the Home Page saying ‘subscribe’ to our newsletter and learn “life-saving survival skills”.

Capture the email ids and send them the information in 5-parts over different days.

Through those emails, Kathmandu can also educate the subscribers about the company and its products.

Academic Questions

MBA assignment questions and case studies on Email Marketing Campaign:

Q. You have to execute an email campaign for a MakeMyTrip promoting their 9 day summer package to Manali. This has to go to their existing database with the intention to generate leads to promote their Manali Trip. Mention the main aspects that the brand should keep in mind while designing the email communication. Create a mock emailer to promote the package and mention 3 important metrics that should be measured to calculate the effectiveness of the campaign

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