Module 06 Course Project - Final Project

Student’s name:

Professor’s name:

Topic:

Institution:

Date:

Email Marketing Campaign

The name of the company is Design Center Ltd, a medium-sized company whose major specialty is offering graphic design solutions for entrepreneurs looking to create and strengthen their brand image. To expand its revenue stream, Design Center Ltd added custom made items in its product portfolio. These items included customized couples T-shirts, mugs, caps, and hoodies. For this new product portfolio being launched, Design Center identified modern couples as its niche market. This target market consists of couples aged between 18- 30 years. This age bracket is ideal, owing to their high affinity for personalized items. Additionally, couples within this age bracket have a keen eye for relationship stability. Therefore, they will be much more appealed to the customized items, which reflect this stability. It will be easier marketing these items to young couples, compared to old couples.

The products will cater to both the male and female audiences, meaning that no gender will be excluded. This way, the company will attract a wide customer base. Being neutral on gender also increases the chances of profitability. This is because the company will avoid the risk of missed opportunities, which would have been experienced if at all the products only targeted a specific gender. The company seeks to target couple belonging to the middle class and upper-class group. Individuals within these two income bracket are status seekers, hence do not mind spending on products that are not basic. These customized products are more or less luxury goods. Their price are moderate to highly priced and so couples within these two income level groups will purchase the products effortlessly. The fairly priced products will be affordable to the middle-income level couples, whereas the highly priced products will be affordable to those couples whose disposable incomes are high. As for the education level, the company is targeting couples that have attained higher education and beyond. This is because email marketing requires literacy on the recipient's end, in order to understand and respond the message being passed across through email. Couples having higher education and beyond will resonate well with the email marketing campaign, compared to couples with low educational background. The ideal verbiage campaign that would work best is the use of emotion-oriented words. When deciding whether to purchase the customized items, the company's prospective customers will rely more on their emotions. Emotional-bearing campaigns are more influential on a customer's intent to purchase. Action-oriented words will not be effective with this demographic since engaging couples requires more elements of emotions. Emails are widely used, and regularly for that matter (Bawm & Nath, 2014). Hence, using email as a marketing tool will quickly help the company build relationships with its target market.

The company will have to first and foremost, see to it that all its website visitors are converted into subscribers. This way, the company will be able to create a targeted email list, making it easier to reach its potential customers. Establishing a database containing the email addresses of the potentials customers is paramount (Hartemo,2016). With email marketing, the company will be able to deliver personalized messages about the new products in stock, and the chances of engaging with the prospective customers on a one on one level are high. It will work best if the emails’ content is more of promotional messages with images of the items attached. The images should be more than the text as it will make the campaign more appealing to the company. This form of marketing also has its downsides. Too much emailing in abid to achieve relevance might work against the company, since the subscribers might lose interest in opening the emails. Moreover, the subscribers might be elated at first, but as time goes by, their interest might decline and so will their response. In a nutshell, with email marketing, growing and at the same time retaining subscribers is a challenge (Zhang et al., 2017). Creating the best marketing email message, which is short and straight to the point might also be tricky, especially because most customers do not enjoy reading long emails.

References

Hartemo, M. (2016). Email marketing in the era of the empowered consumer. Journal of Research in Interactive Marketing, 10(3), 212-230.

Zhang, X., Kumar, V., & Cosguner, K. (2017). Dynamically managing a profitable email marketing program. Journal of marketing research, 54(6), 851-866.

Bawm, Z. L., & Nath, R. P. D. (2014, December). A Conceptual Model for effective email marketing. In 2014 17th International Conference on Computer and Information Technology (ICCIT) (pp. 250-256). IEEE.