Case & Chapter questions chapter 16
Case Questions
1. Which elements of Zando’s email marketing constitute best practice?
There are multiple elements which made the campaign successful. They have an intriguing design; they only sent emails to existing customers, in this way they prevented themselves to being seen as spam; an effective feature that asks the customer to also enter friends information in the system; and they have a strong call to action.
2. What role did the database play in this example? Why was it so important?
The database's role is to create the foundation of the campaign. The database gives the company the opportunity to collect and analyze data from the campaign. This is important because it created the opportunity to target customers with the segment: actively use, share and getting friends join the campaign. Without the database, the campaign would be useless.
3. Explain how viral sharing played a role in the success of this campaign. The viral sharing have given the campaign another dimension, it made it more creative and the company now reached many more people/customers. Email marketing reaches just the signed in customers, and the customers aren't able to share the campaign with their friends. Viral sharing made this possible.
Writen by Demi
Chapter Questions
1. What is meant by ‘mass customisation’, and why is this so beneficial?
The technology of email marketing allows for mass customisation – it is one-to one marketing on a macro scale. By creating valuable content, establishing the correct frequency and testing the email for display and deliverability, an email marketer should be able to ensure an excellent delivery rate. Permission-based email marketing can give the highest return on investment of any marketing activities. Technology allows mass customisation, allowing personalisation across a large list of subscribers.
2. What are the key differences between direct marketing by email and direct marketing by post?
When used to foster relationships with a customer base, email marketing can go a long way to increasing the lifetime value of that customer. Furthermore, email marketing is highly measurable, and databases are able to be easily and thoroughly segmented. However, it does not take much for email to be marked as spam, and it can be difficult to recover from being branded as a spammer by the ISPs.
3. Why is it important for permission to be gained before marketing by email to a prospect?
If the recipient has given permission to be sent marketing messages by email, then it is not spam. Users give permission when they tick a box that says: “Yes, please send me offers from your company by email”. The email address can be provided to another company only if the user ticks a box that says: “Yes, please send me offers by email from third parties selected by you”. Permission must be explicitly given to the company. Trying to gain permission in a sneaky way is illegal.
4. Emails that are expected and recognised are more likely to be read. How can a marketer use this knowledge to increase the readership of emails?
Cluttered inboxes and busy subscribers mean an email that’s lengthy and difficult to get through probably won’t be read. Help the subscribers by structuring the email content into segments, making use of borders or colour blocks to accentuate and divide content. It’s important to balance image and text in the emails. Make a point of placing images next to the relevant text.
Writen by Jason
