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An Email Marketing Plan for an Online Educational Startup Company

A Practical Approach

Written by Tian Tian

Paper category

Master Thesis

Subject

Business Administration>Marketing & Sales

Year

2016

Abstract

Thesis: Email marketing plan The practice of email marketing plan follows the design, construction, testing, tracking, reporting and analysis of the consequences of activities (Boonlert & Judy, 2005), and the process is shown in the following figure: 4.2.1 Design in actual production of marketing electronics Before mailing, it is important to find out what services the email campaign will provide. The business model canvas provides company information that can be promoted through marketing activities. Business environment analysis shows the attitude of industry stakeholders, especially customers, towards Sharplet AB, which provides a way to design email marketing plans. Sharplet AB needs to establish relationships with course content providers in the future to maintain unique competitors in the industry and start increasing revenue. Sharplet AB aims to use e-mail marketing plans as a means to attract sufficient public attention, which is the most urgent requirement from the analysis of business models and business environment. Starting profitability is an important chain of the entire business model and a prerequisite for both ends of the platform. Email marketing strategies are aimed at students and employees aged 18 to 34. They are active citizens in the cyberspace, and they are easily reachable through marketing emails. In order to stay focused in the email and ultimately allow customers to keep returning to the Sharplet website, the company decided to set up two themes in the email marketing plan: Sharplet website introduction and popular course promotion. The recipient will receive the email introduced on the Sharplet website first, and the course promotion will be received one month later. 4.2.2 Build After setting business goals, marketers should consider how to build Email. Construction activities include the process of writing marketing e-mails and building e-mail systems. To compose an email, you must first collect a list of recipients. In Sharplet AB’s marketing strategy, all email accounts of recipients when they log in to the Sharplet AB website will be collected. Sharplet AB’s marketers originally intended to buy, but ultimately did not purchase additional email account lists from other companies. This is because the owner of the Email account is not interested in the service because of the feeling of infringement of privacy, and will not maintain confidence in the brand. There are 1834 recipients registered on the website, of which 1341 are valid. Use Mailchimp.com as the IT infrastructure to build an Email marketing system. It helps companies design and send marketing emails. On Mailchimp, marketers can provide specific email promotion plans to target recipient groups. Then, marketers can edit the pre-designed information, including the name of the sender, subject line, and email marketing campaign. 4.2.3 Test A/B Split Test is a method to find the most suitable design by investigating the relationship between marketing email characteristics and customer responses, and it is adopted by Sharplet AB. For Sharplet AB, this is a suitable method because the results are very clear and the evaluation process does not cost much compared to other methods (Kohavi, Longbotham, Sommerfield & Henne, 2009). In an A/B split test, a group of recipients receives an email. The two emails are almost the same, only one feature is different, in the A/B Split Test. One is called Controlgroup, which is an existing version, and the other is called Treatmentgroup, which is a new version to be tested. The purpose of the A/B split test is to determine which feature (feature in control or feature in treatment) performs better to achieve marketing goals. After collecting the data, the results are evaluated by the significant difference between the two versions of the feature, that is, finding the winning email with a higher positive response rate. The A/B Split Test involves two parts, including randomization and allocation methods. First, all Email accounts are randomized to eliminate the influence of different backgrounds. For randomization, the accounts of all recipients in Sharplet AB are exported and placed in a Microsoft Excel file. Then, the randomization function in Excel generates a random number for each account. All accounts are rearranged according to the value of the random number from high to low. Starting with the account with the smallest random number, every 90 recipients are gathered in a group. All 1341 email accounts are divided into 16 groups. The second component is the distribution method, which means designing a marketing email and splitting it into two parts with a unique separation function. The selection of the features to be tested in the email marketing strategy is based on the email marketing strategy based on the attention flow of the recipient. Take the subject line example to illustrate the distribution method. The two emails of the two groups are the same, except for the subject line, they are all sent at the same time. The characteristics of the winner perform better in the response of the receiver and are inherited to the next activity that competes with the new characteristics. 4.2.4TrackMarketers evaluates the two emails in the A/B split test by tracking activities. Suppose the tracking activity collects important data from the customer’s response to the marketing email. The tracking process is completed on the Mailchimp.com platform. It is learned from literature research that in the process of attracting initial attention, continuous attention and participation, the recipient’s response is both positive and negative. Read Less