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Email Marketing Ppt Presentation

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Oliver Rabatan

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Email Marketing Ppt Presentation Email Marketing Ppt Presentation Presentation Transcript

  • E-MAIL Marketing Plan
  • E-mail Marketing Plan About McCafe
    • McCafe is a brand that refers to espresso-based premium coffee line of McDonald’s: Hot and Cold coffee (Cappuccino, Americano, hot and iced Mocha, hot and iced Latte, espresso, etc)
    • Served in 17 McDonald’s stores in Metro Manila
    • High-quality coffee products but priced lower than Starbucks
    • Caters to ABC+ market, young adults
  • E-mail Marketing Plan The challenge / opportunity
    • How to grow the brand (increase sales) given the following limitations:
      • Resources/budget constraints
      • Limited number of stores / niche market
  • E-mail Marketing Plan The strategy
    • Use email marketing to reach the brand’s market
    • Why email marketing?
      • It is not as expensive as traditional media given the limited (or lack of) budget of the brand
      • It is highly targeted; hence, effective in reaching the desired market which is important given the limited availability of McCafe
      • The target market of McCafe are highly exposed to email
  • E-mail Marketing Plan Email Marketing Objectives
    • PRIMARY OBJECTIVE:
      • To build database and maintain relationships with customers/subscribers
    • SECONDARY OBJECTIVES:
      • To drive customers to McCafe stores
      • To increase product awareness and encourage trial of McCafe
  • E-mail Marketing Plan Target audience
    • Demographics:
      • Males and females
      • ABC socio-economic segment
      • 18 to 32 years old (young adults)
      • People who lives or works relatively near McCafe stores
  • E-mail Marketing Plan Target audience
    • Consumers who feel compelled to multi-task all the time. They increasingly feel pressed for time because the demands of everyday life require them to constantly do several things all at the same time.
    • Because they are always busy and feel pressured, they appreciate simple rewards or tokens for their hard work
    • They are modern, internet or mobile savvy.
    The “Life Jugglers”
  • E-mail Marketing Plan How it works?
    • Build the permission-based mailing list
    • Build the content:
      • Establish the type of email to be used
      • Establish the frequency of emails to be received by the subscribers
      • Construct the content to be emailed
    • Support the campaign through other media
    • Set the budget / level of commitment
    • Set the metrics
    • Make the campaign sustainable
  • E-mail Marketing Plan Building the list
    • Online acquisition:
      • Develop McCafe’s website (microsite): www.mcdonalds.com.ph/mccafe
      • Drive traffic to the site through ad placements in social networking, blog and search sites
      • Encourage click through of the ad (which links to the website) via incentives: “Click here to taste McCafe for free!”
      • In the website, there’s link that says: ”Would you like to sample one of our products?”
      • When the customer clicks on this link, he/she will be led to the registration page.
      • After filling up the registration form, an email will be sent to the subscriber
  • E-mail Marketing Plan Building the list Yes, I Would like to receive News, updates and promos from McCafe.
  • E-mail Marketing Plan Building the list
    • In-store acquisition:
    • McCafe customers will be asked to sign up or drop his/her calling card. He/she then will be given a discount coupon which can be used in his/her next visit or purchase of McCafe product.
    • An email will be sent to these people. They will be asked to register again in McCafe’s online registration form. Of course they will be asked if they are interested to get updates/newsletters or subscribe in McCafe’s mailing list.
  • E-mail Marketing Plan Building the content
      • Type of email communication:
      • In gathering the database:
        • Event-triggered. The 1st email will be sent upon registration.
      • For customers who subscribed in McCafe’s mailing list:
        • Newsletters
        • One-off promos
  • E-mail Marketing Plan Building the content
      • Frequency of emails:
    • Exclusive subscriber privileges sent quarterly: special promos, discounts, free sampling, couponing
    • Depends on the content and relevance of the email content
  • E-mail Marketing Plan Building the content Construct the content
    • In gathering database:
      • Welcome note and thank you message for subscribing in the mailing list.
      • Brief introduction about what to expect as a subscriber
      • Incentive offer: McCafe coupon
  • E-mail Marketing Plan Opt-in mail
  • E-mail Marketing Plan Coupon
  • E-mail Marketing Plan Building the content Construct the content Succeeding emails to subscribers:
    • What’s new:
      • new product introduction
      • new website features / changes
      • opening of new stores
    • Regular (quarterly) exclusive / special discounts and offers for subscribers
    • Promo announcements
    • Birthday greetings
    • Invitation to McCafe or McDonald’s sponsored events
    • Lifestyle articles / trivia / news which are relevant to the target market
  • E-mail Marketing Plan Succeeding mail
  • E-mail Marketing Plan Supporting the campaign
      • Online:
      • Ads in social networking and other non-mainstream websites
      • Blog sites
      • McCafe / McDonald’s website
    • In-store:
      • Store merchandising like flyers, posters, traymats and other signages
      • Verbal promotion done by the crew themselves
  • E-mail Marketing Plan Setting the budget / level of commitment Total marketing budget of McCafe: 5% of total sales. Since email marketing will be the main channel of the brand, 50-60% of which will be allotted for continuous acquisition of subscribers and maintaining subscriber relationship.
  • E-mail Marketing Plan The metrics
    • For the initial e-mail (upon registration):
      • % of those who opened the email
      • Click-through rate of the FREE coupon link
      • % of those who unsubscribe versus those who received the email
      • Feedback from subscribers
    • For the succeeding emails:
      • Rate of “unsubscription”
      • Click-through rate of the links within the email, if any.
    • Other measures:
      • Actual coupon redemption
      • Website hits/visitors/views
      • Number of subscribers
      • Sales and transaction count of the stores
  • E-mail Marketing Plan Moving forward
    • Using the metrics, evaluate which type of email content has the most positive responses from the subscribers: click-through, open rate, among others. Develop and blast more of such content.
    • Leverage on strategic partnership with other organizations---both parties can develop an effective campaign/tie-up with the goal of merging/sharing subscriber base.
    • An in-house person/team or an agency can be tapped to focus on developing email contents, cleaning up the mailing list, evaluating the metrics, and other functions to maintain relationships with the subscribers
  • E-MAIL Marketing Plan Thank you.
  • Actual Blast screenshots
  • Actual Blast screenshots