Email Marketing
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Shutterfly targets their email marketing towards single females aged 20-30, married people with children who are middle class, and older grandparents. They should write subject lines that spark curiosity without being too vague, send the emails from Shutterfly, and personalize the "To" field with the recipient's first name to improve open and click-through rates.
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Email Marketing
- 1. Email Marketing Shutterfly Laura Kerimova Email Marketing MKTG 469 – Internet Marketing Professor Ahrens
- 2. Audience Target Audience: Demographics Header • Single female, 20-30 years old • Married People w/ Children, Middle Class • Older People, Grandmother/Grandfather Psychographics • Fun, Upbeat • Money Savers • Spontaneous/”Risk” Takers • Positive Personality • Family-Oriented
- 3. Subject Line: Subject / From / To What works well: • Curiosity What does not work well: • Not straight forward enough Different subject line: “See what discounts you win by rolling the dice!” • Sparks curiouslty From: Shutterfly • Add email To: jbahrens2002@yahoo.com • Needs to be personalized • “Jan Ahrens”
Editor's Notes
- Q1: Audience Describe the target audience for this email. Why do you believe this is the target audience? Include demographics and psychographics. The target audience is the Art & Science of Direct Marketing/Email. The target audience consists of demographics and psychographics. Demographics for marketing are age, gender, race, income leave, and ethnicity . A demographic profile gives information about a typical person. For example, Shutterfly can be speaking to three different groups of people. It can be a single woman about 20 to 30 years old. She can have no children or a young child. The audience can also be married people who have children (or not), who are typically at least middle class. An older audience also falls under their demographics who are targeted because they can be interested in photos for their grandchildren and other memories. Psychographics deal with personality, values, attitudes, interests, or lifestyles. Shutterfly also uses psychographics to choose their target audience. In their email, they are aiming at individuals who are fun,upbeat, as well as have a positive personality and outlook on life. They also target people who like to save money, enjoy savings, and who are at time spontaneous and like to take chances. Last but not least, they target people are are family-oriented. An average person who really cares for and spends a lot of time with their family, are likely to enjoy those memories with photos. b. Why do you believe this is the target audience? I believe this is the target audience because of the content of the email. The email has pictures and graphics which are fun and colorful. There is a picture of a dice, which says to roll the dice, and graphics that say take your chances. The email promotes you to feel lucky when you click on their deal and offer. They clearly promote their products and services for a variety of photo items, by giving away offers to save money on them with discounts. The body of the email has a heading which makes it look like the original Shutterfly website. This is where it tells you what they offer such as photo books, cards, calendars, etc. By clearly promoting their products in the email, they are targeting all their members that would be interested in photos and memories. By offering promotion in a way that makes the person feel lucky to earn such a discount, they are targeting all their members that would get a “ thrill ” from clicking on that offer.
- a. Analyze the subject line . Include what works well, what does not work. Provide one idea of a completely different subject line that you think would get opened, include rationale. b. From . Should this marketer make any changes to how they present the “ From ” in their emails? Describe why or why not. To . Should this marketer make any changes to how they present the “ To ” in their emails? Describe why or why not. The main purpose of a subject line is to get the email opened. It should often communicate email content. They often provide an offer or call-to-action. Curiosity in the subject line may work when considering the email getting opened. The best emails are the straight forward ones. The worst ones are the more creative ones. However, it always depends on the business or product.