Our team will ensure that you remain on top of what is the most cost effective marketing channel on the web bring you great results followed by detailed reports on how every dollar is spent.
Structure of a campaign
Your campaign can take on various guises but generically it will mirror the following process:
1. Time
Give yourself plenty of time to plan carefully and be confident that your message is concise and will deliver results
2. Objectives
Define your objectives. Work out what you want to achieve from your marketing activities?
- Increase support ahead of the new season
- Generate sales for new season.
- Generate produt/service sales for a specific offer.
3. What is your budget?
Agree a budget and stick to it so you can prevent costs escalating. Work out your campaign budget by considering the return you expect to get from it by undertaking return on investment (ROI) analysis
4. Calendar
Plan your campaign around an event or activity.
5. Target Audience
Define your target audience. Select your audience dependent on the objective you want to achieve and the needs of the audiences. This will allow you to design an email creative that will engage them and encourage them to respond. You may identify more than one target audience and they may have different requirements. One email creative may not be suitable for all.
6. Using your data
Segment and personalise your data. Use the information you have identified about your customers to send them targeted, relevant messages. Segment your customer lists with the control of Carrefour Business and if possible develop specific offers for each target audience. The better your targeting the more likely your campaign will be to succeed.
Consider why and where your recipients signed up to hear from you because not everyone on your mailing list will be interested in the same things. It’s really easy to delete email so cut the clutter and give your customers a reason to read, click and share.
7. Delivery Mechanism
Delivery mechanisms for marketing campaigns should encompass multiple channels including:
• Ezines
• Eshots
• Viral emails
• QR codes/campaigns
• Competitions
• Polls
• Promotions
• Website
• Mobile
• Video promotions
• Advertising
• Social Media
• AB ezine testing
• Online calendar
• Splash pages
• Match Day Programmes
• Facebook event communications
• Animated Popup images (such as a lineout appearing from the bottom of a site)
8. Design
Use best practice processes for all marketing campaigns as recommended by Carrefour Business
9. Tone, look and feel
Based on the campaign objective and the event/activity, devise a brief that encompasses the appropriate look and feel. For example, promotion should be a short sharp message which delivers a sense of urgency as well as a clear indication by taking action instantly.
10. Call to action
Define your call to action and incorporate it within your campaign. e.g. New season’s product/service revealed – call to action is to go to the eShop to make a purchase
11. Headline and text
Ensure your ezine headline is short, sweet and snappy and will capture the fans attention – this is what will make your customer want to open the email but avoid anything too pushy or sales-orientated and keep it simple.
In the body copy make the text light and chatty providing enough information to sell the promotion but not too much that you will lose the interest of the reader.
Give your customers content, not just discounts.
12. Landing page
Direct customers through to a relevant landing page. If you have persuaded your fans to read your email and then click on the call to action ensure you don’t lose their interest when sending them to your website. Direct them through to a relevant purpose built landing page designed to convert click throughs into leads and sales.
13. Testing
Test your campaigns on fellow colleagues and through AB testing to ensure that what you perceive will work is transferred to the recipients. Ten additional minutes to send an AB test email could make a significant difference to the success of a campaign.
14. Process
Ensure that the process of the campaign is fully in place before activation.
Once the email has been sent and the fans are encouraged to purchase. Ensure you are collecting the correct data you might want to use for future campaigns; ensure you have the auto response follow up emails in place; ensure the fulfilment is professionally managed.
15. Marketing your marketing
Depending on the ‘selectiveness’ of your campaign, additional marketing of a campaign across other media (multichannel marketing) can help the response rates especially when generating support/signups.
For example, promotion of the season’s new offer can be done by personal email to those who have previously purchased offering them a discount for their loyalty, while providing a different promotion to members, general fans and social media fans.
