Hyper-Trageted Email Advertising

In: Business and Management

Submitted By bobmtp
Words 379
Pages 2
Case Study
Expert Email Marketing Advice Helps Fitness Club Grow Membership Sales

Traditional Email List Rental Falls Short
With nearly half a million members at their network of clubs, one of the largest fitness companies in the United States faces the ongoing challenge of attracting new members.

To reach prospective new members for its Boston area clubs, the company invested in a campaign with a traditional email list rental vendor. The campaign was a total flop: it was discovered after-the-fact that the email address list was not strictly permission-based and the lack of true opt-in created negative brand perceptions among recipients, campaign performance as reported by the list vendor did not match the disappointing results observed by the company, and the vendor was unable to provide advice or support to improve performance.

No new member sales were generated from the campaign. Another case of money and time wasted on a traditional email list rental provider.

Hyper-Targeted Email Advertising and Expert Advice Prove to be a Winning Combination
Fortunately, the company committed to trying again – this time with a full service targeted email advertising partner. They carefully researched and selected their next campaign. They were attracted by high integrity permission-based email address list, proven campaign management methodology, and high-touch customer service approach that includes email marketing best practices consulting.

With Email List Rental, the fitness company's campaigns could use 150+ contact profile data selects to draw a precisely targeted list from 70 million fresh, opt-in consumer email addresses. To support a new membership drive for their Boston clubs, they targeted high household income families with children present that lived within 10 miles of specific zip codes.

Delivering Results Beyond Open and Click…...

Similar Documents


...injections. Thus there are no side effects. Place: The product will be launched on the internet. It is manufactured in Ghaziabad, Uttar Pradesh and is distributed in mainly the 1st tier cities of the country namely Delhi, Mumbai, Kolkata, Hyderabad, Bangalore, Chennai. Promotion: The product will be promoted online. Database of Salons, Skin Clinics and Spas will be used to get information of potential customers to send them emails. Emails will have links to the Website of the product. Email is one of the fastest growing forms of Internet advertising. Direct mail advertising is the most effective medium for generating inquiries & leads and for closing a sale. Since we are targeting a niche market we have opted for responsible e-mail advertising which is personalized, targeted and graphically sophisticated. Also, since banner advertisements are one of the most visible and impactful form of advertising on the web, banner ads may be used for creating awareness or recognition or for direct-marketing objectives. Along with this, interstitials advertising will be used as their recall is higher than any other advertisements on the web; they are least annoying and are read by everyone jumping websites. Links of firmflex website will be placed on particular online shopping websites such as Jabong, Ebay, Flipkart, OLX and Amazon. YouTube is used by people of all age groups and has global appeal; therefore the TVC will be put before a video comes. Search Engine Marketing......

Words: 2101 - Pages: 9


...Some people say that advertising encourages us to buy things we really do not need. Others say that advertisements tell us about new products that may improve our lives. Which viewpoint do you agree with? Use specific reasons and examples to support your answer Though a few lucky companies succeeded without considerable marketing effort, marketing in general and advertising in particular still greatly facilitate the operation of most businesses. Excessive old-fashioned advertising brought about the counter effect that consumers are fed up and begin to ignore it. However marketing has continually evolved into a new stage to deliver success to business while catering for consumers’ need, thanks to information technological advance, utilization of customers’ database, and creative promotion mechanism. Most of significant recent improvements in need-driven advertising took place in online marketing due to user tracking technology. This technology employs cursor track, browsing history and search history, and unique user identification to recognize customers’ identities and their specific need, based on which advertisers present the most matching advertisements. Cursor tracking system incorporated into e-commerce websites follows activities of visitors on the sites to advertise accordingly. It automatically analyzes where each user clicks into, on which page he stays longer and how he continues to follow links on the site, to determine categories and products indicating......

Words: 714 - Pages: 3


...Nick Disimile Advertising 2-23-09 Social Media Social Media is defined as primarily Internet and mobile-based tools used for sharing and discussing information among human beings. The term most often refers to activities that integrate technology, telecommunications and social interaction, and the construction of words, pictures, videos and audio. This interaction, and the manner in which information is presented, depends on the varied perspectives and "building" of shared meaning among communities, as people share their stories and experiences. Businesses also refer to social media as user-generated content or consumer-generated media. The best way to talk about these different types of social media’s are to show the main examples, they come in all forms and types, there are six major ones in the field of communicating with social media and these are: Blogs, Internet Forums, Micro-Blogging, Social Networking, Social Network Aggregation, and Events. Each one of these has a specific purpose and can all be used in the field of advertising. Advertising is changing with the technology and this social media is the next step in the advertising world. Social media’s allow advertisers to reach a huge number of people and target the exact audience they are aimed at with this new type of technology, advertising is becoming a science and different types of social media are becoming the necessary tools to make it work. Kids are now growing up with insane amounts of technology......

Words: 1198 - Pages: 5


...Theoretical Understanding and Practical Application of Advertising and Promotion in Business By Sofia Lyondova "Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media."(Bovee, 1992, p. 7) INTRODUCTION Information Technology (IT) has become a vital and integral part of every business plan and is changing every aspect of how people live their lives. IT is a driving factor in the process of globalization. Technology is now the forefront of the modern world creating new jobs, innovations, and networking sites to allow individuals to connect globally. It’s much easier to communicate with others than it was just decade ago. This has improved our lives in many ways by allowing us to become more interconnected and knowledgeable about the world. In nearly every corner of the world, we cannot walk down the street without seeing someone talking, texting, or surfing the Internet on their cell phones, laptops or tablet Pc’s. Ten years ago, the only way for people to communicate with each other was meeting face to face or writing letters. However, people living or working in different countries might be unable to meet each other. It cost more money for travelling and sending letters if people lived too far from others. Now days, we are happy with the advance of new technologies such as email, cellular phones, television, etc. Technology has......

Words: 1914 - Pages: 8


...SITUATION WHERE EMAIL SHOULD BE USED IN CORPORATE COMMUNICATION Email is widely used as a form of business communication and overall it is a highly effective communication tool. Email is inexpensive, only requiring an Internet connection that is generally already present in the business. Although a printout of emails is possible, emails often stay as soft copies because archiving and retrieving email communications is easy to do. From the CEO to the janitorial staff and even temporary employees of the business can send and receive email communications. 1. Although it cannot and should not replace all face-to-face communication and others forms of communication, internal email usage can cover many areas within the business. Internal emails can function as an effective communication for sharing basic information, such as new cafeteria prices, paper use guidelines or security precautions, for example. Sending simple messages to an entire workforce with just the click of a mouse is fast, easy, convenient and can save the company money. If saved, the email can function as proof of a message sent or received, and is easily accessible to remind the recipient of pertinent information. Many businesses use email as part of its marketing efforts to share information with prospects, customers, and vendors. 2. Business emails should be concise and to the point. Use plain text and common fonts with a simple signature line. Fancy graphics, fonts, and backgrounds can take up......

Words: 955 - Pages: 4


...ADVERTISING  AND  PUBLIC  RELATIONS   1     READING  1:   Introduction  to  Advertising   Defining  Advertising     • Advertising  is  the  structured  and  composed  non-­‐personal  communication  of   information,   usually   paid   for   and   usually   persuasive   in   nature,   about   products   (e.g.   goods,   services   and   ideas)   by   identified   sponsors   through   various  media.       Key  Points  from  the  definition:       1. Advertising   is   a   type   of   communication—a   very   structured   form   of   communication—employing   both   verbal   and   non-­‐verbal   elements   that   are   composed   to   fill   specific   space   and   time   formats   determined   by   sponsors.     2. Advertising  is  directed  to  groups  of  people  rather  than  to  individuals;  it  is   therefore  non-­‐personal  or  mass  communication.       3. Most   advertising   is   paid   for   by   sponsors   except   those   public   service   announcements   that   are   carried   at   no   charge   because   of   their   nonprofit   status.     4. Advertising   is  ...

Words: 2707 - Pages: 11


...1. How do trend in the marketing industry, such as integrated marketing, affect advertising? Nowadays, there are too many trends in the marketing industry which we can see all over the places. These trends do not only give implication to the industry itself, it also affects the advertising field as well. Internet Marketing is an all-inclusive term for marketing products and/or services online – and like many all-inclusive terms, Internet marketing means different things to different people. Essentially, though, Internet marketing refers to the strategies that are used to market a product or service online, marketing strategies that include search engine optimization and search engine submission, copywriting that encourages site visitors to take action, web site design strategies, online promotions, reciprocal linking, and email marketing – and that’s just hitting the highlights. This is one of the trends in the marketing industry. These trends affect the advertising field by allowing them to promote a product or services widely through the internet. Many firms are embracing a paradigm that is shifting the focus of advertising methodology from traditional text and image to the JavaScript and Adobe Flash, which is known as the online advertising. The potential customer can access information concerning the service or product to help in deciding the need or use of products through online. Another that are often used by the marketers is applying local......

Words: 1053 - Pages: 5

Email Marketing

...Email marketing It informs your leads about new products, services, or offers that are relevant to their interests so that they can move into the next steps of the decision-making process. TIPS: * Segment B2B and B2C.. * Engage your prospects and existing customers. * Prospect need to be informed. Existing customers have knowledge = different stages of the buying cycle * Re-engage inactive customers. Look into new layouts, new content, reach them at different times. * Personalize email Different types of email marketing: Customer acquisition and sales generating email marketing.. Customer loyalty and brand email marketing.. Customer retention marketing.. Simple strategies: * Customer loyalty, brand building emails (most loyal customers)– holiday and birthday greetings, thank you emails, company status and advice, tips. * Rentention emails – content is an offer, sale, discount or free gift. Or info on new products * Customer win back – those who are inactive - Offers, sales, free gifts, free shipping. Email newsletters VS direct sales newsletters Newsletters * Product reviews, features and announcements of new products  * Upcoming events calendars * Special offers and discounts * Featured quotes * Featured customers or users * Links to partner websites * Links to useful sections of your......

Words: 4517 - Pages: 19


...(concerned with spot advertising) such as age group, gender, residence, household income, etc. are important for broadcasters; this helps them identify your audience so they can pinpoint what times of day are the best to get your message across. Also to be put into consideration are reach, frequency and cost-per-point. Reach is the number of your prospects that will hear the message; frequency is the average number of times that prospects hear the broadcast while cost per point is the basis to evaluate cost. Radio broadcast are likely to be very fast paced and do not allow room for to present too much information, which could have both a positive and negative effect. The former will allow for a message to be conveyed without bombarding the listener with so much information to the point that they lose interest, while the latter, could do the opposite; not provide enough information. When choosing radio as a means of advertising, advertisers can choose to work directly with the station known as spot advertising or work with a network which is known as network advertising (Martinez, N., 2010, August 23). The cost of financing radio announcements vary in accordance to factors that include the popularity of the network as well as the traffic that they receive on a daily basis. Though the cost of radio advertising is slightly more affordable than that of television, it is rather still costly to conduct. In the first quarter of 2013, $11,205,600 was spent on radio advertising......

Words: 666 - Pages: 3


...Facebook for Advertising Facebook for Advertising 2011 Marketing Research 8/16/2011 2011 Marketing Research 8/16/2011 Contents Management Issue | Page 3 | Market Research Topic | Page 4 | Secondary Data | Page 5 | Report | Page 7 | Mind Map 1 | Page 12 | Mind Map 2 | Page 13 | Bibliography | Page 14 | Management Issue As technology continues to evolve and adapt and social media becomes more and more popular many business (especially small ones) have taken to advertising through social media sites, in particular Facebook which has proven to be the most popular social networking site of today. This is because it is cheap and easy and allows marketers to gain direct contact with their customers whether it is to sell a good or a service. Being a small business promotion is important to get the product out there, however finding cheap and easy ways to do so isn’t always easy. So why not take to social networking as a form of promotion? And when the decision is made to do so, how do is it done in the most effective way? The questions above are just some of the questions that come up when looking into advertising a business on Facebook. This topic has been chosen as the BEP group is using Facebook as and advertising medium, part aren’t quite sure if it is being used in the most effective way. The Market Research Topic Issue/problem: How can Facebook best be used as a promotional tool? In order to answer the question a......

Words: 3062 - Pages: 13


...Executive summary: Advertising and promotion is used to inform about the products or service to customers, stakeholders or boarder publics. To fulfill this motive, many strategies has been developed and practiced over the world. In this era of technology and science, it has become easier to carry out advertising and promotional activities. This assignment has been specially designed about the communication, strategies, techniques and evaluation that are needed to carry out proper advertising and effective promotion. The importance and significance of promotional activities have also been included here. The assignment is writing in such a way that all kinds of readers can easily understand the points mentioned here. Table of Contents Executive summary: i Introduction 1 LO 1: Understanding the scope of marketing communication. 1 1.1 Communication process that applies to advertising and promotion. 1 1.2 The organization of advertising and promotion industry. 2 1.3 Assess how promotion is regulated. 3 1.4 Examine current trends in advertising and promotion including the impact of ICT. 3 LO 2: Understand the role and importance of communication. 4 2.1 Explain the role of advertising in an integrated promotional strategy for a business or product. 4 2.2 Explain branding and how it is used to strengthen a business or product. 4 2.3 The creative aspects of advertising. 5 2.4 Ways of working with advertising agency. 5 LO 3: Understand below-the-line......

Words: 3072 - Pages: 13


...Sarkozy Hyper-presidency Student’s Name Institutional Affiliation Sarkozy Hyper-presidency France political governance has experienced numerous leaders with different approaches to its leadership. Nicholas Sarkozy is one of the political leaders who has made himself a name in the history of France. Sarkozy political career started at an early age with a win in the Neuilly Mayor position. Sarkozy was elected as the president in May 2007 through a party that was known as a UMP ( Union for a Popular Movement) becoming the sixth president of the French Republic. Although upon his election his party did not obtain majority compared to the opposition, he launched his reforms and included politicians from the opposition in his government. The paper, therefore, seeks to examine why Sarkozy was referred to as a hyper-president as well as establish whether the presidency is still powerful as compared to the past. Sarkozy title of hyper-president resulted after numerous accomplishments he made during his tenure as president. The president changed the leadership style that other presidents had used in the past, resulting in a better profile of the country among the European countries. Sarkozy did take the first courageous step to run the government as per the new quinquennial institutional rules. The president was the......

Words: 566 - Pages: 3


...Email to Coworker Lisa Smith HCS/131 02/29/16 Kelly Hernandez Email to Coworker Dear Gracie, I wanted to take some time and send you the information you requested on Communication in the workplace. Workplace communication is the transmitting and receiving of information between one person and another or a group of people. It can include emails, text messages, voice mails, notes etc. Workplace communication is essential to our company’s ability to be productive and run smoothly. Listening skills and speaking skills are necessary to have efficient interactions with coworkers and employers. The following tips will help you communicate more effectively in the work place. Listening Skills Listening skills is a common problem area, with all the distractions around us try and stay focused, having good face to face listening skills is vital. Make sure the person is hearing you by having them repeat facts or write things down. Make sure there is an understanding, have them repeat back to you in their own words what was said so they can grasp the concepts. Speaking skills Speaking skills is another important form of communication. It is very common for people to speak without thinking, also think of your audience speak on their level try to adapt yourself to different types of situations. It is important to know how to listen to others as they speak and it is also important to know how to speak to others as they listen.......

Words: 444 - Pages: 2


...and exchange grants from around the globe. The aircraft has spearheaded a scope of advancements setting new measures of administration, which its rivals have along these lines looked to take after. Notwithstanding Virgin Atlantic's development the administration still stays client driven with an accentuation on worth for cash, quality, fun and advancement. Virgin Atlantic has conveyed 53m travelers since it started operations and now utilizes just about 9000 individuals around the world. Firstly, this report will give a summary of Virgin Atlantic’s situational analysis by using different frameworks and theories to analyse their current internal as well as external factors. Later on, it will be followed by a summary of creating and advertising plan conducted in Coursework One. The report will finally conclude with a clear sales promotion plan which will run between July 1st 2015 and June 30th 2016 with a maximum budget of; £2,000,000. Section 1.1 Objectives of the Sales Promotion Campaign Deals advancement alludes all the will all promotional exercises that animate fleeting behavioral reactions from consumers, retailers What's more a company’s deals energy (Shimp & Andrews, 2013). Those destinations set out for the bargains promotional battles will a chance to be keen specific, measurable, achievable, relevant, the long haul. Those primary target to Virgin Atlantic’s deals advancement crusade will make should build the volume of deals by 25 percent starting......

Words: 3224 - Pages: 13


...| ADVERTISING PLAN 2011 | MM575 – ADVERTISING MANAGEMENT | | | Ivory Miller | 12/11/2011 | | TABLE OF CONTENTS Executive Summary | Page 2 | Situation Analysis• Company Description• SWOT Analysis• Industry Analysis• Target Market Description • Marketing Mix• Competitive Analysis | Page 3Page 3Page 4Page 4Page 6Page 7Page 9 | Advertising Objectives• Communication goals• Purchasing behavior• Positioning | Page 10Page 10Page 11Page 12 | Advertising Strategy• Product Concept• Target Audience • Communications Media• Media Objectives• Media Plan• Communication Effectiveness• Advertising Message | Page 13Page 13Page 13Page 14Page 15Page 16Page 17Page 17 | Testing & Evaluations• Advertising Research• Effectiveness Measurement | Page 19Page 19Page 20 | Bibliography | Page 21 | EXECUTIVE SUMMARY The use of cellular or mobile phones has shown remarkable growth and evolution over the past few years. Consumers can make voice calls, send text messages, access their emails, the internet and can even insure their phones in the event that they are lost or damaged for a small fee per month. All bases seem to be covered correct? Let’s imagine a worst case scenario and say due to the current economy your company has to downsize which involves laying-off your whole department including you. You’re back at square one looking for a job to match your qualifications. About two years have passed and your unemployment benefits have run out. You’re barely......

Words: 4553 - Pages: 19