Rules of Email Marketing

Email Marketing Video

Email marketing is one of the fastest, cheapest and easiest ways to generate extra traffic and interest in a business. However, there is quite a few do-not's to know about, to prevent the campaign from having the opposite effect.

1. Do not spam, only send to people who want or have subscribed to the information. This creates a bad image for the company or service and will not likely result in the desired result.

2. Give Subscribers an easy unsubscribe option, this will attract people to subscribe in the first place. It will also make users happy if they want to unsubscribe, maintaining the image of the company or service.

3. Keep emails simple and to the point, the more summarized they are and quicker to read, the more likely people will read them. Include simple links that point to information that supports the email and will generate traffic to the desired places and websites.

4. Do not email to often, our team suggests only emailing 2 or 3 times a month. The more exclusive your emails are the more likely people are to open and view them when they come in. In addition, to many times a month and people are likely to unsubscribe, unless they knew what they would be getting daily or weekly emails when subscribing to the service.

5. Link only to appropriate, subject specific material and always deliver the promise that is in the subject line. The subject line should tell exactly what the email is about. Do not try to trick people into viewing the email, as this will make individuals angry and more likely to unsubscribe.

The four C's of Marketing

The four C's of marketing are: Customer Wants, Cost, Convenience and Communication

Customer wants:

Are the wants and demand of customers, without demands products will not sell. It is important to understand and study the wants and demand of customers to produce a product that will sell.

Cost:

Is the cost of products that affect how customers see a product, whether it be prestigious, high quality, cheap, etc. It effects the maximum profits possible. Balancing demand and supply will help to allocate maximum efficiency and maximise profit.

Convenience:

Convenience of a product is essential to if a product will be purchased. Often customers may choose a more expensive product because of convenience and customer service. Marketing towards convenience is a powerful tool to drive demand to a product.

Communication:

Communication is communicating the product efficiently to the consumer. In relation to promotion the fourth P of marketing, promotion is often seen as pressured and forceful. Communication on the other hand is seen in a more positive manner and can be used in a powerful way in marketing efficiently.

Maslows Hierarchy of Needs

Maslow's hierarchy of needs is a theory in psychology, proposed by Abraham Maslow in his 1943 paper A Theory of Human Motivation.

Maslow's hierarchy of needs is portrayed as a pyramid, with the most fundamental level of needs at the bottom, and the need for self-actualization, the least important at the top.

Physiological needs: (most important)

Physiological needs are essential — they are requirements for human survival. If these are not met, the human body simply cannot continue to function. They include food, water, shelter, etc.


Safety needs:

With a persons physical needs satisfied, the individual's safety needs take the next level of behavior. These include the needs for safety from danger, elements and physical impairment.


Love and Belonging:

After the two previous needs are satisfied the third level of needs, love and belonging can be satisfied. This is the need of humans to want to belong and be loved by others.


Esteem:

Esteem is the forth level of needs. All humans have a need to be respected and to have self-esteem and self-respect. You need to feel good about ones self in order to be happy and satisfied.


Self-Actulization:

This level of need pertains to what a person's full potential is and realizing that potential. In order for a person to understand this need they need to satisfy and understand each of the previous needs.

Marketing Growth Stratagies

Growth Strategies for marketing are chosen in order to the type of product being offered and what expansion a company wants to have.

Strategies:

Market penetrating strategy: Pushing an existing product into a existing market by marketing and promoting more.

Product development strategy: Developing a new product to put into an existing market

Market development strategy: Putting an existing product into a new market to try to expand demand and sales.

Diversification: Buying new companies in new markets or introducing a new product into a new market.

Product Development Process

This process is part of the research and development part of a product life cycle.

1. Idea generation, brainstorming ideas

2. Idea screening, surveying to see if the idea is feasible

3. Concept development and testing, creating a prototype

4. Marketing strategy development

5. Business development and writing a business plan

6. Product development, manufacturing product and securing suppliers

7. Test Marketing strategy, seeing if marketing will work in test scenarios and areas

8. Commercialize the product, getting the product to the general public and target market

The Product Life Cycle

The PLC or Product Life Cycle is the cycle in which products go through when in the marketplace.

It includes:

1. Product Development:

Is the stage in which a company begins to develop a product. During development there is no sales and as a result the profits are always in the negative during this stage.

2. Introduction Period:

Is a period of slow growth as a product is introduced to the market, each pricing strategy will make this part of the curve look different; however, there are still no profit as the development stage must be paid off first.

3. Growth Stage:

Is a period of rapid market acceptance and increasing profits. The profits will allow for a more aggressive marketing strategy to be paid for and implemented and will push the curve into the maturity stage.

4. Maturity Stage:

is a period of slowdown and sales in growth and is also a time when the highest profits are made. the profits will level off as the market settles into a demand and supply curve and a price in which maximum revenue is made can be established. To prolong this stage marketing and money is needed in order to defend the products position in the marketplace from competitors and new products.

5. Decline Stage:

Is the period when sales begin to fall off and profits begin to drop. Is a time when new products can begin to be developed for production and the last bit of revenue be squeezed out of the marketplace for the existing product.

What Makes Up a Customer

Cultural Factors: Refer to the culture, subculture and social class in which a person lives

Social Factors: Refers to the role and status, family, and reference groups in which a person belongs

Personal Factors: Refers to age, occupation, economic situation, lifestyle, and values of a customer

Psychological Factors: Refers to the perception of a product, Learning of a product, motivation, values and beliefs that are a part of a customers thoughts.