E-marketing for a South African Retailer
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Truworths Case Study
Email Marketing:
A monthly newsletter as well as emails to customers on specific occasions such as Valentines, Mothers Day, Fathers Day and Christmas time, must be personalised.
It will be cost effective, measurable and will add value to the customer. We propose using the account-holder list of emails as well as emails of prospective account holders that have opted to receive information from Truworths. In order to continuously grow the list of emails, we propose an online ad campaign that will create awareness as well as give potential customers the option of receiving emails from Truworths (this can be implemented by allowing a space to input email address on the actual online ads displayed on the web see the online ad section). We recommend only using emails on a permission basis in order to retain integrity.
Truworths must allow customers to choose whether to receive account details via email or the normal postal services. Inevitably some of their clients will move from post to email, thereby saving the company money and time, and hopefully aiding in the personalisation of communication.
By setting up an email template, and designing a database that tracks the purchasing behaviour of each client, Truworths can intimately personalise their communications with their customers.
In order to reach prospective clients, Truworths should do in- and out-of-store promotions with the goal to populate a prospective database with email addresses and names of people that would like to receive info about fashion that suits their lifestyles. Together with an online awareness campaign, the success metric will firstly be the number of people joining the list, and secondly the amount of people whom then become account holders...