• Describe the benefits of creating an email creation strategy and process. Why was it important for CommonBond?
Email strategy was the best way for CommonBond. It was so important to CommonBond because they were able to analyze their target audience depending on who clicked on the email. The email strategy was successful because it was an easy way to get someone to click on the information when it was directly in their inbox.
• Describe any risks of creating a 3-month forward looking email calendar.
The risks with creating a 3-month forward email is that the information may not be as up to date or relevant and cause the reader to just click over the email. This may result in the subscriber to opt out because of the information not being interesting.
• With relatively high open and click-through rates to date, how should the team measure success of the new strategy and process? How would they know if the effort of planning was making an impact?
For the team to measure their success they would have to set a time frame to study and see how many click through rates converted over into customers. This would be the conversion rate as to how many people clicked the email and why.
• What would you do to improve the strategy or process?
I wouldn’t do anything to improve the strategy besides study the trends of the click through rates more and find out what emails are the most popular and why? Are there any specific trends that are more attractable?
• Should CommonBond consider an entirely new thread of emails customers of new products that they launch?
I would say that yes CommonBond should consider creating a new thread of emails for customers who may potentially be interested in new products the launch. I think that each product attracts a different customer, so it would not hurt to draw in new potential customers.
Claudia Apon- Digital Marketing BUS356 