E-mail Campaign

First Design of Adventure’s Email Campaign

For my first design, I have used an outdoor scene photo with the text “Adventure” which is the website name and then the slogan “Where will your feet take you next?”.  Underneath I have used 3 separate photos which also have featured on my website to make my brand consistent. The wording underneath is very simple and provides a quick outline of what the business sells, I have also added about how delivery is free on orders over £75. I included this because it will make entice customers to go onto the website and have a further look.  At the bottom I have added another 3 photos, mainly of brands which the website sells. Then the social media links right at the bottom, which makes the social media accessible to customers.

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Second Design of Adventure’s Email Campaign

The second design is quite similar in relation to the photos used. However the layout and content is different compared to the previous one. I have briefly outlined what the business sells and mentioned again about the free delivery on orders over £75. However on this design I have included an introductory sign up offer of 25% off the first order, followed by a discount code. The purpose of this would be to make customers feel like their getting a good deal by using the code, and then hopefully they would be impressed with the service provided by the business. This will consequently lead to repeat orders. I have also mentioned Adventure’s TV advert, and included the slogan which is featured with the video “which adventure would you choose?”. Followed by a image of hunter wellies, with the caption “New season hunter wellies now in stock”. This would encourage the customer to go onto the website and explain the collection even further.

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Research

Before I designed my own Email campaigns, I searched the internet for some of the most successful ones. I found a lot of articles suggesting that PayPal’s email campaigns are extremely successful and reach a lot of customers. It focuses on a certain colour scheme and is consistent with the brand, also it’s clear and simple to understand. The other example I’ve used is a clothing brand which is more comparable to mine, I like how they have used the model’s picture as a full length photo. The wording is very simple and well laid out making it easy to see and have an idea on what the business is about.

 

Advantages of Email Marketing Campaigns

Used appropriately, email represents a way to reach potential and existing customers in an organized and targeted way. As the Internet grows, potential clients spend more time online, according to Internet marketing company, Self SEO. Statistics back that general claim, according to Email Marketing Reports, an email marketing data website. A Direct Marketing Association study shows “email marketing generated an ROI (return on invested capital) of $43.62 for every dollar spent on it in 2009.”

Global Demographics

The nature of the Internet and of email means a marketing campaign reaches as far as an advertiser wants. Identify whom you want to reach and where that target is located. Once you develop the structure and content of your marketing campaign, send targeted emails promoting the greatest positive responses.

Interactive

Using email marketing engages readers. Email marketing campaigns are interactive. Include graphics, Flash and surveys, for example, to bring potential clients into an experience with your company and its product. According to Self SEO, when an email marketing recipient clicks on a video or answers quiz questions, you create interest and command attention.

Numbers

Using email to conduct a marketing campaign allows access to greater numbers of possible customers. Building a marketing platform within an email client, such as Outlook, makes large and growing contact lists possible. Give recipients incentive to spread the word and your campaigns become viral, spreading from your original contacts into new territory.

 

References

Alyson Paige. 2009. The Advantages of Email Marketing . [ONLINE] Available at:http://smallbusiness.chron.com/advantages-email-marketing-3470.html. [Accessed 21 April 2016].

 

 

Pay For Click Banner Ads

What is ‘Banner Advertising’

Banner advertising is a rectangular graphic display that stretches across the top or bottom of a website or down the right or left sidebar. The former type of banner advertisement is called a leaderboard, while the latter is called a skyscraper. Banner ads are image-based rather than text-based and are a popular form of website advertising. The purpose of banner advertising is to promote a brand and/or to get visitors from the host website to go to the advertiser’s website.

Google Banner Ad Tips

Here are three principles that guide my team when we create banner ads, along with examples of each:

1. Be compelling. Banner ads have to be eye-catching enough to attract attention. Only then does your marketing message have the opportunity to break through. Things like animation, the use of faces, brand colors, and clear text help banner ads stand out.

2. Be concise. At any given moment, someone might see a banner ad and only pay attention to it for a moment. In that moment, be concise to make sure your message sticks.

3. Be clear. Banner ads tend to be relatively small, so you don’t always have a lot of space to work with. Don’t try to say too much; the ad may just end up looking cluttered. Instead, clearly communicate a single marketing message about a single product. The need for clarity goes for call-to-actions, too

Position is Key

Studies have proven that the most successful ad positions are within the content (44.66% response), within the heading (27.32% response), within the left (7.88% response) and right (9.28% response columns, rounded out by rotating ads (4.74% response) and ads below the fold (1.93% response). Generally speaking, ads close to the content, above the fold, and near other captivating content will provide optimal performance.

Average Revenue from Banner Ads

FORMATS COST METRICS AVERAGE REVENUE
Text Ads Cost/Pay Per Click (CPC, PPC) $0.035 Per Click
Graphical / Rich Media Banners Cost Per 1000 Impressions (CPM) $0.20 Per 1,000 Impressions
Graphical Banners Cost Per Click (CPC) $0.035 Per Click
Pop-unders Cost Per Visit (CPV) $0.0025 Per Visitor
Interstitial Ads Cost Per Interstitial (CPI) $0.0025 Per Interstitial Ad

 

Adventure Banner Ads

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Above are 3 separate banner ads which I have designed to promote my business. I have used hardly any text and focused on the images. I have gone for an outdoor theme, as all my clothing is marketed at outdoor wear. However the tall banner on the very left, I have used some more precise pictures which I have also used on my YouTube advertisement.

On the long thin banner advert, I have used a QR code which when scans takes the customer directly to my website. Since QR Codes provide a direct link in the online world, this produces countless possibilities to engage users in a positive way. From simple information, such as contact details, event dates and product descriptions, to special promotions, such as sweepstakes, coupons and voting – you can offer your customers virtually anything you can display in a Web browser. All of this with a single scan.

References

Arnold, B (2015) Inside Google Marketing: Banner Ads Can Be Creative and Effective. [Online] Available: https://www.thinkwithgoogle.com/articles/inside-google-marketing-creative-effective-banner-ads.html. [Accessed: 20th March 2016].

Investopedia (2009) Banner Advertising. [Online] Available: http://www.investopedia.com/terms/b/banneradvertising.asp. [Accessed: 20th March 2016].

Howe, S (2010) Getting Started with Banner Advertisements. [Online] Available: https://www.smashingmagazine.com/2010/04/getting-started-banner-advertisements/. [Accessed: 22nd March 2016].

Clicksor (2014) Earn more revenue from your website. [Online] Available: http://www.clicksor.com/publishers/rates-and-revenue. [Accessed: 3rd April 2016].