SOCIAL MEDIA COLLEGE

Project template

10118NAT Diploma of Social Media Marketing

SMMEMS505A
Plan, implement and manage email marketing

Unit 5
Assessment Task 1
 
 
 
 Assessment Task 1 CONTENTS:
 
STAGE 1. Research
1.1 Business Overview
1.2 Email Marketing Opportunities
1.4 Case Studies
EMAIL 1.5 Email Marketing Approaches
1.6 Legal & Ethical Constraints

MARKETING STRATEGY STAGE 2. Strategy Definition

2.1 Email Marketing Strategy

& IMPLEMENTATION STAGE 3. Implementation Plan

3.1 Implementation Plan
3.2 Email Marketing Management Platforms
3.4 Budget Develop & Approval
1.1 BUSINESS OVERVIEW
Provide an overview of your chosen organisation by answering the questions below:

1. What is the name of the organisation? KBeautyfly

2. What products and/or services does the organisation offer? Beauty advice, Make-up products

3. Who are the organisation’s target customers? 20s – 40s

4. What are the main sales channels? Online, wholesale, retail, telesales, etc.
Website, Social Media ( Facebook, Instagram)

5. Where is the organisation located? What geographies does the organisation operate in? Korea,
World wide(Australia, America, Europe)
1.2 EMAIL MARKETING OPPORTUNITIES

Mission Statement Marketing objectives Industry open rate and Email marketing
click rate opportunities

To serve customers
with integrity by being
loyal to them, the • 1000 visitors on • New product launch
company and ourselves. website in a week • Industry: Beauty
• Promotion
To give superior customer • 1000 views on announcement
service consistently with YouTube in a week • Benchmark open
rate: 25.5% • Abroad targeting
happy relentless attitude • 1000 likes on
while standing within an Instagram post • Email automation
affordable budget • Benchmark click rate:
• 1000 members on 5.5% • Sharing a trend
To meet everyday needs Facebook page
for nutrition; hygiene and
personal care with brands
1.3 CASE STUDIES
Email Marketing Case Study 1 Email Marketing Case Study 2

Organisation Name L’Oreal 8 Seconds

Email acquisition • Provide content upgrades • Run a contest

strategy • Offer bonus tools or analysis • Webinar

• An email marketing campaign is • A successful email marketing

an email sent from a business to campaign will get the recipients to
Campaign description take an action, engage with your
one or more customers or business, and help you to get more
prospects. leads and sales

Reporting benchmarks • 30% Increasing of subscribers • 20% Less traffic within same budget
• 40% Increasing of company value • 30% Increasing of acknowledge

Open rate : 20% Open rate : 15%

Evaluate campaign ROI : 15% ROI : 5%
effectiveness Successfully targeting customers opened Successfully targeting customers opened
the email and the return has increased. the email and made average return.
1.4 EMAIL MARKETING APPROACHES
Email component Approach 1 Approach 2

Subject line Free gift chances $50 gift voucher only today

Timing Monday 12pm Saturday 12pm

Email length 2 A-4 Pages double spacing 2 A-4 pages double spacing

Imagery used 1 1

Call to action button Visit website Open the link

1.5 LEGAL REQUIREMENTS & ETHICAL CONSTRAINTS

Legal requirements Ethical constraints

• Ensure you have permission to

email the people on your list
• Privacy and Electronic
Email acquisition
Communications Regulations of • Include a way to opt-out of
strategies receiving future emails from you
2003

• Don’t use misleading header

Email marketing
information
campaigns • The Spam Act 2003 • Identify your email as an
advertisement
2.1 EMAIL MARKETING STRATEGY
Email acquisition
Email Type strategy Timing Topic

Free gift voucher to pick

Wednesday 12pm
up only today
• Landing page
• The Newsletter Email
with information PDF • Download free
make up tutorial
• The Free Gift Email
with image attached
+ 3 days Ready to make up?

One-Off campaign • Download valuable

Friday 12pm
Free $10 Voucher
Money voucher contents (PDF) Image attached
3.1 IMPLEMENTATION PLAN

Email Marketing Tasks Required Task Owner Start Date Due Date Resources
Strategy Required

Marketing
Target the customer lists 13th of Oct 20th of Oct Email / Phone
manager
One-Off
campaign

- New Write the marketing email Copywriter 21st of Oct 28th of Oct Word
product
launch
- Promotion
Social Media
Schedule in Mailerlite platform 29th of Oct 5th of Nov Mailerlite
manager

Review process

Copywriter write the marketing email and then send it to marketing manager to approve. It will set up on
Mailerlite for the automatic email to the targeted customers on time.

Reporting procedure

The social Media manager will report every Friday for the process of marketing campaigns. This includes of
email open rates and ROI result. Any issues and improvement will be contained as well.
3.2 EMAIL MARKETING MANAGEMENT PLATFORMS
Platform Selected for
and URL Key features Benefits Help centre URL strategy? (Yes/No)

• Manage all
communication and
• Email tracking. interactions with
• Recurring tasks. prospects.
HubSpot • Shared history. • Automate data entry. help.hubspot.c YES
• Social media • Be reminded to om
integration. follow up with
prospects.
• Organize contact
data.

• Email automation • Real-time updates

• Task tracking. • Track
Mailerlite • Call monitoring. communications www.mailerlite NO
• Email • Improves Knowledge .com/support
monitoring Retention
3.3 BUDGET DEVELOPMENT AND APPROVAL

Email Marketing Strategy Expense Category Expense Item Forecasted Monthly Cost

Creating story Copywriter $200

Customer life change

Make a content Media tools $100
story

Email Platform Mail chimp $50

Total $350

Describe your organisation’s strategy and budget approval process:

Personalize the messages and segment the subscribers. Automate email campaigns when possible.
The required budget will need to send to the Marketing manager every second of Friday and they must
respond within 5 working days to the Social media manager to approve any changes of plan.
The final approval of budget project is due the last business day of the month.