Email marketing strategy for TIP Trailer Services
Svirelina, Maria (2016)
Lataukset:
Svirelina, Maria
Hämeen ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016111616350
https://urn.fi/URN:NBN:fi:amk-2016111616350
Tiivistelmä
TIP Trailer Services is an international logistics company, which provides a variety of transportation solutions for its clients. Over 45 years of existence, the company was able to establish itself in the European market very successfully. For the reason that the company wants to catch the latest marketing opportunities, the online marketing became an important part of their activities. The business-to-business communications are made mainly through email online marketing channel. Due to the fact that TIP Trailer Services lacks a strategy on how to attract potential customers through the email communications, this report at hand aims at designing and providing a targeted email marketing strategy for the company.
The approach, which is used to achieve the above mentioned aim is as follows. Firstly, the overview of trends within online marketing has been executed. This was followed by the analysis of legal restrictions within the European Union in terms of direct contacting of customers. Secondly, the current situation at TIP Trailer Services has been assessed, meaning the situation analysis has been done according to the first stage of SOSTAC model. For this part of the research the SWOT analysis has been executed. Thirdly, the objectives of TIP Trailer Services have been investigated according to the 5S model and the analysis of the results of internal survey have been provided. Finally, the STP model for strategy has been applied and the types of email communications at TIP Trailer Services have been outlined. Here, the SOSTAC model has been used to ensure an efficient and targeted design of the online communication strategy, the framework of actions and controlling plan.
The following conclusions have been drawn. The analysis of trends have revealed that the email communications have opportunities to be developed and it showed the different ways and tactics this can be done. In addition, the legal requirements give TIP Trailer Services the base for the ability of reactivating inactive customers. In this way the email list is able grow. The situation analysis of the current cumulative actions of responders has indicated that the TIP Trailer Services has a good base as the open rate is average, however, the changes in the email content are to be reconsidered as the other metrics do not answer to the standard within the industry. To continue, there are some opportunities for the company in terms of email marketing communications as the market is developing and the new abilities for the direct contacting and engaging of the customers are appearing. The analysis of the current objectives within TIP Trailer Services has shown that the company does not have the specificity while targeting the audience and sending the messages to them. Therefore, the objectives have been designed accordingly to the analysis of internal survey results and the outcomes of interviews. Here, the target group of TIP Trailer Services should be based on the grouping by languages and subjects of the email communication messages the customer has subscribed for. The strategy focuses on the quality positioning and the internal improvement of the executing and controlling the communications from the side of regional managers. The strategy aims to increase the lead generation and brand awareness, the level of customer satisfaction, increase the turnover as well as the relationships begin to build.
In order to reach the mentioned above objectives, the following recommendations regarding the effective email marketing strategy have been defined. TIP Trailer Services should reach its target group through interactive email marketing communications with the higher amount of links within the message. The four types of emails are defined and the structure should be followed. Moreover, the controlling actions should be executed by the regional managers through regular online reporting. The company should position itself as a provider of qualitative service and equipment with a high degree of expertise on the market.
The approach, which is used to achieve the above mentioned aim is as follows. Firstly, the overview of trends within online marketing has been executed. This was followed by the analysis of legal restrictions within the European Union in terms of direct contacting of customers. Secondly, the current situation at TIP Trailer Services has been assessed, meaning the situation analysis has been done according to the first stage of SOSTAC model. For this part of the research the SWOT analysis has been executed. Thirdly, the objectives of TIP Trailer Services have been investigated according to the 5S model and the analysis of the results of internal survey have been provided. Finally, the STP model for strategy has been applied and the types of email communications at TIP Trailer Services have been outlined. Here, the SOSTAC model has been used to ensure an efficient and targeted design of the online communication strategy, the framework of actions and controlling plan.
The following conclusions have been drawn. The analysis of trends have revealed that the email communications have opportunities to be developed and it showed the different ways and tactics this can be done. In addition, the legal requirements give TIP Trailer Services the base for the ability of reactivating inactive customers. In this way the email list is able grow. The situation analysis of the current cumulative actions of responders has indicated that the TIP Trailer Services has a good base as the open rate is average, however, the changes in the email content are to be reconsidered as the other metrics do not answer to the standard within the industry. To continue, there are some opportunities for the company in terms of email marketing communications as the market is developing and the new abilities for the direct contacting and engaging of the customers are appearing. The analysis of the current objectives within TIP Trailer Services has shown that the company does not have the specificity while targeting the audience and sending the messages to them. Therefore, the objectives have been designed accordingly to the analysis of internal survey results and the outcomes of interviews. Here, the target group of TIP Trailer Services should be based on the grouping by languages and subjects of the email communication messages the customer has subscribed for. The strategy focuses on the quality positioning and the internal improvement of the executing and controlling the communications from the side of regional managers. The strategy aims to increase the lead generation and brand awareness, the level of customer satisfaction, increase the turnover as well as the relationships begin to build.
In order to reach the mentioned above objectives, the following recommendations regarding the effective email marketing strategy have been defined. TIP Trailer Services should reach its target group through interactive email marketing communications with the higher amount of links within the message. The four types of emails are defined and the structure should be followed. Moreover, the controlling actions should be executed by the regional managers through regular online reporting. The company should position itself as a provider of qualitative service and equipment with a high degree of expertise on the market.