NK Jewellery- Marketing Plan
For this project, team SSK Marketing analysed the company and its business strategy and created amarketing plan for NK JewelleryCompany NK Jewellery, an online jewellery shop offers artisanal jewellery with semi-precious stones.
Email
Marketing
Drip Campaign Strategy
A drip email marketing strategy is a series of automated emails that prompt people to take specific action.
The receiver of the email, called Lead, shows interest by taking an action on the campaign.We shall focus on converting these leads to buyers.
We control the number and frequency of emails we send.
During sign-up, personalize the communication using the user's name or the reference used during the sign-up process.
Email Drip Campaign Strategy
A drip email strategy involves automated emails encouraging recipients, known as leads, to take specific actions. The goal is to convert these leads into buyers by personalizing emails with the user's name or sign-up reference. The strategy allows flexibility in determining the number and frequency of emails sent.
Welcome Campaign
Shows better open and click-through rates.
Improves boost rate as the open and click-through rates are higher.
First Purchase Automation
After the first purchase send an email to thank them for their business, remind them of the product features and quality, give them tips on how to get the most from their purchase, suggest complementary things that other buyers have purchased, and reinforce that they made a good decision.
Product Recommendation
Prompt related purchases in order confirmations/shipment emails.
Follow up weeks/months later, encouraging registration and recommending items for upcoming events.
Follow up and Onboarding
For customer inquiries, initiate a drip campaign for order updates.
After a jewelry purchase, send a sequence with usage tips and an after-care guide to foster relationships and loyalty.
Educational
Send educational content about the product functionality, authenticity, quality, and longevity etc. It will drive traffic to the website through call to action and landing pages.
Abandoned Cart
A client will get a series of emails when they haven't finished a transaction.
A personalized automated email about what product is left behind waiting for their visit will give a warm reminder. It increases the chance of closing a sale.
Promotional
Sending updates about new promotions, offers, discounts and sale offers increases interest and curiosity in the reader, prompting them to act on
CTA call-to-action email.
Re Engagement
Sequence of emails, for the previous customers to re-engage them with educative, informative, advocating information about products, events, and offerings. This encourages repeat customers, and loyalty by building long lasting relationships with the audience.
Post Purchase Drip Campaign
After customer purchase, send a series of emails expressing thanks and seeking feedback. Encourage joining the online community with exclusive offers for future purchases or referrals (Digital Marketing, n.d).
Choosing ESP- Email Service Provider
ESP- What?
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An email service provider is a technological service provided by companies. It helps businesses and people build an email list and send the campaign to a list of subscribers.
ESP- How?
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Create a database which contains subscribers’ names, email address, and subscription information.
ESP- Then?
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The consumer should give consent to share their information with our database before signing up.
Suggested ESP- Brevo
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It is affordable to other available ESPs.
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We can set up and run automated email campaigns with ease. There is no high-level learning.
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It provides free plans for up to 9000 emails for unlimited contacts.
