After signing up for the COSI email newsletter, I received a confirmation email within 10 minutes. The email confirmed signing up for the newsletter as well as welcoming me to the COSI supporters’ community. It included images of the center as well as a link to the homepage and a link to unsubscribe. The next communication I received was on the following Monday with a list of upcoming events and show times for COSI in upcoming months. I have only received the one newsletter since signing up.
Subject: 3 Ways to Save on COSI Admission
Hello Valued Guest,
With all of the exciting upcoming summer events, COSI wants to inform you of opportunities to save on admission costs. Please click one of the phrases below for further details.
We look forward to seeing you during you next visit. Thanks for being a part of the COSI community.
COSI Marketing and Promotions
This email uses the “cite a potential benefit” technique (James, 2012). It draws the attention of the reader by using an incentive to get them to open the message. By offering discounted admission, guests are more likely to visit COSI. It initiates a response to read the message and possibly purchase tickets for a future visit.
Contacts to Send Email
A list of contacts to send the email to will be gathered from current newsletter members. The mass distribution list will be sent the message to encourage additional visits during upcoming months. The newsletter distribution will be cross-referenced with the COSI member’s emails to avoid an unnecessary email to these members. COSI members already have included admission, so sending this email to them would run the risk of irritating valued customers. All other guests will be encouraged to purchase memberships to save on future costs as well as explore other options available.
Results of the email will be measured through visits to the links provided in the email that end with purchases. All purchases directly from these links will be logged and analyzed at the end of a specified two week period to determine the overall success of the email. In addition, all link visits will be logged to determine the amount of visits resulting from the email that did not end with a purchase. This will identify the amount of guests that actually acted on the email, but were detoured from making the actual purchase. This group has a high potential for being influenced by email communicate and can be targeted in later campaigns through more effective advertising or different incentives.
An article, written by Devaney and Stein, discusses the effectiveness of email marketing. Although social media and various other forms of marketing have increased in popularity in recent times, email marketing still produces positive results. Studies have shown that customers marketed to through email, “tend to shop more and spend more” (Devaney & Stein, 2013). This effectiveness would be very valuable to COSI’s marketing team for a variety of reasons. Email communications are efficient and easy to send. They are low in cost and can reach a large audience in a matter of minutes. Accessing customers in a way that will promote sales and increase attendance is the overall goal of the marketing team. COSI’s weekly newsletters demonstrate the concepts presented in this article and the overall effectiveness of email communication.
Devaney, T., & Stein, T. (2013, October 1). Why Email Is Still More Effective Than Social Media Marketing. Retrieved July 14, 2015, from http://www.forbes.com/sites/capitalonespark/2013/10/01/why-email-is-still-more-effective-than-social-media-marketing/
James, G. (2012, September 27). Get customers to read emails: 7 tricks. Retrieved July 14, 2015, from http://www.inc.com/geoffrey-james/get-customers-to-read-emails-7-tricks.html