Email Marketing Strategy Case Study: An Analysis of CommonBond

This case study provides an in-depth analysis of CommonBond's email marketing strategy. It explores the benefits of having a well-defined email creation strategy and process, emphasizing its importance for CommonBond in reaching students efficiently and fostering long-term client relationships. The study also addresses the risks associated with creating a three-month forward-looking email calendar, particularly email fraud and the potential compromise of sensitive information. It suggests measuring the success of the new strategy and process by calculating email marketing ROI and monitoring bounce rates. To improve the strategy, the analysis recommends creating high-quality content, building strong relationships with involved parties, and launching new email threads for each new product to avoid mail chain issues and reduce the risk of fraud. The conclusion highlights the crucial role of email marketing in CommonBond's growth and the need for a strategic approach that maps out the steps to achieve realistic email marketing goals.

Running head: CASE ANALYSIS: CommonBond
Case Analysis: : CommonBond
[Name of the Student]
[Name of the University]
[Author note]

1CASE ANALYSIS: CommonBond
Introduction:
CommonBond is a company which was founded by David Klein, Michael Taormina,
and Jessup Shean in the year of 2011 after they met at the University of Pennsylvania's
Wharton School of Business. The idea for the company got sparked by the frustration of the
founders with a lack of affordable loan options so as fund their own graduate school
education. A business plan was put forward by this trio and got accepted to the highly
selective Wharton Venture Initiation Program which was associated with serving as the start-
up incubator for the students of Wharton who were associated with perusing the
entrepreneurial passions. For this reason, they thought of using the emails for marketing. The
report has been associated with discussing the major aspects of email marketing.
Discussion:
Benefits of having an email creation strategy and process:
Creation of the email strategy along with the processes would be associated with
bringing as lot of benefits. The creation of the email strategies along with the processes
would be responsible for enhancing the convenience as well. The major reason lying behind
this is the that a particular person can be open to the enterprises located all around the globe
without worrying about opening for hours (Lee, Kozlenkova & Palmatier, 2015). The aspect
of convenience is also considered in the sense, that this is the strategy that would be helping
in the elimination of the needs without worrying about making payments for the staffs who
are working overtime. In addition to this the locality barriers are also removed as the
hindrance caused due to the long distances is generally overcome. Another major advantage
of that is enjoyed due to this is the including of fewer costs which is much lower than the real
market costs. Besides this rental cost along with the expenses related to maintenance are
generally not incurred when the email strategy is created (Armstrong et al. 2015). Emails is

2CASE ANALYSIS: CommonBond
also associated with acting as an avenue for the creation of long-lasting relationships with the
clients which would be associated with enabling the retention of customers at high level. The
establishment of the emails for the customers regularly by making use of personalized offers
would be associated with assisting in the maintenance of this kind of relationships.
Creation of the email strategy along with the operations is considered to be relatively
crucial factor for the CommonBond considering the sense that the students could be covered
within a short period of time without moving from one place to another (Koh & Brunner,
2015). Besides this large number of students have been associated with receiving the
information that are relevant within a very short period of time and besides this the borrowers
also would become capable of receiving proper social superior experiences related to
borrowing.
Risks of creating a 3-month forward looking email calendar
There exist few risks that are associated with the creation of a three-month forward-
looking email calendar. The major risk which is associated with this is the email fraud. From
numerous real-world incidents it is clear that email fraud exists. Precisely it can be stated that
the risks which are attributed with the three-month forward-looking email calendar is that
there exist some people who might be associated with the obtaining the access to the account
numbers as well as the passwords (Morgan et al., 2018). The risk that is associated with some
of the non-monetary hoax mails or with the non-monetary chain emails might be associated
with the creation and finding out of the way that are generally viewed as the forward-looking
email calendar.
Utilization of the high open along with the click-through rates the team would become
capable of measuring the effectiveness that the new strategy and the processes would be
having (Büyüközkan, Mukul & Uztürk, 2016). One of the ways by which this can be done is

3CASE ANALYSIS: CommonBond
by making use of the calculation of email marketing ROI. The process of calculating the
email marketing ROI would be associated with serving as the justification for the additional
investments that are required (Kiseleva, 2017). By making use of this strategy the strengths
and the weakness in the strategy as well as in the process would be indicated. This is the
effort which can be termed as the effort associated with making of significant impacts in case
if the rate of bounce upon the firms email site is less than 40%.
Improving the strategy or process:
The email marketing techniques can be improved by aiming the high rich of the
people. The creation of excellent pieces of contents along with inform the people through
them by making use of the emails might be associated with helping in improving the
processes. Besides this there is a need of creating a strong relationship with the parties who
are involved (Wensley, 2016). One of the key considerations which is to be monitored in this
process includes the creation of the surveys which are associated with the offerings made by
the CommonBond to its subscribers.
Besides this it is to be made sure that the CommonBond is associated with creation of
new email threads for each and every product that is launched. The major reason behind this
that in the old mail chains the messages are generally sent to numerous peoples and is
associated with the incorporation of the instructions which anyone has ought of forwarding to
several other individuals (Doherty, Kearns & O’Rourke, 2015). The major disadvantage of
this is that the message is a complete waste of the system resources. Mail chains are
considered to be the major reason for the occurrence of email frauds. For this reason, the
CommonBond should always be associated with the creation of new email threads for any
new item that they launch.
Conclusion:

4CASE ANALYSIS: CommonBond
Along with the growth of the CommonBond it is very essential to make sure that the
emails acts as one of the most important avenues for passing out the information to the
targeted customers. The major reason lying behind this is that the emails are associated with
covering a broad geographic location within a very short period of time. The strategy should
also be evolving so as to make sure that the realistic email marketing strategy should not only
be associated with describing the end goals but also the strategic emailing team should be
associated with mapping the steps so as to get there.

5CASE ANALYSIS: CommonBond
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