LSBM200 Digital Marketing Report: Email Marketing Effectiveness

This report delves into the realm of digital marketing, with a specific focus on email marketing strategies and their practical application. It begins by defining digital marketing and its various channels, emphasizing the significance of email marketing as a key component. The report surveys current email marketing practices, providing industry examples and incorporating the author's experience with the Simbound simulation game. The Simbound game is used to assess the effectiveness of email campaigns, analyzing metrics such as open rates, click-through rates, and conversions. The report also discusses different types of email campaigns, including recurring, ad-hoc, and event-triggered emails, and highlights the importance of A/B testing for optimizing email content and design. Furthermore, it outlines the key tactics involved in planning, implementing, and measuring email marketing campaigns. The report concludes with recommendations based on the Simbound game experience, offering insights to enhance future email marketing efforts and improve overall digital marketing performance.

Digital Marketing
LSBM200

Table of Contents
Introduction................................................................................................................................3
Survey of current practice using industry examples and your own experience of the
Simbound game to illustrate your answer..................................................................................3
Recommendation........................................................................................................................9
Conclusion..................................................................................................................................9
Reference..................................................................................................................................10

Introduction
Digital marketing deals with the process of using the various digital technologies used on the
internet for carrying out the marketing procedure by a business organization or firm. The
product value of a product of certain be transfer using the various digital marketing channels
that can create or accelerate the business operation of the business organization. The new
revolution that is seen in the way of marketing and branding techniques that are used by the
business organization is because of the use of various marketing techniques such as digital
marketing. People are now accustomed with online shopping instead of visiting the market
and getting knowledge about the product because of the new revolution that is caused due to
the evolution of digital marketing. The evolution of digital marketing and the use of the
various digital marketing tool has changed the marketing plan and implementation procedure.
There is a large category of digital marketing some of them are are email marketing, social
media marketing, search engine optimization, influencer marketing, data-driven marketing, e-
book marketing, content marketing, and campaign marketing. The importance and the various
type of e-mail marketing will be talking about in this report. The effectiveness of email
marketing will be checked based on the simulation that will help to get a better idea of the
content of digital marketing. The marketers carry out the Simbound software, which mainly
in the game form, is used to check the ways digital marketing. At the end of the report, the
experience of the Simbound game is discussed and the recommendations on email marketing
are given that might help the business organization in future campaigns.
Survey of current practice using industry examples and your own experience of the
Simbound game to illustrate your answer.
Digital marketing is done for carrying out the marketing process that will help in informing
the targeted group of customers through the electronic or the digital platform. The landscape
of email marketing as a campaign for digital marketing is widespread and vast.1 From a
study, it is seen that the information about the local areas mostly searched on Google or the
online platforms. Digital marketing has helped the customers to get access to the goods and
the services in their comfort zone without stepping out of their homes. Digital marketing
provides a clear idea and information that a particular business organization or a brand is
trying to sell. The various platform of digital marketing is mobile phone apps, email
1 Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing. Kogan Page
Publishers.

marketing, search engine marketing, social media marketing, and search engine
optimization.2 On the contrary, traditional marketing refers to the marketing methods that are
done in the early stage of launching new products or starting a new business in a new
business market. The marketing campaign that is used in the traditional form is
advertisement, television, newspaper, pamphlets, and billboards. The process of working in
digital marketing and traditional marketing are different from each other.3 The traditional
marketing involves constant communication with the customers that they can reach the new
offers and the promotion to the customers. On the other hand, digital marketing requires no
communication with the customers as all the processes of branding and marketing are done
through online Media. In digital marketing, there is control over time as the business
organization can easily update the new offers discount and various promotional activities. On
the contrary, the traditional process takes a longer time as updating of the product in the local
newspaper or television is a time-consuming process. Digital marketing is also cost-effective
in nature, as it requires no cost in sending emails to the targeted group of customers. On the
other hand, traditional marketing is costly, as the tradition marketing camping such as
advertisement, television, newspaper, and pamphlets requires a huge cost.
Email marketing is taken into consideration as an element of digital marketing for this report.
The process of marketing the goods and services to the targeted customers that are done to
increase the sale of the business organization by using email is called email marketing. The
social media, blogs, and websites are the division of marketing that are incorporated in email
marketing. The email marketing helps in easier and simple mode of communicating with the
customers by the business organization. Email marketing is the top digital media platform
that helps in gaining new customers and retention of the old and existing customers. In the
global world and with the advancement in science and technologies, people are easier to use
emails and internet services to connect with the customers in the process of marketing the
products. The awareness of the brand among the customers, creating a sense of visibility,
acquisition of new customers and retention of the old ones can be easily done using the email
marketing by the business organization or different brands across the globe. 4There are many
types of email campaigns can be used by the business organization to achieve the results of
the goals and the objectives. The three major types of email marketing are discussed here:
2 Rohm, A.J., Stefl, M. and Saint Clair, J., 2019. Time for a marketing curriculum overhaul: Developing a
digital-first approach. Journal of Marketing Education, 41(1), pp.47-59.
3 Kartajaya, H., Kotler, P. and Hooi, D.H., 2019. Marketing 4.0: Moving From Traditional To Digital. World
Scientific Book Chapters, pp.99-123.
4 Conceição, A. and Gama, J., 2019, October. Main Factors Driving the Open Rate of Email Marketing
Campaigns. In International Conference on Discovery Science (pp. 145-154). Springer, Cham.

Recurring emails- A form of the batch campaign are made to send the emails at the
consistent interval to the new ad the old customers are called recurring emails.5 The recurring
mails are mostly automated and help the business organization or the firm to maintain and
predict the long-term goals and the objectives that they are going achieve in the upcoming
years.
Ad-hoc Emails – This form of email is also in the form of a batch campaign and is sent only
at the time in one form. The email is sent in a standardized template to a large group of the
customers or the recipient. The Ad-hoc Email is used so that the business organization can
update the customer about the recent news or about the forthcoming events.
On event, email- This type of email emphases on the journey of the customers and providing
attractive rewards and incentives to the existing customers to keep them as a loyal customer
for their brand. The on event emails tries to check and monitors the activities of the
customers and change or modify the products according to the reviews or the feedback given
by the customers.6
A/B marketing in email marketing refers to the comparison and contrast of the two different
versions of a similar piece of the content. The A/B marketing technique helps in testing the
part of the email that more often generates opening, clicks, and conversion. The simple A/B
testing in email marketing is simple as it contains more than two elements that re easily
customizable. 7The more advanced methods of the marketing process that allows customizing
the multiple elements of the email campaigns such as the picture placement, personalization
or comparing with the templates of the email compared to each other. The acquisition of the
new customers involves a huge cost but the A/B testing is a loss cost process of improving
the conversion that is done through the emails. The effectiveness of email marketing can be
enhanced by using a well-planned split test. The use of the control test can help to find out
the content and the visual work arrangements that are best for the targeted group of
customers. The best content and the arrangements will be the most effective mail that will be
sending out to the customers. The A/B marketing process uses a different process so that the
customers fall in love with the design of the email.8 The different processes are listed below:
5 Srivastava, R.K. and Dorsch, M.J., 2019. Understanding the viability of three types of approach of advertising
in emerging markets. Journal of Marketing Communications, pp.1-14.
6 Behera, R.K., Gunasekaran, A., Gupta, S., Kamboj, S. and Bala, P.K., 2019. Personalized digital marketing
recommender engine. Journal of Retailing and Consumer Services.
7 Duquette, T., Guy, D. and Gravendeel, L.H., Clutch Holdings LLC, 2019. Methods and tools for a/b testing
logic on emails. U.S. Patent Application 16/165,456.
8 Moreau, S., Duggal, A., Soni, S. and Dhawan, A., Adobe Inc, 2016. Systems and Techniques for Intelligent
A/B Testing of Marketing Campaigns. U.S. Patent Application 14/525,760.

A/B test subject lines- The subject line should be strong enough so that the customers are
encouraged to open the email that is sent to them. The subject line should be made in an
innovating and interesting way by using emoji and pre-header texts that are personalized to
the drive click.
A/B test image- The content of the email should be made by using pictures and other visuals
so that it can attract the customer’s eyes. The pictures or the videos are used in the emails
should be captivating in nature and provide clear information about the services or the offers
that they are providing. 9
A/B test copywriting- The fancy visual and the funky subject lines fails to attract the
customers that are provided in the email. The use of different wording, placement, and length
of the sentences should be used to make the emails more attractive and captivating in nature.
A/B test calls- to Action- The calls-to-actions are the button that are the most important
elements in email marketing. The emails should gain the attention of the targeted customers
so that they can click the button to generate the lead to the website of the business
organization or the brand.10
The use of email marketing as a planning tool to implement the plan and to control the
planning of marketing by the business organization. Email marketing requires providing
information by writing paragraphs and sending it to the list of targeted customers. The
complete execution of email marketing is done by carefully planning, producing, testing,
delivering and to monitor and follow up the email marketing campaign.11 The positive ROI is
created through email marketing and email marketing is considered as the most powerful
channel for advertising as per the businessperson or the business organization. The different
tactics of the email-marketing plan are to define the objectives of the campaign, the
identification of the targeted customers, establishing the call of cation and deciding the type
of campaign. The different tactics in which email marketing produces are list and
segmentation, templates and the structure of email, landing pages, integration of mobiles and
social media platforms. The different tactics of the email-marketing test are browsers,
variable contents, mobiles, and spam checker. The different tactics of the email-marketing
9 Zhu, T., Li, B., Ngo, T., Manasi, F.N.U. and Harrington, P., Walmart Inc, 2017. System for providing a robust
marketing optimization algorithm and method therefor. U.S. Patent Application 15/011,507.
10 Feit, E.M. and Berman, R., 2019. Test & Roll: Profit-Maximizing A/B Tests. Marketing Science, 38(6),
pp.1038-1058.
11 Todor, R.D., 2016. Marketing automation. Bulletin of the Transilvania University of Brasov. Economic
Sciences. Series V, 9(2), p.87.

delivered to the targeted group of customers are deliverability of quality of the content, the
reputation of the senders, lead generation, frequency, time of delivery.12 The different tactics
of the email-marketing measures are Open rate, bounce rate, click-through rate and click to
action for the emails, social shares, unsubscribed and conversion.
The simulation is done for getting a clear understanding of the various digital marketing
campaign. The Simbound is a game based on the digital marketing simulation that allows the
users to get the idea of the online marketing campaign by participating in the game to
understand the various risk-free environment. The behaviors of the shoppers and the virtual
funds help in the operation of the Simbound.13 There is an elimination of the potential
financial risk and maintenance of the brand image during the usage of Simbound. The
features of the Simbound games are the Search engine advertising campaign, email
marketing, website marketing, student grader, digital marketing planning, and coopetition
overview and timeline activity. The email marketing is in the simbound game has helped to
understand the effectiveness of the campaigns. The name of the campaigns that are given for
the digital marketing process to be listed below the iPad Pro Vs. android tablets…A is sent in
the round:3 with a discount of 10 % but it is not sent to any customers so the no value can be
determined. The iPad Pro Vs. android tablets…A named campaign was sent in the round:3 to
1109 customers out of which only 91 of them have opened their email to see it's so the open
rate is 8.2%. The number of clicks was 9 so the click rate is 9.9% and the number of
conversions was 1 so the value that is generated is 27. The Samsung Galaxy Tab S6 Black
Friday! A (Samsung Galaxy Tab S6) was the name of the next campaign sent in the round:4
to 49 customers out of which only 8 of them have opened their email to see it's so the open
rate is 16.3%. The number of clicks was zero so the click rate, the number of conversions and
the value that is generated is zero. The Samsung Galaxy Tab S6 Black Friday! B (iPad Pro)
was the name of the next campaign sent in the round:4 to 49 customers out of which only 8
of them have opened their email to see it's so the open rate is 16.3%. The number of clicks
was zero so the click rate, a number of conversions and the value that is generated are zero.
The explore our amazing offers for Samsung Galaxy Tab A (Samsung Galaxy Tab S6) named
campaign was sent in the round: 4 to 646 customers out of which only 63 of them have
opened their email to see it's so the open rate is 9.8%. The number of clicks was six so the
click rate is 9.5%, the number of conversions is one and the value that is generated is 21. The
12 Joshi, P., 2016. Tactics to enrich customer data for higher return on e-mail marketing investment. Journal of
Digital & Social Media Marketing, 4(1), pp.25-34.
13 Yadagiri, M.M., Sinha, R. and Saini, S.K., Adobe Inc, 2019. Simulation-based evaluation of a marketing
channel attribution model. U.S. Patent 10,387,909.

explore our amazing offers for Samsung Galaxy Tab A (Samsung Galaxy Tab S6) named
campaign was sent in the round: 4 to 430 customers out of which only 43 of them have
opened their email to see it's so the open rate is 10.0 %. The number of clicks was four so the
click rate is 9.3%, the number of conversions is zero and the value that is generated is zero.
The Home Page Tablet PC World A (Home) named campaign was sent in the round: 6 to 541
customers out of which only 44 of them have opened their email to see it's so the open rate is
8.1%. The number of clicks was four so the click rate is 9.1%, numbers of conversions are
one and the value that is generated is 21. The iPad Pro for Christmas B (iPad Pro) named
campaign was sent in the round:6 to 40 customers out of which only 5 of them have opened
their email to see it is so the open rate is 12.5%. The number of clicks was zero so the click
rate, the number of conversions and the value that is generated is zero. The XMAS
BONANZA!!! GET 30% OFF SAMSUNG GALAXY TAB S6 A (Samsung Galaxy Tab S6)
named campaign was sent in the round:6 to 47 customers out of which only 7 of them have
opened their email to see it is so the open rate is 15.2%. The number of clicks was zero so the
click rate, the number of conversions and the value that is generated is zero. The Lenovo 16-
26 Year Old & Apprentice Discount @ Xmas B (Lenovo) named campaign was sent in the
round:6 to 21 customers out of which only 4 of them have opened their email to see it is so
the open rate is 20.0 %. The number of clicks was zero so the click rate, the number of
conversions and the value that is generated is zero. In round 1, there were no campaigns that
were used, in round 2 and 5 the number of the campaign is zero and the leads that are sent are
zero. In round 3, the number of campaigns is two and the number of leads sent is 1108. In
round 4, the number of campaigns is two and the number of leads sent is 1176. In round 6,
the number of campaigns is eight and the number of leads sent is 1298. So from the whole
process, it can be evaluated that the number of emails sent was 3581 out of these emails 333
of them were opened, 27 were clicked, and the conversion number is 2 and 55 people
unsubscribed to the email. This email marketing strategy is effective as it helps the people in
providing information about the physical location of the store, increase the loyalty as the
various offers are given to promote a good relationship with the company to increase its sales.
Some of the unanticipated issues that arise can causes effects to the image of both the
customers and the business organization as the data provided are not handled protectively.14
The business organization should also follow the Consumer privacy bill of Rights legislation
so that the customer gets a clear idea about the various online interaction that is done by them
14 Bowen, G. and Sethi, A., 2020. Internal Marketing Cybersecurity-Conscious Culture. In Handbook of
Research on Innovations in Technology and Marketing for the Connected Consumer (pp. 135-154). IGI Global.

through emails. The emails should govern the clear intentions and the information about the
products that they are marketing so that the expectation of the customers are not hurt. The
violation of the data that are provided by the customers is a criminal offense and should be
handled in a careful manner. The email address should be removed instantly after the email
has been unsubscribed by particular customers.15
Recommendation
Some of the recommendations are made that can help to increase the effectiveness of email
marketing as a campaign for digital marketing.
 It is recommended that the business organization should use various email marketing
tools and approaches for a clear understanding of the process of marketing in the
digital platform.
 It is recommended that the data provided by the customers should be kept in a
protected manner and handle with care so that it can help in gaining the trust of the
customers and the customers will be more inclined towards digital marketing that will
help in increasing the sale and the profit level of the business organization.
Conclusion
The report is about the importance and the various tools of digital marketing that are used by
business organizations across the globe. The email marketing is taken as the element of
digital marketing as it is among the top digital media platform that helps in gaining new
customers and retention of the old and the existing customers. The simulation in digital
meetings is done to understand the effectiveness of the various campaign. The Simbound
game is used to understand the course of digital marketing and the experience of the different
digital marketing campaigns. Some of the recommendations have been provided to increase
the effectiveness of email marketing as a campaign for digital marketing.
15 Chaudhry, R. and Sharma, A., 2018. Ethical Issues in Digital Marketing-A Review. ITIHAS-The Journal of
Indian Management, 8(1).

Reference
Behera, R.K., Gunasekaran, A., Gupta, S., Kamboj, S. and Bala, P.K., (2019). Personalized
digital marketing recommender engine. Journal of Retailing and Consumer Services.
Bowen, G. and Sethi, A., 2020. Internal Marketing Cybersecurity-Conscious Culture.
In Handbook of Research on Innovations in Technology and Marketing for the Connected
Consumer (pp. 135-154). IGI Global.
Chaudhry, R. and Sharma, A., (2018). Ethical Issues in Digital Marketing-A
Review. ITIHAS-The Journal of Indian Management, 8(1).
Conceição, A. and Gama, J., (2019), October. Main Factors Driving the Open Rate of Email
Marketing Campaigns. In International Conference on Discovery Science (pp. 145-154).
Springer, Cham
Duquette, T., Guy, D. and Gravendeel, L.H., Clutch Holdings LLC, (2019). Methods and
tools for a/b testing logic on emails. U.S. Patent Application 16/165,456.
Feit, E.M. and Berman, R., (2019). Test & Roll: Profit-Maximizing A/B Tests. Marketing
Science, 38(6), pp.1038-1058.
Joshi, P., (2016). Tactics to enrich customer data for higher return on e-mail marketing
investment. Journal of Digital & Social Media Marketing, 4(1), pp.25-34.
Kartajaya, H., Kotler, P. and Hooi, D.H., (2019). Marketing 4.0: Moving From Traditional To
Digital. World Scientific Book Chapters, pp.99-123.
Kingsnorth, S., (2019). Digital marketing strategy: an integrated approach to online
marketing. Kogan Page Publishers.
Moreau, S., Duggal, A., Soni, S. and Dhawan, A., Adobe Inc, (2016). Systems and
Techniques for Intelligent A/B Testing of Marketing Campaigns. U.S. Patent Application
14/525,760.
Rohm, A.J., Stefl, M. and Saint Clair, J., (2019). Time for a marketing curriculum overhaul:
Developing a digital-first approach. Journal of Marketing Education, 41(1), pp.47-59.
Srivastava, R.K. and Dorsch, M.J., (2019). Understanding the viability of three types of
approach of advertising in emerging markets. Journal of Marketing Communications, pp.1-
14.

Todor, R.D., (2016). Marketing automation. Bulletin of the Transilvania University of
Brasov. Economic Sciences. Series V, 9(2), p.87.
Yadagiri, M.M., Sinha, R. and Saini, S.K., Adobe Inc, (2019). Simulation-based evaluation of
a marketing channel attribution model. U.S. Patent 10,387,909.
Zhu, T., Li, B., Ngo, T., Manasi, F.N.U. and Harrington, P., Walmart Inc, (2017). System for
providing a robust marketing optimization algorithm and method therefor. U.S. Patent
Application 15/011,507.