HEATHCOTE GIN MARKETING STRATEGIES
Email Marketing
Email marketing is a form of direct marketing that applies Email sending as a means of communication to potential consumers (Fariborzi and Zahedifard, 2012). Due to developments in technology and most individuals using digital devices, email marketing is an effective way for the marketing of products. Its effectivity is based on the fact that direct mailing increases consumer purchasing frequency and also enhances brand loyalty as customer relationship is built through regular contacts (Merisavo and Raulas, 2004). Therefore Heathcote’s application of the strategy will be beneficial for its marketing when following the appropriate steps of creation.
Current use of Email marketing tool of Heathcote Gin
Heathcote Gin is a company that is developing and introducing new brands of gin for consumers’ preferences. Email marketing has been used as one of its marketing strategies to inform consumers of the new products developed and the unique characteristics that interest the consumers to increase purchases. The email content includes the products developed, discounts created for consumers, and new stores offering the products. Since it is essential that the consumer voluntarily agree to receive email from any commercial institution because of products relevant to their needs, Heathcote gin provides an opt-in option (Reimers et al., 2016). However, the method involves a few numbers of emails on the list, which challenges their objective of marketing to a broad audience. Also, the email marketing tool is prone to spam filters, which prevent some emails from reaching the recipients. There are no prevention methods of spam emails hence affecting consumer loyalty strategies. The emails sent also fail to provide an opt-out option, which makes the audience report the email as spam. Therefore, changes are required to improve the strategy.
Recommended Changes
An improvement of the email subscriber creation for email marketing would benefit the company. Heathcote Gin’s strategy for the creation of an email list involves the collection of emails through the provision of sign up forms in its stores. Individuals visiting the stores sign up and provide their emails subscribing fo the commercial emails. In developing a broader list for the subscribers, Heathcote Gin should create an online giveaway to encourage entries and to gather email addresses. Online giveaways will encourage more people to subscribe to maximize email marketing. Finding an active list of subscribers enhances the effectiveness of the method as it maintains a repeat purchase relationship with customers, and prevents a one-time buying (Zhang et al., 2017).
The use of an attractive and influential subject line would attract more consumers. The subject line promise is essential since it encourages higher response rates. The response rate correlates with an appealing subject line (Sterne and Priore, 2000). The target consumers are between 30 to 60 years of age within the Australian market, who use their devices for many activities; hence the subject line of an email would interest them in checking the content. After the subject line, the content of the email will include information on the development of the products, discounts, and delivery methods for any of the chosen products.
Developing strategies to prevent spam filters would enhance email delivery to consumers (Roy and Viswanatham, 2016). Email spams prevent reaching excellent response rates as recipients fail to trust them. Emails are prone to spam. Therefore, to prevent such in Heathcote Gin, the emails should include a recognizable name that the consumers will quickly identify. This method will make it easy for consumers to identify spam emails and the company’s email. Also, the information technology team should be up to date with the spam filter technologies, which through paying attention to technicalities, will make it easier to identify them.
On-site SEO’s
Search engine optimization (SEO) is a mechanism that allows searchers to get results of online search. It is helpful in marketing as it displays advertisements to the targeted market, at the right time and place (Ranga and Ranga, 2014). It involves the formatting of the contents of a website to improve ranking in search engines. The SEO is beneficial to an organization since it serves a broad market of targeted consumers. Therefore Heathcote Gin has the opportunity to benefit from the use of search engine optimization to allow its consumers to benefit from the information received online through search engines such as Google.
Current use of Onsite SEO’s tool at Heathcote Gin
The objective of an online search engine optimization is to increase the number of people visiting the web site by highly-ranking of the organization site in the results of searches (Spais, 2010). Heathcote Gin website is yet to be launched; therefore, the application of onsite SEO can take place after the launch. The activities will include; maximizing website relevance through the use of proper URL, informative header tags, use of relevant keywords in the main content, and use of structured data through analysis of the words on the page.
Recommended Changes
Providing website relevance enables a company to produce high-quality content, which keeps customers happy and increase online sales, consequently raising profits. To maximize website relevance, Heathcote company should consider the URL, header tags, main content, and structured data.
URL draws the attention of target consumers to the organization’s web, directing them to navigate, and finding pages on the internet (Bhandari and Bansal, 2018). The Heathcote Gin URL should include key terms such as; the brand name and the product it sells, which is Gin, to its consumers. This will make it easier for search engines to identify the content and have a higher ranking, hence identifiable by consumers.
Header tags are pieces of HTML codes that make some specific words more identifiable according to the preference of a company. Keywords and tags appear during searches; hence, a viewer can easily find Heathcote site. Keywords such as ‘Heathcote Gin’ or ‘Victorian gin,’ differentiates Heathcote products from any other available gin. Utilizing the header tags improves the architecture of the website content, making it simpler to rank by search engines such as Google (Barisevich, 2018). Also, users can navigate, identify, and understand the content provided.
Main Content of an SEO should be of high quality and well organized to optimize the chances of being found by the search engines, making it available for consumers (Khraim, 2015). Heathcote gin should include keywords of at least 5% in SEO development. The keywords may include words such as; ‘Victorian Gin’ or ‘Heathcote Gin,’ which makes it easy to identify the site. The use of keywords provides a nature of open-access content, which improves the search ranking of the Heathcote site.
Structured data tells search engines what exactly is contained on each page and allow them to pick relevant information needed (Kiniklis, 2018). For example, Heathcote may use one of its keywords as Gin, which may mean alcoholic drink, but also have another meaning of a card game. Therefore, the content of the SEO and email should point out the purpose intended to enable the search engine to identify it quickly.
References
Barysevich, A., 2020. How Important Are Tags For SEO?. [online] Search Engine Journal. Available at: <https://www.searchenginejournal.com/important-tags-seo/156440/> [Accessed 13 May 2020].
Bhandari, R. and Bansal, A., 2018. Impact of Search Engine Optimization as a Marketing Tool. Jindal Journal of Business Research, 7(1), pp.23-36.
Fariborzi, E. and Zahedifard, M., 2012. Email Marketing: Advantages, Disadvantages and Improving Techniques. International Journal Of E-Education, E-Business, E-Management And E-Learning, 2(3).
Khraim, H., 2015. The Impact of Search Engine Optimization on Online Advertisement: The Case of Companies using E-Marketing in Jordan. American Journal of Business and Management, 4(2).
Kiniklis, M., 2020. The Benefits Of Using Structured Data. [online] Blog.marketveep.com. Available at: <https://blog.marketveep.com/the-benefits-of-using-structured-data> [Accessed 13 May 2020].
Merisavo, M. and Raulas, M., 2004. The impact of email marketing on brand loyalty. Journal Of Product & Brand Management, 13(7), 498-505.
Ranga, M. and Ranga, S., 2014. Search Engine Marketing-A Study of Marketing in Digital Age. International Journal of Management and Social Sciences Research (IJMSSR), 3(6).
Reimers, V, Chao, C, and Gorman, S., 2016. Permission email marketing and its influence on online shopping. Asia Pacific Journal Of Marketing And Logistics, 28(2), 308-322.
Roy, S. and Viswanatham, V., 2016. Classifying Spam Emails Using Artificial Intelligent Techniques. International Journal Of Engineering Research In Africa, 22, 152-161.
Spais, G., 2010. Search Engine Optimization (SEO) as a Dynamic Online Promotion Technique: The Implications of Activity Theory for Promotion Managers. Innovative Marketing, 6(1).
Sterne, J. and Priore, A., 2000. Email Marketing: Using Email to Reach your Target Audience and Build Customer Relationship, John Wiley and Sons, Inc, New York, N.Y
Zhang, X, Kumar, V, and Cosguner, K., 2017. Dynamically Managing a Profitable Email Marketing Program. Journal Of Marketing Research, 54(6), 851-866.
