EasyJet are one of two market leaders in the budget Airline sector, to be at this position EasyJet have done some good initiatives revolving digital marketing for example their mobile app that offers all what is needed from a desktop website but on a smartphone, this makes using the EasyJet website more accessible to the customer. Along with this EasyJet use is social media platforms to market their services as this is a way of getting their message to as many people as possible.
An initiatives that could be done differently is the use of Email campaigns to their customers and also new ones, ‘Email marketing is a legitimate, lucrative, and widely used business tool that is in danger of being overrun by unwanted commercial email’ (Pavlov, 2008). By emailing customers new offers and services increases the likelihood that the customer will purchase EasyJet’s service that was initially adverted to them. A section of this email campaign that could be adjusted is that the emails are not personal enough, all EasyJet customers would receive the same email to the destination that is being offered. If EasyJet were to personalise their emails to individual customers based on their recent flights or specific destinations that they have recently been viewing on the website, by doing this it would certainly increase sales of the back of this advertisement as the customer would be attracted to these destinations and also the email would be personalised to them making them feel like the advert is specifically reaching out to them, making the customer feel important to EasyJet.
Email marketing campaigns are judged on the success by the amount of clicks that the advert has by the customer is aiming to reach out to. If an advert is relevant to the customer they would be a lot more likely view the advert to see what it is offering.
Micheaux, A. L. (2011)
The framework above shows the different routes that the relevant emails and none relevant emails take when being sent to a customer. Route A shows a non relevant email that will have a low open rates by consumers and these are likely to cause irritation to the customer. On the other hand route B is an example of a relevant targeted email, a customer would be likely to click on the advert as it is relevant to them, along with this the customer would be more likely to purchase something on the website, the customer would be happy with the marketing they have received as it is relevant to them. Finally route C is exactly what EasyJet need to stay away from when email marketing, this is when an email is not specific enough and will have a negative effect on the business.
A risk of email marketing is the business getting a bad reaction from some customers, the business would not be able to know the customers opinion on the advert, some customer may hate being sent these emails, if these emails that a customer does not like, keep being sent to them they may get fed up with the business. To overcome this possible issue there could be an opt out button on the bottom of the email to prevent these customer being upset with the business.
Another risk that email marketing could have on EasyJet could be that the emails they are sending out to customers are not being viewed, this would mean that the advertisement has been a waste of time and also valuable money that could have been spent on other forms of marketing.
To summarise, research shows that in order to effectively target email campaigns, the emails being sent would have to be relevant to the business and also the specific customer. The number of emails being sent to each individual would have to be kept low as too many email may decrease the overall amount of clicks by customers as they may feel they may be repeated or useless. In order to get as many customers to click on their advert EasyJet would have to try and improve their brand reputation so that customers trust that the email that is being sent would be relevant to them, and not just the same as the many others that have been received.
References
Pavlov, O.V., Melville, N. and Plice, R.K., 2008. Toward a sustainable email marketing infrastructure. Journal of Business Research, 61(11), pp.1191-1199.
YURTOĞLU, N. (2018). http%3a%2f%2fwww.historystudies.net%2fdergi%2f%2fbirinci-dunya-savasinda-bir-asayis-sorunu-sebinkarahisar-ermeni-isyani20181092a4a8f.pdf. History Studies International Journal of History, 10(7), pp.241-264.
Tandfonline.com. (2019). Managing e-mail Advertising Frequency from the Consumer Perspective: Journal of Advertising: Vol 40, No 4. [online] Available at: https://www.tandfonline.com/doi/pdf/10.2753/JOA0091-3367400404?needAccess=true [Accessed 28 Feb. 2019].
