The Bake Off is a British favorite, attracting an average of 14 million viewers to this years season final! (BBC) Therefore it is no surprise companies are jumping on this trend with their marketing campaigns.

As I slumped into the sofa with a cup of tea ready to watch the GBBO I quickly scanned my social media and emails, I came across what I thought was an amazing example of event triggered email marketing done right. I received the below email from JustEat, a service I use shamefully often.

I usually open JustEat emails as soon as I see them as they often contain deals and takeaway recommendations that have proved useful to me in the past. Their subject line also enticed me in by referencing the Bake Off; ‘On your marks… get set… bake! – Are you ready for the Bake Off final?’  

The email was of-course event triggered as I received the email 3 hours before GBBO, It also maintained the theme of Bake Off throughout. It very tactfully linked the love of GBBO and desserts with their takeaway services with a focus on dessert restaurants. I especially like the big image of brownies with a little British flag, it’s very topical and creates an emotional connection, who isn’t made happy at the thought of a lovely warm brownie! (A survey of the effectiveness of email marketing carried out by Ellis-Chadwick (2012) highlights the importance of images in emails as they engage readers and helps sustain engagement, and my response to JustEat’s email is a clear example of the effect images can have!)

The body of text is minimal but to the point, it’s inviting and I caught myself reading the whole email, something I would never normally do with long winded and busy emails.

The post the email linked to.

It also contained a link to a previous JustEat tweet labeled ‘remember this ‘perfect’ version of Dorett’s masterpiece in 2015?‘ this was a clever way of using humor to get the viewer to follow the link, and in turn getting the viewer to interact with the company’s social media page. This sort of tactic is extremely effective in increasing an email’s conversion rate and click rate. People are going to want to follow the link, and they may even want to share the content if it’s funny enough.

The Landing page(s)

Any savvy inbound marketer “gets” that once you’ve done all that hard work to get visitors to your website, the next big step is to convert them into leads for your business. But what’s the best way to get them to convert? Landing pages, that’s what!

JustEat’s email has two effective calls to action leading to landing pages. Firstly a hyperlink to ‘ideal desserts to order in‘ which takes you to the landing page pictured on the right. The landing page follows the format of the email. It’s simplistic but informative and to the point, it makes easy reading. It maintains the theme of GBBO with another mouthwatering image at the top of the page, and a strapping headline ‘Showstopping desserts to help you celebrate GBBO.’ It then lists a number of dessert restaurants, disappointingly however, the restaurants aren’t personalized and shown in relation to my location. As a result I would never actually make an order based off this landing page as none of them are near me.

The second call to action is an obvious large order now button, and takes you to the standard JustEat website as the landing page which is not tied to the GBBO theme but is familiar to the customer if they order often. Unlike the other landing page it is personalized to the user as it shows the restaurants closest to your location. It is simply laid out with clear searching options which makes it extremely user friendly.

Overall the email and landing page combination definitely makes me hungry and tempted to order from JustEat!

References
Ellis-Chadwick, N.F. Doherty / Journal of Business Research 65 (2012) 843–848

This blog is all about my journey through Digital Marketing as one of my university modules.

It is important however to understand what is digital marketing and why has it become so important.

In simplistic terms, digital marketing is the promotion of products or brands via one or more forms of electronic media. (SAS 2016)

In the modern age people are becoming more and more glued to their screens. with the list of available technological devises increasing everyday, mobile phones, tablets, laptops, computers, game consoles… I could go on.

Inevitably this has thrown digital marketing into the spotlight, it is become an increasingly vital aspect of a companies marketing campaign. This blog will look at different types of digital marketing and how companies have effectively or in some cases ineffectively used digital marketing.

References
SAS 2016 http://www.sas.com/en_us/insights/marketing/digital-marketing.html