“Teapigs” is known for selling best quality teas across the world. Its target customers are mainly women in the age group of 24-38 years, who are not only tea lovers but are willing to shell out extra pennies for better quality. ‘Teapigs’ email marketing campaigns are written in a friendly way with a personal touch.
Business Objectives Of Teapigs:
Teapigs identified its business objective by converting the likes and fan following on social media platforms into their email recipients. The idea behind this campaign was to build a personal connection with its buyers and not just to sell their products. On a good note, it gained popularity on Facebook with more than 12,000 likes and impressive fan following on Twitter with more than 10, ooo followers.
Approach/ Strategy Adopted By Teapigs:
Teapigs clubbed email marketing and social media marketing tactics to integrate with its fans and followers on different social media platforms. Earlier, for shooting out an email (campaign) they used their personal Social Media account & Twitter for promotional activities. An online link for the same was sent to its email address along with a message. However, after the application of social media strategy, the marketers consumed less time and shooting out of email were followed by posting of a message along with an online link on social media pages.
Teapigs leveraged the sign up form on Facebook to invite more sign-ups on the homepage for its newsletter.
Results Achieved By Teapigs:
Teapigs leveraged email marketing as the main channel to enhance audience engagement and make people aware about the new products, latest offers and plethora of events involved. The Website fetched more traffic as well as on the business page over Facebook.
In just 4 months, Teapigs achieved 30% hike in email sign-ups. Thanks to the Facebook functionality feature called ‘Social Register’. A discount of 10% was offered on the services availed by the people who signed up for the email newsletter. There was a noticeable boost in the sales of the company.
Email marketing is a tried and tested component for a sound marketing strategy. Nowadays, businesses depend upon this feature for a more focused approach. One can use it in various ways at different stages of sales cycle starting from generating leads to closing sales. Its efficiency can be increased if it is combined with social media marketing tactics. Hence, it is a good idea to involve other marketing types for making email campaigns more effective.