Essay Example on Launch New Cinema App: Reach Your Target Audience Effectively

Introduction

A successful direct email campaign needs to have a target audience. In promoting the new cinema app, developing a list of potential clients who would be interested in online cinema should be the foremost thing. The list of the target audience should be those people who are users of the product being advertised. Sending the email to people who love cinemas will improve the response rate and conversion rate of potential customers to subscribers. In this case, research is important before launching the campaign to have the right target group.

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The product/offer being proposed to the audience should be powerful, concise and value-oriented. The offer made also needs to be compelling. As the potential clients go through their emails, the email to promote the cinema app should grab their attention to ensure they open it and read the ad (Knickelbine n.d). At a glance, the offer should prompt the potential client into downloading the app to see how it works.

A good direct email campaign needs to incorporate a call to action. A call to action to promote the cinema app will include a URL link that directs the potential client to download the app and install it in their devices (Olesen, 2017). The URL link also provides a detailed description of the features in the cinema app. With such a direct link to the app, clients receiving the email will be prompted to test the operability of the app by downloading it.

Another important characteristic in conducting a direct email campaign is responsiveness to incoming inquiries. It is a characteristic that will require keeping records of the feedback attained from the potential clients. Such records include the number of inquiries made in regards to the new app, the number of contacts made, how many opened the message, how many have downloaded the app and how many are already using the app. Such follow-up information is crucial in retargeting potential clients.

Initiatives to Improve Email Conversion

One aspect to improve the conversion of those opening the email to those downloading it is developing an appealing presentation design. By incorporating flashy messages and bright colors in the email adverts, potential customers will be more willing to try out the new app to see the new features which seem to offer better alternatives than other apps. Flashy ads with promising captions of latest and trending cinemas will be a point of attraction to many potential customers

Personalization of the direct emails will also boost the conversion rate increase the number of those downloading the new app. The approach will involve using customer data to create personalized messages. One strategy is including the name of the recipient in the message such as "Dear Zack you might like these new movies" (Olesen, 2017). Another strategy to improve the conversion through personalization is using a reply-to email address to ensure there is authenticity in messaging. Readers of the emails can reply to the campaigns thus improving the overall credibility.

Consistency will also be a key strategy in improving the conversion rate. Sending the direct emails severally prompts the message readers to open the message and get to try out the new app (Smith, 2017). The potential clients may ignore the message if only appears once but may take consideration to read it if it appears several times within a specified duration. The second and proceeding massage could also change its outlook to entice the customer who finally may download the app.

However, one limitation of using the direct email campaign is that some people may see the message as a disturbance. Sending this message several times may provoke the recipient and who may end up reporting it as spam (Forneris, n.p). The assumption in using this marketing approach is that the recipient will always open to reading the message. However, this does not always apply as some audience never open such messages.

Strategies to Track the Performance of the App

One approach to track the performance of the app will involve the use of coupon codes. Each customer using the mobile application will get a unique code for the services they want to use. The customers then submit the code to get discounts. The use of coupons will be crucial in getting the number of people using the services on the app and the type of services they are using.

Another strategy to track the performance of the app among the customers is developing land pages for every offer provided in the app. With the landing pages, it is possible to track customers' activities in the app, including the services visited by customers as well as what was ordered and the customers who ordered. In this approach, trackable URLs will be applied, the app analytics will determine the number of people using the app and how they are using it (Gould, 2017). Personalized URLs will also allow tracking the movement of customers to identify their interests.

Submission forms will also be crucial to collect more information about the target audience about their interests. Through submission forms, customers can ask questions based on the services and products offered in the app, thus helping to monitor their experience (Charr, 2018). Customers can also provide user feedback by rating the app services based on their experiences. Rating will help indicate some of the areas that need improvement to improve on the usage.

References

Knickelbine, S. (n.d.). Characteristics of a Great Direct Mail Strategy. Small Business - Chron.com. Retrieved from http://smallbusiness.chron.com/characteristics-great-direct-mail-strategy-51665.html

Charr, C. (2018, January 11). The 3 Best Ways to Track Direct Mail Response Rates. Retrieved from https://www.everydoordirectmail.com/The-3-Best-Ways-to-Track-Direct-Mail-Response-Rates-blogpost390

Gould, S. (2017, January 19). How to Track Your Direct Mail Response. Retrieved from https://www.targetmarketingmag.com/post/track-direct-mail-response/

Olesen, D. (2017, May 2). The 8 Characteristics of Direct Marketing. Retrieved from http://blog.amazingmail.com/blog/what-is-direct-marketing-0

Smith, M. (2017, September 29). 6 Characteristics of a Successful Direct Mail Campaign. Retrieved from https://www.advancedinsurancemarketing.com/Home/six-characteristics-of-a-successful-direct-mail-campaign

Forneris, J. (n.d.). The Disadvantages of Email Marketing. Small Business - Chron.com. Retrieved from http://smallbusiness.chron.com/disadvantages-email-marketing-3472.html