the Eleventh of August, 2015

FINAL RECOMMENDATION

With mindfulness towards established information, desired criteria, project budget, and anticipated growth, Tritex Corp. should follow the links to the “10TopTenReviews” list and “PC Magazines” side-by-side analytical comparison (both can be found on Page 6 of the Research document) in order to determine which email marketing software service provider is most suitable for their project efforts.

I believe Tritex should move forward with an email campaign. There are several steps that must be adhered to in strive of putting together a successful campaign. The following phases are quite flexible and rough; they are an order that I myself have put together based on the extent of my research. This being said, it is ultimately Tritex’s decision to what degree they should follow this “plan”, if they should decide to endorse it at all.

Roughly, here is the process that I believe Tritex should follow in order to begin a successful email marketing campaign:

STEP 1- Decide on campaign objectives

•Why are you sending these emails?•Are they intended to educate/inform, or sell?•Who is your audience?•It is important to address these basic questions in the make-up of the campaign’s objectives.

- In Tritex’s case, I believe their primary objective is to inform their audience of their newfound product: replacement pads for the Dornier Relax+ Multifunctional Patient table.

STEP 2- With established campaign objectives in mind, choose an email marketing software provider.

•Through my research, I have narrowed down the options for Tritex to the highest-rated, most efficient email marketing software providers. They are comparable in price and features. However, some providers offer a unique or otherwise different service.

- Ex: MailChimp offers a “Pay As You Go” option, where one purchase email credits as they need them.

STEP 3- Research examples of successful email campaigns of other companies in order to mirror tactics/draw inspiration.

•Year after year, numerous companies launch email campaigns. Some are highly successful, while others fail miserably. Tritex should look at examples of

1

successful email marketing campaigns of the last year or so. While doing this, they should keep an open mind and allow themselves to be inspired. Take away certain aspects of respective campaigns that they may wish to use towards their Dornier Relax+ Table campaign. •Here are several links to websites that list some of the more recent successful email marketing campaigns:

- http://blog.hubspot.com/marketing/email-marketing-examples-list- http://www.shopify.com/blog/14107733-7-ecommerce-email-campaigns-you-should-steal-today - https://www.campaignmonitor.com/best-email-marketing-campaigns/

• Keep in mind the bias of this particular link; it lists the top 100 campaigns of 2015 having used Campaign Monitor.

STEP 4- Know the law!

•CAN-SPAM- “The CAN-SPAM Act of 2003, signed into law by President George W. Bush on December 16, 2003, establishes the United States' first national standards for the sending of commercial e-mail and requires the Federal Trade Commission (FTC) to enforce its provisions.” (https://en.wikipedia.org/wiki/CAN-SPAM_Act_of_2003)

STEP 5- Create/Customize email

•Construct a strong subject line - Comparable to a thesis statement of an essay, the subject line is the customer’s reason to open the open. Keep it concise, appealing, and practical.

•Follow-up string subject line with a complimentary headline- A headline has the ability to “make or break” a customer’s decision to read the email. Entice them to read further using witty and catchy language.

•Ensure good image-to-words balance- Do not overwhelm or underwhelm the email with too many or too few words/images. Have a healthy balance.

•Explain the benefit of your product- Within the email, make sure to clearly state the benefits of the product you are providing.

STEP 6- Consult email design/layout with an expert

•Get several references. Listen to what people, preferable people with [email] marketing experience, have to say. Take into consideration possible suggestions made. •Perhaps confer with an email marketing consultant.

2

STEP 7- Ensure emails are both computer and mobile compatible

•Opened emails via a mobile device accounts for 47% of all opened emails (https://blog.bufferapp.com/8-effective-email-strategies-backed-by-research)•Ease-of-use and visual appeal are vital factors in a customer’s ultimate decision to open and read the contents within an email. Ensure the emails are format fitting for multiple electronic email avenues.

STEP 8- Test before sending

•Put the emails to the test by sending them out to various different test accounts at different times of day.•Do not allow simple errors to sabotage the email campaign. Nothing must go wrong!

STEP 9- Monitor progress of campaign

•The majority of email marketing software providers offer a means of keeping up with the success of the campaign.•Use this information to witness trends and make/alter decisions regarding the campaign.

3