E-Mail Marketing Campaign Delta Airlines (Www.Delta.) Identify:

¶ … e-mail marketing campaign Delta Airlines (www.delta.) identify: • Among existing Delta Skymiles members visit Sky Club • Would attend Sky Club membership lower, $100 current $300.

E-mail marketing campaign for Delta Airlines

Delta Airlines is a reputable organization, a leader in the airline services industry. Still, it has to recognize that the societies are rapidly evolving and that a massive part of this development is due to the advancements in the community of Information Technology.

IT was initially an isolated preoccupation, but it gradually became transformed into the most popular development of the modern day society. IT applications and features impact all aspects of the every day life, from the preparation of the meals to the completion of the professional tasks.

Within the organizational climate, Information Technology and Communication is present at all levels and influences all types of operations, from the management of the staff members, to the completion of the operational tasks, to the means of communicating internally as well as externally, with all categories of stakeholders -- such as employees, customers, business partners, share holders, the general public, governmental and non-governmental institutions and so on (Paul, Eva, Yeates, Hindle, Rollaston, Cadle and Tudor, 2010).

In this context of increasing popularity and presence of IT&C, it is inevitable for the developments not to be used in marketing campaigns. In the case of Delta Airlines, the current proposition is that of promoting the organizational products and services with the aid of an e-mail marketing campaign.

Currently, the airline operator maintains a less technologically developed means of communication with its customers, with the aid of the Delta Skymiles application. Still, at an average level, the individuals using the Sky Club do not go online more than once a week. They usually use the application during office hours, at either lunch time or before they leave the office. This consumption pattern is mostly common to individuals actively seeking flight information. Nonetheless, consumers not actively seeking flight information but merely browsing would enter the Skymiles Club at night or whenever they have time to spend at the computer and browse through the internet. The reasons for this are complex, including the following:

A fee which has to be paid upon entering the Club

The limited information available

The lack of appeal to draw the customers

The limited feature of the products and services offered on promotions.

Based on these limitations, it is believed that the application could be improved and would as such be able to attract more customers, if it were to be developed. In this order of ideas, the following suggestions would be made for improvement:

The price to entering the Skymiles Club would be reduced, or even eliminated

Membership would be based on loyalty to the Delta flights, such as the miles flown with Delta or the volume of activity completed on the application, such as users with vast feedback would be offered more membership benefits

The information on the application would be better structured

The data contained in the application would be a combination of marketing texts which draw the customers, as well as precise and reliable data which inform the customers.

One highly popular means of promoting the Skymiles program and capturing the attention of the audience is that of sending newsletter emails to the targeted population. The email would be created in such a manner that it is simplistic so that to not create a sense of suffocation for the reader, but it is also informative and appealing to the readers. Emphasis would as such be placed on originality, entertaining feature and the benefits for the users. At an incipient level, the text in the email could revolve around the following:

Our dear customers

Delta Airlines is more than ever devoted to serving your complex needs and wants. Here, at Delta, we understand the needs for individuality of each and every single of our clients and we go the extra mile to satisfy you in every way.

To test our commitment to you, access the Delta Airlines website and the Delta Skymiles Club and review our products, get in touch with millions of customers from across the globe; gain insights into what we do and start collecting your miles, for a multitude of prizes.

Keep in touch for our weekly updates of promotional sales to and from all destinations operated by us and give us your invaluable input. With Delta, you can go anywhere in the world, at unbeatable prices, the utmost highest quality of the services, and even complementary products and services. This week's offer: 10 per cent off at all flights to California.

The text created and presented above is short and to the point; it informs readers of the services offered by the company as well as of the benefits the readers would enjoy if they contracted the services of Delta. But more than that, it draws customers to remember the website and to note it, even if they do not need flight services in the immediate future. In other words, it sets the basis for future collaborations and loyalty, which in turn stimulate organizational profitability.

The text would feature in the first email to be sent to the Delta prospected customers, and it would be an integrant party of the weekly newsletter created by Delta, in which customers are informed of the new products and services, company news, modifications and other relevant information. In order to ensure that the email newsletter generates the proper response and supports the company in attaining its objectives, it is necessary for several technical measures to be taken. These include the following:

The construction of the newsletter, including the graphical part as well as the edited subjects

The testing of the newsletter on a specific sample of readers. The sample would be constructed in such a manner that it is representative for the Delta Airlines customers. Emphasis at this stage would be placed on readability, the ability to draw reader attention, to inform and the overall response of the readers to the email

The creation of a list of email addresses through collection of email addresses from public sources, as well as the request of all Delta customers to provide their email addresses. At this stage, it is even advisable for lists to be purchased in order to enhance the number of the people receiving the Delta Airlines newsletter

The sending of the email newsletter to the email addresses in the constructed list at a specific time. The selection of this time is crucial to the success of the campaign as it has the ability to draw customers, or it can go unnoticed by the readers. In this order of ideas, it is recommended that the email newsletter be sent before a massive increase in flight demand, such as before the holyday season, when most people travel to be with their families.

The stages of sending the emails would not be provided by a specialized service purveyor, but by the very IT specialists at Delta. The company is dedicated to innovation and improvements and it employs staff members who are well capable to handle these services. Additionally, through the use of internal sources, the customer data would be better protected and the overall marketing process would be better controlled by the firm (Waymire, 2008).