Assignment# 4:: Case Study: Zando

WEB MARKETING ANALYTICS
Assignment# 4: Case Study: Zando
Resource person: Sir, Hasan Raza
Program: MBA 1.5(Evening)
Submitted By: ID#

Muhammad Ahmad S2020270004
Asad Ullah F2019273008
Oasaf Ali Aamir
S2020270006
Fasih Abbas F2019273035
Umar Farooq F2019273016
Group: 4th
1
Q1. Which elements of Zando’s email marketing constitute best practice?
Answer:
Zando wanted to increase its brand awareness, target new customers, use existing leads to
expand their existing email database, and increase website traffic. The ideal new customer for the
target market was selected as high-income, South African women who live in urban areas and for
that Zando.co.za choose to find a digital marketing agency to running an email-based marketing
campaign. Zando’s best email marketing strategy was created by Digital Fire.
The best constitution of Zando is they created an email campaign with an enticing Call to Action
at its core. The email was sent to 70,000 people in Zando’s target market from a well-maintained
opt-in email database, with a second follow-up email sent later. Readers were offered the chance
for them and a friend to “win a new pair of shoes every month for a year” as a reward and in this
way, they know emails will not be marked as spam. It allowed readers to pass the email on to
their friends easily. The Call to Action ‘click here to enter’ prompted readers to fill in their own
details, and those of a friend, for the Zando database. By doing so they attracted new customers
and higher traffic on their website. An astonishing 78% of these recipients clicked though, which
resulted in more than 5,000 new visits to the Zando.
Key elements that contributed to the campaign’s success were:

 A well-managed and filtered email contact database.
 Striking design.
 Effective copy.
 A strong Call to Action.
 An enticing incentive.
 The entering mechanism where the reader and a friend’s details were requested.
 The viral sharing element particularly contributed to the campaign’s success.
Q2. What role did the database play in this example? Why was it so important?
2
Answer:
Role of the database: The database in the case of Zando has played an important role and by
having a database of potential customers, Zando was able to send emails to their target customers
with the latest news about their products, and potential customers were offered to subscribe to
their newsletter. This eventually leads to more viewers on Zando‘s website and more sales. The
role of the database was huge in their rewarding email because they could measure how many of
their customers were open to email that could offer something new to them.
Importance: A successful email campaign requires a database to operate. The database allows
companies to collect and analyze campaign data, which is important because it creates
opportunities to target customers using segments. Using this database, mail was sent to 70,000
people in Zando’s target market. The most impressive thing is that 29% of people have opened
emails and 11800 people have signed up for email newsletters. This is a big advantage
considering that the response rate of direct mail is only 0.1%. Without a database, they would not
have people to present their campaign to and create brand awareness and more traffic on their
website.
Q3. Explain how viral sharing played a role in the success of this campaign.
Answer:
Viral sharing also played an important role in Zando‘s email marketing campaign and allowed
Zando to retain their existing customers and reach more new customers at a minimal cost. By
viral sharing, more people gained brand awareness and visit the website out of curiosity which
led to increase traffic to their website and boost sales. Viral sharing also made it possible that the
company could reach those who were not signed in. By sharing information with each other
Zado was able to open people’s minds a little more intimately than usual spam mail.

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WEB MARKETING ANALYTICS

Assignment# 4: Case Study: Zando

Resource person: Sir, Hasan Raza

Program: MBA 1.5(Evening)

Submitted By: ID#

Key elements that contributed to the campaign’s success were:

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