Conceptual email marketing analysis and practical strategy development for Uniqlo Thailand

👤 Role: Strategist 🏷️ Project Type: Digital Marketing ****👥 Supervisor: Jenna Tiffany ****📅 Year: 2023

Overview

This project involved developing a comprehensive email marketing strategy for Uniqlo Thailand, specifically targeting their Gen Y customer base aged 25-40 years. The strategy was crafted through extensive research, data analysis, and industry best practices to increase engagement and drive revenue growth among this key demographic.

Key Objectives:

• Increase engagement with Gen Y customers through personalized email content
• Drive revenue growth through targeted offers and promotions
• Foster brand loyalty and encourage repeat purchases
• Optimize the customer journey from sign-up to conversion
• Implement data-driven approaches to measure and improve performance
• Create seamless, mobile-responsive user experiences

Data Driven & Email Marketing Final Presentation _ Deniz Sulmaz (1).pdf

Challenge

Uniqlo Thailand faced the challenge of effectively engaging their Gen Y customer base in an increasingly competitive retail market. With this demographic's evolving digital behaviors and high expectations for personalized experiences, traditional email marketing approaches were no longer sufficient to capture attention, drive engagement, and convert to sales.

Solution

I developed a strategic email marketing plan that leveraged data-driven personalization, customer journey optimization, and interactive content to create meaningful connections with Gen Y customers. The strategy focused on delivering value at every touchpoint, from sign-up through post-purchase, while maintaining Uniqlo's brand identity and driving measurable business results.

Process & Methodology

Research & Analysis

• Conducted SWOT analysis of Uniqlo's current marketing position
• Analyzed competitor email marketing strategies in the Thai fashion retail market
• Researched Gen Y consumer behaviors and preferences in Thailand
• Reviewed current email performance metrics and identified improvement opportunities
• Examined industry benchmarks and best practices in retail email marketing

Strategy Development

• Set specific, measurable goals aligned with business objectives
• Mapped the customer journey and identified key touchpoints for email communication
• Developed personas to guide content creation and segmentation strategies
• Created a content calendar aligned with seasonal collections and promotions
• Established KPIs for measuring success and ROI