A Research on E-mail Newsletter Marketing and Its Potential as a Customer-Relationship Management Tool for Accommodation Businesses in Lower Hutt: Set’n’Prosper by E-Ideas Ltd.Research ProposalTable of Contents1.0  Marketing Industry: Database Marketing2.0  E-Ideas Ltd.3.0  Issue in the Organisation4.0  Research Question5.0  Research Objectives6.0 Relevant Topics of Discussion or Theory7.0  Summary of Peer-reviewed Articles8.0  Research Methodology9.0 Research Assumptions10.0 Research LimitationsReferences1.0  Marketing Industry: Database Marketing The Marketing Industry serves as the intermediary between businesses and customers. It is the industry that analyses the market, its needs, and then suits the companies’ products and services to its potential market. According to the American Marketing Association, the marketing industry communicates, delivers, and exchanges offerings that have value for the customers, partners, and the society (Vault, n.d.).Before this industry existed, people used to manufacture their own goods from clothing to food. It only started in early 1900s whereas Industrial Revolution introduced mass production and factories to lessen the production costs. It has a long history of evolution from the Great Depression where businesses had to bargain their mass-produced goods to post World War II era where companies started to become customer-oriented (Vault, n.d.).In 1960s to 70s, telemarketing became extensive and it gave businesses the opportunity to introduce their products and services directly to their potential customers. Fast-forward to the present era of digital marketing, it has taken over the traditional media such as newspaper, radio, magazines, and television. Companies now use computers, mobile applications, the internet, search engines, blogs, and social media to reach its customers. Today’s marketing industry focuses on integrated marketing communications that aims consistent presence in all these media platforms (Vault, n.d.).Set N’ Prosper – an E-Ideas Ltd. B2B product, falls under database marketing that is said to be useful for firms to reach its present customers and/or prospects with customised communication (Marketing-Schools, 2012). Database marketing is “the collection of data from a range of sources including customer email correspondence, CRM system customer info, data warehouses, and, increasingly, external sources like social media” (Galleto, 2017).Database marketing is used to ensure that the correct person receives the most suitable message and is more cost effective than ‘one message fits all’ approach to direct marketing and helps the companies to identify its prospects and most profitable customers. This will also track the buying behaviour of the market as well as their post-purchase feedbacks and reviews (Botibol, 2018).2.0  E-Ideas Ltd. Founded in 2003 by Dr. Assia Salikhova, E-Ideas limited is a boutique B2B marketing implementation agency that provides direct marketing solutions to the New Zealand and some Australian businesses. The company is categorised with 11-50 employees all over New Zealand. They do not have a physical office, but their clients may reach them through PO Box 2889 Wellington and +64 4 977 7877 (LinkedIn, n.d.).E-Ideas Ltd. has a wide range of service offerings:To targetthe market, they have created a business database named whoiswhere and Kompass which are said to have over 160,000 New Zealand and Australian business data. These services are for targeting and data cleaning.To connect with the market, they also provide a professional B2B phone service: CoolCalling that will generate new leads for their clients.For follow-up services, they created Set’n’Prosper as a CRM solution that will save their clients time and money for automated and personalised e-mail newsletters.To close the deals, they offer their sales intelligence software named ByPath that is responsible from Lead Generation to CRM. This is a software/ a mobile application for businesses to identify the strengths and threats of their ongoing deals and to also get detailed information about the companies they are interested in (E-Ideas Ltd, n.d.).STRENGTHSWEAKNESSESThe company has a wide-range of service offerings and could be a one-stop-shop for their clientsThey have a strong and reliable business databaseTheir founder has a relevant and long years of experience in the industryTheir transactions with their clients requires personal meetings which gives them the opportunity to have strong client-tiesThey have innovative service solutionsThe company does not have a physical office and only conducts their meetings in coffee shopsThey have a few manpower that manages all their servicesTheir services are too innovative can be confusing to their clientsCompany website is too complex because of their number of servicesThey lack in their own marketing strategies that causes them few projects (28 present projects as per their website) 3.0  Issue in the Organisation The issue in the organisation focuses on one of their services: Set’n’Prosper. This service aims to provide their clients a pre-set and on-going e-mail communication solutions which will promote a personal touch throughout the transaction. It is a form of an e-mail newsletter that will be sent as soon as the customer makes an inquiry, after a purchase to thank them, another one a few days before their customer’s purchase is due to be delivered, and one more e-mail to follow-up their feedback or review (Set’n’Prosper, n.d.)The organisation would like to know its potential as a Customer-Relationship Management (CRM) tool for the hospitality industry specifically for the accommodation businesses in Lower Hutt, Wellington. In this paper, the researcher will also identify whether this marketing tool (e-mail newsletter) is already or yet being used by the businesses.4.0  Research QuestionHow do accommodation businesses in Lower Hutt perceive E-Mail Newsletter as a customer-relationship management tool?5.0  Research Objectives RO1: To understand the potential of Set’n’Prosper as a customer-relationship management tool for the Lower Hutt’s accommodation businessesRO2: To identify the number of businesses that uses E-mail Newsletter as a marketing tool6.0 Relevant Topics of Discussion or Theory6.1  KeywordsCustomer-Relationship ManagementAdvantages of CRME-Mail Newsletter MarketingMarketing tool preference by accommodation businessesNumber of Accommodation Businesses in Lower Hutt 6.2 Current TrendsCRM became the largest software market in 2017 and will be the fastest growing software market in 2018   Information Age“At the end of 2017, worldwide customer relationship management (CRM) software revenue overtook that of database management systems (DBMSs), making CRM the largest of all software markets…Worldwide CRM software revenue amounted to $39.5 billion in 2017 overtaking DBMS revenue, which reached $36.8 billion in the same year… the strong growth rate of CRM software revenue is driven in particular by the segments of lead management, voice of the customer and field service management” (Ismail, 2018).Spending On CRM Apps Predicted To Soar In 2018 Forbes “59% of technology C-level executives said they plan to invest more with Salesforce on integration projects following its acquisition of Mulesoft… Cowen sees this as indicating companies are continuing to invest in front-office applications to drive customer-facing digital transformation initiatives. Cowen found technology C-level execs are most increasing their spending this year on Marketing, Service and Sales-related SaaS projects (all of which are in included in the CRM category of the survey). CRM is far and away leading all budget growth priorities in 2018.” (Columbus, 2018). What’s Happening With Email Marketing in 2018 HubspotIt is said that in 2018, email strategy is focused on three experiences:Omni-channel experience which is a “multi-channel approach to marketing, selling, and serving customers in a way that creates an integrated and cohesive customer experience no matter how or where a customer reaches out” (Sembler, n.d.).Full funnel focus which is an inbound methodology that drives professionals globally (Sembler, n.d.)Customer experience is the ” refers to the sum of every interaction a customer has with a business, both pre- and post-sale, and a customer experience strategy defines the actionable plans in place to deliver a positive, meaningful experience across those interactions” (Sembler, n.d.). The Future of email marketing – 2018 edition www.emailmonday.comIn the future, inboxes will be more visual and will no longer require attachments to be download. It will also be 3D and interactive with the help of smartphones. Inboxes will also be controlled through interaction, personalisation, and programmability. There will also be Cross-Channel Tracking and Targeting, Increased regulation, Shrinking e-mails from 200 words to 75-100 words, Better Sign-Up Calls-to-Action, and Live chat widgets. (Rijn, 2018)Six Hotel Marketing Trends for 2018 LightsOn DigitalPatrick Ahler (2018) identified six marketing trends namely:OTA (Online Travel Agencies) Advertising such as through Agoda, Booking.com, Trivago, Expedia, etc. Experiential Marketing through Facebook and Instagram whereas potential customers will see real people’s experience and reviews through photos and videos during their stay in the hotelMobile-First Indexing where Google ranks hotel websites according to their mobile-friendly layoutsVoice-First Speech through search engine optimisation by Google where it suggests a website firstly in the screen when a person types in a keyword that is related to the business7.0  Summary of Peer-reviewed Articles Total E-mail Marketing In E-mail marketing, there is a so-called Permission Marketing that is a fundamental part of successful e-mail marketing. It is the “anticipated, relevant, personal, and timely” e-mail marketing. Permission marketing is the key to avoid being considered as a spam. To be successful in e-mail marketing, it is important to have a customer relationship management (CRM) to be able to segment the market properly and send the right message to the right customers at the right time. (Chaffey, 2003)Customer Relationship Management for Hotels in Hong KongThe study was all about how hotels implement CRM practices. Researchers used a semi-structured in-depth interview among 45 hotel managers from 17 hotels. The study revealed that all hotels practices CRM as a way for customer retention. It is essential as it creates value for the customers and tracks the performance of contact departments and guest’s reviews of their hotel experiences. (Lo, Stalcup, & Lee , 2010)Approaches by hotels to the use of the Internet as a relationship marketing toolThe researchers present an argument for the application of relationship marketing model as a framework for the hotel website development. They believe that the look and feel and the technology used by hotels are not enough to have a successful web presence. They claim that hotels need a framework that would bridge the gap between simply using the web and utilising it as a tool for competitive advantage. (Gilbert, Powell-Perry, & Widijoso, 1999)E-mail Marketing: Success FactorsThis is a qualitative research suggests that e-mail marketing is essential to the overall communication marketing mix. Participants believe that this kind of marketing is an effective retention tool because it is interactive, and it facilitates two-way communication. The researchers came up with a response process model that shows the three stages in successful email marketing. First is getting the customer to open the email, getting their attention to read the email, and persuading them to click the URL link that will direct them to the company website. However, the growth of spam (non-permissioned email marketing) affects the success rates of email marketing. (Rettie, 2002)Integrating customer relationship management in hotel operations: managerial and operational implicationsTravellers nowadays are price-sensitive, less brand loyal, and more sophisticated. CRM has now become an essential strategy to increase customer patronage and even attract prospects. The researchers suggest that effective CRM implementation is achieved through the alignment of three managerial processes: Information and Communication Technologies, internal and external relationship, and knowledge management. This model is tested through data gathering from Greek hotels. (Sigala, 2005) 8.0  Research Methodology  8.1 Primary Data CollectionThe researcher will conduct Primary Data Collection due to lack of relevant studies available in the internet and books on this specific research topic. This will also allow the researcher to have a first-hand and tailored answers from the businesses to the research question.8.2 Sampling PlanRandom sampling will be used to choose 50 participants among 200 accommodation businesses in Lower Hutt to give all the population the equal opportunity of being selected and to eliminate bias. The businesses will include inns, lodges, motels, and hotels.8.3 Data Gathering ProcedureThe researcher will approach the businesses through physical visits and e-mails. Respondents will be given an option to choose between answering a printed survey questionnaire or through SurveyMonkey, an online survey platform that will give them flexibility in answering. The survey will consist of 10 questions that will answer the research question “How do accommodation businesses in Lower Hutt perceive E-Mail Newsletter as a customer-relationship management tool?” and willalso include a question to know their existing marketing tool. 8.4 Data AnalysisAfter collecting the data, the researcher will use a graph to summarise, analyse, and present the results.9.0 Research AssumptionsThe survey questions will be carefully designed to gather relevant information on this research, thus the research assumptions will be:The respondents will not misinterpret the research as a promotionThe respondents will not misinterpret the research questionsThe respondents will be participative and answer the questions genuinelyThe respondents will know that the researcher is open for questions and clarificationsThe respondents have an existing knowledge on customer-relationship management or database marketing10.0 Research Limitations The following are the constraints that can affect this research:Limited budget – As a student, the researcher has a limited budget for transportation and coffee meetings with the participantsLimited time – The research will only be done in less than 6 months which can affect the target number of participants. Also, the data gathering may or may not be done during the summer break which is the busiest time for accommodation businesses.Location – The research will only be done among the businesses in Lower Hutt, Wellington, New Zealand, covering the suburbs of Naenae, Petone, and Wainuiomata.ReferencesAhler, P. (2018). LightsOn Digital . Retrieved from https://www.lightsondigital.com/six-hotel-marketing-trends-2018/Botibol, A. (2018). Blue Venn. Retrieved from https://www.bluevenn.com/blog/benefits-of-database-marketingChaffey, D. (2003). Total E-mail Marketing: Maximizing Your Results from Integrated E-marketing. Burlington: Elsevier Ltd.Columbus, L. (2018). Forbes. Retrieved from https://www.forbes.com/sites/louiscolumbus/2018/05/31/spending-on-crm-apps-predicted-to-soar-in-2018/#36ab8d5c4f32E-Ideas Ltd. (n.d.). Retrieved from http://e-ideas.co.nz/Galleto, M. (2017). NG Data. Retrieved from https://www.ngdata.com/what-is-database-marketing/Gilbert, D., Powell-Perry, J., & Widijoso, S. (1999). Approaches by hotels to the use of the Internet as a relationship marketing tool. Journal of Marketing Practice: Applied Marketing Science, 5(1), 21-38. doi:https://doi.org/10.1108/EUM0000000004549Ismail, N. (2018). InformationAge. Retrieved from https://www.information-age.com/crm-fastest-growing-software-market-2018-gartner-123471378/LinkedIn. (n.d.). Retrieved from https://www.linkedin.com/company/e-ideas-limited/Lo, A., Stalcup, L., & Lee , A. (2010). Customer relationship management for hotels in Hong Kong. International Journal of Contemporary Hospitality Management, 22(2), 139-159. doi:https://doi.org/10.1108/09596111011018151Marketing-Schools. (2012). Retrieved from http://www.marketing-schools.org/types-of-marketing/database-marketing.htmlRettie, R. (2002). Email Marketing: Success Factors. New South Wales.Rijn, J. (2018). emailmonday. Retrieved from https://www.emailmonday.com/future-of-email-marketing-automation/Sembler, C. (n.d.). HubSpot. Retrieved from https://blog.hubspot.com/customers/email-marketing-in-2018Set’n’Prosper. (n.d.). Retrieved from http://snp.e-ideas.co.nz/Sigala, M. (2005). Integrating customer relationship management in hotel operations: managerial and operational implications. International Journal of Hospitality Management, 24(3), 391-413.Vault. (n.d.). Retrieved from Vault: http://www.vault.com/industries-professions/industries/marketing.aspxETHICS AND RESEARCH PROPOSAL APPLICATION FORMProject topic: A Research on E-mail Newsletter Marketing and Its Potential as a Customer-Relationship Management Tool for Accommodation Businesses in Lower Hutt: Set’n’Prosper by E-Ideas Ltd.1.1.1                        SECTION 1: PROPOSAL DETAILS      Research No:1.1. Research question What is the aim of your research? What are the objectives or you research? What do you hope to achieve?How do accommodation businesses in Lower Hutt perceive E-Mail Newsletter as a customer-relationship management tool?• RO1: To understand the potential of Set’n’Prosper as a customer-relationship management tool for the Lower Hutt’s accommodation businesses• RO2: To identify the number of businesses that uses E-mail Newsletter as a marketing tool1.2. Background to the study and literature review Give some background about your study or creative process linking it to the literature or previous work with relevant references. If relevant, provide the theoretical framework within which your research will be proposed.Customer Relationship Management for Hotels in Hong KongThe study was all about how hotels implement CRM practices. Researchers used a semi-structured in-depth interview among 45 hotel managers from 17 hotels. The study revealed that all hotels practices CRM as a way for customer retention. It is essential as it creates value for the customers and tracks the performance of contact departments and guest’s reviews of their hotel experiences. (Lo, Stalcup, & Lee , 2010)Approaches by hotels to the use of the Internet as a relationship marketing toolThe researchers present an argument for the application of relationship marketing model as a framework for the hotel website development. They believe that the look and feel and the technology used by hotels are not enough to have a successful web presence. They claim that hotels need a framework that would bridge the gap between simply using the web and utilising it as a tool for competitive advantage. (Gilbert, Powell-Perry, & Widijoso, 1999)E-mail Marketing: Success FactorsThis is a qualitative research suggests that e-mail marketing is essential to the overall communication marketing mix. Participants believe that this kind of marketing is an effective retention tool because it is interactive, and it facilitates two-way communication. The researchers came up with a response process model that shows the three stages in successful email marketing. First is getting the customer to open the email, getting their attention to read the email, and persuading them to click the URL link that will direct them to the company website. However, the growth of spam (non-permissioned email marketing) affects the success rates of email marketing. (Rettie, 2002)1.3. Method / study design Describe your methods, e.g. How do you create your work? How will you carry out the study? How will you collect the data? How will you analyse the data? Attach any questionnaires.Primary Data CollectionThe researcher will conduct Primary Data Collection due to lack of relevant studies available in the internet and books on this specific research topic. This will also allow the researcher to have a first-hand and tailored answers from the businesses to the research question.Sampling PlanRandom sampling will be used to choose 50 participants among 200 accommodation businesses in Lower Hutt to give all the population the equal opportunity of being selected and to eliminate bias. The businesses will include inns, lodges, motels, and hotels.Data Gathering Procedure The researcher will approach the businesses through physical visits and e-mails. Respondents will be given an option to choose between answering a printed survey questionnaire or through SurveyMonkey, an online survey platform that will give them flexibility in answering. The survey will consist of 10 questions that will answer the research question “How do accommodation businesses in Lower Hutt perceive E-Mail Newsletter as a customer-relationship management tool?” and will also include a question to know their existing marketing tool.Data Analysis After collecting the data, the researcher will use a graph to summarise, analyse, and present the results.1.4. Significance and benefits of the study What is the importance of this study in your research area? How does it fit within your teaching area? Will this research inform your teaching? If so, how?This research will show the potential of E-Ideas Ltd’s Set’n’Prosper as a products/service for the accommodation businesses. This fits my area of study as it is focusing on a marketing tool. This research will also be a contribution as there are limited studies conducted in Lower Hutt area regarding accommodation businesses.1.5. Responsiveness to M?ori and Te Tiriti o Waitangi In any research, particular consideration must be given to the principles of Te Tiriti o Waitangi.The three principles of Partnership, Participation and Protection apply to all research.  The principles are particularly helpful in guiding research targeting specific cultures or social groups, not just M?ori.The ethics of research and the way knowledge is shared and gained needs to incorporate these three principles. Researchers may not always be able to identify whether definitive issues in this regard will arise, but must be receptive and prepared for the eventuality.Research procedures should be appropriate to the participants. Researchers have a responsibility to inform themselves of, and take the steps necessary to respect, the values, practices and beliefs of M?ori people, and other cultures and social groups of all participants. Please address the following questions:  How does this research uphold the articles of Te Tiriti o Waitangi? How are the three principles of Participation, Protection and Partnership incorporated into the research?Describe how the objectives, methodology, dissemination, benefits and value of the research project reflect the principles of Participation, Protection and Partnership? 1. This research respects and follows the Maori customs, its people, and everyone under the treaty are entitled with equal respect and recognition.2. Partnership – If involving Maori, Researchers will work with local Iwi and Hapu as well as Maori academics in the design of research while also if necessary consulting local tangata whenuaProtection – Researchers shall ensure research activity and protocol protects individually and collectively Maori rights.Participation – Maori shall be involved in the design, analysis and outcome of the research.3. All the above have been highlighted and used in the formulation of participation, protection and partnership. Samples of population who identify as Maori will have these core values installed in their participation while Maori will also be used in partnership to ensure that the research project is of high standard for Maori while also contributing to the protection for Maori as a collective or individually. 1.6. Will this study contribute to an academic qualification? Give detailsYes, as this is a requirement for my Industry Project at Wellington Institute of Technology which I need to pass to be able to finish my Graduate Diploma in Applied Management (Level 7)1.7. Project timeframe How long will the study take? Give start/end dates and milestones.This project takes place in two consecutive terms including summer break: August 2018- May 20191.8. Dissemination of research How will you tell others about your work? Dissemination can include journal article, trade magazine article, conference presentation, exhibition, etc.This research will be presented through a report at WelTec with the presence of the supervisors and course tutor.1.9. Is there other information you wish to provide to support your application?  Do you already have support for this study, e.g. support from other interested parties?  Attach letters of support, etc                   The information is available through the business partner, the company’s website, and my research supervisor.1.1.2                        SECTION 2 – SELF-ASSESSMENT OF ETHICAL RISKApplicants need to be familiar with the Ethical Conduct of ResearchSELF-ASSESSMENT CHECKLIST OF POTENTIAL ETHICAL RISKSCriteriaDescriptionYes/NoPersonal informationThe project uses or collects personal information from an individual, e.g. age, gender, ethnicityNo Conflict of interestThe project has a potential conflict between the researcher and others involved in the study that may cause risk, e.g. a tutor recruiting their students as participants in their study – in this case another tutor/person should recruit and obtain consent.No Privacy, confidentiality and anonymityThe project has the potential to breach the privacy of an individual or organisation which may identify them in the completed research.No Physical or psychological stressThe project has the potential to cause physical or psychological stress.No Participant or researcher discomfort or harmThe project includes a situation or activity which might cause discomfort or harm to the participants or researchersNo Human tissueThe project involves taking tissue or fluid samples from humans or cadavers.No Children or vulnerable participantsThe project involves children, Whitireia students under 16 years, or other vulnerable participants (including those who are unable to give informed consent).No Administration or restriction of food, fluid or drugThe project involves the administration or restriction of food, fluid or drug to a participant.No DeceptionThe project involves deception or potentially illegal activity, which might cause emotional, physical or psychological stress.No Social and Cultural SensitivityThe project involves recruiting participants from specific social and cultural groups, including M?ori, PacificNo Patients/clients/staff of external health service providersThe project involves participants who are patients/clients/staff of any external organisation providing health or disability services (e.g. District Health Board)If Yes, Ethical Approval must be sought from a Health and Disability Ethics Committee.No Get Help With Your EssayIf you need assistance with writing your essay, our professional essay writing service is here to help!Find out more