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Spam eller värdefull leverantör?: En undersökning kring mottagares uppfattningar av personaliseringar i marknadsföringsmejl B2B
Blekinge Institute of Technology, Faculty of Engineering, Department of Industrial Economics.
Blekinge Institute of Technology, Faculty of Engineering, Department of Industrial Economics.
Blekinge Institute of Technology, Faculty of Engineering, Department of Industrial Economics.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Spam or valuable supplier? : A survey about the recipient's perceptions of personalizations in marketing e-mails B2B (English)
Abstract [sv]

Syfte: Syftet är att identifiera vilka delar i ett personaliserat marknadsföringsmejl B2B som mottagaren uppfattar mest positivt. Uppsatsen ska även bidra med kunskap om hur företag kan använda dessa personaliseringar för att utforma ett marknadsföringsmejl. Metod: För att uppnå syftet har kvalitativa besöksintervjuer gjorts med nio respondenter, som samtliga är mottagare av B2B-marknadsföringsmejl. Slutsatser: Respondenterna var generellt positiva till personaliseringar. Uppfattningen att mottagarens namn användes var övervägande neutralt. Respondenterna uppfattar ett innehåll som är personaliserat till deras roll på det företag de jobbar på positivt. Användandet av personaliserad avsändare uppfattades positivt av respondenterna.

Abstract [en]

Purpose: The purpose of the report is to identify which parts of a personalized e-mail B2B that the recipient perceive most positive. The report will also contribute with knowledge about how companies may use these personalizations to design a marketing e-mail. Method: We have used a qualitative approach to reach the purpose of the report. We interviewed nine respondents who are recipients of marketing e-mails B2B. Results: Respondents were generally positive to the personalizations. The perception that the recipient's name was used was predominantly neutral. Respondents perceive a content that is personalized to their role in the company they work on the positive. The use of personalized sender was perceived positively by respondents.

Place, publisher, year, edition, pages
Keyword [sv]
Mejlmarknadsföring, B2B, personalisering
National Category
Business Administration
URN: urn:nbn:se:bth-10384OAI: diva2:839346
Subject / course
FE1453 Bachelor's Thesis in Business Administration
Educational program
FEGEO Bachelor Degree Programme in Business Administration
Available from: 2015-07-06 Created: 2015-07-02 Last updated: 2015-07-06Bibliographically approved

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