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Increasing the efficiency of marketing e-mail in customer retention
Jönköping University, Jönköping International Business School.
Jönköping University, Jönköping International Business School.
2016 (English)Independent thesis Advanced level (degree of Master (Two Years)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Technology development has changes many things in the way businesses are done nowadays. Compa-nies needed to readapt their processes to the new demands of the markets in order to be competitive in online platforms. To achieve this, companies need to focus on retaining customers. E-marketing has developed many tools for this purpose, e-mail marketing has proven to have advantages in this task; however, sometimes the outcome is not as good as expected, mainly because the content and struc-ture isn’t what customers want to see or don’t fulfill their expectations.The purpose of this study is understand which are the factors that make customers avoid marketing e-mails and how they can be restructured to increase the probabilities to encourage customers to revisit again the same brand.Regarding the method, quantitative approach was used and the statistical data was collected with online survey. Survey questions are prepared based on previous literature and factors mentioned in literature. Results are collected from a sample which contains 120 people. In order to analyze the col-lected data, descriptive analysis and principal component analysis techniques are used.After analysis, researchers concluded that not all factors which influence ignoring decision have same effect. On the other hand, during decision of revisit the brand because of the marketing e-mails, each segments in the sample have different preference and companies which use marketing e-mail should structure their e-mails regarding to that data.

Place, publisher, year, edition, pages
2016. , 58 p.
Keyword [en]
e-mail marketing - e-marketing - retention
National Category
Business Administration
URN: urn:nbn:se:hj:diva-30301ISRN: JU-IHH-GMT-2-20160007OAI: diva2:933786
2016-06-02, B3008, 08:30 (English)
Available from: 2016-06-22 Created: 2016-06-07 Last updated: 2016-06-22Bibliographically approved

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