Tracking and Analytics Applied to Email Marketing
Widdowson, Jeremy (2016)
Widdowson, Jeremy
Laurea-ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201604254954
https://urn.fi/URN:NBN:fi:amk-201604254954
Tiivistelmä
The purpose of this thesis is to introduce both marketing theory, as well as email marketing theory, after which a case study will be conducted in order to demonstrate the effects of uti-lizing email tracking software in connection to email marketing campaigns. Conducted for Jobgo International, these email marketing tests were carried out in a startup company envi-ronment where all campaigns were sent out in order to acquire customers. The goal was to ascertain whether or not tracking and analyzing email marketing material results in improved conversions, thus indicating email tracking and analyzing is an important aspect of email mar-keting.
This study was conducted by undertaking marketing activities for Jobgo International and testing the performance of 1825 emails sent over the course of 3 months. During the course of this study two different email service providers were utilized, however, they did not differ in terms of analysis functions, therefore allowing the collected results to remain constant. The content of the emails all focused on one set demographic with the aim of increasing traffic to the company’s website. Throughout the study the message was modified in accordance with the results in order to increase the traffic as much as possible.
This study examines the various pieces of theory which can be applied to marketing in gen-eral, and further refined to Growth Hacking to the theory surrounding of increasing the growth of a company through low-cost means, commonly known as Growth Hacking.
The outcome of this thesis is a well documented field experiment in which email marketing analytics were utilized in order to hone the message of email marketing material, resulting in an increased conversion of email “click throughs”. The study concludes that it is indeed nec-essary to incorporate tracking and analytics in email marketing activities due to the fact that it removes guess work from determining a convincing message for email recipients. Further-more, utilizing functions such as split testing allows marketers to compare various compo-nents of email marketing and determine which component is more effective according to the data. Due to its low learning curve and high impact on email conversion rates, it is recom-mended that all businesses utilize tracking and analytics when conducting email marketing.
This study was conducted by undertaking marketing activities for Jobgo International and testing the performance of 1825 emails sent over the course of 3 months. During the course of this study two different email service providers were utilized, however, they did not differ in terms of analysis functions, therefore allowing the collected results to remain constant. The content of the emails all focused on one set demographic with the aim of increasing traffic to the company’s website. Throughout the study the message was modified in accordance with the results in order to increase the traffic as much as possible.
This study examines the various pieces of theory which can be applied to marketing in gen-eral, and further refined to Growth Hacking to the theory surrounding of increasing the growth of a company through low-cost means, commonly known as Growth Hacking.
The outcome of this thesis is a well documented field experiment in which email marketing analytics were utilized in order to hone the message of email marketing material, resulting in an increased conversion of email “click throughs”. The study concludes that it is indeed nec-essary to incorporate tracking and analytics in email marketing activities due to the fact that it removes guess work from determining a convincing message for email recipients. Further-more, utilizing functions such as split testing allows marketers to compare various compo-nents of email marketing and determine which component is more effective according to the data. Due to its low learning curve and high impact on email conversion rates, it is recom-mended that all businesses utilize tracking and analytics when conducting email marketing.