Optimization of e-mail marketing of JUSTFAB in European countries
Pogorelova, Iuliia (2019)
Pogorelova, Iuliia
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019112722936
https://urn.fi/URN:NBN:fi:amk-2019112722936
Tiivistelmä
This is a product-based thesis commissioned by a European subsidiary of an American company called JUSTFAB, a fashion subscription ecommerce web site and fashion brand. The company’s objective is to optimize e-mail marketing communication, introduce new techniques and attract new customers as a result.
This project is aimed at researching new effective methods of customer acquisition in the context of JUSTFAB’s target group.
The result of the thesis is a concise e-mail marketing guide with effective tips and sugges-tions on successful e-mail marketing communication. The case company reserves the decision to use this guide when creating campaigns.
The theoretical base is built on secondary sources (books, reports and online sources) and reveals key points and definitions of e-mail marketing, such as general rules, main ele-ments, A/B testing and spam, without which a complete understanding of the topic is impossible.
A huge number of newsletters from companies from all over the world was analyzed and filtered, from which the most apposite examples of successful marketing communication were selected, redone and improved for the possibility of applying them to JUSTFAB’s au-dience. Benchmarking is used as a tool in the lack of suitable written material about modern techniques in e-mail marketing.
Each audience may have its own preferences; therefore, all borrowed methods should be carefully selected and tested to determine their effectiveness for a specific group of people. The largest part of this work was devoted to the selection of the most functional methods and their testing on the target group of the case company.
The e-mail marketing guide provides concise and clear tips and advice on communication, e-mail elements and A/B testing. It covers pressing issues such as significant changes and further company adaptation after the introduction of the General Data Protection Regula-tion (GDPR) in 2018.
The details of the current situation of the company, as part of the consequences of GDPR, were obtained from a primary source, an EU CRM Specialist in JUSTFAB. She mentioned how the changes affected the statistics and what is being done to eliminate the problems.
This project is aimed at researching new effective methods of customer acquisition in the context of JUSTFAB’s target group.
The result of the thesis is a concise e-mail marketing guide with effective tips and sugges-tions on successful e-mail marketing communication. The case company reserves the decision to use this guide when creating campaigns.
The theoretical base is built on secondary sources (books, reports and online sources) and reveals key points and definitions of e-mail marketing, such as general rules, main ele-ments, A/B testing and spam, without which a complete understanding of the topic is impossible.
A huge number of newsletters from companies from all over the world was analyzed and filtered, from which the most apposite examples of successful marketing communication were selected, redone and improved for the possibility of applying them to JUSTFAB’s au-dience. Benchmarking is used as a tool in the lack of suitable written material about modern techniques in e-mail marketing.
Each audience may have its own preferences; therefore, all borrowed methods should be carefully selected and tested to determine their effectiveness for a specific group of people. The largest part of this work was devoted to the selection of the most functional methods and their testing on the target group of the case company.
The e-mail marketing guide provides concise and clear tips and advice on communication, e-mail elements and A/B testing. It covers pressing issues such as significant changes and further company adaptation after the introduction of the General Data Protection Regula-tion (GDPR) in 2018.
The details of the current situation of the company, as part of the consequences of GDPR, were obtained from a primary source, an EU CRM Specialist in JUSTFAB. She mentioned how the changes affected the statistics and what is being done to eliminate the problems.