Reaching Consumers with Effective Email Marketing Strategy

Abstract

The thesis involves the study of a case company that uses emails for marketing and promoting its service and product. The research methodology is qualitative. The main target is to analyze the targeted company’s email marketing strategy and after that provide some recommendations to develop the strategy.

This study is about the marketing activities of Mascot Group. This company is not satisfied with the outcomes of its email marketing activities. This research analyzes the company’s email marketing activities. All the interviewees are customers of Mascot Group.

A qualitative research method was employed and included interviews. Conducting interviews enabled the author to obtain extensive feedback and knowledge of the case company's engagement approach.

According to the findings of this survey, clients are not opening their emails and are not satisfied with the emails that they get from Mascot Group. There is some reason for not opening the emails and being unhappy. As a consequence, to address this issue, a list of relevant subjects and recommendations, suggestions on how to boost the email open rate, was presented to the company.