Key factors in designing effective personalized email marketing for customer engagement
Dau, Phat (2023)
2023
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023120133285
https://urn.fi/URN:NBN:fi:amk-2023120133285
Tiivistelmä
The thesis aims to discover the relationship between email marketing, personalization, and customer engagement. Following this, the thesis demonstrates critical elements in designing effective personalized email marketing for customer engagement.
The theoretical concepts related to email marketing, personalization, and customer engagement were explained in the literature review chapter. Secondary data such as reputable web sources, scholarly journal articles, published books, e-books, and scientific publications were used. The empirical part was utilized in the quantitative research method. After gathering the 160 respondents, Excel was used to input and analyze the data.
The study’s outcome illustrates vital elements. These are personalized use in the subject line, the efficacy of personalized product suggestions, personalized promotional offers, timely email, the clarity and simplicity of personalized email content, and personalized visual design.
The key findings demonstrate the relationship between personalization and customer engagement and then develop six critical elements of designing effective personalized email marketing. Further studies include paying much attention to one target group, segmentation, and a particular element of personalized email marketing.
The theoretical concepts related to email marketing, personalization, and customer engagement were explained in the literature review chapter. Secondary data such as reputable web sources, scholarly journal articles, published books, e-books, and scientific publications were used. The empirical part was utilized in the quantitative research method. After gathering the 160 respondents, Excel was used to input and analyze the data.
The study’s outcome illustrates vital elements. These are personalized use in the subject line, the efficacy of personalized product suggestions, personalized promotional offers, timely email, the clarity and simplicity of personalized email content, and personalized visual design.
The key findings demonstrate the relationship between personalization and customer engagement and then develop six critical elements of designing effective personalized email marketing. Further studies include paying much attention to one target group, segmentation, and a particular element of personalized email marketing.