How to Increase the Efficiency and Reach of Email Marketing: Case Onninen Finland
Nuutinen, Sami (2015)
Metropolia Ammattikorkeakoulu
2015
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201504164436
https://urn.fi/URN:NBN:fi:amk-201504164436
Tiivistelmä
This thesis took an analytical and practical approach on email marketing, and studied it from the perspective of the case study company Onninen. The aim was at finding out how to increase the efficiency and reach of email marketing at the case company. The case company, Onninen, is a large Finnish distributor of HVACR, steel, and electrical goods. Email marketing can be one of the most effective tools for marketers to invest in.
In order to find solutions to the aforementioned aim of the study, data on previous email marketing campaigns sent by the case company were analysed. In addition, three tests were conducted during the study wherein the correlation between timing of email campaigns and key email performance metrics was scrutinised. Also the effect that a subject line has on the performance of email campaigns was studied. The key performance metrics in this study were open rate and click-through rate. All this was closely tied into the literature and email marketing best practices, which were reviewed first.
The findings from the data and the tests conducted during this study showcase the potential of email marketing. Already at the current state, email marketing at the case study company performs well in some of the customer segments, regardless of the lack of a coherent strategy, or considerable investment toward it. In addition, the tests illustrated how even the slightest of changes can yield great results, when best practices are utilised.
This thesis concludes in recommending the case company to allocate further resources to email marketing and to deepen measurement and analysis of email marketing campaigns. Further recommendations include launching an email opt-in programme and considering integrating email marketing and CRM.
In order to find solutions to the aforementioned aim of the study, data on previous email marketing campaigns sent by the case company were analysed. In addition, three tests were conducted during the study wherein the correlation between timing of email campaigns and key email performance metrics was scrutinised. Also the effect that a subject line has on the performance of email campaigns was studied. The key performance metrics in this study were open rate and click-through rate. All this was closely tied into the literature and email marketing best practices, which were reviewed first.
The findings from the data and the tests conducted during this study showcase the potential of email marketing. Already at the current state, email marketing at the case study company performs well in some of the customer segments, regardless of the lack of a coherent strategy, or considerable investment toward it. In addition, the tests illustrated how even the slightest of changes can yield great results, when best practices are utilised.
This thesis concludes in recommending the case company to allocate further resources to email marketing and to deepen measurement and analysis of email marketing campaigns. Further recommendations include launching an email opt-in programme and considering integrating email marketing and CRM.