How to increase e-mail marketing campaigns' credibility
Autor(a) principal: | |
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Data de Publicação: | 2015 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/17104 |
Resumo: | Promotional e-mails are one of the most effective digital marketing tools. However, companies are still struggling with the development of e-mail marketing campaigns that are both credible and engaging. This dissertation reviewed academic and practitioners’ publications on the determinants of e-mail marketing effectiveness, namely sending details, sender and subject line and message design. Three factors were identified as being potentially relevant, but poorly understood: using brand/company name on the sender, personally addressing e-mail messages and providing the campaign’s current click-through rate (CTR) (as a measure of its social engagement). The significance of the positive effects of these variables on campaign opening rate (OR), CTR and conversion rate (CR), respectively, were experimentally confirmed through the performance of 2 A/B tests both in the health industry and a quasi-experiment on the manufacturing industry. Secondary data was collected and analysed to compare the results of both experiments with the benchmark of the respective industry. These findings can be used by brands and agencies to design more credible and engaging e-mail marketing campaigns. |
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How to increase e-mail marketing campaigns' credibilityDomínio/Área Científica::Ciências Sociais::Economia e GestãoPromotional e-mails are one of the most effective digital marketing tools. However, companies are still struggling with the development of e-mail marketing campaigns that are both credible and engaging. This dissertation reviewed academic and practitioners’ publications on the determinants of e-mail marketing effectiveness, namely sending details, sender and subject line and message design. Three factors were identified as being potentially relevant, but poorly understood: using brand/company name on the sender, personally addressing e-mail messages and providing the campaign’s current click-through rate (CTR) (as a measure of its social engagement). The significance of the positive effects of these variables on campaign opening rate (OR), CTR and conversion rate (CR), respectively, were experimentally confirmed through the performance of 2 A/B tests both in the health industry and a quasi-experiment on the manufacturing industry. Secondary data was collected and analysed to compare the results of both experiments with the benchmark of the respective industry. These findings can be used by brands and agencies to design more credible and engaging e-mail marketing campaigns.Os e-mails promocionais são uma das ferramentas mais efetivas de marketing digital. Contudo, as empresas ainda se debatem com o desenvolvimento de campanhas de e-mail marketing que sejam simultaneamente credíveis e atraentes. Esta dissertação reviu publicações académicas acerca de fatores que determinam a eficácia do e-mail marketing, nomeadamente os detalhes de envio, o sender e subject line e o design da mensagem. Três fatores foram identificados como relevantes mas pouco compreendidos: usar o nome da marca ou empresa no sender, direcionar pessoalmente mensagens de e-mail e fornecer informações de CTR sobre a campanha como medida de envolvimento social. A significância dos efeitos positivos destas variáveis na taxa de abertura, taxa de clicks e taxa de conversões, respectivamente, foram confirmadas experimentalmente através da realização de dois A/B testes na indústria da saúde e uma quasi-experiment na indústria da produção. Foram recolhidos e analisados dados secundários para comparar os resultados das experiências com o benchmark da indústria respectiva. Estes resultados podem ser usados por marcas e empresas de modo a criarem campanhas de e-mail marketing mais credíveis e atraentes.Costa, Ana Isabel AlmeidaJorge, Fernando SantosVeritati - Repositório Institucional da Universidade Católica PortuguesaMarcelino, Ana Cristina de Matos2015-04-08T14:22:45Z2015-02-0920152015-02-09T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/17104TID:201169843enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-01-23T01:39:23Zoai:repositorio.ucp.pt:10400.14/17104Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:14:21.607550Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
How to increase e-mail marketing campaigns' credibility |
title |
How to increase e-mail marketing campaigns' credibility |
spellingShingle |
How to increase e-mail marketing campaigns' credibility Marcelino, Ana Cristina de Matos Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
How to increase e-mail marketing campaigns' credibility |
title_full |
How to increase e-mail marketing campaigns' credibility |
title_fullStr |
How to increase e-mail marketing campaigns' credibility |
title_full_unstemmed |
How to increase e-mail marketing campaigns' credibility |
title_sort |
How to increase e-mail marketing campaigns' credibility |
author |
Marcelino, Ana Cristina de Matos |
author_facet |
Marcelino, Ana Cristina de Matos |
author_role |
author |
dc.contributor.none.fl_str_mv |
Costa, Ana Isabel Almeida Jorge, Fernando Santos Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Marcelino, Ana Cristina de Matos |
dc.subject.por.fl_str_mv |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Promotional e-mails are one of the most effective digital marketing tools. However, companies are still struggling with the development of e-mail marketing campaigns that are both credible and engaging. This dissertation reviewed academic and practitioners’ publications on the determinants of e-mail marketing effectiveness, namely sending details, sender and subject line and message design. Three factors were identified as being potentially relevant, but poorly understood: using brand/company name on the sender, personally addressing e-mail messages and providing the campaign’s current click-through rate (CTR) (as a measure of its social engagement). The significance of the positive effects of these variables on campaign opening rate (OR), CTR and conversion rate (CR), respectively, were experimentally confirmed through the performance of 2 A/B tests both in the health industry and a quasi-experiment on the manufacturing industry. Secondary data was collected and analysed to compare the results of both experiments with the benchmark of the respective industry. These findings can be used by brands and agencies to design more credible and engaging e-mail marketing campaigns. |
publishDate |
2015 |
dc.date.none.fl_str_mv |
2015-04-08T14:22:45Z 2015-02-09 2015 2015-02-09T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/17104 TID:201169843 |
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http://hdl.handle.net/10400.14/17104 |
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TID:201169843 |
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eng |
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eng |
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openAccess |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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