Performance of methods of database capturing in email marketing campaigns

• Autor(a) principal: Graça, Francisca Amado Fernandes Mira da
• 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/10400.14/22086
• topic: Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Recent developments in the advertising industry were brought along by the Digital Marketing revolution. Within the multiples channels of digital marketing currently available, this dissertation focused on Email Marketing, to study the different ways of capturing email customer databases, in order to better target and optimize promotional email campaigns. Four methods of database capturing - Sponsoring, Shared Exploration, Vertical Portal and Exclusive Capturing Campaign, were compared in terms of their effectiveness for the client advertiser (based on Open Rate, CTR and Conversion Rate metrics), as well as on their efficiency for a digital marketing agency (based on campaign Profit and ROI). Such comparisons resulted from the statistical analyses of both secondary and primary campaign data. The first resulted from several email marketing campaigns conducted by Revshare in 2014, which resorted to different database capture methods. It was subject to OLS regression analysis, to identify which method and campaign/industry features significantly affected campaign performance. The second originated from the performance of an A/B test of a single campaign, launched through different database capture methods. This was done to determine which method yields the best campaign metrics, holding campaign features and industry effects constant. The main conclusion that can be taken from the secondary data is that the Vertical Portal Method is both the most effective method in terms of CTR and CR, as well as the most efficient one, generating the highest ROI. However, A/B testing results reflect important moderating industry effects on the impact of database capturing methods on email campaign performance.