How can efficiently and effectively align its e-mail marketing efforts to create engagement and avoid spam?

Detalhes bibliográficos
Autor(a) principal: Ferreira, Catarina Pinto
Data de Publicação: 2016
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/18257
Resumo: Field lab: Business project
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spelling How can efficiently and effectively align its e-mail marketing efforts to create engagement and avoid spam?E-mail marketingEngagementPortugal TelecomSpamDomínio/Área Científica::Ciências Sociais::Economia e GestãoField lab: Business projectFor the purpose of advising Portugal Telecom (PT) on direct marketing strategies, this paper seeks to study e-mail marketing best practices and contrast them with what has already been done by the company. The study reviews and evaluates the e-mail marketing literature, surveys Portuguese telecommunications’ users and makes an empirical analysis based on PT’s e-mails samples and in-depth interviews. The findings reveal that PT already applies important practices in order to build brand loyalty and avoid consumers reporting messages as spam; however, there is still room for improvement and major measures need to be incorporated in its campaigns to effectively succeed. To have an organic, clean and up-to-date database, segment the contact list, customize the content and check for major blacklists are key consensual practices discussed along the study. This paper contributes to e-mail marketing debates by exploring the positive and negative sides of this recent field.Cardoso, ElizabeteRUNFerreira, Catarina Pinto2017-01-30T01:30:14Z2016-012016-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfapplication/pdfhttp://hdl.handle.net/10362/18257TID:201525593enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T03:57:05Zoai:run.unl.pt:10362/18257Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:24:36.335675Repositório 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 can efficiently and effectively align its e-mail marketing efforts to create engagement and avoid spam?
title How can efficiently and effectively align its e-mail marketing efforts to create engagement and avoid spam?
spellingShingle How can efficiently and effectively align its e-mail marketing efforts to create engagement and avoid spam?
Ferreira, Catarina Pinto
E-mail marketing
Engagement
Portugal Telecom
Spam
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short How can efficiently and effectively align its e-mail marketing efforts to create engagement and avoid spam?
title_full How can efficiently and effectively align its e-mail marketing efforts to create engagement and avoid spam?
title_fullStr How can efficiently and effectively align its e-mail marketing efforts to create engagement and avoid spam?
title_full_unstemmed How can efficiently and effectively align its e-mail marketing efforts to create engagement and avoid spam?
title_sort How can efficiently and effectively align its e-mail marketing efforts to create engagement and avoid spam?
author Ferreira, Catarina Pinto
author_facet Ferreira, Catarina Pinto
author_role author
dc.contributor.none.fl_str_mv Cardoso, Elizabete
RUN
dc.contributor.author.fl_str_mv Ferreira, Catarina Pinto
dc.subject.por.fl_str_mv E-mail marketing
Engagement
Portugal Telecom
Spam
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic E-mail marketing
Engagement
Portugal Telecom
Spam
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description Field lab: Business project
publishDate 2016
dc.date.none.fl_str_mv 2016-01
2016-01-01T00:00:00Z
2017-01-30T01:30:14Z
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/10362/18257
TID:201525593
url http://hdl.handle.net/10362/18257
identifier_str_mv TID:201525593
dc.language.iso.fl_str_mv eng
language eng
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