Email marketing to small and medium-sized Enterprises : case study: Worldsome Oy
Pham, Huyen (2015)
Pham, Huyen
Seinäjoen ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201902172413
https://urn.fi/URN:NBN:fi:amk-201902172413
Tiivistelmä
The thesis studies the growing importance of email marketing in general and, in particular, from the perspective of small and medium-sized enterprises. To further investigate the research problem, two main issues to be addressed were defined. The first one is the obstacles that SMEs confront while implementing an email marketing strategy, and the second one is how they can cope with those situations.
The theoretical part starts with a brief definition of email marketing and a presentation of some currently commonly used types of emails. The reasons why email marketing has become a trend among strategists is also discussed with reliable statistics. Then, the study goes on dealing with the advantages and disadvantages of email marketing for SMEs.
The WorldSome Finland company was chosen as a case study in the empirical part. Interviews with representatives of WorldSome provided useful information supporting the findings from the theory.
In conclusion, the main issues considering an email marketing strategy include a low delivery rate, a low engagement rate, design issues, and legal issues. To deal with these challenges and make the best of an email marketing campaign, SMEs should go prepare a thorough email marketing plan, making good use of a management system, and strictly follow data security law.
The theoretical part starts with a brief definition of email marketing and a presentation of some currently commonly used types of emails. The reasons why email marketing has become a trend among strategists is also discussed with reliable statistics. Then, the study goes on dealing with the advantages and disadvantages of email marketing for SMEs.
The WorldSome Finland company was chosen as a case study in the empirical part. Interviews with representatives of WorldSome provided useful information supporting the findings from the theory.
In conclusion, the main issues considering an email marketing strategy include a low delivery rate, a low engagement rate, design issues, and legal issues. To deal with these challenges and make the best of an email marketing campaign, SMEs should go prepare a thorough email marketing plan, making good use of a management system, and strictly follow data security law.