Developing an effective email marketing strategy for Edicto Ltd.
Bui, Dung Thi Thuy (2020)
Bui, Dung Thi Thuy
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020090820265
https://urn.fi/URN:NBN:fi:amk-2020090820265
Tiivistelmä
The thesis study was commissioned by Edicto Ltd., who is an IT-services company based in Tampere, Finland. They are working in the field of cloud service that is easy to use with a high level of security. Understanding technology, the company sees digital marketing as their main tactic in the present time.
Currently, the company’s website and social media accounts are well managed, therefore, they decided to concentrate on another channel – Email Marketing – as the next step in the company’s upcoming plans. However, because Edicto is still considered as inexperienced in the field with an initial work that was not helpful enough, this thesis was carried out for the purpose of helping the company in better developing an effective Email Marketing for themselves.
To answer the topic question, the theoretical part is formed with data from secondary research with various sources such as reliable online websites, books, e-articles, and publications. It reveals several key concepts in the field such as the definition of Email marketing and common marketing emails, the strategic importance of Emails, advantages with disadvantages of Email Marketing, and the process of building an Email Marketing strategy step-by-step.
The main methodology used in this paper was the qualitative approach and interview with two types of interviewees: employees inside Edicto Ltd. to understand the firm’s condition and previous projects better, and marketers outside Edicto Ltd. to obtain real experiences and opinion on Email Service Providers and the effectiveness of this marketing channel.
Results from these Theoretical and Empirical parts together with the author’s understanding of the firm are then analyzed for the purpose of drawing the most suitable strategy for the case company and important points that they need to pay special attention to, which are: utilizing a reliable Email Service Provider and its benefits, preparing a thorough email marketing plan, and strictly following privacy laws and regulations.
Currently, the company’s website and social media accounts are well managed, therefore, they decided to concentrate on another channel – Email Marketing – as the next step in the company’s upcoming plans. However, because Edicto is still considered as inexperienced in the field with an initial work that was not helpful enough, this thesis was carried out for the purpose of helping the company in better developing an effective Email Marketing for themselves.
To answer the topic question, the theoretical part is formed with data from secondary research with various sources such as reliable online websites, books, e-articles, and publications. It reveals several key concepts in the field such as the definition of Email marketing and common marketing emails, the strategic importance of Emails, advantages with disadvantages of Email Marketing, and the process of building an Email Marketing strategy step-by-step.
The main methodology used in this paper was the qualitative approach and interview with two types of interviewees: employees inside Edicto Ltd. to understand the firm’s condition and previous projects better, and marketers outside Edicto Ltd. to obtain real experiences and opinion on Email Service Providers and the effectiveness of this marketing channel.
Results from these Theoretical and Empirical parts together with the author’s understanding of the firm are then analyzed for the purpose of drawing the most suitable strategy for the case company and important points that they need to pay special attention to, which are: utilizing a reliable Email Service Provider and its benefits, preparing a thorough email marketing plan, and strictly following privacy laws and regulations.