What are the characteristics that may increase e-mail marketing efficiency?

Abstract

Digital Age disrupted many industries and introduced new marketing techniques. E-mail marketing is a proof of that. This thesis aims to study what are the best marketing practices to address consumers through e-mail channel and which increase its efficiency. In order to do so, from a business perspective, it was performed a research on e-mail marketing data and respectively variables from several campaigns. Then, from a consumer perspective, it was performed a survey on general Portuguese population to gain insights on their e-mail receiving behavior. To better meet marketing efficiency, marketers need to plan their campaigns with price sensitive subjects, alongside with pre-defined campaign frequencies, and willingness to receive e-mail campaigns.

Date of Award	24 Feb 2017
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)