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E-mail Marketing and Its Implementation in SMEs in a B2B Context

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Bachelor Thesis


Business Administration>Marketing & Sales




Thesis: E-mail marketing strategies Internet users send and receive e-mails, both for personal purposes and for conducting business in the Internet environment (Jackson & DeCormler., 1999). Compared to any other Internet marketing methods available today, email marketing provides the highest return on investment (Jenkins, 2009). Many companies do not have enough funds to invest in large advertising campaigns or other cost-intensive programs, but the low cost of email makes it available to most companies. This shows another great benefit of email; its versatility (Jenkins, 2009). The potential of email as a marketing tool is extremely attractive, and there is no doubt that email marketing is undoubtedly the most powerful tool for building any business. The biggest benefit of this cost-effective approach is that it is a way to build relationships and drive business success, and it is also the simplest form of keeping in touch with customers (Groves, 2009). However, even though email messages are highly cost-effective, companies must be aware that customers have a low tolerance for emails that are considered spam or spam. The people most motivated to use email are also the most likely to see spam and junk email as intrusions (Groves, 2009). The solution to this problem is to develop email campaigns that are easy for customers to unsubscribe. This is called opt-out. Opt-out means that the customer will continue to receive emails until they request to be removed from the email list. This reduces the risk of receiving emails considered spam by customers (Sheehan, 2010). In order to use e-mail as an effective marketing tool, it needs to introduce your business e-mail, prompt the recipient to open your e-mails and determine the appropriate sending frequency. This leaves a positive impression in the recipient's mind (Groves, 2009). The content mentioned above shows the importance of developing the appropriate subject line, working hard to segment, and determining the appropriate email frequency. The subject line should provide the recipient with an incentive to open the email, which emphasizes the importance of creating an interesting and engaging subject line. Just a few sentences can make your email noticeable and specific, and the subject line should attract the attention of the recipient and encourage them to participate in the content of the email (Groves, 2009). Market segmentation marketers have a golden rule, that is, segmentation is the key to marketing (Chaffey, 2013). This statement is based on the fact that people are heterogeneous, which means that different customers want different things. Email Frequency When determining an email strategy, companies face several challenges of how to handle emails and how to segment emails to reach as many customers as possible. The number and frequency of emails sent in a given period of time need to be considered, because sending too many emails may be counterproductive. On the other hand, sending too little may result in loss of opportunity. Profitable and loyal customers should receive emails frequently and appropriately, otherwise their tendency to be interested in competitors' products will increase (Elsner, Krafft & Huchzermeier., 2003). 2.4 Content Marketing Content is, and has always been, vital to marketing (Solomon, 2013; Frick, 2013). This is especially true now when companies are committed to building digital reputations as well as regular reputations (Solomon, 2013). Content marketing is "the process of creating and distributing relevant and valuable content to attract, acquire and attract target audiences" (Solo-mon, 2013). It can be used in multiple channels, such as print, social media, websites, and e-mail, but instead of using bluffing as in pure advertising, it relies on storytelling (Solomon, 2013). Simplify; if you want everyone to know that you are a hero, then advertise, if you want to show why you are a hero, then have relevant content. When done right, content marketing can promote participation and increase relevance (Solomon, 2013; Frick, 2013). The important thing is that the content of any channel is written in the user’s vocabulary, with a positive tone, and correct spelling and grammar. The text should be short and easy to read to obtain information relevant to the reader and clearly state the information to be received. The content is also important because it should be valuable to the customer. If the email is not needed, the customer will undoubtedly think that the email is unsolicited, that is, spam (Solomon, 2013; Frick, 2013). 2.4.1 Spam Over the years, due to the sending of a large number of unwanted emails, so-called spam, the reputation of email marketing has been getting worse and worse (Frick, 2013). The amount of spam has increased to such an extent that a law on acceptable and unacceptable has been passed. The 2003 CAN-Spam Act established rules and defined acceptable and unacceptable email behavior (Frick, 2013). The Federal Trade Commission enforces this law, which applies not only to bulk emails, but also to "any email whose primary purpose is commercial advertising or commercial advertising or promotion of commercial products or services." (Frick, 2013). The main requirements of the law include the following (Flick, 2013): Don’t use false or misleading header information Don’t use deceptive subject lines Tell the recipient where you are. Read Less