Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE credits
Nowadays, online marketing, which adopts Internet technology as a mediumto deliver marketing information to customers, is becoming popular, and Emailmarketing is one important part in an online marketing strategy. This thesis istrying to find a systematical and suitable way for company to design andimplement an Email marketing plan. Sharplet AB is the case company toachieve the thesis question. As an online educational start-up company,Sharplet AB is suffering the lack of funding on marketing activities. Facing thecurrent situation, an Email marketing plan is on demand to achieve the goal toattract more customers to the company website and engage them in theservice. This thesis took around seven months’ work, and showed a real storyof how a company came up with an Email marketing plan from nothing.
The process of making the Email marketing plan starts from a literature study.This research aims at using literatures to clarify the definitions of Emailmarketing related terms, analyze the advantages and disadvantages of Emailmarketing’s current state, depict customers’ behaviors in Email marketingcampaigns, suggest the Executional tactics when create marketing Emails,and translate the customers’ responses to data for analyzing purpose.
With enough literature support, the thesis reproduces the implementationprocess of the Email marketing plan for Sharplet AB. The business modelcanvas and business environmental analysis describe the current situation ofthe company, based on which the goal of Email marketing plan is settled. A/BSplit test is the methodology used for improving the features in the Emails. Inthe end, the optimized Email marketing plan is completed as guidance forSharplet AB to follow in the future.