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Personalization in email marketing. Case study: Debic at FrieslandCampina

By Quynh Anh Ho Phan

Abstract

The advance of digitalization has brought opportunities for companies to accomplish their digital marketing objectives, led by the development of marketing practices, including email marketing. Email marketing has been proved to be an effective channel to continue conversations with customers due to its cost-efficiency and the capability to customize messages. However, not all email marketing campaigns are executed in a proper way to achieve their objectives and obtain valuable data for further development. The overload of emails, particularly irrelevant emails creates counter-effects on customers. It is crucial to deliver relevant marketing messages to segmented groups. Studies have indicated a positive correlation between personalized email marketing and its performance, which depends on the complexity of personalization and industries. This paper examined the effect of personalization on email performance in the foodservice industry while providing recommendations to optimize email strategies. The paper adopted experimental quantitative research. While the re-search result showed personalized email boosted performance, its effectiveness varies among different groups of customers. As a result, more research and experiments are recommended to clarify the relation between personalization and marketing performance in different targeted groups on wider coverage of the geographic area for improved email strategies

Topics: International Business, fi=Liiketalous, hallinto ja markkinointi|sv=Företagsekonomi, förvaltning och marknadsföring|en=Business Management, Administration and Marketing|, marketing, digital marketing, customer relationship management, digitalisation, Bachelor Degree in International Business
Year: 2019
OAI identifier: oai:www.theseus.fi:10024/268113
Provided by: Theseus

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