How to Increase the Efficiency and Reach of Email Marketing: Case Onninen Finland

How to Increase the Efficiency and Reach of Email Marketing: Case Onninen Finland

This thesis took an analytical and practical approach on email marketing, and studied it from the perspective of the case study company Onninen. The aim was at finding out how to increase the efficiency and reach of email marketing at the case company. The case company, Onninen, is a large Finnish distributor of HVACR, steel, and electrical goods. Email marketing can be one of the most effective tools for marketers to invest in preprocess

 

The findings from the data and the tests conducted during this study showcase the potential of email marketing. Already at the current state, email marketing at the case study company performs well in some of the customer segments, regardless of the lack of a coherent strategy, or considerable investment toward it. In addition, the tests illustrated how even the slightest of changes can yield great results, when best practices are utilised. This thesis concludes in recommending the case company to allocate further resources to email marketing and to deepen measurement and analysis of email marketing campaigns. Further recommendations include launching an email opt-in programme and considering integrating email marketing and CRM. preprocess

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Authors: Docent Ecommerce

Document type: Research Study

Publication date: 10-04-2015

Number of pages: 72

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