<p>Bakgrund: Företag som huvudsakligen agerar med Internet som kontaktkanal möter sällan eller aldrig sina kunder fysiskt, vilket leder till ett behov av att komplettera frånvaron av fysisk kontakt med andra former av kommunikation. Som lösning på detta problem har företag börjat tillämpa personligt anpassad e-postmarknadsföring vid kontakt med konsumenter för att bättre tillgodose kunders behov av relevant information. Samtidigt som personlig anpassning ger möjligheten att erbjuda kunden mervärde och öka kundens lojalitet kan också kunden uppfatta tekniken som falsk och konstruerad. Otillräcklig kunskap om konsumenters värderingar i frågor som berör personlig anpassning av e-post kan leda till att företag får svårt att knyta sig till potentiella kunder samt behålla befintliga kunder.</p><p>Syfte: Syftet med uppsatsen är att undersöka till vilken grad e-handelskonsumenter föredrar personligt anpassade e-postutskick, hur e-postutskick bör framställas samt vilken betydelse konsumentens relation till företaget har. Detta ska resultera i rekommendationer till företag som genom personlig anpassning vill utveckla sin e-handelsstrategi.</p><p>Metod: För att kunna bekräfta eller förkasta de uppsatta hypoteserna tar uppsatsen ett hypotetiskt deduktivt angreppssätt. En kvantitativ enkätundersökning används för att samla in empirisk data vilken har analyserats statistiskt med hjälp av t-test. Undersökningens population omfattar ett e-handelsföretags kunder.</p><p>Resultat: Uppsatsens empiriska studie visar att e-handelskonsumenter av manligt kön föredrar personligt anpassade e-postutskick framför opersonliga e postutskick. I allmänhet uppfattas personlig anpassning som relevanshö-jande teknik, särskilt om den personliga anpassningen är genuin och om konsumenten tidigare uttryckligen angett sitt intresse för e-postutskicket. I uppsatsen studeras våra resultat närmare för att identifiera i vilka situationer som e-handlarnas värderingar skiljer sig åt. Företag bör beakta att kunden är mer öppen för personlig anpassning av e postutskick när denne har kontroll över hur företaget tillämpar den personliga anpassningen. Demografiska faktorer som utbildningsnivå och till viss del geografisk lokalisering har ock-så betydelse för hur personlig anpassning uppfattas.</p> / <p>Background: Companies that primarily act with Internet as channel of contact meet their customers in real life very rarely or never, which creates a need to complement the absence of physical contact with other forms of communication. As a solution to this problem companies have begun to implement personalized e-mail marketing in order to better satisfy customers’ need for relevant information. Still, as personalization gives the possibility to offer the customer added value while increasing the customer loyalty, the technology can also be perceived as deceitful and artificial. Insufficient knowledge regarding the customers’ perception of issues that concern personalization can result in difficulties for companies to attract new and retain existing customers.</p><p>Purpose: The purpose of the thesis is to study to what extent e-consumers prefer personalized e-mail marketing, how e-mail campaigns should be created and what significance the relation has between consumers and companies. This is expected to result in recommendations to e-tailors that want to develop their business through the use of personalization in their e-mail marketing efforts.</p><p>Method: In order to be able to verify or to falsify the set hypotheses, the research takes a hypothetical deductive approach. A quantitative survey has been used to collect the empirical data which has been statistically analyzed with the use of t-tests. The research population consists of the customers of an e-tailor.</p><p>Conclusions: The empirical study shows that male e-consumers prefer personalized e mail marketing more than non-personalized e-mail marketing. Personalization is in general perceived as a technique to increase the level of relevance of the e-mail, thus being looked upon as added value, especially when the technique is genuine and if the consumer explicitly has given his or hers area of interest for the e-mail campaigns. In the thesis the research results are studied closer in order to investigate in which situations opinions part. Companies should also consider that customers are more open towards personalized e-mail marketing when she or he has control over how the companies apply personalization. Demographic factors such as level of education and to a certain extent geographical location also have an impact on how personalization is perceived.</p>

Bakgrund: Företag som huvudsakligen agerar med Internet som kontaktkanal möter sällan eller aldrig sina kunder fysiskt, vilket leder till ett behov av att komplettera frånvaron av fysisk kontakt med andra former av kommunikation. Som lösning på detta problem har företag börjat tillämpa personligt anpassad e-postmarknadsföring vid kontakt med konsumenter för att bättre tillgodose kunders behov av relevant information. Samtidigt som personlig anpassning ger möjligheten att erbjuda kunden mervärde och öka kundens lojalitet kan också kunden uppfatta tekniken som falsk och konstruerad. Otillräcklig kunskap om konsumenters värderingar i frågor som berör personlig anpassning av e-post kan leda till att företag får svårt att knyta sig till potentiella kunder samt behålla befintliga kunder. Syfte: Syftet med uppsatsen är att undersöka till vilken grad e-handelskonsumenter föredrar personligt anpassade e-postutskick, hur e-postutskick bör framställas samt vilken betydelse konsumentens relation till företaget har. Detta ska resultera i rekommendationer till företag som genom personlig anpassning vill utveckla sin e-handelsstrategi. Metod: För att kunna bekräfta eller förkasta de uppsatta hypoteserna tar uppsatsen ett hypotetiskt deduktivt angreppssätt. En kvantitativ enkätundersökning används för att samla in empirisk data vilken har analyserats statistiskt med hjälp av t-test. Undersökningens population omfattar ett e-handelsföretags kunder. Resultat: Uppsatsens empiriska studie visar att e-handelskonsumenter av manligt kön föredrar personligt anpassade e-postutskick framför opersonliga e postutskick. I allmänhet uppfattas personlig anpassning som relevanshö-jande teknik, särskilt om den personliga anpassningen är genuin och om konsumenten tidigare uttryckligen angett sitt intresse för e-postutskicket. I uppsatsen studeras våra resultat närmare för att identifiera i vilka situationer som e-handlarnas värderingar skiljer sig åt. Företag bör beakta att kunden är mer öppen för personlig anpassning av e postutskick när denne har kontroll över hur företaget tillämpar den personliga anpassningen. Demografiska faktorer som utbildningsnivå och till viss del geografisk lokalisering har ock-så betydelse för hur personlig anpassning uppfattas. / Background: Companies that primarily act with Internet as channel of contact meet their customers in real life very rarely or never, which creates a need to complement the absence of physical contact with other forms of communication. As a solution to this problem companies have begun to implement personalized e-mail marketing in order to better satisfy customers’ need for relevant information. Still, as personalization gives the possibility to offer the customer added value while increasing the customer loyalty, the technology can also be perceived as deceitful and artificial. Insufficient knowledge regarding the customers’ perception of issues that concern personalization can result in difficulties for companies to attract new and retain existing customers. Purpose: The purpose of the thesis is to study to what extent e-consumers prefer personalized e-mail marketing, how e-mail campaigns should be created and what significance the relation has between consumers and companies. This is expected to result in recommendations to e-tailors that want to develop their business through the use of personalization in their e-mail marketing efforts. Method: In order to be able to verify or to falsify the set hypotheses, the research takes a hypothetical deductive approach. A quantitative survey has been used to collect the empirical data which has been statistically analyzed with the use of t-tests. The research population consists of the customers of an e-tailor. Conclusions: The empirical study shows that male e-consumers prefer personalized e mail marketing more than non-personalized e-mail marketing. Personalization is in general perceived as a technique to increase the level of relevance of the e-mail, thus being looked upon as added value, especially when the technique is genuine and if the consumer explicitly has given his or hers area of interest for the e-mail campaigns. In the thesis the research results are studied closer in order to investigate in which situations opinions part. Companies should also consider that customers are more open towards personalized e-mail marketing when she or he has control over how the companies apply personalization. Demographic factors such as level of education and to a certain extent geographical location also have an impact on how personalization is perceived.

This thesis focuses on the effectiveness of marketing tools available in Czech internet environment. The theoretical part describes typical attributes and advantages of individual tools and observes the possibilities of achieving marketing and commercial goals by using these tools. In the application part, the surveyed e-shop is introduced and it's marketing tools are analyzed using web analytics. Either behaviour of customers of this e-shop or financial indicators, which are crucial for evaluating performance, are analyzed in this thesis. The synergic effect of using these marketing channels is evaluated using the assisted conversions analysis. The main goals of this thesis is evaluation of the efficiency of used marketing tools using web analytics and consider suitability of their use for this specific e-shop. Another aim is comparing the performance of individual marketing sources and proposing measures to help increase efficiency of tools used by this e-shop.

The dissertation thesis is concentrated on newsletter creation and its productivity evaluation. According to the information analysis from the field of email marketing, advertisement psychology and other knowledge, new proposals of new newsletter have been developed. These proposals went through testing using eye cameras - the eye tracking. Out of the partial proposals has been made a final newsletter which was sent out to customers by the company and the results have been evaluated in comparison with the previous one. The thesis also serves as a guideline for companies working on newsletter creation and its use.

Background E-mail marketing is used to get consumers’ attention to one’s products, services, need, etc., and ultimately to get them to act in a specific way. How consumers are affected by E-mail marketing is a topic that has not been thoroughly investigated even though it is of great interest due to the vast increase of E-mail marketing the last couple of years. Thus, there is a major gap in the research of this topic, especially in a B2B context. Purpose The purpose of this thesis is to analyze behaviors and attitudes of decision-makers in the Swedish manufacturing industry regarding B2B E-mail marketing. Method The authors used a quantitative research approach with an online-survey in order to collect necessary data. The population is decision-makers within the manufacturing industry in Sweden. The result is based on 1 777 participating decision-makers. The questionnaire was constructed by the authors and is based on the theoretical framework consisting: Tri-Component Model of Attitudes, Planned Behavior, Micheaux’s (2011) theory of perceived pressure and A(ad). The authors used analysis techniques such as descriptive univariate analysis, Anova-test, factor analysis and linear regression analysis to derive the result. Conclusion The conclusions drawn from this study are that the decision-makers within the manufacturing industry in Sweden tend to have a negative attitude and behavior toward E-mail marketing messages, only a small minority of the decision-makers had a positive attitude. Furthermore, the authors discovered an association between their attitude and how they actually behave. The study also reveals differences in the attitudes and behaviors regarding age and position within the company. A final conclusion drawn from this study is that the decision-makers do not read all marketing messages they receive and they also delete some marketing messages without reading them. The result of this is a non-functional marketing method, as it does not work as it is intended. A suggestion for marketers working with E-mail marketing is to try to establish more positive attitudes by building relationships with the recipients.

C ommunication with the customer is very important pa rt of the marketing itself. Is very important to take care about acquired customer, because as soon as the company dissapointed him, it is very difficult to gain his trust and affection back. Thi s diploma thesis identifies e-mail marketing as a whole and deals with its current trends and examine how e-mail itself and his elements affect psyche and behavior of recipients and tries to iden tify ways to maintain consumer confidence. The thesis introduces e-mails from a practical envirome nt of the software company, in which are applied changes resulting from public opinion. These e-mail s are evaluated and compared with past versions of e-mails, these e-mails are evaluated and compare d with previous versions of e-mails.

In today’s competitive environment, the survival of a company greatly depends on its ability to win over customers. Competition is constantly evolving and improving the marketing strategies and tools adopted by firms. In order to succeed in such an environment, it is vital to maintain a competitive advantage and always be a step ahead of the rest. The first part of this dissertation will examine several marketing tools and methods, which will enable a company to maintain and expand its customer base. The second part will apply these methods to a real life company Temex Ltd. and evaluate the success of the adopted changes.

Bakalauro baigiamajame darbe nagrinėjamos įmonės „Stoke Travel” interentinio marketingo priemonės. Pagrindinis tyrimo tikslas, aptarus internetinio marketingo priemones teoriniu požiūriu ir atlikus anketinę apklausą, bei interviu, ištirti kaip respondentai vertina įmones naudojamas internetinio marketingo priemones, bei pasiūlyti įmonei tinkamiausias interentinio marketingo priemones. / In this Bachelor’s Degree Work companies “Stoke Travel” Internet marketing tools are analyzing. The main objective is after researching theoretical background of the subject to conduct a survey and interview to find out companies internet marketing tools dimension, their clients internet use peculiarity and clients evaluation to the companies used internet marketing tools.

Diploma thesis focuses on the selection and application of appropriate internet marketing tools. It specifies possible fields of B2C promotion on the internet. It analyses chosen company and its existing operations in the field of internet marketing due to recommended procedures and procedures of its competitors. Diploma thesis uses theoretical knowledge and analysis for application of proposed internet marketing strategy and finally compares performances of applied areas of the internet marketing.

This project describes internet marketing and its components (search engine marketing, internet advertising, internet PR, e-mail marketing etc.). It also describes the possibilities of employing internet in marketing and depicts new ways of online communication. The expenses for internet advertising are constantly growing as well as the number of internet users. The number of universities is increasing and so is the competition. That's why it's vital that they should act as a part of the market and use marketing strategies. The objective of this project is to analyse and suggest communication strategies of the Faculty of Management at the University of Economics in Prague using the knowledge acquired from the theoretical part. The practical part specifies the target group, draws up a report and chooses the way of communication. Further on, we will consider the timing of every single activity and the overall budget.