Technology development has changes many things in the way businesses are done nowadays. Compa-nies needed to readapt their processes to the new demands of the markets in order to be competitive in online platforms. To achieve this, companies need to focus on retaining customers. E-marketing has developed many tools for this purpose, e-mail marketing has proven to have advantages in this task; however, sometimes the outcome is not as good as expected, mainly because the content and struc-ture isn’t what customers want to see or don’t fulfill their expectations.The purpose of this study is understand which are the factors that make customers avoid marketing e-mails and how they can be restructured to increase the probabilities to encourage customers to revisit again the same brand.Regarding the method, quantitative approach was used and the statistical data was collected with online survey. Survey questions are prepared based on previous literature and factors mentioned in literature. Results are collected from a sample which contains 120 people. In order to analyze the col-lected data, descriptive analysis and principal component analysis techniques are used.After analysis, researchers concluded that not all factors which influence ignoring decision have same effect. On the other hand, during decision of revisit the brand because of the marketing e-mails, each segments in the sample have different preference and companies which use marketing e-mail should structure their e-mails regarding to that data.

The thesis aims to analyze and evaluate the current state of Czech email marketing. The author, based on his experience and supportive resources, compiled important criteria by which this analysis is performed on subjects from the field of ecommerce. The significance of all criteria and the ideal state in which they should be located are both outlined. The analysis objects are email campaigns (1439 samples) from selected subjects which the author has been collecting over 10 months. As a part of the work, in addition to the analysis itself, recommendations for improving and achieving quality and efficient email marketing, which has benefited both the sender and the recipient are also provided.

E-mail is changing direct marketing. A rapidly maturing set of permission e-mail marketing technologies is profoundly impacting the way companies market to their customers. Lifelong learning will be essential for everyone as we move into the 21st century and it has to be made accessible to all. Education and training systems also must play an important role. As the world moves increasingly to knowledge-based economies and societies, the emphasis given to this goal is not only right, but also it must be reinforced. In this study, we¡¦ll discuss the current situation of educational training services applying permission e-mail marketing in Taiwan. Therefore, the paper provides a good direction for researchers in e-mail marketing. Furthermore, educational training services can apply e-mail marketing strategies easily and gain benefits from them.

The thesis deals with e-mail marketing. It focuses on identifying factors that affect the behavior of users of e-mail and newsletter subscribers. It evaluates the role of e-mail marketing as a part of communication mix of companies and e-shops, current trends, e-mail campaigns, e-mail marketing software provider. To study the behavior of users of e-mail and newsletter subscribers a questionnaire survey was conducted on a sample of 610 respondents and in-depth interviews (n = 30). Content analysis was used to analyze electronic commercial communication. The results allowed to formulate recommendations for creation of e-mail campaigns of e-shops, Internet shops and other companies.

Objective is analyse current e-mailing of Nutricia and offer the best possible in automated e-mailing. Recommendations are based on possibilities of e-mailing tool Silverpop, which belongs to the best technologies of present days and which Nutricia chose for development of its e-mailing. Based on his experience as e-mailing specialist and operator of Silverpop author will recommend the best what is possible in today's e-mail marketing and adapt it for Nutricia business.Theory is concieved as syntax of sources making bright picture of today's e-mail marketing and there are written assumptions of successesfull e-mailing. In practical part there are analysis of Nutricia and its competitors and that is followed by summary of recommendations well founded on author experiences and Silverpop implementation companies know how.

Titel: En undersökning om attityden till mottagandet av E-postmarknadsföring – Medavseende på kognitions-, affektions- & beteendemässig attityd. Nivå: C-uppsats i ämnet företagsekonomi Författare: Johanna Nilsson & August Mazetti-Nissen Handledare: Jens Eklinder Frick Datum: 2016 – Januari Syfte: Syftet med den här studien är att undersöka attityden till mottagandet av Epostmarknadsföringhos svenska beslutsfattare inom en B2B-kontext, detta med avseende påkognitions-, affektions- och beteendemässig attityd. Metod: Studien har en metodologi av kvantitativ karaktär. Studien har utförts med hjälpav en enkätundersökning som skickats ut via E-post. Enkäten har besvarats av 443respondenter lokaliserade i Sverige. Vår data har analyserats med statistiska uträkningaroch illustrerats med hjälp av tabeller, figurer och diagram. Analysen har därefter resulterat i arbetets slutsats. Resultat & slutsats: Studien har resulterat i en total negativ attityd till mottagandet av Epostmarknadsföringhos svenska beslutsfattare inom en B2B-kontext. Exponeringsfrekvensen och den kognitiva attitydkomponenten är de ensamt starkaste faktorerna till den totala negativa attityden. Förslag till fortsatt forskning: Ett förslag till vidare forskning inom fältet skulle kunna vara den finansiella aspekten, det vill säga att undersöka hur lönsamt E-postmarknadsföring är. Dessutom menar vi att segmentering och exponeringsfrekvens inom Epostmarknadsföring är ett ämne som borde tas i beaktning för framtida fallstudier. Vi menar också att en liknande undersökning fast i ett annat land hade varit intressant attgenomföra. Uppsatsens bidrag: Attityden till mottagandet av E-postmarknadsföring påverkas i höggrad av hur relevant varumärket bakom E-postmarknadsföringsutskicket anses vara för mottagaren och hur ofta varumärket exponeras. Svenska beslutsfattare har starka tendenser till att både avskriva sig från framtida utskick, men även engagera sig vidare i innehållet om det anses relevant. Effektiviteten av E-postmarknadsföring kan därför skilja sig starktmellan olika aktörer. Nyckelord: Attityd, E-postmarknadsföring, E-postmarknadsföringsmeddelande, Kognition, Affektion, Beteende

The major objective of this study is to explore empirically the effects of permission, interactivity, vividness and personalisation upon attitude, behavioural intention and recommendation to e-mail marketing (the latter two variables being proxies for behaviour). The proposed model is based on the integrated framework of Fishbein and Ajzen's Theory of Reasoned Action (TRA), Triadis's Theory of Planned Behaviour (TPB) and Rettie's 2002 Basic E-mail Response Process Model. For data collection, qualitative and quantitative studies were used. The qualitative results from four semi-structured interviews reveal New Zealand enterprises' strong trust in permission-based e-mail marketing and how they implement it as one of their marketing strategies. The quantitative component presents and empirically tests the proposed model in terms of a personalisation (presence/absence), interactivity (low/high) and vividness (low/medium/high) (2*2*3) between-subjects factorial design, where subjects were exposed to an e-mail advertisement for a mobile phone. From 650 responses collected by clicking on an e-mail link through an online web survey, the data was analysed with analysis of covariance (ANCOVA). Based on strong suggestions in the literature and findings in the qualitative study on the importance of permission-based marketing, attitude toward permission e-mail was examined as one of the dependent variables in the quantitative study. Results reveal similarities and differences in the effects of interactivity, vividness and personalisation respectively between the low and high attitude toward permission based e-mail marketing groups. Although significant effects of interactivity on attitude and behavioural intention were observed, the nature of those effects proved contrary to the author's expectation. In terms of vividness, results showed significant effects on attitude and behavioural intention in both groups as anticipated. Conversely, personalisation was shown to have no effect on attitude and behavioural intention in any group, however, a positive effect on response rates was indicated. Two three-way interaction effects between interactivity, vividness and personalisation on attitude toward brand and friend recommendation were found only in the high group. This study strongly encourages e-mail marketers to respect their customers' privacy and to employ a permission-based marketing concept within their business strategy. The design of the e-mail (moderate to high vividness) and personalisation (use of recipient's name) are indicated to have a positive impact on the effectiveness of an e-mail ad. Future research should examine a permission-based marketing construct as a longitudinal study, and investigate personalisation at a higher level (based on recipients' preferences).

<p>The rapid development of Internet technologies has led to the emergence of new communication means. E-mail has become a new powerful tool used by millions with the main purpose of exchanging information. Considering its large scope, marketers have been using the e-mail as an important direct marketing force and it has become a popular choice for many companies. The e-mail has therefore constituted a new form of on-line marketing coined “E-mail marketing”. However, the increasing use of the e-mail marketing has been adversely affected by the appearance of non-traditional marketing communication media such as unsolicited commercial e-mails (UCEs). The main reasons behind the alarming growth of the UCEs are those explained by the low-cost structure of the e-mail and, thus, a small number of responses are required for generating a profit (Moustakas <em>et al.</em>, 2006; p.45; Shenoy, 2008; p.32). This unsolicited medium used for reaching consumers has evolved from mere nuisance to actual threat (Mendleson, 2010; p.38), which has brought a new complexity into consumers’ daily lives. This in its turn calls for examination of consumer’s perception about the unsolicited commercial e-mails.</p><p> </p><p>Hence, the aim of this thesis is to examine consumer’s perceptions about the mentioned unsolicited marketing communication medium. This will provide increased awareness of the profound implications that the UCEs have on e-commerce and the e-mail marketing on the whole and, particularly, on Internet user groups such as companies, e-mail service providers and policy makers. The study was conducted with a positivistic position and followed a deductive approach, taking known theories as point of departure. The theories presented are mainly concerned with: privacy, ethical and legislation issues; consumer’s reactions and motives behind the opening of the e-mail; the impact of the UCEs on the brand image and overall implications of the UCEs.</p><p> </p><p>A self-completion questionnaire was used as method of data collection. The results indicate that the UCEs are perceived as slightly unethical and neither intrusive nor nonintrusive by the respondents. There is also no clear perceived protection by the anti-spam law, which claims the need for improvement of the policy makers’ work. The results also reveal that the most common consumer’s reaction is to disregard and delete the UCEs, although a small but considerable percentage of the consumers respond. The findings show that the different contents of the UCEs are perceived with low levels of interest by the respondents. Also, the motives behind the opening of the UCEs by the respondents are distributed nearly equal: the credibility of the sender, simply the curiosity and the attractiveness of the subject line. This study reveals a fairly negative perceived image of the companies advertised by the UCEs, which proves the associated cost of sending the UCEs. Furthermore, it has been found that the respondents are concerned about sharing their e-mail addresses with e-companies because of the UCEs and that the latter hinder the accessibility to solicited commercial e-mails in the e-mail inboxes. The e-mail service providers have been also affected since a quarter of the respondents have changed them as a consequence of receiving the UCEs. Thus, the results of this thesis show the adverse implications of the UCEs on electronic commerce, e-mail marketing and on Internet user groups.</p>

The rapid development of Internet technologies has led to the emergence of new communication means. E-mail has become a new powerful tool used by millions with the main purpose of exchanging information. Considering its large scope, marketers have been using the e-mail as an important direct marketing force and it has become a popular choice for many companies. The e-mail has therefore constituted a new form of on-line marketing coined “E-mail marketing”. However, the increasing use of the e-mail marketing has been adversely affected by the appearance of non-traditional marketing communication media such as unsolicited commercial e-mails (UCEs). The main reasons behind the alarming growth of the UCEs are those explained by the low-cost structure of the e-mail and, thus, a small number of responses are required for generating a profit (Moustakas et al., 2006; p.45; Shenoy, 2008; p.32). This unsolicited medium used for reaching consumers has evolved from mere nuisance to actual threat (Mendleson, 2010; p.38), which has brought a new complexity into consumers’ daily lives. This in its turn calls for examination of consumer’s perception about the unsolicited commercial e-mails.   Hence, the aim of this thesis is to examine consumer’s perceptions about the mentioned unsolicited marketing communication medium. This will provide increased awareness of the profound implications that the UCEs have on e-commerce and the e-mail marketing on the whole and, particularly, on Internet user groups such as companies, e-mail service providers and policy makers. The study was conducted with a positivistic position and followed a deductive approach, taking known theories as point of departure. The theories presented are mainly concerned with: privacy, ethical and legislation issues; consumer’s reactions and motives behind the opening of the e-mail; the impact of the UCEs on the brand image and overall implications of the UCEs.   A self-completion questionnaire was used as method of data collection. The results indicate that the UCEs are perceived as slightly unethical and neither intrusive nor nonintrusive by the respondents. There is also no clear perceived protection by the anti-spam law, which claims the need for improvement of the policy makers’ work. The results also reveal that the most common consumer’s reaction is to disregard and delete the UCEs, although a small but considerable percentage of the consumers respond. The findings show that the different contents of the UCEs are perceived with low levels of interest by the respondents. Also, the motives behind the opening of the UCEs by the respondents are distributed nearly equal: the credibility of the sender, simply the curiosity and the attractiveness of the subject line. This study reveals a fairly negative perceived image of the companies advertised by the UCEs, which proves the associated cost of sending the UCEs. Furthermore, it has been found that the respondents are concerned about sharing their e-mail addresses with e-companies because of the UCEs and that the latter hinder the accessibility to solicited commercial e-mails in the e-mail inboxes. The e-mail service providers have been also affected since a quarter of the respondents have changed them as a consequence of receiving the UCEs. Thus, the results of this thesis show the adverse implications of the UCEs on electronic commerce, e-mail marketing and on Internet user groups.

Background: Since the mid 1990s the usage of mobile phones has been increasing exponentially (Bauer, Barnes, Reichardt and Neumann 2006) and many firms are aware of the upraising potential with mobile marketing. Thus, the impact of mobile marketing is not yet fully exploited and in need of investigation to fully understand its potential. E-mail is another marketing channel that is claimed to be decreasing in effectiveness. This thesis explores where these channels stands today. Purpose: The purpose of this thesis is to explore differences in advertising response between mobile marketing through applications and electronic mails. Research question: What differences can be identified in the consumer buying process when exposed to an offer trough the mobile marketing channel compared to the e-mail marketing channel? Method: We have implemented a qualitative and deductive study where we expose one sample for an offer coming from the mobile marketing channel and one sample exposed to an offer coming from the e-mail marketing channel. The thesis is of a comparative character and the selection is a non-probability sampling. Conclusions: Offers coming through the mobile marketing channel are easier to recall, perceived as more attractive and lead to purchase decisions at a higher rate than offers coming from the e-mail marketing channel.