The work can be considered objective factors influencing the efficiency of call email marketing for e-commerce and on the basis of data from e-shop adidasmania.cz analyze their effectiveness. The work offers an insight into email marketing from all sides. It's use of e-commerce, legal and technical perspective solution. In addition to a detailed presentation of the e-shop are adidasmania.cz analyzed the data from Google Analytics. Based on these data, evaluated the effectiveness of individual factors. For most variable factors is proved their effectiveness and impact on the recommended next steps in the creation of emailing.

One of the strongest benefits, but at the same time also one of the reasons for unexploited potential of email marketing, is its high return on investment. As in the case of the firm FloraQueen, also other companies underestimate the efficiency of email marketing. The goal of this thesis is to contrast current email marketing activities of a concrete example against the best case practices and define approaches for achieving the most efficient results. To do so, latest email marketing statistics and trends are recompiled, internal analysis of FloraQueen is realized, industry benchmarks are established and a final set of recommendations is concluded.

Background: Permission-based email marketing relies on consumers' permission to receive marketing emails. This perspective of marketing offers a cost-effective way to engage with interested customers, offering personalised content and exclusive offers. Further, it influences purchasing behaviour and customer retention, emphasising the importance of trust in successful campaigns. However, research emphasises the necessity for further exploration into the impact of promotional emails on consumer attitudes and emotions.   Purpose: This research examines consumer attitudes toward permission-based emails from a Swedish perspective. Further, the study aims to explore how these attitudes influence brand loyalty.   Method: This study adopts a positivist approach, employing a deductive method and quantitative data collection. Data collection for this study was gathered through an online survey using a convenience sampling method. A total of 145 respondents contributed to the data set. The result is analysed using Structural equation modelling to understand relationships between several constructs.   Conclusion: This thesis's findings indicate a positive attitude toward Permission-based Email Marketing, with perceived personal relevance and current engagement being key predictors. A positive association between attitude towards permission-based email marketing and loyalty was determined. Contrary to prior literature, perceived privacy concerns and registration efforts were determined not to influence attitudes significantly. Collectively, the results emphasise the significance of personal relevance and engagement in shaping consumer perceptions of permission-based email marketing, ultimately enhancing brand loyalty.

Email marketing is not a new concept within marketing, it has been used by companies as a cost-effective way to incentives purchases for decades. However, during the past few years, there was a shift in the way email can be used. Today, it is also a way for companies to directly communicate with customers and through it create more long-term customer relationships. Previous research within the subject has had a focus on examining the effect of email marketing on purchases. However, with the new additional email practices, which have emerged in recent years, there is the need for studying email marketing from the perspective of the consumer. Since there are several conceptualizations of email marketing, this study adopts the definition where consumers’ consent to receiving the emails is a must, in other words permission-based email marketing. In addition, the study examines the influence of permission-based email marketing on consumers’ behaviors that go beyond purchases, namely the non-purchase behaviors. Thus, the purpose of this study is to gain a deeper understanding of how permission-based email marketing and relational factors influence consumers’ non-purchase behaviors. Moreover, the study aims to answer to the following research question: How does permission-based email marketing, aided by relational factors, influence consumers’ non-purchase behaviors? In order to answer the research question, a qualitative method was used, more specifically semi-structured interviews were conducted with young millennial consumers between the ages of 25 to 34. The results showed that different identified aspects of permission-based email marketing influence certain relational factors and ultimately the consumers’ engagement. However, a key factor is the consumer's own perception regarding what the emails from clothing retailers should contain in order to be relevant. Whether the email’s content is general or personalized, if the consumers perceive it as valuable and relevant, it will lead to increased customer satisfaction, perceived value, perceived brand competence, trust, commitment and loyalty. These relational factors can facilitate consumers’ non-purchase behaviors such as opening, reading, clicking on links and spreading positive word-of-mouth. However, the results also indicate factors, which contribute to less and more negative non-purchase behaviors. If consumers do not perceive to have given permission for receiving emails from a clothing retailer, they will respond by unsubscribing. Moreover, if consumers perceive to be receiving an excessive amount of emails, or if they deem the content irrelevant, they are more likely to delete, unsubscribe and spread negative word-of-mouth. The study resulted in a conceptual model, which illustrates the factors of both permission-based email marketing and relational factors and their influence on consumers’ non-purchase behaviors.

This thesis deals with the creation of the web portal of health and beauty focused on email marketing for the brand Lifesaver. The theoretical part deals with general issues of web applications with MVC architecture, evaluate the advantages and disadvantages of competing portals that are similarly based, email marketing, and finally describe the brand Lifesaver and its needs. Own work consists in programming a web portal using MVC architecture, including the creation of the logo and graphic design according to the requirements and needs of the company Lifesaver.

This diploma focuses on online marketing trends among the Czech e-shops in 2016 and what impact does online marketing have on e-shops profit. The main sources of information to draw a conclusion include consultation with the four agencies, who are responsible for several dozen e-shops, and consultations with the two renowned online marketing specialists. Moreover, data collection was conducted from May to do December 2016. The total number of respondents in the quantitative research was 625 online shoppers and 41 e-shops. In the qualitative research were interviewed 18 e-shops. From the analyzed responses was created and overview on how online marketing trend of Czech e-shops in 2016 looks like and what impact does online marketing have on their profit.

Aim:  Optimize the usage of transactional emails, going beyond their communicative nature and combining it with marketing purposes. The project has been developed in collaboration with Incomedia, Italian software developer and vendor. Objective: Understand how Incomedia can exploit the benefits of transactional emails in a marketing perspective in order to increase the sales of its software. Limitation: The specificity of the topic, strictly related to Incomedia’s activities, products and consumers. Limits of time and variables tested with the A/B experiment. Theory/Methodology : It helped us to leverage the potential of transactional emails through the improvement of one particular element, the price discount offers. Due to the particularity of the software “medium-price” level, we have choose to do an A/B test experiment of the new transactional email by presenting the discount in two different ways: monetary and percentage terms. Result: The new transactional email, with the price discount, drove us to satisfactory results. The price discount expressed in percentage was better perceived and accepted by consumers; thanks to this, Incomedia during the experiment could highly increase its sales.

Background: As personalization has become a common CRM strategy for companies to create valuable relationships with customers, users are receiving an increased amount of personalized communication, further research is needed on the influence of content personalization in specific channels, to improve customer engagement.  Purpose: This paper seeks to analyse the influence of eCRM content personalization strategies on the consumer engagement performance of email marketing campaigns building upon existing knowledge about the benefits and opportunities of personalization strategies.  Method: The selected method is quantitative, using A/B testing, based on the comparison of different variations on two identical segments where the only differentiated element is the one being evaluated. Two controlled experiments evaluating subject line and image personalization are performed evaluating four metric of email marketing performance: open rate, click-through rate, conversion rate and unsubscribe rate.  Conclusion: The results of the two controlled experiments performed for this research, subject line personalization and image personalization, complement past literature on content personalization strategies (Bertrand et al., 2010; Carlota Rocha et al., 2023; Munz et al., 2020; Sahni et al., 2018) by demonstrating the statistically significant positive influence of content personalization on email marketing performance and reinforcing the importance of familiarity with the brand or product on reducing the probability of bad outcomes.

The study introduces the concept of attitudes and its fundamentals, as well as how it revolvesaround the given attitude object, in this instance brands. Furthermore, it introduces thephenomena of email marketing and how it has evolved its consensual form that is mostcommon today, referred to as PEM (Permission-based email marketing) in this study.Conclusively explaining the important influences between these two as well as the researchgap in this given context. The final purpose of the paper is to explain the impact thatpermission-based email marketing has on brand attitude. The methodology of the study itselfutilized a cross-sectional approach with a self-completion questionnaire via a conveniencesampling through a web-based survey. The final sample consisted of 108 respondents thatwere deemed acceptable. The study concluded that entertaining content and informativecontent seemingly affects brand attitude positively, whereas the impact of frequency couldnot definitively be explained. Finally theoretical and practical implications of the results arediscussed, as well as limitations of the study and recommended future research.

The use of AI has developed during the recent decades, and the application of it within different markets is continually growing. The application of it within marketing comes with different benefits that allow businesses to engage with the consumer and build a stronger relationship. The more AI is becoming applied in marketing, the more important it is to understand the consumers attitude towards its usage and effect of it on consumer purchase intention. The purpose of this study is to explore the effect of consumer attitudes towards AI- generated content within email marketing on purchasing intention. Theory of planned behavior and diffusion of innovations theory are applied to formulate the hypotheses. The research was conducted using a quantitative method in an experimental context. An online survey divided into two parts was developed and distributed to participants in Sweden in ages from 18 and above. A total of 114 respondents were recorded in the first survey and of those, 71 respondents were recorded in the second survey. The data was then analyzed in SPSS. The results from the survey showed the element of compatibility within the theory of diffusion of innovation having a significant and positive effect on consumers attitude towards AI-usage in marketing. The relationship between the observability element and attitude was found to be non-significant. Additionally, no significant difference was found when comparing the experimental group and the control group. Lastly, attitude towards AI was found to have a significant and positive effect on purchasing intention in the experimental group.