<p>This thesis gives the reader an understanding for newsletters within e-commerce, and how to work with them as a channel for marketing. Furthermore it explains the technical and graphical demands, and how to ensure that the newsletter reaches the intended receivers.</p><p>A successful newsletter can entice people to shop, but can also help to strengthen a brand and the relationship between the customer and the company. During the writing of the thesis, it has emerged that the most important part of a newsletter (which also determine whether or not the receiver reads the letter) are the subject heading, sender, layout, headlines,images and the deregistration link.</p><p>A part from working with the different parts of the letter, the sender should also be aware of the technical and graphical demands. Since the E-mail clients are looking out forimages, fonts that are not embedded in the computer, and for questionable words there’s a big risk for ending up in a spam filter when not considering the demands. To ensure that the letter reaches the receivers it is common to test it against spam filter, look at it in the different E-mail clients, use A/B split test and finally test what time and day that fits the receivers the best.</p><p>One of the strongest arguments to use E-mail communication is because it is an extremely measurable medium. With help from special programmes one can easily find out which E-mails bounced, why they bounced, how many opened the E-mail, which links they clicked, who deregistered and who forwarded it. The answers to these questions are all valuable information since it gives an understanding for the customers and gives the sender a chance to improve the letters.</p>

This thesis gives the reader an understanding for newsletters within e-commerce, and how to work with them as a channel for marketing. Furthermore it explains the technical and graphical demands, and how to ensure that the newsletter reaches the intended receivers. A successful newsletter can entice people to shop, but can also help to strengthen a brand and the relationship between the customer and the company. During the writing of the thesis, it has emerged that the most important part of a newsletter (which also determine whether or not the receiver reads the letter) are the subject heading, sender, layout, headlines, images and the deregistration link. A part from working with the different parts of the letter, the sender should also be aware of the technical and graphical demands. Since the E-mail clients are looking out for images, fonts that are not embedded in the computer, and for questionable words there’s a big risk for ending up in a spam filter when not considering the demands. To ensure that the letter reaches the receivers it is common to test it against spam filter, look at it in the different E-mail clients, use A/B split test and finally test what time and day that fits the receivers the best. One of the strongest arguments to use E-mail communication is because it is an extremely measurable medium. With help from special programmes one can easily find out which E-mails bounced, why they bounced, how many opened the E-mail, which links they clicked, who deregistered and who forwarded it. The answers to these questions are all valuable information since it gives an understanding for the customers and gives the sender a chance to improve the letters.

This thesis gives the reader an understanding for newsletters within e-commerce, and how to work with them as a channel for marketing. Furthermore it explains the technical and graphical demands, and how to ensure that the newsletter reaches the intended receivers. A successful newsletter can entice people to shop, but can also help to strengthen a brand and the relationship between the customer and the company. During the writing of the thesis, it has emerged that the most important part of a newsletter (which also determine whether or not the receiver reads the letter) are the subject heading, sender, layout, headlines,images and the deregistration link. A part from working with the different parts of the letter, the sender should also be aware of the technical and graphical demands. Since the E-mail clients are looking out forimages, fonts that are not embedded in the computer, and for questionable words there’s a big risk for ending up in a spam filter when not considering the demands. To ensure that the letter reaches the receivers it is common to test it against spam filter, look at it in the different E-mail clients, use A/B split test and finally test what time and day that fits the receivers the best. One of the strongest arguments to use E-mail communication is because it is an extremely measurable medium. With help from special programmes one can easily find out which E-mails bounced, why they bounced, how many opened the E-mail, which links they clicked, who deregistered and who forwarded it. The answers to these questions are all valuable information since it gives an understanding for the customers and gives the sender a chance to improve the letters.

E-post är det vanligaste kommunikationsverktyget för att skicka och ta emot information på arbetet. Trots dess fördelar att snabbt och enkelt kunna utbyta information visar forskning att mängden e-postmeddelanden har ökat till den grad att det bidrar till informationsöverbelastning. E-postkommunikation förväntas utsätta individer, och särskilt chefer, för allt högre nivåer av informationsöverbelastning. Forskning visar att problemet inte handlar om hur chefer ska undvika information, utan om hur chefer kan hantera e-postkommunikation. Detta leder fram till studiens frågeställning: Hur upplever chefer informationsöverbelastning vid e-postkommunikation och vilka copingstrategier använder de? För att få en ökad förståelse för hur chefer hanterar informationsöverbelastning vid e-postkommunikation har vi använt en kvalitativ forskningsansats. Med hjälp av en tematisk analys har vi kunnat identifiera, analysera och upptäcka återkommande mönster av chefers upplevelse. Vi valde därefter att skapa teman av hur upplevelser kan förstås för att kunna beskriva vilka upplevelser som copingstrategier baseras på. De teman som vi har identifierat under den tematiska analysen är: mängd, alltid ansluten, avbrott och organisationsstöd. Tillsammans skapar de fyra temana en förståelse för hur chefer kan uppleva informationsöverbelastning vid e-postkommunikation och vilka copingstrategier de använder. Studien indikerar att det finns kontraster i chefers upplevelser. En upplevelse som kan upplevas som överbelastande för en chef behöver inte vara det för en annan chef. Detta pekar på att det inte finns en enskild copingstrategi för att hantera informationsöverbelastning vid e-postkommunikation. / Email is the most common communication tool for sending and receiving information at work. Despite emails advantages of being able to exchange information quickly and easily, research shows that the volume of emails has increased to the extent that it contributes to information overload. Email communication is expected to expose individuals, and especially managers, for even higher levels of information overload. Research shows that the problem is not about how managers could avoid information, but about how managers can handle email communication. This leads to the question: How do managers experience information overload within email communication and what coping strategies do they use? In order to gain an increased understanding of how managers handle information overload within email communication, we have used a qualitative research approach. With the use of a thematic analysis, we have been able to identify, analyze and detect recurring patterns of managers’ experiences. We then chose to create themes of how experiences can be understood to describe what experiences coping strategies are based on. The themes that we identified under the thematic analysis are: amount, always connected, interruption and organizational support. Together, the four themes create an understanding of how managers can experience information overload within email communication and that coping strategies they use. The study indicates that there are contrasts in managers experiences. An experience that one manager can perceive as overloading does not have to be overloading for another manager. This demonstrates that there is no single coping strategy for managing information overload within email communication.