Communication with the customer plays a crucial role in today's internet marketing. In case we do not communicate with the customer or we let his attention towards our product or service fade away, than the investment into gaining him has not been well used. Email marketing itself is a very good instrument for maintaining and building the relationship with the customer. However, a great number of entrepreneurs and companies does not know how to work with email marketing and they send email just the same way as they would invite their colleagues for a meeting or simply just scan a discount flier. The first part of the master thesis therefore focuses on the definition of email marketing itself and of the features by which emails affect the customers. It than presents the ways how to maintain the customer, how to pamper them by e.g. content marketing and it shows the current trends and possibilities of automatization. The second part of the master thesis than presents and uses email marketing not only as one of the very strong instruments of direct marketing but also as one of the ways to support online education, which has been gaining a lot of popularity both in the Czech Republic and abroad. The thesis shows the possibilities how to use email marketing to promote an education website that is being created concurrently with this thesis and how to teach its visitors. The practical part shows how to set up the path of the customer and the email marketing strategy in order to change the visitors of the website into loyal customers. All that with the highest possible automatization of the process.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:201681 |
| Date | January 2015 |
| Creators | Pour, Lukas |
| Contributors | Sigmund, Tomáš, Dufek, Jaroslav |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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