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.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:113961 |
| Date | January 2011 |
| Creators | Štěpánová, Klára |
| Contributors | Stříteský, Václav, Koudelka, Jan |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | English |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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