PROPOSAL

Evaluating the Effectiveness of E-mail Marketing

By

ABSTRACT

In the past decade e-mail marketing has increase considerably in UK with the increase in new digital technology adoption for the purpose of communication. The digital technology has progressed from dial-up Internet technology to broadband Internet technology, both at home and work. E-mail marketing is a form of online marketing. It is employing e-mail to communicate across a specific message to the consumer. The term e-mail marketing is used to describe any email sent to current, former or potential consumers, however; e-mail marketing is a method employed to two main objectives. First, it is used to improve business relations with the customer base which encourages customer loyalty, and the resulting transaction with the customer. E-mail marketing is also used to rebuild purchasing relationships with business to increase sales. Businesses can also use e-mail marketing to send newsletters, product updates, invitations to attend the corporate events, responses to inquiries and much more. Almost any form of imaginable communication can be distributed by e-mail marketing. Another way of marketing via email is to include your business ads in e-mail messages and then sent by other companies. This method is very similar to the affiliate marketing method, which is when your business advertises on the websites of other companies. In this way e-mail marketing will be complementary to each other and will increase the possibility of achieving online marketing goals of the business. The primary purpose of this study is to evaluating the effectiveness of e-mail marketing.

TABLE OF CONTENTS

ABSTRACTii

INTRODUCTION1

Background of the Study1

Aims and Objectives3

Significance of the Study4

Limitations4

Structure of the thesis5

METHODOLOGY6

Aims and Objectives of the Study6

Research Design7

Sampling7

Time Schedule8

REFERENCES10

APPENDIX12

Appendix A: Consent form12

Appendix B: Questionnaire Survey13

INTRODUCTION

Background of the Study

The e-mail marketing is considered the second most used form of online marketing after influential search engine optimization (Biggs, 2000, p. 64). The marketing campaign via e-mail is well implemented not only to inform consumers, but can have great profitable results for your business. Whether a company wants to increase its sales through marketing of their product, inform customers, inviting customers to attend corporate events, or simply follow the questions customers; marketing via e-mail is an effective way to reach these requirements due to speed, easy access and low cost (Biggs, 2000, p. 64). The companies can directly send e-mails to the inbox of the recipients immediately, there is no presence of the geographic boundaries in e-mails and companies can distribute messages to multiple recipients with only a single click of a mouse.

The e-mail marketing process consists of several steps. Failure of any of the steps may cause the failure of the campaign if it had not been implemented properly. First, the company must maintain the database and expand continuously (Biggs, 2000, p. 66). It is also common in these days to ensure the compilation of databases via certain routes to subscribers, and accept subscribers to receive e-mails, the company then gives approval when consumers give their information with user request on the Internet, and thereby useful information is collected by the ...