Publicação
How can efficiently and effectively align its e-mail marketing efforts to create engagement and avoid spam?
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Cardoso, Elizabete | |
| dc.contributor.author | Ferreira, Catarina Pinto | |
| dc.date.accessioned | 2016-06-17T14:10:19Z | |
| dc.date.available | 2017-01-30T01:30:14Z | |
| dc.date.issued | 2016-01 | |
| dc.description | Field lab: Business project | pt_PT |
| dc.description.abstract | For the purpose of advising Portugal Telecom (PT) on direct marketing strategies, this paper seeks to study e-mail marketing best practices and contrast them with what has already been done by the company. The study reviews and evaluates the e-mail marketing literature, surveys Portuguese telecommunications’ users and makes an empirical analysis based on PT’s e-mails samples and in-depth interviews. The findings reveal that PT already applies important practices in order to build brand loyalty and avoid consumers reporting messages as spam; however, there is still room for improvement and major measures need to be incorporated in its campaigns to effectively succeed. To have an organic, clean and up-to-date database, segment the contact list, customize the content and check for major blacklists are key consensual practices discussed along the study. This paper contributes to e-mail marketing debates by exploring the positive and negative sides of this recent field. | pt_PT |
| dc.identifier.tid | 201525593 | |
| dc.identifier.uri | http://hdl.handle.net/10362/18257 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | E-mail marketing | pt_PT |
| dc.subject | Engagement | pt_PT |
| dc.subject | Portugal Telecom | pt_PT |
| dc.subject | Spam | pt_PT |
| dc.title | How can efficiently and effectively align its e-mail marketing efforts to create engagement and avoid spam? | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | embargoedAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics | pt_PT |
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