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How can efficiently and effectively align its e-mail marketing efforts to create engagement and avoid spam?
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Resumo(s)
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.
Descrição
Field lab: Business project
Palavras-chave
E-mail marketing Engagement Portugal Telecom Spam