Cardoso, ElizabeteFerreira, Catarina Pinto2016-06-172017-01-302016-01http://hdl.handle.net/10362/18257Field lab: Business projectFor 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.engE-mail marketingEngagementPortugal TelecomSpammaster thesis201525593