Resumen

The purpose of this study is to investigate the effects of a targeted, relevant, and data-driven email marketing approach regarding conversion rate, a commercial key performance indicator used in online retail.

Firstly the qualitative research was done in the areas of email marketing, content marketing, target marketing and data-driven marketing to be applied in combination with industry best practices to design a targeted marketing campaign. In co-operation with a Mexican online retailer an experiment with a sample size of 191,585email addresses was conducted to measure the impact on the conversion rate of an email campaign targeting non-buyers (leads) with more relevant content. This was done by segmenting the email database by gender, customer life cycle and engagement.

The results suggest that targeted and relevant email content can increase the con-version rate and sales for female non-buyers. No significant results were measured for male non-buyers, although an increased interest was identified due to an increased email open rate. Additionally, the engagement is clearly effecting the email campaign´s performance. Finally, an approach to automate targeted emails is outlined to increase the return on invest further.

Keywords: email marketing, data-driven marketing, direct marketing, content marketing, targeted content, customer segmentation, big data, lead activation, commercial conversion rate, open rate, click through rate

El acceso a esta tesis es restringido.

Äckerle, M. C. 2015. Evaluating opportunities for targeted email marketing by measuring the impact of a lead activation campaign on commercial conversion rate. Proyecto Integrador Licenciatura. International Business Administration. Departamento de Administración de Negocios Internacionales, Escuela de Negocios y Economía, Universidad de las Américas Puebla. Abril. Derechos Reservados © 2015.