Developing an effective email marketing strategy through a newsletter for the case company - Jalofoods

Abstract

Covid-19 pandemic has shut down the whole world and affected businesses. Communicating with customers has become more important than ever. Email is still one of the best marketing tools to communicate and engage with customers. This research’s main objective is to understand email marketing today and create an email marketing strategy for the case company on that basis.

This thesis has deductive approach and both quantitative and qualitative research methods are used. The primary data was collected through an online survey made for the ideal customers and from an interview with the case company’s marketing chief. The secondary data for this research was collected using internet and literature.

In this thesis, the theory of digital marketing is presented. To be able to create email marketing strategy, theory of email marketing strategy is also presented. After theory, empirical research and data analysis will be carried out.

Findings from this research introduced an email marketing plan for the case company. The results showed that ideal customer are interested to receive cooking recipes via email.