Measuring the Effectiveness of E-mail Direct Marketing in Building Customer Relationship
The objective of the study is to examine how response data from direct marketing email campaigns could be utilized in measuring the development of a customer relationship in the context of an end-user loyalty program. The case analysed in the study is Club Sony Ericsson e-mail campaigns targeted at its registered members. The primary research problem covered in the study is “how can e-mail direct marketing results be measured by using Club Sony Ericsson existing campaign response and customer data?” In order to gain understanding of the role of e-mail direct marketing campaigns in a loyalty program, a framework is created around the concept of customer relationship. As a form of interactive marketing, e-mail direct marketing contributes to relationship development by providing a channel for dialogue that consists of both communication as well as interaction. The empirical study is conducted by using a quantitative research method.