The Research Of Customer-Centered E-Mail Marketing

Marketing is playing more important role in the operation of the enterprise along with the development of the openness and the market economy in China. At the same time, many new methods of marketing are emerging basing on the development of Internet technology. E-mail marketing is one of the whole new marketing methods which emerged in the last few years. E-mail marketing grew from the traditional marketing theories and had the aid of the efficient methods of Internet. It has the advantages of higher cost efficiency, faster feedback, easy to tracking, more precision of customer targeting and so on.In American and Europe market, E-mail marketing is more normative and more mature. But in China, E-mail marketing is in the staring period and the marketers need to understand more detail of it. Normative E-mail marketing is permission marketing based on the technology of Internet. It is a customer-centered marketing circle includes customer data acquisition, customer segmentation and targeting, channel execution, performance evaluation and optimization. Each step of E-mail marketing needs to follow the rules and also needs to correspond with each other. The thesis is aim at the current status of E-mail marketing in China and try to explore how to execute and evaluate efficient E-mail marketing campaign and research the implementation of E-mail marketing through the case study. The thesis starts with the current status of E-mail marketing and the definition, feature, advantage and theory base of E-mail marketing. And then, the thesis puts the emphasis on the customer-centered circle of E-mail marketing and the execution of each step. It discusses the performance evaluation and optimization of E-mail marketing and the technical framework of E-mail marketing. In the end, the thesis explains the implementation and the effect of E-mail marketing through a true case.