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Effective email marketing: an empirical study of the impact of personalized communication on customer engagement and purchase decisions

Kiselova, Hanna
Master thesis
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URI
http://hdl.handle.net/11250/2622136
Date
2019
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  • Master of Science [1116]
Abstract
This study investigates the impact of behavior-based personalization on

customer engagement and purchase behavior in the context of email marketing. For

this purpose, the author reviews and combines the following research streams in the

literature: email marketing, personalization of marketing communication, and

customer engagement.

To answer the research question at hand, the author designs a field study in

collaboration with Kahoot! AS, a fast-growing Norwegian start-up company

operating in the education technology industry. Kahoot!’s game-based learning and

trivia platform is used in multiple settings – school and university classrooms,

business training and presentations, social, cultural, and other events (retrieved

from kahoot.com). By leveraging marketing automation technology, which

Kahoot! uses for the email campaigns’ creation and management, the author sets

up and runs the experiment. Findings of the study provide marketing managers with

useful insights on the effectiveness of behavior-based personalization in the email

marketing context as well as contribute to the ongoing academic discussion about

personalized marketing communication and customer engagement.

The results reveal that email communication has a significant positive effect

on customer engagement irrespective of behavior-based personalization. This

proves that email is an effective marketing communication channel, and it should,

therefore, remain a key part of the digital media mix used by marketers. However,

based on the lack of a significant difference in the effectiveness of personalized and

non-personalized email campaigns, the author recommends focusing more on highquality

generic content and the design of the email messages. Furthermore,

consistent with the viewpoints of researchers in the field, the study confirms that

customer engagement is a significant predictor of customer purchases, leading to

the conclusion that firms should invest in customer engagement marketing

initiatives to ultimately achieve better firm performance.
Description
Masteroppgave(MSc) in Master of Science in Business, Marketing - Handelshøyskolen BI, 2019
Publisher
Handelshøyskolen BI

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