E-mail marketing: caso de estudo InnovAction

Abstract

O e-mail marketing é um canal de marketing digital que permite a comunicação entre as empresas e os seus clientes ou futuros clientes. Na nova era em que os social media encontra-se cada vez mais presentes no quotidiano, esperava-se que esta ferramenta acaba-se por desaparecer, mas o contrario veio-se a verificar.Este artigo apresenta os principais resultados da avaliação da comunicação feita por e-mail marketing, de um dos produtos da Altice Labs, a revista InnovAction. A campanha teve como público-alvo osconvidados do segundo aniversário da empresa, universidades e clientes e subscritores, sendo enviada no total a 1434 pessoas. Perante os resultados obtidos concluiu-se que o tamanho do e-mail marketing e um evento associado ao produto são fatores influenciadores nos resultados da campanha de e-mail marketing. Conclui-se também que a Altice Labs tem valor para os seus clientes e subescritores, e que a revista InnovAction contribui para isso.

E-mail marketing is a digital marketing channel that enables communication between companies and their customers or future/new customers. In a world where social media are more present than ever in our everyday lives, it was expected that e-mail marketing as a marketing tool would disappear. However, we observe just the opposite.This research presents the main results from the evaluation of an e-mail marketing communication campaign aimed at “InnovAction” magazine (an annual technological publication produced by Altice Labs). The target audience of this campaign includes the guests of the second-anniversary party of the company, universities, partners, customers, and subscribers, with a total of 1434 people.Based on the campaign evaluation results, it was concluded that the size of the e-mail marketing campaign and the fact that it had an event associated to the release of the product (e.g. company’s anniversary) were major influence factors on the e-mail marketing campaign results. It was also concluded that the company is of great value to their customers and subscribers and that InnovAction contributed to this recognition as a vehicle to share the most relevant technological developments and knowledge throughout the group’s operations all over the world.