User Responsiveness to Systematic E-mail Using a CRM Tool

No marketing field is developing faster than digital marketing technologies. In the diploma thesis, they presented an e-mail marketing campaign that was prepared in Company X and with the help of which they determined the responsiveness of users to systematic e-mail that was sent using a CRM tool, and presented how this compares to traditional e-mail sending using the Google platform.

Solution and Method

No marketing field is developing faster than digital marketing technologies. Consequently, maintaining contact with digital concepts and their active use in practice remains the highest priority and at the same time the greatest challenge of modern marketing. E-mail marketing as a marketing channel helps to establish and strengthen relationships with users and improves awareness between the organisation and recipients.

For the successful establishment of an e-mail marketing campaign, it is first necessary to establish user databases that represent the target groups of the organisation. This consists of a large amount of data about users, which enables us to create an experience that is as tailored as possible according to their habits, needs, wishes and motives. It is sensible to organise the amount of data within various tools.

One such tool is a CRM system – a customer relationship management system that ensures the optimisation of the company's external relationships and improved internal communication between employees with automation tools. In the theoretical part of the diploma thesis, they first touched upon digital marketing and placed the concept of e-mail marketing within the channels of digital marketing. They then presented the process of preparing a marketing strategy and more precisely identified the definition, role and methods of personalisation in electronic messages.

This was followed by the definition of the concept of a CRM system and the presentation of some advantages of implementing this tool. They then presented the importance of CRM systems in communicating via e-mail and the added value they can create. In the research part, they presented the company that was the subject of their research and determined its needs for implementing a CRM system.

Based on this, they extracted appropriate parameters and prepared a comparison between two CRM tools. This was followed by an explanation of the impact of implementing a CRM system on building the company's resilience as a consequence of unexpected events in connection with the COVID-19 epidemic that they witnessed.

Results

In the diploma thesis, they presented an e-mail marketing campaign that was prepared in Company X and with the help of which they determined the responsiveness of users to systematic e-mail that was sent using a CRM tool, and presented how this compares to traditional e-mail sending using the Google platform.