Návrh strategie email marketingu pro e-shop s módními doplňky

Abstract

The diploma thesis is focused on the direct marketing, especially on email marketing. The aim of this thesis is create a new comprehensive email marketing strategy for the selected fashion brand BeWooden. The first part of the thesis is devoted to theoretical research related to direct marketing, email marketing, legislative framework and, for example, copywriting. The next chapter describes in more detail the selected company which produces and sale the fashion accessories from natural materials. The following is a description of the research methodology and a analytical part, dealing with the analysis of key metrics such as unsubscription rate, open rate and conversion rate. The last part consists of an email marketing strategy created on the basis of the results of the research.