Návrh způsobu e-mailové komunikace pro strojírenský trh

Abstract

The goal of this thesis is to describe and execute an experiemnt that will lead to the optimization of e-mail communication of a specific company. In this thesis, the theoretical background of marketing communication is described with a focus on digital marketing and its tools, including e-mail marketing. It also describes the company within which the experiment was done and the environment of the company. The experiment was executed in the form of an A/B test included in one of the company's e-mail campaigns. The results of the analysis of the data demonstrated a statistically significant difference in the effectiveness of the different versions of the A/B test and based on this data the author of the thesis designed the way of future e-mail communication of the company and recommended further steps for long-term optimization of e-mail communication.