Vliv e-mail marketingu na opakované nákupy a zákaznickou retenci

Abstract

E-mail marketing is a key tool in digital communication that effectively supports building customer relationships and increasing their loyalty. This thesis focuses on analyzing its effectiveness in e-commerce, specifically on improving customer retention and promoting repeat purchases. The goal is to assess the success of strategically managed e-mail campaigns and identify best practices for optimizing e-mail communication. The theoretical part focuses on the definition of e-mail marketing, the methodology of segmentation, automation, and analytical tools. It also includes the characteristics of the online market and factors influencing campaign effectiveness. The practical part examines a specific e-shop, where a strategy was implemented, including welcome campaigns, abandoned cart reminders, and reactivation campaigns. The results of the campaigns are assessed using metrics such as open rate, click-through rate, and conversion rate, with the interpretation of these data leading to recommendations for optimizing e-mail marketing activities. The outcomes of the analysis provide recommendations for improving e-mail marketing strategies aimed at increasing customer engagement and maximizing the share of repeat purchases.