• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site

Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Mikhail Merkurev
Development of the E-mail Strategy for an Online E-grocery Store
Marketing
(Master’s programme)
2018
Today businesses choose a variety of channels to communicate with their customers. E-mail marketing is one of the most attractive marketing channels in the Internet. However, the use of e-grocery e-mail channel requires a personalized approach and segmentation based on preferences and user activity. Currently, there is the problem of developing an email strategy for e-grocery services.

In this work the following steps were performed: the analysis of the audience of the "Domoi Dostavim" service through a survey; segmentation of service users by behavior, preferences and purchase history (RFM analysis). Also, additional grounds for segmenting and structuring the client base are determined and recommendations for the development of e-mail strategy have been offered. As a result, conducted events helped to increase the effectiveness of the e-mail channel and factors that could influence audience's behavior were found. In the future, working with e-mail markeing strategy will help to reduce the outflow.

The result was the introduction of e-mail strategy in the Internet promotion and automation of marketing processes. Recommendations for the development of e-mail strategy can be applied by businesses in Perm to develop or adjust their own e-mail strategies.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses