Development of the E-mail Strategy for an Online E-grocery Store

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.