How to Increase Conversion Rate in Email Marketing

Student: Khovrashova Kseniia

Faculty: Faculty of Management (Nizhny Novgorod)

Educational Programme: Marketing (Master)

Year of Graduation: 2021

The present research is intended to cover the major issues connected with increasing the effectiveness of e-mailing, namely, increasing conversions.This work was carried out on the basis of the data provided by the HSE Business School - Nizhny Novgorod. The purpose of this study is to identify parameters that have a positive effect on the conversion rate of e-mailing campaigns and to propose a strategy for working with future e-mailing. This work is based on analyzing previously launched experiments for weaknesses, proposing hypotheses that can directly affect the conversion, analyzing the results obtained and proposing strategies and recommendations for further work with e-mailing. This research work includes both qualitative and quantitative research methods. In the course of this work used the comparative method and the A/B test method. The results of the work done will be presented in graphs and images for a visual study of the situation employees of the company. It is expected that the results will be studied and implemented to the work of the company.

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