How to Increase Conversion Rate in Email Marketing

Student: Sidorova Natalia

Faculty: Faculty of Management (Nizhny Novgorod)

Educational Programme: Management (Bachelor)

Final Grade: 7

Year of Graduation: 2021

The topic of final qualifying work is «How to increase conversion rate in email marketing». In this paper some problems are identified: firstly, email marketing, as a promotion channel, is underestimated and considered ineffective, and secondly, companies do not use all the possibilities of electronic marketing. This paper examines the activities of the HSE Business School. The purpose of the paper is to find and analyze methods for increasing the conversion of email marketing for the educational sphere. In the course of the work, the strategies of promotion through this channel, existing methods of increasing conversion were considered, as well as work was carried out on the analysis of email marketing at the HSE Business School and on the launch of mailing lists for a specific product. The main results of the work are recommendations for improving email marketing provided by the HSE Business School, which can increase the conversion rate of email and make the most effective use of this tool in the future.

Full text (added May 24, 2021)

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