Email Marketing

Email marketing is one of the most promising and at the same time the most disputed marketing methods. Email marketing is most popular in occident. But in china, there is even no systems study in email marketing area. Email marketing business is only at the stat-up phase. The thesis is want to analyze and study the email marketing in detail ,by means of detailed statistics data, case study and self conducted marketing research. So it can provide the Chinese company some useful suggestion about the email marketing.The thesis consists of five parts: Introduction of Email Marketing, Email marketing SWOT analysis, Assess benchmark metric, marketing performance promotion and Email marketing IT system implement. Through the SWOT analysis of email marketing, we can find the strength, weakness, opportunity and threat of email markting.We also can find out that: email marketing medium not only own the characteristics of the network medium and segment medium such as network, permissive, interactive, cheap, instant and adaptive, but it can also cooperate with e-medium and traditional marketing medium to carry out the process of marketing communication. Marketing performance promotion is not only the keystone of the thesis, but also it is the keystone and the difficulty of the email marketing study world. By carefully study, the thesis points out that getting the permission of the customer is only the beginning of the email marketing; keeping the equality and the freedom of the permission is as important as the getting the permission; the core of the email marketing is creating the creative to promote the ordering rate, click rate and convert rate of the marketing email, conducting integrated marketing by considering the customer's behavior and the good CRM skill. At the same time, the thesis expatiates on the email marketing assess benchmark metric and the email marketing IT system implement. Especially in the IT system implement, there are a lot of experience and know-how of the author in the e-business area included.