Percorrer por autor "Kelly, Carlota Alvim Xavier"
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- Impact of email marketing campaigns on e-commerce : a case study in the fashion industryPublication . Kelly, Carlota Alvim Xavier; Caldieraro, FabioThe dissertation “Impact of Email Marketing Campaigns on E- Commerce – A Case Study in the Fashion Industry” was developed by Carlota Kelly as part of the Double Degree program between CLSBE and FGV-EBAPE. Aligned with the essence of the degree, this study strives to be valuable for the selected organisation Lanidor, in particular for its e-commerce department. In the field of the study of Digital Marketing, this dissertation focuses on assessing the influence of two type of email campaigns on e-commerce revenues, in the context of a fashion retailer. The retailer´s e-commerce platform englobes three concepts: LA Woman, LA Kids and LA Loft. Given these circumstances, the study aims to understand under the guidance of the disposable metrics, the response from the different email campaigns to traffic driven and sales conversion on the website. A case study research approach was employed with the support of data obtained from two platforms: in-house email marketing database and Google Analytics. Furthermore, some descriptive and explanatory research was conducted to address the proposed research questions. The key findings display that informative email campaigns are well succeeded concerning sales conversion, while price reduction email campaigns generate a higher amount of traffic into the website. Moreover, this was reconfirmed as returning visitors to the site come mainly through informative email campaigns generated higher revenues and transactions. Finally, the study presented limitations associated with the nature of the research approach and the organisation of the data provided by the company.