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Authors
Advisor(s)
Abstract(s)
For companies to trust the Internet platform as an advertising medium and to also engage the
sceptics in the long run, more transparency must be achieved in terms of performance and
pricing mechanisms.
This dissertation analyses promotional email campaign performance and critically reflects on
the impacts such as user registration form design, the quality of the database as well as
industry effects. The results enable companies to identify at what point advantages of exact
tracking of digital footprints allow digital advertising models to outgrow conventional ones.
In addition, the research aims at finding out what future values databases incorporate and to
what extend companies can use data to retarget users in the future.
Qualitative research in form of interviews with advertising agencies in Portugal assesses the
future value of databases as well as the quality of information a user is asked for.
Subsequently, secondary data of promotional email-marketing campaigns is evaluated
quantitatively to identify the performance of such. To support these findings, further primary
research in quantitative format measures the performance of three email-marketing campaigns
amongst different industries.
Companies should focus on systematically aligning databases for future retargeting, whereas
information on users’ personal interests is especially valuable. Compiling data about a
person´s location can be reduced due to further rapid development of GPS tracking systems
on mobile devices. The quantitative analysis reveals the interesting finding that an increasing
amount of form fields on a submission form of an email-marketing ad does not necessarily
impact conversion rates negatively.