Chris Bardsley - Undergraduate Dissertation

71
STUDENT AND ACADEMIC SERVICES MMU Business School Coursework Cover Sheet BARDSLEY Christopher Instructions. 1 Print this Cover Sheet. 2 Check all the details below are correct. 3 Tick the Yes box if this is a Group Submission. 4 Write the name of the tutor who will be marking this work. 5 Tick the confirmation box. 6 Attach/include the sheet with your work. 7 Submit your work by the submission deadline to the appropriate location. 8 An email receipt will be sent to your MMU email account. Late Submissions. Penalties will be incurred in accordance with the University regulations for late submission. See the MMU Student Handbook for more information www.mmu.ac.uk/studenthandbook Course Code 5220 Course Name BA(HONS) BUSINESS Year 4 Student Number 09158058 Unit Code 5J3220 1213 9 Unit Name Research Project Assignment Code 1RES100 Assignment Description Research Project 100% Submission Deadline 18 March 2013 Submission Location Business School A - Undergraduate Submission Boxes This work is a Group Submission Yes No Name of Marking Tutor I confirm that the information above is correct and that I have read and understood the University Assessment Regulations contained in the Student Handbook with regard to plagiarism. I confirm that this is all my own work. Tick box to confirm Date Received (Office Use Only) Generated 13-Mar-2013 12:39 12000000465677

description

Third year dissertation based on Unibox, and the email marketing practices currently implemented.

Transcript of Chris Bardsley - Undergraduate Dissertation

Page 1: Chris Bardsley - Undergraduate Dissertation

STUDENT AND ACADEMIC SERVICESMMU Business School

Coursework Cover Sheet

BARDSLEYChristopher

Instructions.  1  Print this Cover Sheet.    2  Check all the details below are correct.    3  Tick the Yes box ifthis is a Group Submission.    4  Write the name of the tutor who will be marking this work.    5  Tick theconfirmation box.    6  Attach/include the sheet with your work.    7  Submit your work by the submissiondeadline to the appropriate location.    8  An email receipt will be sent to your MMU email account.

Late Submissions. Penalties will be incurred in accordance with the University regulations for late submission.See the MMU Student Handbook for more information www.mmu.ac.uk/studenthandbook

Course Code

5220Course Name

BA(HONS) BUSINESSYear

4Student Number

09158058

Unit Code

5J3220 1213 9

Unit Name

Research ProjectAssignment Code

1RES100Assignment Description

Research Project 100%

Submission Deadline

18 March 2013Submission Location

Business School A - Undergraduate SubmissionBoxes

This work is a Group Submission

  Yes     No

Name of Marking Tutor

I confirm that the information above is correct and that I have read and understood the UniversityAssessment Regulations contained in the Student Handbook with regard to plagiarism. I confirm that this isall my own work.

  Tick box to confirm

Date Received (Office Use Only) Generated 13-Mar-2013 12:39

12000000465677

Page 2: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  1  

 

 

 

 

 

 

 

 

An   investigation   into   the   use   and   results   of   email  

marketing   implemented   by   Unibox,   a   retail   display  

equipment   supplier   and   manufacturer   based   in  

Manchester.  

 

 Christopher  Bardsley  -­‐  C  S  B    BA  Hons  Business    2013      

Page 3: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  2      

Page 4: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  3  

This  Project  is  submitted  in  part  fulfilment  of  the  requirements  for  the  Degree  of  BSc  or  BA  with  Honours  in  Business  at  the  Manchester  Metropolitan  University  Business  School.      

 

 

An  investigation   into  the  use  and  results  of  email  marketing   implemented  

by  Unibox,  a  retail  display  equipment  supplier  and  manufacturer  based  in  

Manchester.  

       Name:  Christopher  Bardsley    Date  of  submission:  18th  March  2013              

Page 5: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  4  

Statement  of  Originality  and  Authenticity:      This  Research  project  is  an  original  and  authentic  piece  of  work  by  me.  I  have  fully  acknowledged  and  referenced  all  secondary  sources  used.   It  has  not  been  presented   in  whole  or   in  part   for  assessment  elsewhere.   I   have   read   the   Examiners   Regulations,   and   am   fully  aware  of  the  potential  consequences  of  any  breach  of  them.          Signed:               Date:    13th  March  2013            

 

Page 6: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  5  

Contents  Page  

Contents  Page  ......................................................................................................................  5  List  of  Figures  and  Appendices  .......................................................................................  7  

Abstract  .................................................................................................................................  8  

Acknowledgements  ............................................................................................................  8  1.  Research  Aim,  Objectives  and  Introduction  ........................................................  10  1.0  Research  Aim  ......................................................................................................................  10  1.1  Research  Objectives  .........................................................................................................  10  1.2  Introduction  ........................................................................................................................  10  1.3  Background  of  Unibox  .....................................................................................................  11  1.4  Research  Project  Structure  ............................................................................................  13  

2.  Literature  Review  ........................................................................................................  14  2.0  Introduction  ........................................................................................................................  14  2.1  The  increase  in  use  of  email  marketing  ....................................................................  14  2.2  The  benefits  of  email  marketing  to  operating  companies  ..................................  15  2.3  Problems  with  the  increase  in  use  of  Email  Marketing.  ......................................  18  2.4  Email  Marketing  as  a  standalone  tool  ........................................................................  18  2.5  The  different  types  of  email  marketing  .....................................................................  19  2.6  The  use  of  email  marketing  within  companies  and  email  marketing    integration  ..................................................................................................................................  20  2.7  User  disengagement  and  email  acquisition  .............................................................  23  2.8  The  design  and  visual  aspect  of  email  marketing  ..................................................  26  2.9  Summary  of  Literature  Review  ....................................................................................  27  

3.  Methodology  .................................................................................................................  29  3.0  Introduction  ........................................................................................................................  29  3.1  Research  Philosophy  .......................................................................................................  29  3.2  Research  Approaches  ......................................................................................................  30  3.3  Research  Purpose  .............................................................................................................  31  3.4  Research  Strategy  .............................................................................................................  31  3.5  Research  Choice  ................................................................................................................  32  3.6  Time  Horizons  ....................................................................................................................  32  3.7  Research  Techniques  and  Procedures  ......................................................................  33  3.8  Research  Ethics  ..................................................................................................................  38  

4.  Findings  and  Analysis  ................................................................................................  39  4.0  Introduction  ........................................................................................................................  39  4.1  Questionnaires  ..................................................................................................................  39  4.1.1  The  Success  of  Email  Marketing  ...............................................................................  39  4.1.2  Targeting  and  usage  .....................................................................................................  41  4.1.3  Social  Media  Integration  .............................................................................................  43  4.1.4  The  design  of  emails  .....................................................................................................  44  4.2  Action  Research  .................................................................................................................  45  4.2.1  Email  Deliverability  ......................................................................................................  46  4.2.2  Email  Engagement  ........................................................................................................  47  

5.  Conclusion  .....................................................................................................................  50  5.0  Introduction  ........................................................................................................................  50  5.1  Objective  1  ...........................................................................................................................  50  5.2  Objective  2  ...........................................................................................................................  51  5.3  Objective  3  ...........................................................................................................................  52  5.4  Recommendations  ............................................................................................................  54  

Page 7: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  6  

5.4.1  Use  of  Customer  Relationship  Management  system.  ........................................  54  5.4.2  Increase  in  email  address  acquisition  ....................................................................  54  5.4.3  Switch  to  a  more  integrated  email  marketing  software  system  ....................  55  5.5  Research  Limitations  .......................................................................................................  55  5.6  Future  Research  Recommendations  ..........................................................................  56  

References  ..........................................................................................................................  58  Appendices  .........................................................................................................................  61      

Word  Count:  11,934    

Page 8: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  7  

List  of  Figures  and  Appendices  

Figure  2.1  –  Various  marketing  tool’s  return  on  investment  ...........................  16  Figure  2.2  –  Email  marketing  systems  .....................................................................  21  

Figure  2.3  –  Social  Media  Integration  .......................................................................  21  

Figure  2.4  –  Email  Marketing  Activities  ..................................................................  24  Figure  3.1  –  The  Research  Onion  ...............................................................................  29  

Figure  3.2  –  Questionnaire  Distribution  Summary  .............................................  35  Figure  4.1  –Email  Marketing’s  contribution  to  success  .....................................  39  

Figure  4.2  –  Success  Funnel  Question  1  ...................................................................  40  

Figure  4.3  –Email  Marketing’s  Audience  Relevancy  ...........................................  41  Figure  4.4  –Amount  of  emails  sent  ............................................................................  42  

Figure  4.5  –  Unibox’s  Social  Media  Integration  .....................................................  43  Figure  4.6  –Unibox’s  Social  Media  Integration  Funnel  –  No  .............................  43  

Figure  4.7  –Unibox’s  Social  Media  Integration  Funnel  -­‐  Yes  .............................  44  

Figure  4.8  –Design  of  Emails  .......................................................................................  44  Figure  4.9  –Emails  Sent  and  Delivered  ....................................................................  45  

Figure  4.10  –Emails  Sent  and  Bounced  ....................................................................  46  

Figure  4.11  –Emails  Sent,  Unique  Opens  and  Total  Opens  ................................  46  Figure  4.12  –  Unique  User  Clicks  and  Total  Clicks  ...............................................  47  

Figure  4.13  –  Where  recipients  have  clicked  .........................................................  48    

Appendix  A  –  Questionnaire  Screen  1    .....................................................................  61  

Appendix  B  –  Questionnaire  Screen  2    .....................................................................  61  Appendix  C  –  Questionnaire  Screen  3    .....................................................................  61  

Appendix  D  –  Mailshot  1    ..............................................................................................  62  Appendix  E  –  Mailshot  2    ...............................................................................................  63  

Appendix  F  –  Mailshot  3    ...............................................................................................  64  

Appendix  G  –  Covering  Email  ......................................................................................  65  Appendix  H  –  Two  examples  of  completed  questionnaires  ..............................  66  

Appendix  I  –  Ethics  Form  ..............................................................................................  68  

Appendix  J  -­‐  Turnitin  Summary  Page  .......................................................................  70      

Page 9: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  8  

Abstract  

This   research   investigates   the   use   and   results   of   email  marketing   implemented   by  

Unibox,  a  retail  display  equipment  supplier  and  manufacturer.  

 

Questionnaire  research  and  action  research  was  undertaken  and  attempted  to  

provide  data  on  strengths  and  weaknesses  of  current  systems,  how  successful  Unibox  

currently  perceive  email  marketing  to  be  and  how  successful  the  implementation  of  

email  marketing  is.  

 

The  investigation  into  current  strengths  and  weaknesses  outlined,  identified  that  

Unibox  employees  believe  the  current  use  of  email  marketing  is  efficient,  however  

there  is  a  need  for  improved  targeting  of  customers  as  employees  felt  irrelevant  

recipients  were  being  sent  emails  which  increases  the  chances  of  recipients  

unsubscribing,  which  is  backed  up  by  action  research  as  many  emails  failed  to  send  or  

were  not  opened.  Within  emails  opened,  engagement  was  high,  although  this  outlined  

the  need  for  a  Customer  Relationship  Management  solution  which  provides  

information  on  specific  customers  and  would  provide  increased  measurability  in  

results  of  email  marketing.        

 The  implementation  of  email  marketing  was  also  investigated,  and  Unibox  employees  

stated   that   the  design  of   emails   impacts  upon   their   success,   contradicting  what   the  

literature   outlines.   Engagement   within   emails   was   most   common   within   the   body  

text,  which  suggests  that  images  only  complement  the  email  and  the  most  important  

factor  within   the  email  design   is   interesting,   relevant   copy.    Unibox  employees  also  

outlined   that   they   believe   social  media   should   be   integrated   into   email  marketing.  

The   literature   review   identified   this   is   uncommon   amongst   businesses,   although  

Unibox  employees  believed  social  media  integration  provides  greater  conversion  and  

consistency  of  marketing  campaigns.  

   

Page 10: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  9  

Acknowledgements  

 

 

Everything  I  have  achieved,  including  the  completion  of  this  project,  is  thanks  to  the  

love  and  support  of   Joan,  Steven  and  Laura  Bardsley.  They  have  been  my  source  of  

inspiration  and  I  can’t  thank  them  enough.    

 

 

My  only  aim   is   to  make  sure  whatever   I  do  makes   them  proud,  and   that  my  mum’s  

spirit  lives  on  in  everything  I  aim  to  achieve.      

Page 11: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  10  

1.  Research  Aim,  Objectives  and  Introduction  

 1.0  Research  Aim  

 

To  investigate  the  use  and  results  of  email  marketing  implemented  by  Unibox,  a  retail  

display  equipment  supplier  and  manufacturer  based  in  Manchester.  

 

1.1  Research  Objectives  

 

• To   identify   the   strengths   and   weaknesses   of   email   marketing   in   relation   to  

practices  currently  implemented  by  Unibox.  

 

• To  investigate  how  successful  the  marketing,  accounts,  sales,  design,  admin  and  

purchasing  teams  within  Unibox  currently  perceive  email  marketing  to  be.  

 

• To  evaluate  the  implementation  and  results  of  email  marketing  to  discover  how  

successful  email  marketing  is  in  generating  sales  and  awareness.    

 

• To   provide   recommendations   that   could   improve   the   successfulness   of   future  

email  marketing  campaigns  

 

1.2  Introduction  

 

The   aim  of   this   study   is   to   identify   how   email  marketing   is   currently   implemented  

within   a   company   that   is   one   of   the  market   leaders   in   several   different   industries.  

This  will  allow  the  investigation  into  how  a  real  company  has  developed  their  use  of  

an   incredibly   fast  paced  digital  marketing  channel,  and  how  they  have   incorporated  

this  into  an  existing  offline  and  online  marketing  strategy.  

 

As  email  marketing  is  still  a  relatively  new  concept  in  terms  of  theory  and  literature,  

this   study   aims   to   provide   some   insight   into   how   email  marketing   is   used  with   an  

operating  company  outside  of  the  ideal  situations  literature  provides.  

 

Page 12: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  11  

1.3  Background  of  Unibox  

 

Unibox  was  founded  in  2000,  as  a  child  company  of  United  Aluminium  that  was  set  up  

10   years   prior   to   this   in   1990   by   Nick  Wraith   and   Andy   Ferns.   United   Aluminium  

initially   supplied   bespoke   aluminium   extrusions   to   be   used   in   a   wide   variety   of  

industries,   such   as   the   Retail,   Exhibition   and   Refrigeration   industries.   In   1994   the  

company  completed  its  transition  into  being  a  solely  UK  based  manufacturer,  and  as  a  

result  of   this  gained   its   first  market   leading   service,   the   supply  and  manufacture  of  

refrigerated  glass  doors  (United  Aluminium,  2012).  

 

The  launch  of  the  Unibox  and  its  Aluminium  Modular  System  in  2000  allowed  United  

Aluminium   and  Unibox   to   offer   different   products,   United   Aluminium   continued   to  

provide   extruded   aluminium   as   well   as   refrigeration   and   door   solutions,   whilst  

Unibox  focussed  on  the  design  and  manufacture  of  retail  display  case  solutions.  As  a  

result   of   this   expansion,   Unibox   established   themselves   as   leading   suppliers   in   the  

retail   industry,   and   expanded   their   offering   in   2004   to   provide   solutions   for   the  

events  and  exhibition  industries  (United  Aluminium,  2012).    

 

Because  of   the   increasing  business   from   the   retail,   exhibition  and  events   industries  

and  their  demands  for  increasingly  high  quality  products,  in  2010  United  Aluminium  

launched   Lumenal,   a   LED   lighting   manufacturer.   This   allowed   the   company   to  

incorporate  the  latest  in  lighting  technologies  into  their  existing  products  at  the  same  

time   as  winning  major   contracts   for   itself,   providing   lighting   solutions   for  huge  UK  

companies  such  as  Morrisons  supermarkets  (United  Aluminium,  2012).    

 

United  Aluminium,  Unibox  and  Lumenal  are  now  all  based  within  the  same  building  

in   Middleton,   Manchester,   with   over   60   employees   and   provide   solutions   to  

companies  based  in  countries  such  as  the  US,  Greece,  Nigeria  and  many  more  based  

all  over  the  world  (United  Aluminium,  2012).  

 

Email  Marketing  was  first  introduced  into  Unibox  in  2006.  It  was  initially  carried  out  

on  an  ad  hoc  basis,  with  no  strategy  in  place  within  the  first  year,  as  its  success  would  

be  assessed  once  12  months  had  passed  since  its  introduction.  These  emails  were  all  

used  to  attempt  to  drive  sales  of  certain  products,  with  an  emphasis  being  placed  on  

Page 13: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  12  

getting  the  customers  to  ring  up  and  speak  directly  to  sales  staff  rather  than  sending  

people  to  the  website  for  more  information.    

 

Caroline   Reeves   began   as   marketing   manager   in   2007,   and   quickly   identified   that  

email  marketing  had  been  successful  for  the  company.  This  resulted  in  an  increase  in  

its   use,   and  more   significantly,   the   implementation   of   an   email  marketing   strategy.  

Two  emails  would  be  sent  per  month  promoting  products  chosen  a  month  in  advance.  

As  this  started  to  generate  more  enquiries,  the  design  of  the  emails  was  adapted,  and  

people  were  now  directed   to   the  newly  developed  website  which   contained   all   the  

information  needed  for  recipients  to  make  an  informed  decision  without  wasting  the  

time  of  the  sales  staff.  This  increased  the  efficiency  of  email  marketing,  as  more  time  

was  being  spent  by  sales  staff  answering  relevant  calls  thanks  to  the  vetting  process  

of  enquiries  being  directed  to  the  website.  

 

This   level   of   use   continued   as   the   company   had   a   lack   of   marketing   resource   to  

allocate   towards   the   design   and   implementation   of   email   marketing,   as   Caroline  

Reeves   was   redeployed   into   the   sales   team,   and   Nick  Wraith   (Managing   Director)  

took   control   of   marketing   at   the   same   time   as  managing   the   entire   company  with  

Unibox’s  other  Managing  Director  Andy  Ferns.  

 

Eventually   in   2011,   two   years   since   Unibox   had   a   manager   with   the   sole  

responsibility  of  the  marketing  function,  Joanne  Grace  headed  the  team  as  marketing  

executive  with  student  placement  Craig  Whittaker.    

 

With   the  development  of  web-­‐based   email   software   and   the   recruitment  of   trained  

design   and   marketing   students,   email   marketing   was   again   introduced   to   the  

company,  with   two   emails   being   sent   a  month   until   a   new   placement   student  was  

recruited  whose  job  description  was  based  heavily  around  the  development  of  email  

marketing  and  increasing  its  usage.    

 

The  following  year  saw  Unibox’s  marketing  team  increase  the  use  of  email  marketing,  

with  at  least  one  email  going  to  a  highly  targeted  section  of  the  Unibox  database  per  

week,  and  as  a  result  web  traffic  increased  to  new  highs.  

 

Page 14: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  13  

This  was  carried  through  to  September  2012,  when  there  was  a  further  replacement  

and  Matthew  Connaughton   took   over   as  marketing   executive  with   the   challenge   of  

furthering   Unibox’s   development   of   email  marketing   and   increasing  website   traffic  

and  results.  

 

However,   until   very   recently   Unibox’s   email   marketing   was   carried   out   in   an  

extremely  simple  and  immeasurable  way,  via  sending  out  images  attached  to  emails  

to  a   large  database  of  contacts.   In  addition  to   this,  mostly  all  emails  going  out  were  

sales  emails  with  each  one  being  heavily   targeted  on  boosting  sales.  Very   few  were  

sent  in  a  ‘newsletter’  form  designed  to  boost  awareness  and  brand  value.    

 

This  study  plans  to  investigate  whether  the  change  Unibox  has  gone  through,  in  terms  

of  upgrading  to  a  web-­‐based  email  software  system,  has  been  effective,  and  in  what  

ways  is  this  change  in  email  marketing  strategy  affecting  other  digital  marketing  tools  

such  as  website  visits  and  social  media  integration.  

 

1.4  Research  Project  Structure  

 

This   research   project   will   contain   a   theoretical   framework   and   literature   review,  

which   will   investigate   into   the   various   literature   based   upon   email   marketing,  

including   the   increasing   use   and   the   results   of   email   marketing.   Following   this  

chapter   is   a   detailed   view   of   the   Research   Design   and   Methodology   that   will   be  

undertaken   by   the   researcher.   This   will   outline   the   types   of   research   proposed   to  

accurately  convey  the  status  of  email  marketing  within  Unibox.    

 

These   methods   of   data   collection   will   be   critiqued   to   ensure   validity,   but   to   also  

assess   how   effective   they   will   be   once   used.   The   following   Findings   and   Analysis  

chapter  will   present   the   findings   that  have   come   from   the  data   collection  methods,  

and  analyse  these  in  accordance  with  the  research  objectives  initially  stated.  Finally,  

conclusions   will   be   drawn   from   the   research   collected   that   will   be   compared   to  

relevant  literature  identified  within  the  literature  review  chapter.  Recommendations  

will   be  presented   for  both  Unibox’s   email  marketing   strategy   as  well   as   for   further  

research  that  could  be  undertaken.  

   

Page 15: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  14  

2.  Literature  Review  

 

2.0  Introduction  

 This   section  will  provide  an   in  depth   look  at   the  existing   literature   regarding  email  

marketing,  to  enable  the  researcher  to  gain  insight  into  the  background  context  and  

structure  the  research  which  is  to  be  collected  upon  this.  The  researcher  will  look  at  

many  different  forms  of  literature  to  ensure  a  thorough  view  of  the  topic  is  captured,  

from  academic  journals  and  published  books  to  newspapers  and  websites  concerned  

directly  with  the  topic.  Saunders,  Lewis  and  Thornhill  (2009)  state  that  ’Reviewing  the  

literature   critically  will   provide   the   foundation  on  which  your   research   is  built’.   They  

further   explain   that   ‘Its  main  purpose  is  to  develop  a  good  understanding  and  insight  

into  relevant  previous  research  and  the  trends  that  have  emerged’.  

 

2.1  The  increase  in  use  of  email  marketing  

 “Email  marketing  is  a  channel  that  allows  individuals  and  companies  to  communicate  

en   masse   with   their   customers,   prospects,   fans   and   subscribers”   Waldow   &   Falls  

(2012).  This  is  a  definition  of  email  marketing,  which  is  further  explained  by  Acharya,  

Kagan,   and   Zimmerman   (2010): ‘Email   allows   a   marketer   (seller)   to   communicate  detailed  information  about  various  products  and  services  with  customers  promptly  in  a  

non-­‐intrusive  manner’.  Acharya,  Kagan,  and  Zimmerman  (2010)  argue  that  the  use  of  

email  will  allow  companies  to  contact  their  stakeholders  in  a   ‘non-­‐intrusive  manner’,  

which  is  something  that  is  increasingly  rare  in  marketing  today.    

 

However,  this  ‘non-­‐intrusive’  (Acharya,  Kagan,  and  Zimmerman,  2010)  approach  may  

only   have   been   apparent   in   the   early   stages   of   email   marketing.   Because   email  

marketing  was   a   relatively   new   concept   years   ago,   recipients  may  have   been  more  

willing  to  open  the  email  and  read  the  contents  whether  they  were  relevant  to  them  

or  not.  Nowadays,  email  recipients  demand  much  more  relevance  as  more  companies  

have  become  aware  of  the  advantages  of  email  marketing,  in  addition  to  the  increase  

in  the  amount  of  emails  received  daily.  Vigden,  Sims  &  Powell  (2011)  refer  to  this  as  

‘e-­‐mail  overload’.  They  state  that   ‘E-­‐mail  overload  begins  with  inappropriate  employee  

behaviours  when  creating  and  sending  e-­‐mail.  A  long  and  rambling  e-­‐mail  with  no  clear  

Page 16: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  15  

action  sent  indiscriminately  via  a  mailing  list  creates  a  burden  for  its  many  recipients’.  

Clearly,  this  was  less  common  during  the  introduction  of  email,  however  companies  

are   increasingly  purchasing  mailing   lists   from  others,  which  may  not  necessarily  be  

relevant  to  the  main  function  of  the  buying  company  and  as  a  result,  more  emails  are  

being  received  which  can  create  ‘email  overload’  (Vigden,  Sims  &  Powell,  2011).    

 

 

2.2  The  benefits  of  email  marketing  to  operating  companies  

 

‘Email   overload’   (Vigden,   Sims   &   Powell,   2011)   has   not   halted   email   marketing’s  

increase  in  use  however,  as  many  companies  have  seen  its  relevance  in  reaching  their  

target,  as  well  as  being  relatively  cost-­‐effective.  Hanna,  Berger  and  Abendroth  (2005)  

indicate  that  ‘Its  popularity  as  both  a  communication  device  and  marketing  tool  can  be  

attributed  to  its  relatively  low  cost,  fast  reaction  time,  and  high  response  rate.  Thus  far,  

emails  have  been  used  for  many  different  purposes  including  brand  building,  acquisition  

of  new  customers,  and  retention  of  existing  customers’.    

 

Hanna,  Berger  and  Abendroth  (2005)  also  discuss  fast  reaction  time.  Reaction  times  

depend   solely  on   the   email   itself,   and  whether   the   email   is  designed   to   illicit   a   fast  

response.  However  if  the  email  allows  for  easy  interaction  for  the  user,  then  reaction  

will   be   almost   instantaneous.   This   is   heightened   by   the   fact   that   emails   can   be  

scheduled  to  send  at  particular  points  in  the  day,  when  companies  believe  their  target  

recipient  is  most  likely  to  be  responsive  to  the  content.  Mullen  &  Daniels  (2009)  state  

that   ‘Email   is   the   most   popular   form   of   asynchronous   communication;   it   touches  

hundreds   of  millions   of   people   around   the  world   every   day’.  Here,   Mullen   &   Daniels  

(2009)  refer  to  email  as  being  asynchronous,  meaning  email  can  be  sent  at  any  time  

throughout   the  day,   followed  by   subsequent   campaigns   that  will   not   be   sent   at   the  

same   time.   This   allows   companies   to   gather   more   data   on   the   recipients   of   email  

depending   on   the   time   they   receive   the   email,   and   will   be   a   tactic   to   reach   their  

audiences  when  other  rival  companies  may  not  be.    

 

McLuhan   (2007)   adds   to   this   by   stating:   ‘Email   is   recognised   for   its   speed,   cost  

efficiencies  and   the   fact   that   the   return  on   investment   is   highly  measurable’.  Perhaps  

the   most   desirable   result   of   email   marketing   from   companies   is   what   McLuhan’s  

Page 17: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  16  

(2007)   final   point   raises.   Companies   increasingly   want   to   see   the   effect   that  

marketing  has  on  their  organisation,  and  email  marketing  offers  an  unrivalled  level  of  

accountability.   This   is   a   statement   backed   up   by   Anderson   (2013)   who   states,  

‘Correlating  online  email  marketing  efforts  with  offline  results  allows  marketers,  for  the  

first   time,   to   quickly   analyze   diverse   data   in   a   single   dashboard   interface   for   deeper  

targeting  and  segmentation’.    

 

Econsultancy  (2012)  reinforce  this   in  figure  2.1,  where  companies  were  asked   ‘How  

do  you  rate  the  following  channels  in  terms  of  return  on  investment?’  The  two  channels  

that  ranked  first  and  third  in  this  table  are  both  searched  based  channels,  and  need  

constant  monitoring  to  ensure  that  their  effectiveness  is  maintained.  Email  marketing  

requires  no  such  monitoring,  as  campaigns  are  scheduled  to  send  at  certain  times  and  

the  effectiveness  of  the  email  campaign  is  then  determined  by  user  engagement.    

 

This   is   further   identified   by   McKay,   Musico   and   Tsai   (2009)   who   state   email  

marketing   is   ‘a  highly  effective  channel,  consistently  responsible   for  approximately  10  

per  cent  of  online  sales’,  and  identified  that  industry  specific  retailers  vary  their  use  of  

email   marketing   ‘from   two   emails   a   month   to   as   many   as   four   when   event-­‐specific  

excitement   is   running   high’.  McKay,   Musico   and   Tsai   (2009)   therefore   indicate   that  

email  marketing  is  also  responsive  to  demand  fluctuations.    

 

Vigden,  Sims  &  Powell  (2011)  earlier  state  that  ‘e-­‐mail  overload’  can  sometimes  occur  

when  businesses  send  out  too  many  emails  to  their  database,  however,  what  McKay,  

 Figure  2.1  –  Source:  Econsultancy  2012  

Page 18: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  17  

Musico  and  Tsai  (2009)  outline  is  that  ‘e-­‐mail  overload’  (Vigden,  Sims  &  Powell,  2011)  

may  be  subjective  and  dependent  on  the  time  in  which  the  email  is  sent.    

 

Recipients  may  become  more   frustrated  with   emails   that   contain   irrelevant  data   in  

which   they   can  make  no   connection  with   at   that   current  moment   in   time,  however  

recipients  may  be  more   responsive   to  a  high  number  of   emails   if   there   is   a  natural  

consciousness  towards  the  particular  subject  e.g.  if  a  national  sporting  event  is  taking  

place   and   companies   offering   products   related   to   particular   sports   are   frequently  

sending   out   emails,   recipients   may   be   less   likely   to   suffer   from   ‘e-­‐mail   overload’  

(Vigden,   Sims   &   Powell,   2011)   as   they   are   engaging   with   content   which   they   are  

interested  in.  

 

Opposing   the   notion   of   ‘e-­‐mail   overload’   (Vigden,   Sims   &   Powell,   2011)   is   Arnold  

(2011)   who   argues   that   ‘E-­‐mail  might   seem   like   a   cost-­‐effective  way   to   deliver   your  

marketing   messages.   For   the   most   part,   it   is   cost   effective   because   you   can   send  

personalized,   targeted,   and   interest-­‐specific   messages   to   a   large   number   of   people’.  

Arnold   (2011)   claims   that   email   is   particularly   successful   because   of   the   data  

companies  already  have  on  their  database  of  existing,  past  and  future  customers.  This  

data   provides   them   with   the   knowledge   and   opportunity   to   send   extremely  

personalised  messages  to  people,  which  aims  to  engage  recipients,  as   the  content   is  

relevant  to  them  and  may  encourage  a  more  favourable  response.  

 

This   personalisation   is   also   offered   by   offline   direct   marketing.   However,   within  

figure   2.1   above,   offline   direct   marketing   is   considered   to   be   significantly   less  

effective,  with  18%   less   companies  determining  offline  direct  marketing   to  provide  

‘Excellent’   return   on   investment,   and   16%   less   determining   it   to   provide   ‘Good’  

return  on  investment.    

 

The  expensive  nature  of  direct  mail  is  a  contributing  factor,  as  company  mailing  lists  

are  usually  at  least  in  their  1000’s,  physically  mailing  out  would  be  extremely  costly,  

compared   with   an   email   which   can   cost   just   pence   to   mail   out   via   a   web-­‐based  

application.  

 

Page 19: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  18  

2.3  Problems  with  the  increase  in  use  of  Email  Marketing.  

 Vigden,   Sims  &  Powell’s   (2011)   comments   regarding   ‘e-­‐mail  overload’   have  obvious  

validity  when  researching  into  the  success  of  email  marketing.  The  rise  in  use  of  email  

marketing  has  developed  problems   such   as  people   receiving   SPAM  emails.  Khanna,  

Chaudhry  and  Bindra  (2012)  state   that   ‘Spam  is  a  huge  issue  for  most  Internet  users.  

And  despite  the  evolution  of  anti  spam  software,  such  as  spam  filters  and  spam  blockers,  

the  negative  effects  of  spam  are  still  being  felt  by  individuals  and  businesses  alike’.  This  

directly   impacts   upon   the   effectiveness   of   some   organisations   email   marketing  

campaigns,  as  technologies  outlined  by  Khanna,  Chaudhry  and  Bindra  (2012)  such  as  

spam  filters  and  blockers,  could  in  fact  not  recognise  the  emails  as  being  genuine,  and  

block  the  communications.    

 

Assuming  that   the  emails  are  delivered  and  reach  the   intended  recipients,   this  does  

not  guarantee  that   the  email   is  read.  According  to  Tsai  (2009)   ‘71  per  cent  of  survey  

respondents   say   they   will   not   open   an   email   if   they   have   doubts   about   the   sender's  

identity’.  This  is  a  problem  for  companies,  especially  ones  which  buy  contacts  to  email  

from  an  external  source  as  a  form  of  prospecting,  as  the  results  may  be  insignificant  

and  an  inefficient  use  of  budget.    

 

 

2.4  Email  Marketing  as  a  standalone  tool  

 McLuhan  (2007)  argues  that  email  marketing   is  not  successful  as  a  standalone  tool,  

and  must  be  used  as  part  of  a  widespread  marketing  strategy.  He  states  that  ‘Email  is  

best  used  together  with  other  channels,   such  as  drawing  attention  to  a  piece  of  direct  

mail.  Using   it   in   isolation  may  cut  costs,  but   it  also  means  cutting  corners  and,  before  

long,  your  profits’.  Here  McLuhan  (2007)  says  that  email  marketing  will  only  provide  a  

small  amount  of  awareness  as  a  standalone  tool,  and  is  more  useful  when  combined  

with   other   methods   of   marketing.   Emails   alone   may   not   provide   enough   reach,  

especially  due   to   the   increase   in   the   amount  of   spam  being   sent,   so   combining   this  

with  other  methods  which  provide  a  similar  message  may  increase  awareness  of  the  

emails,  leading  them  to  recollect  the  message  when  a  suitable  application  is  thought  

of  by  the  recipient.    

 

Page 20: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  19  

Adopting  email  marketing  as  part  of  a  campaign,  alongside  other  tools  is  one  that  will  

be  more   costly   to   companies   in   the   long   term   but  may   provide   the   company  with  

raised  awareness  that  could  not  be  provided  by  email  alone.    

 

However,  this  relies  on  the  effectiveness  of  other  marketing  tools,  which  are  likely  to  

not  be  as  personalised  or  as  measurable.  It  would  be  hard  to  measure  which  method  

of  marketing  is  responsible  for  lead  generation  or  a  possible  sale  if  multiple  tools  are  

being  used   that   are   sending  out   the   same  message.   The  only  method  of   identifying  

this  would  be  to  directly  contact  the  customer  or  prospect,  and  to  ask  how  they  heard  

of  the  company,  which  could  be  perceived  by  them  as  a  lack  of  efficiency  within  the  

company.  

 

Tsai   (2009)   agrees   with   McLuhan   (2007),   stating   ‘Many   marketers   believe   email  

should  be  used  with  caution,  and  that   it  often  works  better  as  part  of  a  mix  than  as  a  

stand-­‐alone  medium.   It   is  also  valued  more  widely   for   raising  awareness   than  driving  

sales’.  Email  marketing  does  raise  awareness,  however  it  isn’t  stated  what  mix  email  

marketing   should   be   used  with.   This   statement   largely   relies   on   the   business,   and  

whether   email   is   the  only   relevant   form  of  marketing   e.g.   a   purely   online   company  

may   deem   email   marketing   to   be   the   best   way   of   reaching   their   customers   and  

increasing  sales,  and  that  other  forms  of  marketing  may  be  less  measurable  and  not  

as  worthwhile  in  terms  of  sales  income.    

 

2.5  The  different  types  of  email  marketing  

 Raising   awareness   is   only   one   of   many   advantages   that   email   marketing   offers   to  

companies,  and  Chaffey  (2007)  outlines  that  there  are  many  other  types  of  email  that  

have   been   developed   for   different   purposes.   He   states   that   ‘Many   marketers  

immediately  think  of  e-­‐newsletters  and  sales  promotions  as  the  main  opportunities  for  

deploying  e-­‐mail,  but  the  opportunities  are  much  greater.  Think  about  how  many  of  the  

following  techniques  you  could  deploy.  Acquisition  tool,  Conversion  tool,  retention  tool,  

awareness   raising   tool,   brand-­‐building   tool,   research   tool,   research   tool,   viral   tool,  

service  delivery  tool’.    

 

Chaffey   (2007)   outlines   that   the   use   and   results   of   email   marketing   can   differ  

depending  on  what  you  wish  to  achieve  from  the  email  itself.  These  different  formats  

Page 21: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  20  

of  email  allow  a  company  to  contact  their  customer  base  on  a  mass  level  but  for  very  

different  reasons,  and  will  provide  different  responses  as  a  result.  These  email  tools  

may  even  be  controlled  by  separate  departments  within  organisations,  meaning  the  

message   will   differ   and   the   company   will   have   to   ensure   that   branding   and   other  

messages   are   consistent   throughout   to   provide   the   most   effective   service   to   the  

recipient.     Mullen   and   Daniels   (2009)   agree   with   Chaffey   (2007)   to   an   extent,  

however   they  narrow  down   the  uses  of   email   to  5   specific   applications,   ‘We  believe  

that  out  of  all  the  thousands  of  types  of  emails  you  can  design,  or  hundreds  of  thousands  

of  permutations  of  creative  i.e.  images  and  marketing  copy,  for  your  messages,  you  will  

ever  create  only  five  key  types  of  email  messages:  Awareness,  Consideration,  Conversion,  

Product   Usage,   Retention   &   loyalty’.   The   focus   of   Mullen   &   Daniels   (2009)   is   the  

different  permutations  that  will  allow  a  company  to  create  a  particular  type  of  email.  

This   indicates   that   email   is   restricted   to   a   certain   number   of   uses.   These   uses   are  

widespread,  however  this  statement  backs  up  what  Tsai  (2009)  and  McLuhan  (2007)  

state  earlier,  that  email  marketing  should  not  be  used  as  a  standalone  tool  throughout  

acquisition,  conversion  and  retention.    

 

Companies  may  go   into   email  marketing   for  purely  promotional   and   sales  oriented  

results,  rather  than  wanting  to  integrate  email  marketing  into  their  other  functions  to  

provide   a  more   cost-­‐effective,   successful   approach.  O’Connell   (2012)   identifies   this,  

stating  ‘We  do  a  lot  of  database  mail  shots,  letting  people  know  about  new  products  and  

offers.  It  works.  Whenever  we  put  one  out  we  see  a  direct  spike  in  sales’.  However,   this  

may  only  be  successful  for  companies  have  a  small  amount  of  people  in  their  database  

and  will  have  a  more  personal  connection  with  the  people  they  send  out  email  to.    

 

2.6  The  use  of  email  marketing  within  companies  and  email  marketing  

integration  

 Use   of   email   marketing   within   real   companies   will   most   likely   differ   from   what  

Mullen   &   Daniels   (2009)   and   Chaffey   (2007)   state.   In   reality,   companies   may   not  

employ   a   marketing   expert   capable   of   either   identifying   what   type   of   email   is  

appropriate   for   different   situations,   or   even   be   aware   of   the   different   format   of  

message   at   all.   Because   of   the   rise   in   use   and   widespread   knowledge   of   its  

effectiveness  in  raising  awareness  and  sales,  companies  may  have  invested  into  email  

marketing  without  the  defined  skills  required  to  run  successful  campaigns.    

Page 22: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  21  

 

When   email   marketing   was  

first   introduced,   companies  

had  to  have  in-­‐house  systems  

developed  capable  of  sending  

emails   to   a   mass   audience.  

However,   Econsultancy  

(2012)   now   shows   within  

figure   2.2   that   the   use   of  

these   systems   is   diminishing  

in   favour   of   Internet   based  

software  systems.    

 

20%  of  companies  still  use   in-­‐house  systems  as  shown   in   figure  2.2,  however   these  

companies  will  have  had  to  make  a  considerable  investment  into  the  software  for  it  to  

work  exactly  as  specified.  It  could  be  the  case  that  systems  developed  in-­‐house  were  

created   many   years   ago,   when   there   was   a   lack   of   web-­‐based   email   applications  

readily  available  to  companies.    

 

In-­‐house  systems  are  in  a  steady  decline,  with  its  usage  dropping  10%  over  5  years.  

The   most   interesting   development   however   is   the   increase   in   use   of   web-­‐based  

application  service  providers,  nearly  doubling  over  the  same  period  of  time.  

 

Integrating   email   marketing  

within   other   digital   channels  

may  be  one  of  the  reasons  for  

companies   adopting   web-­‐

based   email   application  

software,   such   as   integrating  

with   social   media.   However,  

many   companies   see   both   of  

these   channels   as   separate  

tools,   as   shown   in   figure   2.3.    

Figure  2.3  -­‐  Source:  Econsultancy  2012  

 Figure  2.2  -­‐  Source:  Econsultancy  2012  

Page 23: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  22  

Implementing   solutions   such   as   this   to   increase   engagement   may   increase   the  

performance  of  marketing  as  a  whole,  and  allow  customers  to  increase  awareness  by  

engaging  with  the  company.  

 

Brown   (2012)   identifies   that  64%  of   companies  within   the  B2B  audience   currently  

use  social  media.  Facebook  is  the  most  commonly  used,  with  80%  of  companies  using  

social  media  having  a  Facebook  page,  78%  of  companies  having  a  Twitter  page,  and  

51%   of   companies   having   a   page   on   LinkedIn.   However,   Econsultancy   (2012)  

identifies   within   figure   2.3   above   that   companies   which   currently   engage   in   email  

marketing   have   a   much   higher   use   of   social   media,   with   only   4%   of   companies  

responding   to   the   question   ‘Which   of   the   following   best   describes   the   relationship  

between   your   email   and   social  media   activity?’  with   the   answer   ‘We   don’t   do   social  

media’.   As   many   companies   are   not   using   email   marketing   and   social   media   to  

complement  each  other,  this  may  mean  that  they  are  not  fully  utilising  the  benefits  of  

email  marketing   campaigns   and   are  missing   the   opportunity   to   convert   customers  

and  ensure  a  consistent  message  is  conveyed  across  all  digital  marketing  channels.  

 

This  is  something  that  Tsai  (2009)  outlines,  expressing  that   ‘There  are  several  layers  

to  effective  email  messaging.  Delivery  is  the  first  one,  but  getting  customers  to  open  and  

act  on  emails  is  what  matters’.  Getting  customers  to  open  and  act  on  an  email  may  be  

more  achievable  for  small  companies,  where  customers  will  have  direct  contact  with  

management   and   people  who  may   even   send   out   the   email   itself.   Therefore   social  

media   integration  may   also   be   more   effective,   as   customers   may   be   advocates   for  

small   companies   and  want   to   help   them,   and   the   company   is  more   likely   to   retain  

their  business  over  a  longer  period  of  time.  However,  with  large  companies  there  will  

be  less  of  a  personal  connection,  and  the  recipient  is  much  more  likely  to  understand  

that  the  type  of  email  being  sent  to  them  is  one  to  illicit  a  sale,  or  a  response  which  

could  lead  to  a  sale.  Therefore  the  only  integration  into  email  marketing  expected  is  

the   ability   to   go   to   the  website   and   buy   a   product,   as   larger   companies   know   that  

many  customers  may  only  buy  from  them  once,  and  the  company  will  not  retain  their  

custom  easily.  

 

This   directly   affects   the   open   rate   of   emails,   and   could   lead   to   a   decrease   if   the  

company   sends   out   information   to   its   database   on   a   frequent   basis,   meaning   the  

Page 24: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  23  

recipients  could  become  alienated   towards   the  company  as  a  whole,  decreasing   the  

chances  of  both  an  online  and  physical  sale  in  the  future.    

 

2.7  User  disengagement  and  email  acquisition  

 Due  to  the  nature  of  email  marketing,  if  the  recipient  believes  they  will  never  act  on  a  

company  email  then  it  is  easy  for  the  recipient  to  simply  choose  to  not  receive  emails  

from  the  company  anymore,  which  means  the  prospect  of  them  buying  in  the  future  

has  all  but  disappeared.  A  recipient  unsubscribing  is  a  problem  for  businesses,  as  they  

are   bound   by   law   to   remove   them   from   their   database   and   to   never   contact   them  

again  in  a  similar  way  to  why  they  unsubscribed.    

 

Herschell   Gordon   (2002)   identifies   three   email   address   acquisition   sources:   ‘The  

three   major   sources   are:   1.   Acquisition   of   online   names   and   addresses   of   existing  

customers,   clients,   or   inquirers.   2.   Recruitment   through   media   advertising,   public  

relations   and   news   releases,   and   telemarketing.   3.   Rented   names   from   list   brokers’.  

These  three  methods  of  acquiring  email  addresses  each  contribute  in  their  own  way  

to  the  results  of  email  marketing,  some  more  effectively  than  others.  The  first  method  

that  Herschell  Gordon  (2002)  outlines  may  only  be  useful  to  companies  that  are  in  the  

initial  stages  of  setting  up  email  marketing.  The  success  of   this   first  approach  relies  

heavily  on  the  efficiency  of  staff  that  have  input  data  into  the  company  database  and  

records  of  all  previous  customers  being  kept.  As  the  method  of  acquiring  their  email  

would  involve  contacting  the  company  directly  e.g.  by  either  phoning  them  or  writing  

to  them  requesting  their  details,  then  the  success  of  this  relies  on  the  respondent  of  

the  other  company.    

 

The   second   method   of   collecting   email   addresses   is   a   more   natural   process,   and  

further  backs  up  the  argument  of  Tsai  (2009)  &  McLuhan  (2007),  that  email  is  most  

effective  when  used  with  other  marketing  tools.  The  second  point  is  one  which  relies  

on  creating  awareness  through  other  mediums  to  drive  traffic  either  to  the  website,  

where  they  will  be  offered  the  chance  to  sign  up  to  email  communications,  or  to  email  

the  company  themselves  which  will  provide  the  email  address  directly  and  will  also  

provide  some  information  on  why  they  have  responded.    This  method  could  be  much  

more   costly   however,   as   it   relies   on   people   becoming   aware   of   the   company   or   a  

particular  product  via  another  marketing  tool.  It  may  not  be  as  easy  to  identify  what  

Page 25: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  24  

aspect  of  the  company  the  people  acquired  are  interested  in  however,  or  even  where  

the  person  responding  has  seen  a  message  from  the  company  which  has  provoked  a  

response   to   sign   up,   meaning   the   chances   of   them   receiving   an   email   which   isn’t  

relevant  to  them  is  much  more  likely  than  those  acquired  from  other  sources,  which  

could  lead  to  them  subsequently  unsubscribing.    

 

The  final  method  that  Herschell  Gordon  (2002)  outlines  is  the  most  likely  to  result  in  

poor   results   for   the   company.   Due   to   the   amount   of   people   unsubscribing   from  

databases,  companies  may  use  this  method  of  purchasing  contacts  from  list  brokers  

to  ensure  that  their  emails  are  seen  by  a  considerable  amount  of  people,  who  may  or  

may   not   be   interested   in   the   products   that   the   company   offer.     Mullen   &   Daniels  

(2009)  state  that  ‘Paramount  to  your  email  marketing  success  is  balancing  the  quantity  

of   the   email   addresses   that   you   will   acquire   with   their   quality.   Simply   acquiring   or  

renting  a  large  list  of  email  addresses  may  not  deliver  the  return  that  you  are  seeking  

compared   to  methodically   growing   your   list   over   time’.  This   argues   that   companies  

who   simply   buy   lists   never   know   exactly   which   type   of   contact   they   are   going   to  

receive,  and  especially  within  the  B2B  environment,  contacts  need  to  be  of  a  specific  

quality  for  them  to  yield  any  result.    

 

However,  in  both  B2B  and  B2C  emails,  if  people  are  sent  emails  that  are  not  relevant  

then  it  is  extremely  easy  to  unsubscribe,  which  again  is  a  cost  to  the  company,  as  they  

haven’t  acquired  the  address  themselves.  Companies  may  expect  to  receive  a  certain  

amount   of   enquiries   or   orders   per   amount   of   emails   sent   out,   but   this   expectation  

needs  to  be  contained  depending  on  the  quality  of  the  actual  email  address  itself.  It  is  

possible   that   a   company  will  

send  an  email  to  a  contact  on  

a   rented   list  which   returns   a  

huge   investment,  however  as  

Mullen   &   Daniels   (2009)  

state,   prolonged   financial  

return  is  much  more  likely  to  

come   from   contacts   that   are  

actually   interested   in   the  

products   or   services  

 Figure  2.4  -­‐  Source:  Econsultancy  2012  

Page 26: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  25  

provided,  with  email  content  personalised  to  their  needs  at  a  certain  moment  in  time.    

 

Once   an   email   address   has   been   acquired   and   added   into   a   company   database,   it  

should   not   be   forgotten   and   added   to   a   mailing   list   that   is   sent   many   unsolicited  

emails.   Econsultancy   (2012)   outline   in   figure   2.4   that   only   52%   of   companies   are  

currently  active  in  regular  list  cleansing.    

 

The  Information  Commissioners  Office  (2012)  outline  that  ‘The  most  important  thing  

to   remember   is   that   you   can   only   carry   out   unsolicited   electronic   marketing   if   the  

person   you're   targeting   has   given   you   their   permission.’.  Many   companies   want   to  

expand   their   database   of   emails   to   allow   for  more   people   to   see   their   products   or  

services.   However   as   noted   by   the   Information   Commissioners   Office   (2012),  

companies   can  only   contact  people  who  have  given   their   consent.   Frequently   these  

permissions  will  change,  as  recipients  sometime  ‘unsubscribe’  from  receiving  emails  

from  particular  companies.  This  increases  the  importance  of  regular  list  cleansing,  as  

if  this  is  not  done  each  time  email  marketing  is  used,  then  emails  may  be  being  sent  to  

recipients  who  have  previously  unsubscribed  from  the  messages.      

 

This   could   result   in   the   company’s   IP   address   being   ‘blacklisted’.   Keller   (2011)  

describes  this  as:  ‘The  blacklist  represents  one  of  numerous  mechanisms  that  have  been  

introduced  to  fight  spam  and  identify  the  parties  who  distribute  it.  A  blacklist  may  come  

in   many   forms,   but   it   is   basically   a   master   list   that   ISPs   can   reference   to   determine  

whether   or   not   a   given  message   is   spam’.  Being   blacklisted   means   email   marketing  

messages   will   no   longer   get   to   the   majority   of   recipients   and   will   reduce   the  

effectiveness  of  email  marketing.  

 

Chaffey   (2007)   identifies   that   there   is   a   trend   emerging   for   email   marketing   as   a  

whole,   and   lists   that   are   bought   or   rented.   He   states:   ‘As   experienced   with   banner  

adverts,   there   has   been   a   decline   in   the   average   clickthrough   rate   for   e-­‐mail,  

particularly  from  those  from  rented  lists’.  Clicks  through  to  a  website,  responding  from  

a   call-­‐to-­‐action   within   the   email   itself   is   the   main   reason   why   email   marketing   is  

deployed.  If  click-­‐through  rates  are  falling,  especially  within  contacts  that  have  been  

bought  by  a  company,  then  companies  may  seek  to  either  develop  their  own  lists  or  

decrease  their  use  of  email  marketing.    

Page 27: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  26  

 

2.8  The  design  and  visual  aspect  of  email  marketing  

 The   design   and   copy   within   email   marketing   is   something   that   is   important   in  

attracting  attention  and  making  the  email  stand  out.  Chaffey  (2007)  outlines  creative  

and  copy  within  his   ‘critical’  factors:   ‘Consider  my  mnemonic  of  the  'CRITICAL'  factors  

for   e-­‐mail   marketing   success.   Critical   represents:   Creative,   Relevance,   Incentive,  

Targeting   and   timing,   Integration,   Copy,   Attributes,   Landing   Page’.   There   is   great  

emphasis  placed  on  these  as  they  will  have  to  relate  to  the  recipient,  e.g.  copy  will  be  

completely   different   if   you   are   targeting   the   B2C   environment   compared   to   B2B.  

However,   the   successfulness   of   implementing   attractive   looking   email   campaigns  

depend  on  the  level  of  investment  the  company  has  been  willing  to  make,  and  in  what  

format   they   are   sending   out   emails.   HTML   is   increasingly   used   within   email  

marketing   as   it   allows   for   a   much   more   attractive   design,   as   well   as   much   more  

flexibility  in  hyperlinks  and  calls-­‐to-­‐action.  Ryan  &  Jones  (2012)  comment  that  ‘HTML  

e-­‐mails  can  tie  in  with  the  look  and  feel  of  your  website,  providing  a  consistent  look  and  

great  brand  continuity  when  your  prospects  click   through   to  your   landing  page’.  This  

will   be   a   significant   benefit   to   companies  with   the   increase   in  digital  marketing,   as  

companies   may   have   invested   heavily   in   their   website   but   their   brand   value   was  

diluted  when  sending  out  emails  because   they  didn’t  match   the  design  or   tone   that  

the  website  set.    

 

Ryan  &  Jones’  (2012)  point  is  challenged  by  Bird  (2007)  where  he  states  that  ‘E-­‐mails  

should   be   short   and   eye-­‐catching.   Quite   frankly   I   could   never   believe   this   to   be   true.  

Time   and   time   again,   whenever   a   client   has   been   willing   to   test   a   short   message,  

perhaps   with   a   very   eye-­‐catching   graphic   -­‐   against   a   long,   relevant   and   interesting  

message,   the   latter   has   performed   better’.   Bird   (2007)   states   that   as   long   as   the  

content  within  the  email   itself   is  relevant  to  the  recipient  then  it  will  perform  much  

better  than  ones  that  may  be  designed  nicely  but  are  irrelevant.    

 

Messages  which  are  designed  in  HTML  that  contain  a  lot  of  graphic  content  also  affect  

the  performance  of  the  email  itself,  as  McLuhan  (2007)  states:  ‘Images  can  also  hit  the  

number   of   successful   deliveries,   as   big   emails   are   often   blocked   by   internet   service  

providers  and  company  firewalls  trying  to  stem  the  flow  of  unsolicited  mail.   IT  vendor  

RM  discovered   that  as  many  of  a  quarter  of   its   communications  were   failing   to   reach  

Page 28: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  27  

inboxes  because  of  its  heavy  use  of  graphics,  even  if  recipients  had  opted  in’.  Chaffey  &  

Ellis-­‐Chadwick  (2012)  agree  with  this,  stating  ‘Often  images  are  blocked  by  readers  in  

an  effort  to  defeat  spammers  who  use  the  fact  that  images  are  downloaded  as  the  user  

views   the   email   to   detect   that   the   e-­‐mail   is   a   valid   address.   So   e-­‐mails   that   are   only  

made   up   of   images   with   no   text   are   less   likely   to   be   effective   than   hybrid   messages  

combining   text   and   images.’   Here   McLuhan   (2007)   and   Chaffey   &   Ellis-­‐Chadwick  

(2012)  show  that  even  if  recipients  have  opted-­‐in  to  email  communications  from  the  

company,  if  the  size  of  the  email  is  too  big  because  of  large  image  files  placed  within  

the  body  of  the  email,  then  it  can  fail  to  even  get  to  the  intended  recipient.  Tsai  (2009)  

reports   that   ‘A   very   small   percentage   of   emails   the   ISPs   [Internet   Service   Providers]  

handle   is   legitimate   -­‐   90%   of   it   is   spam.   Of   the   ones   that   are   legitimate,   email  

deliverability   vender  Pivotal   Veracity   reports   that   roughly   20   per   cent   don't   even   get  

delivered’.  This  shows  that  email  marketing  still  has  problems  to  overcome,  including  

one   major   problem   in   that   emails   are   simply   not   being   received   even   though   the  

email  address  is  valid.    

 

2.9  Summary  of  Literature  Review  

 

By   investigating   into   the   different   theorists   surrounding   email   marketing   and   the  

increasing  adoption  rates  within  companies,   the   researcher  has   identified   there  are  

several  conclusions  to  be  made:  

 

• ‘E-­‐mail   overload’   (Vigden,   Sims   &   Powell,   2011)   needs   to   be   considered   by  

companies   considering   undertaking   email   marketing.   Clear,   concise   emails  

sent   to   relevant   target   groups   reduce   this   effect,   however   ‘e-­‐mail   overload’  

remains  a  significant  challenge  in  increasing  open  rates.  

 

• The   increase   in   adoption   rates   of   email   marketing   is   a   result   of   more  

companies   realising   they   can   communicate   with   many   different   markets   at  

specific   times   at   the   same   time   as   receiving   a   highly   measurable   return   on  

investment.   This   is   in   addition   to   the   advancements   of   email   marketing  

technology,  as  it  is  now  accessible  for  the  vast  majority  of  companies  relatively  

cheaply  via  web  based  email  software  applications.  

 

Page 29: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  28  

• Email  marketing   is   still   relatively   unreliable   in   its   delivery,   as  many   factors  

such   as   Internet   Service   Providers   not   delivering   the   mail,   poor   content   or  

subject   lines   not   attracting   attention,   and   the   senders   email   address   all  

considered   to   be   valid   reasons   contributing   to   poor   email   marketing  

performance.    

 

• A  debate  exists  over  the  success  of  email  marketing  as  a  standalone  tool,  with  

theorists  questioning  email  marketing’s  validity  to  raising  awareness  and  sales  

figures  without  integration  into  other  online  and  offline  marketing  tools.    

 

• Companies   are   now   aware   that   having   their   domain   blacklisted   or   listed   as  

SPAM  is   incredibly  damaging  to  the  success  of   their  marketing   in  addition  to  

their  brand  image  and  amount  of  people  unsubscribing  from  emails.    

 

• The  design  of  emails  impact  upon  their  success  and  finding  a  balance  between  

graphics  and  text  remains  an  issue.    

   

Page 30: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  29  

3.  Methodology  

 

3.0  Introduction    

 

The  methodology  chapter  will  outline  which  research  methods  have  been  chosen  to  

provide   data   and   attempt   to   answer   each   of   the   research   objectives.   In   order   to  

describe  the  structure  of  the  research  being  undertaken,  the  research  onion  shown  in  

figure  3.1  below  will  be  used  as  a  framework.  

 

 Figure  3.1  -­‐  Research  onion  -­‐  sourced  from  Saunders,  Lewis  and  Thornhill  (2009)  

 

 

3.1  Research  Philosophy  

 

Interpretivism   is   an   extremely   important   concept   when   carrying   out   research.  

Saunders,  Lewis  and  Thornhill  (2009)  explain  that  ‘Interpretivism  advocates  that  it  is  

necessary   for  the  researcher  to  understand  differences  between  humans   in  our  role  as  

social   actors.   This   emphasises   the   difference   between   conducting   research   among  

people   rather   than   objects   such   as   trucks   and   computers’.   As   this   research   will  

Page 31: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  30  

predominantly   involve   human   reaction   and   engagement,   it   is   important   to  

understand   that   not   all   the   people   who   take   part   in   this   research   will   view   the  

research,  in  addition  to  other  factors  such  as  the  company  (Unibox)  in  the  same  way.  

This   will   allow   the   researcher   to   interpret   some   of   the   complex   behaviours   and  

results  that  may  occur  as  a  result  of  human  interaction  and  engagement.    

 

3.2  Research  Approaches    

 

There   are   two   research   approaches   outlined   by   Saunders,   Lewis   and   Thornhill  

(2009),   Deduction   and   Induction,   however   it   is   the   latter   that   lends   itself   to   the  

Interpretivism  concept.  Saunders,  Lewis  and  Thornhill   (2009)  define   the   ‘Induction’  

research  approach  as  where   ‘you  would  collect  data  and  develop  theory  as  a  result  of  

your  data  analysis’.  This   ‘Induction’  (Saunders,  Lewis  and  Thornhill,  2009)  approach  

will   be   much   more   relevant   for   the   study   being   carried   out,   as   it   will   allow   the  

researcher  to   ‘get  a  feel  of  what  was  going  on,  so  as  to  understand  better  the  nature  of  

the   problem’   (Saunders,   Lewis   and   Thornhill,   2009).   This   approach   relies   on   the  

collection  of  both  quantitative  and  qualitative  data,  however  Maxwell  (2005)  believes  

that   the   process   of   data   collection   isn’t   as   linear   as   Saunders,   Lewis   and   Thornhill  

(2009)  suggest,  Maxwell  (2005)  states  ‘The  activities  of  collecting  and  analysing  data,  

developing  and  modifying  theory,  elaborating  or  refocusing  the  research  questions,  and  

identifying  and  addressing  validity  threats  are  all  going  on  more  or  less  simultaneously,  

each  influencing  all  of  the  others.  This  process  isn’t  adequately  represented  by  a  linear  

model,  even  one  that  allows  multiple  cycles,  because  in  qualitative  research  there  isn’t  

an   unvarying   order   in   which   the   different   tasks   or   components   must   be   arranged’.  

Therefore,  although  the  researcher  will  use   the   Induction  approach  as  a   framework  

for   investigation  and  developing  conclusions,  Maxwell’s  (2005)  non-­‐linear  approach  

will   be   taken   into   account   and   will   allow   for   the   evaluation   of   each   step   of   the  

research.    

 

However,   the   research   collected   will   not   be   solely   based   upon   the   Induction  

approach.  Certain  elements  of   the  Deduction  approach  will  be  relevant,   leading  to  a  

mixed  research  approach.  Saunders,  Lewis  and  Thornhill  (2009)  highlight  that  one  of  

the  key  emphasises  of   the  deduction  approach   is   the  collection  of  quantitative  data.  

Due  to  the  nature  of  email  marketing  and  the  analysis  leading  thereafter,  quantitative  

Page 32: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  31  

data   will   provide   the   most   in-­‐depth   findings,   which   is   why   these   two   research  

approaches  must  be  mixed  to  gain  a  full  perspective  of  the  situation.  

 

3.3  Research  Purpose    

 

Research  purpose  is  not  included  within  the  onion  that  Saunders,  Lewis  and  Thornhill  

(2009)   state,   however   they   outline   elsewhere   that   the  purpose   of   the   research   can  

either   be   exploratory,   explanatory   or   descriptive,   and   defining   the   purpose   of   the  

research  in  this  manner  will  be  important  as  the  researcher  begins  collecting  data.  

 

As  the  main  purpose  of  this  research  is  to  highlight  how  successful  email  marketing  is  

within  Unibox,  a  specific  company  and  not  as  a  marketing  tool  in  general,  the  purpose  

of  this  research  will  be  exploratory.  Robson  (2002)  defines  this  as  a  means  of  finding  

out  ‘what  is  happening;  to  seek  new  insights;  to  ask  questions  and  to  assess  phenomena  

in  a  new  light’.  With  an  exploratory  purpose  the  researcher  can  find  out  exactly  how  

successful   email   marketing   is   for   the   company   in   question,   which   should   uncover  

some  theories  which  challenge  those  already  established  within  marketing,  allowing  

for  people  to  see  this  tool  differently  than  before.    

 

3.4  Research  Strategy    

 

In  an  effort  to  improve  the  validity  of  results,  more  than  one  of  the  strategies  outlined  

in  Saunders,  Lewis  and  Thornhill’s  (2009)  research  onion  will  be  implemented.    

 

Survey,  case  study  and  action  research  strategies  will  be  employed,   in  order  to  gain  

quantitative   and   qualitative   (although   this   will   be   minimal)   data   from   both   the  

sending  company  (Unibox)  and  the  recipients  who  engage  with  the  company’s  email  

marketing.    

 

The  survey  strategy  will  allow  for  the  collection  of  quantitative  data  via  the  form  of  

questionnaires,  case  study  strategy  will  allow  the  researcher  to  focus  on  the  company  

and  gain  employee   insight   into  current  practices,  and  finally  action  research  will  be  

implemented   to   allow   the   researcher   to   collect   extremely   relevant   primary  

Page 33: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  32  

quantitative   data.   This  mixed   strategy   approach  will   result   in   numerous   sources   of  

information  that  should  provide  a  clearer  investigation  into  email  marketing.      

 

3.5  Research  Choice    

 

In   order   to   complement   the   approaches   outlined   above,   the   researcher   will  

implement   a   multi-­‐method   mixed-­‐model   research   approach.   This   will   allow   the  

researcher   to   gain   the   appropriate   data   and   then   combine   ‘quantitative   and  

qualitative   data   collection   techniques   and   analysis   procedures   as   well   as   combining  

quantitative   and   qualitative   approaches   at   other   stages   of   the   research’   (Saunders,  

Lewis   and   Thornhill,   2009).   In   addition   to   this,   the   multi-­‐method   mixed-­‐model  

research  approach  will  allow  the  researcher  to  take  ‘quantitative  data  and  qualitise  it,  

that   is,   convert   it   into   narrative   that   can  be   analysed  qualitatively.   Alternatively,   you  

may  quantities  your  qualitative  data,  converting  it   into  numerical  codes  so  that   it  can  

be  analysed  statistically’  (Saunders,  Lewis  and  Thornhill,  2009).  

 

This  will  allow  the  researcher  to  gain  a  full  understanding  of  current  practices  within  

the  company,  as  well  as  an  understanding  of  how  effective  it  is  currently  perceived  to  

be  by  staff  and  recipients.    

 

3.6  Time  Horizons    

 

The  researcher  will  use  a  cross-­‐sectional  approach  towards  this  research  project.  This  

method  involves  ‘the  study  of  a  particular  phenomenon  (or  phenomena)  at  a  particular  

time   i.e.   a   ‘snapshot’’   (Saunders,   Lewis   and   Thornhill,   2009).   This   is   more   relevant  

than   implementing   a   ‘longitudinal’   (Saunders,   Lewis   and  Thornhill,   2009)   approach  

because   of   the   time   constraints   the   researcher   will   be   placed   under.   However,   a  

further   reason   for   choosing   to   use   a   cross-­‐sectional   approach   is   that   as   the   study  

involves   a   single   company,   certain   developments   in   email   marketing   may   not   be  

implemented   for   some   time   due   to   cost   or   time   it   would   take   to   retrain   staff,  

therefore  studying  the  incremental  changes  within  email  marketing  itself  may  take  a  

significant  period  of  time  to  evaluate.  

 

 

Page 34: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  33  

 

3.7  Research  Techniques  and  Procedures    

 

As  this  research  focuses  on  Unibox  employees,  they  are  the  most  suitable  candidates  

to  choose  as  a  sample.  As  of  February  2013,  Unibox  currently  employ  more  than  40  

people  who  have  an  office-­‐based  role  within  the  company.  Using  employees  outside  

of  office-­‐based  roles  within  the  sample  for  questionnaires  may  be  unrealistic  as  some  

will  have  very  little  to  no  knowledge  about  email  marketing  and  work  in  departments  

that   have   no   involvement   with   marketing   e.g.   factory   supervisors.   Therefore   the  

sample  will  be  chosen  from  within  the  marketing,  accounts,  sales,  design,  admin  and  

purchasing  teams,  who  have  all  received  responses  in  the  past  from  email  marketing  

campaigns.  This  will  allow  the  researcher  to  assess  a  sample  in  which  the  data  will  be  

entirely  relevant,  making   it  easier   to  come  to  conclusions  about   the  effectiveness  of  

email  marketing.    

 

In   addition   to   this,   the   sample  will   be   expanded   externally   for   the   action   research.  

Currently   each   mailshot   Unibox   sends   out   is   sent   to   8,604   contacts,   which   is   a  

database  consisting  of  past  and  existing  customers  as  well  as  prospects.  To  achieve  

the  most   realistic   set  of   results,   each   time  an  email   that   is  being   researched   is   sent  

out,   it  will   be   sent  out   to   the  whole   list   so   that   there  are  no  disproportional  biases  

towards  certain   types  of   recipient.   Ideally   the  size  of   this   sample  would  be  smaller,  

however   the   database   system   that   Unibox   currently   uses   doesn’t   allow   for   a  

proportional   separation  of   the  database,   and   running   this  manually  would   take   too  

much  time.    

 

In   total,   around   30   questionnaires   are   expected   to   be   collected   from   40   in   total,  

allowing  for  25%  of  recipients  not  to  respond.  This  is  a  high  response  rate,  however  

as  the  researcher  remains  in  contact  with  the  company  then  this  should  increase  the  

amount   of   completed   questionnaires.   The   questionnaire   has   been   designed   by   the  

researcher   to   enable   response   from   all   areas   of   the   company,  which  will   allow   for  

further  analysis  between  different  departments  and  how  beneficial  they  believe  email  

marketing  to  be  in  their  specific  job  role.    

 

Page 35: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  34  

Following   this,   an   element   of   action   research   will   be   implemented,   where   the  

researcher  will  specifically  be  involved  in  the  sending  out  of  3  email  campaigns  with  

the   co-­‐operation   of   the   Unibox  marketing   team.   The   topics   of   these   emails  will   be  

defined   by   the   marketing   team   and   be   sent   to   the   entire   database   of   contacts,  

allowing  for  an  equal  number  of  recipients  for  each  email.  These  will  be  sent  out  via  

the  company’s  existing  web  based  email  application,  to  ensure  that  the  deliverability  

is  constant  and  emails  are  sent  via  the  same  server.  

 

3.7.1  Questionnaires      

The  researcher  will  design  ‘internet-­‐mediated’  (Saunders,  Lewis  and  Thornhill,  2009)  

questionnaires  and  send  to  all  recipients  via  Survey  Monkey,  an  online  survey  design  

system.  However  to  increase  the  response  rate,  a  covering  email    (Appendix  G)  will  be  

sent  personally  from  the  researcher  with  a  link  to  the  online  questionnaire,  which  is  

designed   to   illicit   a   personal   connection   between   the   email   and   the   resulting  

completion  of  the  questionnaire.    

 

Using  this  method  will  save  the  researcher  the  time  it  would  take  to  personally  give  

out  a  large  amount  of  questionnaires  and  then  collect  them  when  each  individual  has  

finished,   time  allocated  for  analysis  and  collection  of  results  (as  Survey  Monkey  has  

built   in   analytic   solutions   which   will   allow   the   researcher   to   simply   export   the  

collected   results,   and   further   analyse   these   in   an   excel   spreadsheet)   and   finally  

money   (most   notably   the   cost   of   paper   and  printing).   Roche   and  Allen   (2007)   also  

explain   the   importance   of   good   design,   highlighting   that   ‘A   professionally   designed  

questionnaire  that  is  appealing,  easy  to  read  and  spacious  can  improve  response  rates  

by  up  to  20%’.  This  was  a   further  reason  for  choosing  an  online  delivery  method,  as  

the   appearance   is   easily   editable   and   will   look   much   more   professional   than   if  

produced  in  word  processing  software  and  printed  out.  

 

The   questionnaire   will   be   sent   to,   as   noted   above,   the   marketing,   accounts,   sales,  

design,   admin   and   purchasing   teams.   This   sample   equates   to   around   40   people.  

Ideally  the  questionnaire  would  be  sent  to  more  people,  however  the  relevancy  of  the  

results  gathered  may  suffer  as  a  result  if  the  questionnaire  was  sent  to  all  employees  

of  the  company,  as  many  have  little  to  do  with  marketing  or  the  results  of  marketing  

Page 36: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  35  

on   a   day-­‐to-­‐day   basis.   The   company   employs   over   30   factory   workers   and  

supervisors,   each   with   their   own   individual   company   email   address,   therefore  

sending  the  questionnaire  to  these  employees  who  have  little  to  do  with  the  Unibox  

offices  and  lead  generation  would  be  inappropriate.  

 

Figure   3.2   below   summarises   how   many   questionnaires   will   be   sent   out   to   each  

department:  

 

Department   Questionnaires  sent  in  total  

Marketing   5  

Accounts   3  

Sales   17  

Design   5  

Admin  and  Purchasing   10  

 

 

As  the  researcher  is  involved  with  the  marketing  team,  recipients  of  the  email  may  try  

to  provide  answers  which  do  not  reflect  their  own  personal  opinions,  as  them  deem  

them   to   be   more   socially   acceptable   in   the   workplace.   However,   it   will   be   stated  

within  the  initial  cover  email  that  this  is  not  a  desired  response  and  that  any  response  

given  must  reflect  their  own  personal  opinion.  It  will  also  be  noted  that  this  piece  of  

work   will   be   completely   anonymous,   and   is   not   sent   in   conjunction   with   the  

marketing  team,  as  respondents  may  believe  that  if  they  are  too  critical  of  the  subject  

then  this  may  cause  some  disruption  or  ill-­‐feeling  within  the  workplace.    

 

When  carrying  out  questionnaire  research  the  researcher  may  find  some  limitations  

when   collecting   the   results.   The  most   influential   limitation   of   this   research   is   that  

response  rate  may  be  low.  This  is  heightened  when  the  questionnaire  is  not  given  out  

personally   to   all   respondents   in   physical   form,   however   as   the   email   containing  

information   will   be   sent   to   all   recipients   when   the   researcher   is   within   Unibox’s  

offices,  this  email  can  be  backed  up  by  verbal  communication  outlining  the  purpose  of  

the   questionnaire   and   the   significance   of   its   completion.   However,   the   researcher  

expects   that   there   will   be   an   amount   of   questionnaires   not   completed,   but   has  

allowed  for  three  quarters  of  these  (30  in  total)  to  be  completed.    

Figure  3.2  :  Questionnaire  Summary  

Page 37: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  36  

 

A   further   limitation   would   be   the   possibility   of   the   researcher/designer   and   the  

recipient   seeing   different   emails,   as   Saunders,   Lewis   and   Thornhill   (2009)   outline:  

‘Although   the   covering   email   and   good   design   will   help   to   ensure   a   high   level   of  

response,   it  must   be   remembered   that,   unlike   paper   questionnaires,   the   designer   and  

respondent  may  see  different  images  displayed  on  their  monitors.  Alternative  computer  

operating   systems,   Internet   browsers   and   display   screens   can   all   result   in   the   image  

being  displayed  differently’.      

 

The   questionnaire   will   be   sent   with   the   permission   of   both  Managing   Directors   of  

Unibox,  at  an  arranged  time  with  the  Managing  Directors  and  Marketing  Manager  to  

minimize  disruption  of  work  and  to  increase  chances  of  completion.  

 

3.7.2  Action  Research      

The  researcher  has  chosen  to  carry  out  action  research,  to  allow  the  investigation  into  

how   effectively   email   marketing   truly   is   for   a   company   currently   operating   and  

successfully  trading.  McKenzie,  Powell  and  Usher  (1997)  define  the  process  of  action  

research  as  ‘researchers  test  and  refine  principles,  tools,  techniques  and  methodologies  

to  address  real  world  problems’.  It  will  offer  the  researcher  the  opportunity  to  see  the  

advantages  first  hand  and  collect  data  which  will  enable  the  triangulation  of  results,  

providing   a  much  more   reliable   set   of   data  which   the   researcher   can   analyse.   The  

research  will   adopt   an   adaptation   of   the   ‘Participant   as   observer’   (Saunders,   Lewis  

and   Thornhill,   2009)   role,   where   it   is   outlined   that   ‘both   you   and   the   subjects   are  

aware  of   the   fact   that   it   is   a   fieldwork   relationship’   (Saunders,   Lewis   and   Thornhill,  

2009).  This  role  will  allow  the  researcher  to  gain  the  trust  of   the  company,  but  will  

take   this  role  one  step   further   in  actually  carrying  out  some  of   the  email  marketing  

activities  to  fully  understand  its  use  and  immediate  results.  

 

Calhoun  (2009)  states  that  the  researcher  needs  to  ‘carefully  collect  data  to  diagnose  

problems,   search   for   solutions,   take   action   on   promising   possibilities,   and   monitor  

whether   and   how   well   the   action   worked.   The   cycle   can   repeat   itself   many   times,  

focusing  on  the  same  problem  or  another’.  The  researcher  will  send  out  three  emails  of  

a  similar  nature  in  accordance  with  what  Calhoun  (2009)  states  above,  however  due  

Page 38: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  37  

to   time   constraints   the   researcher   cannot   fully   comply   with   what   Calhoun   (2009)  

outlines.  

 

Email   marketing   is   currently   used   within   part   of   Unibox’s   extensive   marketing  

strategy,  and  is  planned  for  months  ahead  of  the  scheduled  sending  date.  As  Unibox  

send  out   email  marketing  messages   so   frequently,   this  will   allow   the   researcher   to  

work   with   the   marketing   department   to   collect   results   from   three   separate  

campaigns,  to  ensure  a  fair  reflection  on  email  marketing  as  a  whole.  The  researcher  

could  carry  out  this  research  on  a  single  date,  however  the  subject  of   the  email  will  

appeal  to  different  amounts  of  the  Unibox  database,  leading  to  data  that  is  unusually  

varied.  Allowing  for  the  collection  of  three  sets  of  results  will  provide  the  researcher  

with   enough   information   to   obtain   an   average,   gaining   a   snapshot   of   the  

successfulness  at  one  point  in  time.      

 

In   an   attempt   to   further   consolidate   the   information   that   will   be   collected   by   the  

researcher,  each  element  of   the  action  research  will  be  sent   to   the  same  number  of  

recipients.   Unibox’s   database   currently   contains   8604   entries,   each   of   which   will  

receive  an  email  once  the  research  has  begun.    

 

The   emails   will   be   sent   out   via   an   online   email   marketing   software   system.   This  

automates   the   process   of   sending   the   emails   out   to   the   entire   Unibox   database,   in  

addition  to  having  the  capacity  to  analyse  all  of  the  collected  data  within  the  Unibox  

account  page  on   the  website,   saving   the   researcher   a   considerable   amount   of   time.  

The   researcher   will   have   access   to   the   same   designer   that   has   designed   email  

campaigns  for  Unibox  over  the  previous  two  years,  allowing  for  a  consistent  message  

to  be  displayed  to  the  recipients  that  will  prevent  any  varied  reactions  to  the  content  

once  the  email  has  been  opened.    

 

A  key  limitation  in  using  action  research  is  that  the  results  of  the  emails  sent  out  will  

have  a  direct  effect  on  the  performance  of  Unibox.  This  may  be  a  positive  response,  as  

the  emails  may  encourage  potential  sales  to  contact  the  company,  although  there  may  

also   be   negative   effects,   most   notably   people   unsubscribing   from   the   mailing   list.  

However,  as  the  emails  being  sent  out  were  planned  with  the  Marketing  manager  and  

Page 39: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  38  

have  been  designed  by  the  same  designer,  this  impact  would  be  expected  anyway  and  

would  not  be  heightened  as  a  result  of  this  research.  

 

A   further   disadvantage   outlined   by   Anderson   (2004)   is   that   ‘The   action   research  

methodology  requires  continuous  involvement  in  planning,  taking  action,  observing  the  

effects  and  reflecting’.  As  the  process  of  creating  an  email  and  sending  this  to  a  large  

number  of  people   is  relatively  quick,   this   limitation  should  not  present   itself  within  

this  research  study.  

 

3.8  Research  Ethics  

 

The   researcher   has   completed   an   ethics   checklist   (Appendix   I)   and   provided   the  

university   as   well   as   supervising   tutors   with   a   copy.   This   is   in   compliance   with  

Manchester  Metropolitan  University  submission  guidelines.  

 

As  outlined  above,  one  of   the  most   important  aspects  of  participants   responding   to  

the  named  methods  of  data  collection  is  confidentiality.  However  this  isn’t  because  of  

confidentiality  reasons,  it  is  to  ensure  that  responses  are  entirely  personal  and  have  

not  been  biased  towards  the  perceived  response  they  expect  the  researcher  wants.  To  

ensure   that   participants   of   questionnaires   fully   understand   the   reasoning   behind  

their   involvement,   a   cover   email   will   be   compiled   with   all   available   information  

detailing  why  they  have  been  chosen  and  the  importance  of  their  participation  for  the  

researcher.  

   

Page 40: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  39  

4.  Findings  and  Analysis  

 

4.0  Introduction  

 

This   chapter  will  present   the   findings  and  analysis  of   the  primary  data   collected   to  

allow   for   a   detailed   discussion   into   the   research   objectives.   This   will   involve  

quantitative   data   from  questionnaires   and   action   research,   and   information  will   be  

provided  in  the  form  of  graphs.  

 

Both   elements   of   quantitative   data   were   collected   electronically,   via   an   online  

questionnaire  system  Survey  Monkey,  and  a  web  based  email  application.  

 

4.1  Questionnaires  

 

Questionnaires   were   sent   to   the   marketing,   accounts,   sales,   design,   admin   and  

purchasing   teams   which   includes   recipients   at   Director,   management   and   non-­‐

management   levels.   Appendices   A   to   C   show   an   on-­‐screen   example   of   what   the  

recipients  will  have  received,  however  as  mentioned  within  the  methodology  chapter,  

this  view  may  have  been  different  for  recipients  depending  on  what  size  their  screen  

is  and  what  operating  system  they  are  running  on.    

   

4.1.1  The  Success  of  Email  

Marketing  

 

Questions   1   -­‐   4   focus   on   how  

successful   Unibox   employees  

believe   email   marketing   to   be.  

Figure   4.1   to   the   right   is  

question   1,   which   shows   that  

all   of   the   employees   that  

responded   believe   email  

marketing   has   an   impact   upon  

how  well  the  company  performs.    

 

Figure  4.1  –  Source:  Primary  Data  Collection  

Page 41: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  40  

It  would   appear   that   current   practices   of   email  marketing   are  working  well,   as   the  

most   common   answer  was   that   email  marketing   had   contributed   to   the   success   of  

marketing   and   Unibox   as   a   whole,   which   shows   that   its   increase   in   adoption   has  

resulted   in   it   being   accepted   as   a   successful   marketing   tool   across   many   different  

departments,  but  also  contradicts  what  Tsai  (2009)  and  McLuhan  (2007)  state,  as  this  

suggests  email  marketing  is  successful  as  a  standalone  tool.  

 

However,   12.9%   of  

employees   still   believe   that  

email  marketing  only  slightly  

contributes   to   the   success   of  

Unibox,   which   shows   that  

email  marketing  may  still  not  

be   benefitting   every  

department   within   the  

company,  and  only  focuses  on  

sales   and   lead   generation  

which   agrees   with   what  

McKay,   Musico   and   Tsai  

(2009)  state.    

 

Figure   4.2   shows   the   funnel  

of  question  1,  which  required  

respondents  to  go  into  more  detail  about  why  they  had  chosen  their  initial  answer.  

 

Interestingly,   increasing   awareness   received   the   largest   percentage   of   all   of   the  

answers.  However,   as   emails   are   currently  only   sent   to  people  who  have  had   some  

direct   involvement   with   Unibox,   either   an   enquiry,   purchase   or   requested  

information,  this  means  that  of  the  people  who  receive  the  email  there  must  be  a  high  

percentage   who   share   the   information   with   colleagues   or   friends   who   work   with  

other   companies,   as   this   would   be   the   only   significant   way   of   increasing   the  

awareness  of  Unibox  as  a  whole,  which  Arnold  (2011)  identifies  within  the  literature  

review.  

 

 Figure  4.2  –  Source:  Primary  Data  Collection  

Page 42: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  41  

86.67%  of  employees   in  question  1  believe  that  email  marketing  has  contributed  to  

the   success   of   Unibox,   however   only   10%   feel   that   email   marketing   has   made   a  

contribution  to  increased  sales  figures.  This  may  not  be  the  fault  of  email  marketing  

alone,  as  enquiries  may  be  generated  without  sales  staff  asking  where   the  potential  

customer   had   heard   of   Unibox   meaning   the   success   of   email   marketing   isn’t  

accounted  for  and  employees  may  believe  that  these  enquiries  are  as  a  result  of  other  

marketing  endeavours,  which   lends   itself   to  what  Tsai   (2009)  and  McLuhan  (2007)  

argue.    

 

Although  there  are  only  10%  of  people  who  believed  email  marketing  increased  sales,  

it   is   important  to  remember  that  selecting  this  option  meant  the  employee  believed  

email   marketing   increased   sales   figures   alone.   36.67%   of   employees   outline   that  

email  marketing  contributes  to  sales,  awareness  as  well  as  increasing  the  value  of  the  

Unibox  brand  as  a  whole,  contradicting  what  McLuhan  (2007)  states  earlier.    

 

Question   3   was   designed   to   explore   why   employees   had   responded   with   ‘No’,   the  

question  1,  however  there  were  no  instances  of  this  therefore  the  question  has  been  

omitted  from  analysis.  

 

 4.1.2  Targeting  and  usage  

 

Questions   4   and   5   were  

designed  to  investigate  into  the  

use   of   email   marketing,   and  

whether   employees   felt   that  

the  email  marketing  strategy  of  

Unibox  was   currently   effective  

in   targeting  a  specific  sector  of  

Unibox’s  market.    

 

It   appears   in   figure   4.3   that  

employees   believe   Unibox’s  

email   marketing   is   only  

relevant   to   the   audience   and  

 Figure  4.3  –  Source:  Primary  Data  Collection    

Page 43: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  42  

increases  sales  ‘frequently’.  This  identifies  that  there  could  be  an  improvement  in  the  

targeting  of  email   campaigns,  as  employees  believe   that   sometimes  people  who  are  

on  the  database  receive  emails  when  they  have  no  relevance  to  them  or  their  line  of  

business.   This   could   result   in   a   higher   level   of   people   unsubscribing   from   future  

emails,  meaning  a  possible  loss  of  revenue  from  fewer  generated  enquiries.  Therefore  

although  Unibox   are   complying  with   the   Information  Commissioners  Office   (2012),  

they  may  be  losing  the  quality  leads  that  Mullen  &  Daniels  (2009)  refer  to.  

 

Figure  4.3  also  however  displays  more  positive  information  in  agreement  with  what  

was  revealed  in  question  two.  Employees  believe  that  email  marketing  has  an  effect  

upon  sales  figures  and  not  just  awareness  alone.  Although  this  could  be  improved  by  

targeting  email  campaigns  more  effectively,  Unibox  may  not  have  the  budget  to  carry  

this   out   as   it  would   require   storing   lots   of   information  within   the   email  marketing  

software  system  itself,  so  generating  the  current  amount  of  enquiries  may  be  effective  

enough   for  Unibox  compared  

to   the   spend   required   to  

increase  this.  

 

This   figure,   compared   to   the  

data   of   the   previous   two  

questions,   outlines   that  

employees   are   happy   with  

the  usage  of  email  marketing  

and   believe   that   it   is  

generating   enough   enquiries  

to   be   worthwhile   planning  

for.  It  is  interesting  however,  that  only  16.13%  of  employees  believe  that  more  emails  

could  be  sent  out.    This  may  therefore  mean  that  there  are  only  certain  departments  

of   the   business   that   feel   the   need   for   an   increase,   most   likely   the   marketing  

department   as   they   have   seen   positive   results   from   its   implementation.   Almost  

double   the   amount   of   employees   believed   that   email   campaigns   are   going   out   too  

frequently,  which  may  be  a   true   representation  of  people  who  are   receiving  emails  

that   aren’t   entirely   relevant   to   their   line   of   work   (e.g.   many   emails   being   sent  

promoting   a   particular   product   and   significantly   fewer   being   sent   for   another).  

 Figure  4.4  –  Source:  Primary  Data  Collection  

Page 44: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  43  

Unibox   may   benefit   from   adopting   Chaffey   (2007)   and   Mullen   &   Daniels   (2009)  

points,  creating  many  types  of  email  seen  to  benefit  the  whole  company  rather  than  

simply  increase  sales.  

 

4.1.3  Social  Media  Integration  

 

Integration   of   social  media  within  

email   marketing   was   also  

investigated.    

 

Made   clear   from   the   response   to  

the   initial   question   in   figure   4.5,  

83.33%   of   employees   believe   that  

email   marketing   should   be  

integrated.   However   despite   this  

large  percentage  in  favour  of  email  

marketing   integration,   a   small  

number   of   employees   still   believe  

that   the   two   channels   should   not  

be   integrated,   in   agreement   with  

52%   of   companies   identified   by  

Econsultancy  (2012).  

 

However,   the   reasons   behind   this  

are   made   more   obvious   once   the  

employees   who   had   chosen   this  

option   completed   the   funnel  

question.   As   seen   in   figure   4.6,  

40%   of   the   employees   who   felt  

email  marketing   and   social  media  

should   not   be   integrated   decided  

to  include  a  descriptive  answer.    

 

 

 

Figure  4.5  –  Source:  Primary  Data  Collection    

Figure  4.6  –  Source:  Primary  Data  Collection    

Page 45: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  44  

Both  of   the  responses  given  raise  concerns  about   the  use  of  social  media  at  all,  and  

whether  Unibox’s  markets  have  a   real  need   for   the  company   to  have  a  presence  on  

social  media,  even  though  Brown  (2012)  discovered  over  75%  of  companies  are  on  

Facebook   and   Twitter.     This   may   be   an   accurate   view   of   the   market,   however   as  

Unibox   are   primarily   a   manufacturer   and  many   of   the   clients   Unibox   supplies   are  

companies  which  then  complete  the  job  for  the  end-­‐user.  This  means  Unibox  may  not  

have  enough  content   regarding  projects  due   to  privacy  agreements   to  keep  a  social  

media   page   interesting   and   up   to  

date,   which   could   damage   the  

brand.      

 

However,   as   seen   in   figure  4.7,   the  

majority   of   employees   felt   that   it  

was   appropriate   for   Unibox   to  

integrate   social   media,   with   44%  

explaining  that  they  feel  integration  

allows   for   greater   conversion   and  

consistency  of  marketing  messages.  

This  shows  that  the  employees  who  

are   dealing   with   customers   every  

day   in   the   sales,   accounts,   admin   and   purchasing   departments   have   identified   that  

there   is  a  demand     for  social  media  and  that   it  can  be  used  effectively   to  help   them  

direct   their   leads   and   current   customers   to   content   they   might   be   interested   in  

without   having   to   sign   up   on   the  

website   or   having   to   download  

images   from   an   email,   which  

further   reiterates  Tsai   (2009)   and  

McLuhan’s  (2007)  argument  about  

using  email  as  a  standalone  tool.  

 

4.1.4  The  design  of  emails  

 

The   final   section   of   the  

questionnaire   was   a   single  

 Figure  4.7  –  Source:  Primary  Data  Collection    

 Figure  4.8  –  Source:  Primary  Data  Collection    

Page 46: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  45  

question,   which   aimed   to   gain   information   on   how   important   Unibox   employees  

believe   the   design   of   emails   to   be.   As   highlighted   by   Chaffey   (2007)   within   the  

literature  review,   the  development  of  web  based  email  applications  has  allowed   for  

many  companies  to  create  HTML  email  campaigns  which  can  include  separate  images  

perfect   for  directing  customers  to  various  sections  of  their  website  or  other  various  

online  links.    

 

As   Chaffey   (2007)   highlighted,   figure   4.8   clearly   shows   that   the   design   and  

appearance  of  emails  impact  upon  how  successful  they  are.  As  many  of  the  employees  

are  not  involved  with  the  marketing  department,  this  shows  that  they  believe  clients  

need  to  see  images  of  what  Unibox  offers  rather  than  simply  telling  them  about  it,  as  

people  outside  of  the  business  will  be  much  less  aware  of  the  capabilities  of  Unibox.  

Adding   images   and   creating  more   visually   pleasing   email   campaigns   therefore  will  

have  a  direct  impact  on  how  successful  the  campaigns  are.  

 

4.2  Action  Research  

 

This   section   of   research  was   collected   by   sending   three  Unibox   branded  mailshots,  

which  were   all   based   on   different   products   to   accurately   show   the   effectiveness   of  

Unibox  email  campaigns.    

 

Appendices   D   to   F   show   the  

design   and   topic   of   each   of  

these   mailshots,   however   as  

stated   for   questionnaires  

above,   the  appearance  of   these  

may  be  different  depending  on  

the   recipients   screen   size   and  

operating   system.   The  

recipients  of  all  three  mailshots  

will   be   the   same,   and   range  

from   company   directors   to  

administration  staff.    

 

 Blue:  Emails  Sent  Red:  Emails  Delivered  Figure  4.9  –  Source:  Primary  Data  Collection      

Page 47: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  46  

4.2.1  Email  Deliverability  

 

What  is  made  clear  from  the  data  in  figure  4.9,  which  compares  the  amount  of  emails  

send  and  the  amount  of  emails  delivered,  is  that  what  Tsai  (2009)  outlined  within  the  

literature  review  is  accurate  as  many  emails  fail  to  get  through  to  the  recipients  as  a  

result  of  problems  within   the   ISP's  own  systems  or   the  email  addresses  being  used  

are   no   longer   in   use.   This   is   a   problem   for   small   companies   such   as   Unibox,   as  

companies   pay   per   email   sent,   not   per   email   delivered,   therefore   budget   is   being  

wasted  on  prospects  or  existing  customers  who  will  not  see  the  email  campaign.  Also  

there   is  no   level  of  consistency  

in   this   figure   of   undelivered  

emails,   as   the   number   of  

undelivered   mail   is  

significantly  higher   in  mailshot  

1.    

 

As  demonstrated  in  figure  4.10,  

there   are   also   inconsistencies  

within   the   email   campaigns  

regarding  bounce  rate.    

 

The  amount  of  emails  bounced  was  significantly  higher  in  the  first  mailshot  sent,  with  

the  second  two  mailshots  both  averaging  around  the  same.  As  the  bounce  rates  varied  

so  much,   this  may   suggest   that   an   exploration   into   the  Unibox   database   is   needed,  

with  all  emails  being  personally  validated.    

 

Although  the  amount  of  bounced  emails  may  be  seen  to  be  negative,  the  positive  that  

can  be  drawn   from   this   is   that   the  amount  of  bounced  emails   and  emails  delivered  

both  equal  the  amount  sent,  therefore  there  are  no  emails  being  listed  as  SPAM  and  

Unibox   is   avoiding   the   danger   of   being   ‘blacklisted’,   identified   by   Keller   (2011).  

However  as  Unibox  emails  contain  many  images  (Appendices  D  to  F)  this  may  be  the  

reason   for   so  many   bounces,   as   identified   by  McLuhan   (2007)   and   Chaffey  &  Ellis-­‐

Chadwick  (2012).    

   

 Blue:  Emails  Sent  Red:  Emails  Bounced  Figure  4.10  –  Source:  Primary  Data  Collection      

Page 48: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  47  

4.2.2  Email  Engagement  

 

The   pattern   outlined   in   the  

previous   section   regarding  

inconsistencies   between  

mailshot  1  and  mailshots  2  and  

3   are   again   apparent   within  

email   engagement.  Mailshots  2  

and   3   performed   significantly  

better   in   terms   of   both   opens  

and   views   in   total,   as  

demonstrated  in  figure  4.11.  

 

On   average   28.36%   of   emails   are   opened   by   the   intended   recipients.   However   the  

most   interesting   statistic   from   figure   4.11   is   that  many   recipients   are   opening   the  

emails  more  than  once.    

 

In  all  mailshots  the  'views'  category  is  at  least  double  that  of  the  unique  opens,  which  

means   Unibox  must   be   targeting   and   timing   their   emails   effectively,   in   addition   to  

creating   content   that   is   raising   awareness  within   customers   and   clients.   The   email  

marketing  software   that  Unibox  uses  doesn't  allow  you  to  see  what   time  of   the  day  

the  emails  were  opened,  however   if   the  emails  have  been  opened  at  different   times  

throughout   the   day   (as   well   as   sent   at   ‘asynchronous’   (Mullen   &   Daniels,   2009)  

times),  or  even  on  days  following  when  it  was  sent,  the  awareness  of  Unibox  products  

must  be  increased  as  a  result  as  the  recipients  have  remembered  Unibox  may  be  able  

to  provide  something  they  need  and  have  actively  searched  for  this  information.  

 

However,  these  figures  may  be  less  positive  than  they  seem,  as  one  person  may  have  

opened  the  email  many  times  to  show  different  people  within  an  organisation  e.g.   if  

they   are   contemplating   making   an   enquiry   which   is   related   to   the   sent   email   and  

different   departments   have   to   see   the   product.   Although   this   is   still   a   positive  

reaction,   it   detracts   from   the   thought   that   the   increase   in   views   were   spread   out  

equally  over  the  majority  of  unique  opens.    

 Blue:  Emails  Sent  Red:  Unique  Number  of  opens  Green:  Total  Number  of  opens  Figure  4.11  –  Source:  Primary  Data  Collection      

Page 49: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  48  

 

Similar   to  what  was   seen  within  

figure   4.11   above,   figure   4.12  

reinforces   the   suggestion   of   a  

raising   in   awareness.   As   link  

clicks  in  total  are  far  higher  than  

unique   user   clickthroughs,   this  

suggests   that   people   are  

returning   to   the   email   on   more  

than   one   occasion   and   then  

clicking   one   of   the   links   within  

the   email,   which   will   either   take  

them   through   to   the   Unibox  website,   a   specific   landing   page   or  will   allow   them   to  

email  a  specific  sales  person.    

 

Figure   4.13   (showing  

averages   for   all   three  

emails)   shows   that   the  

majority   of   people  

clicking   on   the   emails   as  

demonstrated   in   figure  

4.12,   have   responded   to  

links   within   the   body   of  

the   email.   This   suggests  

that   people   are   reading  

the   copy   rather   than  

quickly   scanning   the  

email  for  pictures  of  things  they  may  be  interested  in,  which  highlights  the  need  for  

obvious  calls-­‐to-­‐action  that  will  capture  as  many  recipients  as  possible  and  send  them  

to   the  website,   and   also   reinforces  what   Bird   (2007)   states,   that   emails  which   are  

interesting  out-­‐perform  eye-­‐catching  ones.    

 

As  shown  in   figure  4.13  the  email  campaigns  are  driving  traffic   to   the  website.  This  

means   that   the   email   campaigns   are   working   effectively   in   getting   potential  

 

 

Blue:  Unique  User  clicks  Red:  Total  Number  of  clicks  Figure  4.12  –  Source:  Primary  Data  Collection    

Blue:  Unique  clicks  Red:  Total  Number  of  clicks  Figure  4.13  –  Source:  Primary  Data  Collection    

Page 50: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  49  

customers  to  the  website,  but  unless  the  website  works  effectively  and  engages  them  

then  many  potential  customers  may  be  lost  at  this  stage.    

 

Therefore  these  figures  are  much  more  important  than  simply  opening  the  email,  as  

they  suggest  direct  involvement  with  the  company  and  interest  in  the  products  they  

provide.    It  is  then  the  responsibility  of  other  marketing  tools  e.g.  the  website  landing  

page   the   user   has   been   directed   to,   to   fully   convert   the   email   recipient   into   a   sale,  

which  reinforces  what  Tsai  (2009)  and  McLuhan  (2007)  state,  that  email  marketing  is  

best  used  with  other  tools.  

 

A  more  important  form  of  engagement  is  a  direct  reply  to  the  email,  or  clicking  on  a  

link   that   is   an   email   address   and   allows   the   recipient   to   contact   the   sales   person  

directly.  Over  all  three  mailshots  sent  out,  there  were  only  2  direct  replies  registered  

which  came  from  the  first  and  third  mailshot.  

 

The  email  marketing  software  Unibox  uses   forwards  on  any  replies   to  a  predefined  

Unibox  email  address  (which  is  usually  a  member  of  the  marketing  team  so  they  can  

register   a   response   came   from   the   email),   however   what   the   system   cannot   do   is  

predict   any  enquiries   that  have   come   in   as   a   result   of  people   seeing   the  email,   and  

rather  than  clicking  on  one  of  the  provided  email  links  within  the  email  itself,  typing  

in  the  address  in  their  own  email  software  program  and  bypassing  the  system,  which  

disagrees  with  what  Anderson  (2013)  states,  as  email  marketing  is  not  as  measurable  

or  targetable  as  he  believes.    

 

As  highlighted  above,  user  engagement  comes  in  different  forms  all  of  which  can  be  

effective  for  the  company.  However,  recipients  can  also  choose  to  never  engage  with  

the   company   again   (at   least   in   terms   of   email   engagement)   by   unsubscribing   from  

future  campaigns.  

 

Although  the  first  mailshot  sent  out  was  delivered  to  less  people  than  the  other  two  

mailshots,   its   unsubscribe   rate  was   lower   than   the  other   two  which  were   sent   out.  

This   highlights   that   although   the   email   delivery   rate   was   poor,   the   people   that  

received  the  message  were  relevant  and  felt  the  message  may  be  of  benefit  to  them.    

   

Page 51: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  50  

5.  Conclusion  

 

5.0  Introduction  

 

This   study  has   revealed   several  key   findings   regarding   the  use  and   results  of   email  

marketing,   as   well   as   the   implementation   of   this   and   how   in   the   future   email  

marketing  could  be  improved.  As  discovered  during  the  review  of  existing  academic  

literature,   the   development   of   email   marketing   is   moving   extremely   quickly   and  

therefore  this  study  has  only  provided  a  snapshot  of  practices  being  implemented  by  

Unibox  at  the  current  moment  in  time.  This  is  a  specific  study  into  a  single  company  

and  conclusions  made  will  apply  solely  to  Unibox  and  cannot  be  generalised.  

 

The  researcher  will  conclude  this  study  by  answering  the  research  objectives  outlined  

within  the  Introduction.  

 

5.1  Objective  1    

 

• To   identify   the   strengths   and   weaknesses   of   email   marketing   in   relation   to  

practices  currently  implemented  by  Unibox.  

 

One   of   the   most   significant   findings   when   carrying   out   the   research   was   that   the  

development   of   web-­‐based   email   applications   has   contributed   extensively   to   the  

widespread   adoption   of   email   marketing.   Unibox   recently   began   sending   email  

campaigns  using   this  method  and  have  been  provided  with  measurable  results   that  

can  be  analysed  and  bettered.    

 

Unibox’s  use  of  a  web  based  email  application  has  allowed  for  measurable  results  that  

can   be   correlated   towards   sales   enquiries.  However,   current   systems   are   flawed   in  

accounting   for  all  enquiries  generated,  but   this  may  be  a  problem  throughout  email  

marketing  itself  and  not  Unibox’s  system  alone.  

 

Once   investigated,   however,   it   is   clear   to   see   that   limitations   of   email   marketing  

outlined  by  industry  experts  and  key  theorists  apply  to  Unibox  very  significantly.  Tsai  

(2009)   outlines   that   delivery   is   one   of   most   important   areas   of   effective   email  

Page 52: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  51  

messaging,   however   as   identified   in   Figure   4.9,   Unibox’s   delivery   is   extremely  

unreliable.    

 

In  addition  to  this,  as  shown  in  appendices  D  to  F,  Unibox  emails  are  sent  with  a  high  

number   of   images   embedded.   This   is   affecting   the   email   delivery   rates   and   is  

therefore   making   Unibox’s   email   marketing   less   efficient,   as   McLuhan   (2007)   and  

Chaffey  &  Ellis-­‐Chadwick  (2012)  identified  within  the  literature  review.  

 

Action  research  was  incredibly  important  in  assessing  Unibox’s  current  practices  and  

allowed  for  the  strengths  and  weaknesses  outlined  via  the  questionnaires  to  be  fully  

supported.   Ideally   the   researcher   would   have   investigated   further   into   the   sales  

emails   received   that   were   not   traceable   to   any   marketing   endeavour   to   try   and  

correlate  these  emails  with  email  campaigns  that  had  recently  gone  out.  However  as  

the   Unibox   sales   team   receive   hundreds   of   emails   a   day   this   objective  would   have  

been  impossible  to  complete  within  the  allotted  time  period.  

 

The   investigation   into   the   strengths   and   weaknesses   of   email   marketing   provided  

information  on  improvements  that  can  be  made  in  many  areas  of  the  business,  most  

notably   database   cleansing   and   integration   of   systems.   However   the   research   also  

made  it  very  clear  that  the  practices  currently  being  used  are  sufficient  enough  for  a  

relatively  small  company  to  make  significant  returns  on  investment.  

 

5.2  Objective  2  

 

• To   investigate   how   successful   the   sales,   accounts   and  marketing   teams  within  

Unibox  currently  perceive  email  marketing  to  be.  

 

From  the  research  gathered   in  Chapter  4   the  majority  of  Unibox  employees  believe  

that  email  marketing   is  a  worthwhile.  However,   this  majority  was  split  when  asked  

about  the  ways  in  which  they  deem  it  to  be  successful,  with  it  being  established  that  a  

small  majority  of  people  believe  that  email  marketing  is  only  successful  in  raising  the  

awareness   of   Unibox,   and   not   actually   contributing   towards   sales.   This   was  

something   identified   throughout   the   literature   review,   with   Tsai   (2009),   McLuhan  

(2007)   and   Chaffey   (2007)   all   arguing   that   email   marketing   is   not   suitable   as   a  

Page 53: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  52  

standalone  marketing   tool.  To   some  extent   the  Unibox  employees   agreed  with   this,  

with   a   large   majority   stating   they   expected   email   marketing   to   be   integrated   into  

social  media.  Therefore  from  the  research  gathered  it  seems  apparent  that  although  

the  Unibox  employees  believe  email  marketing  is  successful,  they  also  believe  that  it  

should   be   integrated   into   other   marketing   tools   and   question   the   results   of   email  

marketing  as  a  standalone  tool.    

 

The  researcher  attempted  to  answer  this  objective  using  questionnaires  as  a  research  

method.   Response   rates  were   relatively   high   as   the   questionnaire   being   completed  

involved   the   company   the   employees   work   for,   however   the   researcher   may   have  

attained  a  higher  rate  of  response  if  the  questionnaires  were  given  out  physically  to  

the   employees   rather   than  distributed   electronically.   This  would   also   have   allowed  

for   the   separation  of   results  according   to  department,   as   sending   the  questionnaire  

out  electronically  provided  the  researcher  with  anonymous  answers  that  could  not  be  

separated  and  analysed  further.  

 

More   extensive   research   may   be   collected   if   the   researcher   had   time   to   carry   out  

interviews   with   a   sample   of   Unibox   employees,   which   would   allow   for   qualitative  

data  to  be  collected  in  addition  to  quantitative.  This  would  provide  more  information  

on   exact   areas   where   employees   feel   there   is   room   for   improvement   as   well   as  

allowing  for  comparisons  between  the  different  areas  of  the  business.  

 

5.3  Objective  3  

 

• To  evaluate  the  implementation  and  results  of  email  marketing  to  discover  how  

successful  email  marketing  is  in  generating  sales  and  awareness.    

 

Tsai,   McLuhan   and   Chaffey   (2009)   argue   within   the   literature   review   that   email  

marketing  should  not  be  used  as  a  standalone  tool  and  it  is  most  effective  in  terms  of  

generating  awareness.  The  questionnaires  collected  as  part  of  this  research  back  up  

this   statement,   as   the  majority   of   Unibox   employees   believe   that   awareness   is   the  

main   area   of   success   regarding   email   marketing,   however   this   was   only   a   small  

majority   as   a   significant   amount   of   employees   believe   that   email   marketing   also  

contributes   to   sales.   The   case   may   be   that   email   marketing   does   lead   to   sales  

Page 54: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  53  

enquiries   and   eventual   sales,   but   as   the   customer   goes   through   so   many   other  

channels  before  the  purchase  is  made  e.g.  visiting  the  website,  speaking  to  sales  staff,  

visiting  Unibox  and  then  eventually  placing  an  order,  results  may  be  distorted  and  the  

origin  of  the  enquiry  may  be  lost.    

 

The  action  research  undertaken  by  the  researcher  suggests  that  this  may  be  the  case,  

as  there  is  a  high  percentage  of  people  visiting  the  website  and  coming  in  contact  with  

Unibox  many  times  as  a  result  of  email  marketing  (thereby  raising  the  awareness  of  

the  company,  albeit  only  possibly  in  the  short  term)  but  a  very  little  amount  of  direct  

replies  being  registered  through  the  email  application.    

 

Research  also  suggests  that  the  design  of  Unibox’s  emails  is  significant,  and  as  a  result  

of   the   development   in  web   based   email   applications,   Unibox   send   out   emails   with  

large  graphic  content   to  entice  recipients   to  click.  Ryan  &   Jones   (2012)  believe   that  

this   will   allow   for   greater   success,   but   many   authors   including   Bird   (2007)   and  

Chaffey  &  Ellis-­‐Chadwick  (2012)  challenge  this  point.  As  the  amount  of  emails  being  

sent  from  Unibox  is  relatively  small  compared  to  multinational  companies  that  send  

out  significantly  more  emails  per  campaign  than  Unibox,  in  addition  to  the  majority  of  

products   being   offered   by  Unibox   needing   to   be   seen   by   recipients   before   they   act  

upon  an  email,  generalisations  made  about  large  companies  may  not  apply  to  Unibox.    

 

Therefore   this   objective   has   only   been   partly   completed,   and   to   gain   a   full   view   of  

how  successful  email  marketing   is   for  Unibox  much  more  extensive  research  would  

have   to   be   undertaken,   including   contacting   many   past   customers   to   establish  

whether  an  email  they  received  lead  them  to  making  a  purchase.  However  it  is  clear  

to  see  from  the  research  undertaken  that  email  marketing  provides  online  awareness,  

which  offline  methods   and   even   some  other  digital  methods  of  marketing  does  not  

provide.  However  the  problem  with  this  is  that  email  marketing  relies  on  other  areas  

of  marketing  as  well  as  the  sales  team  to  provide  email  addresses,  and  as  more  people  

are  becoming  frustrated  with  the  amount  of  emails  received  per  day,  these  are  hard  

to  come  by  in  addition  to  Unibox  not  having  the  ability  to  register  all  leads  generated  

from  email  marketing.  

 

 

Page 55: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  54  

5.4  Recommendations  

 

5.4.1  Use  of  Customer  Relationship  Management  system.  

 

As  highlighted  within   the   findings  and  analysis  section  of   this  study,   it   is   incredibly  

difficult  to  determine  whether  enquiries  that  come  in  to  the  sales  team  are  as  a  result  

of   email   marketing   or   they   have   decided   to   contact   Unibox   as   a   result   of   general  

awareness  and  other  marketing  tools  being  utilised.    

 

Therefore  if  Unibox  were  to  implement  a  Customer  Relationship  Management  system,  

a  much  more  informative  view  could  be  gained  into  how  customers  contact  Unibox,  

and  if  any  of  the  marketing  tools  implemented  have  encouraged  a  direct  enquiry.    

 

Many   web-­‐based   email   software   systems   allow   integration   into   some   of   the   most  

common   CRM   systems   available,   which   would   initially   provide   Unibox   with  

information   on   whether   enquiries   coming   in   are   as   a   result   of   email   marketing  

campaigns,   but   also   in   the   future   would   provide   extensive   knowledge   of   which  

campaigns  certain  contacts  responded  favourably  to,  allowing  Unibox  to  create  much  

more  personalised  email  campaigns  which  would  potentially  provide  greater  return  

on  investment.  

 

5.4.2  Increase  in  email  address  acquisition  

 

As   current   rates   of   people   unsubscribing   are   directly   accountable   to   specific  

mailshots  sent  out,  an  analysis  into  which  emails  return  the  highest  number  of  people  

unsubscribing   may   be   worthwhile   undertaking   to   identify   why   these   emails   have  

performed  so  poorly,  and  whether  it  is  advisable  to  carry  on  contacting  this  section  of  

the  database.  

 

Once   a   detailed   review   has   been   completed,   with   information   on   which   types   or  

topics   of   email   campaign   work   most   effectively,   Unibox   could   begin   campaigns   to  

boost   the   amount   of   email   addresses   they   have   in   these   areas   of   the   database.  

Campaigns   to   boost   subscribers   would   come   from   the   implementation   of   a  

combination  of  other  marketing  tools,  such  as  optimising  the  Unibox  website  so  it  is  

Page 56: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  55  

easy   for  people   to   subscribe,   implementing   search  engine  optimisation   to   allow   for  

greater   visibility  when  people   search   for   specific   terms   related   to  Unibox   products  

and  online  advertising  which  would  direct  people  to  the  Unibox  website  or  even  offer  

a  subscription  form  within  the  actual  advertisement  itself.  

 

If   these   tools  were   implemented   then   the   quality   of   email   address  would   be  much  

higher  than  that  of  one  that  is  bought  or  rented,  as  the  user  has  specifically  chosen  to  

receive  communications  from  the  company.  

 

5.4.3  Switch  to  a  more  integrated  email  marketing  software  system  

 

A   new   email   marketing   software   system   could   be   employed,   which   would   be  

integrated   into   the   CRM   system   allowing   for   extensive   data   to   be   captured   on  

potential  and  current  customers.    

 

Once  the  system  has  been  set  up  email  marketing  can  be  automated  for  certain  areas  

of  the  database  e.g.  if  a  certain  mailshot  is  planned  to  go  out  every  two  weeks  then  the  

system  will  automate  this,  saving  the  time  of  the  person  controlling  the  system,  plus  

each  time  a  recipient  engages  with  the  email,  whether  that  be  with  a  click  or  a  reply,  

this  information  is  directly  inputted  into  the  CRM  system  as  well  as  Google  Analytics,  

meaning  all  clickthroughs  can  be  traced  and  the  marketing  team  can  see  how  effective  

the   mailshot   has   been   at   getting   people   to   the   website   and   converting   them   into  

customers.    

 

5.5  Research  Limitations  

 

The   researcher   has   identified   several   limitations   that   affected   the   outcome   of   this  

study.   These   will   be   listed   below   in   order   to   aid   future   research   and   improve   the  

results  seen.  

 

1. Time   constraints   affected   the   amount   of   analysis   that   the   researcher   could  

undertake  in  terms  of  action  research.  Further  analysis  could  be  conducted  if  

the   researcher   carried   out   a   ‘longitudinal’   (Saunders,   Lewis   and   Thornhill,  

2009)  study  that  would  allow  for  a  broader  perspective  of  email  marketing  as  

Page 57: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  56  

more  email   campaign  analysis  could  be  collected,  however  as   the  researcher  

could   not   define   when   campaigns   would   go   out   and   had   to   adhere   to   the  

Unibox   email   calendar   this   meant   a   limited   number   of   campaigns   could   be  

analysed.  

 

2. The   questionnaire   and   action   research   methods   of   data   collection   were  

designed   to   provide   mainly   quantitative   data.   In   order   to   gain   a   full  

perspective   of   how   successful   email   marketing   is   the   researcher   may   have  

considered   gathering   qualitative   data   in   addition   to   this,   however   time  

restraints  plus   the  already  high   level  of   involvement   from  Unibox  employees  

did  not  allow  the  researcher  to  gather  this  data.    

 

3. As  the  sample  collected  was  all  Unibox  employees  and  contained  nobody  from  

outside  of  the  company,  results  found  will  not  be  able  to  be  generalised  in  the  

same  way  a  standard  study  would.    

 

4. For  further  investigation  into  the  results  of  email  marketing  in  terms  of  sales,  

the   accounts   department  within  Unibox  would   have   had   to   release   financial  

information   which   would   have   required   extensive   research   to   discover  

whether   sales  made  were   as   a   result   of   email  marketing.   This   data  was   not  

given   to   the   researcher   as   it   is   confidential   information,   plus   it   would   have  

taken  a  significant  amount  of  time  to  research  and  as  time  was  limited  within  

this   study   it  was   deemed   by   the   researcher   inappropriate   to   try   to   use   this  

method  of  data  collection.  

 

 

5.6  Future  Research  Recommendations  

 In  order  to  gain  a  more  informed  view  of  this  subject  the  following  recommendations  

for  future  research  have  been  given:  

 

1. Analyse   the   performance   of   Unibox   email   marketing   performance   against   a  

company  operating  within  similar  markets,  or  several  companies.  

 

Page 58: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  57  

2. Research   further   into   the   integration  of  email  marketing  and  social  media   to  

develop  a  wider  understanding  of  combining  digital  marketing  tools.  

 

3. Combine   the   use   of   action   research  with   Google   Analytics   data,   to   allow   for  

specific   data   to   be   collected   on   where   website   traffic   has   come   from   and  

analyse  the  quality  of  visits  to  the  website  in  terms  of  final  enquiries.  

   

Page 59: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  58  

References  

Acharya  R,  Kagan  A,  and  Zimmerman  T.  (2010).  Real  Estate  Information  Technology:  

Influence  of  Email  Marketing  on  Real  Estate.   Journal  of  Real  Estate  Literature.  8   (2),  

329-­‐343.  

 

Anderson,  L  S,  (2010).  Anametrix  and  iPost  Partner  to  Offer  Integrated  Email,  Social  

Media   and   Google   Analytics   Campaign   Management   Solution.   PR   Newswire.   07  

October.  1.  

 

Anderson,   V   (2004).   Research   Methods   in   Human   Resource   Management.   London:  

Chartered  Institute  of  Personnel  and  Development.  56.  

 

Arnold,  J  (2011).  Email  marketing  for  dummies.  2nd  ed.  Indiana:  Wiley  Publishing.  21.  

 

Bird,   D   (2007).   Commonsense   Direct   and  Digital  Marketing.   5th   ed.   London:   Kogan  

Page  Limited.  181-­‐186.  

 

Brown,  L.  (2012).  How  Many  B2B  Businesses  Use  Social  Media  Marketing  And  How?.  

Available:  http://marketing.wtwhmedia.com/infographic-­‐how-­‐many-­‐b2b-­‐

businesses-­‐use-­‐social-­‐media-­‐marketing-­‐and-­‐how.  Last  accessed  16th  Feb  2013.  

 

Calhoun,  E.  edited  by  Schmuck,  R.  A.  (2009).  Practical  Action  Research:  A  Collection  of  

Articles.  California:  Sage.  62.  

 

Chaffey,  D  (2007).  Total  e-­‐mail  marketing.  2nd  ed.  London:  Taylor  &  Francis.  3-­‐4.  

 

Chaffey,  D  and  Ellis-­‐Chadwick,  F  (2012).  Digital  Marketing:  Strategy,  Implementation  

and  Practice.  5th  ed.  London:  Pearson  Education  Limited.  527-­‐534.  

 

Dalkir,  K  (2005).  Knowledge  Management  in  Theory  and  Practice.  Burlington:  Elsevier.  

84  

 

Econsultancy.  (2012).  Email  Marketing  Industry  Census  2012.  Available:  

http://econsultancy.com/uk/reports/email-­‐census.  Last  accessed  16th  Feb  2013.  

Page 60: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  59  

 

Hanna,  R.  C.  and  Berger  P.  D.  and  Abendroth.  L.  J.  (2005).  Optimizing  Time  Limits  in  

Retail   Promotions:   An   Email   Application.   The   Journal   of   the   Operational   Research  

Society.  56  (1),  15-­‐24.  

 

Herschell   Gordon,   L   (2002).   Effective   E-­‐mail   marketing:   The   complete   Guide   to  

Creating  Successful  Campaigns.  New  York:  AMACOM.  3.  

 

Information  Commissioner's  Office.  (2012).  Email  &  Postal  Marketing  -­‐  Sector  Guide  

for  Organisations.  Available:  

http://www.ico.gov.uk/for_organisations/sector_guides/marketing.aspx.  Last  

accessed  16th  Feb  2013.  

 

Keller,  D.  (2011).  Email  Marketing  Deliverability:  Avoiding  the  Blacklist.  Available:  

http://www.benchmarkemail.com/blogs/detail/email-­‐marketing-­‐deliverability-­‐

avoiding-­‐the-­‐blacklist.  Last  accessed  16th  Feb  2013.  

 

Khanna,   S.   and   Chaudhry,   H.   and   Bindra,   G.S.   (2012).   Inbound   &   Outbound   Email  

Traffic  Analysis  and  Its  SPAM  Impact.  New  York:  Conference  Publications.  181-­‐186.  

 

Marschan-­‐Piekkari,   R.   and   Welch,   C.   (2004).   Handbook   of   Qualitative   Research  

Methods   for   International   Business.   Cheltenham:   Edward   Elgar   Publishing   Limited.  

191-­‐192.  

 

Maxwell,  J.  A.  (2005).  Qualitative  Research  Design:  An  Interactive  Approach.  California:  

Sage  Publications.  2.  

 

McKay,  L.  and  Musico,  C.  and  Tsai,  J.  (2009).  The  2009  Elite.  CRM  Magazine.  13  (9),  44-­‐

49.  

 

McKenzie,   G.   and   Powell,   J   and   Usher,   R   (1997).   Understanding   Social   Research:  

Perspectives  on  Methodology  and  Practice.  Bristol:  Falmer  Press.  190.  

 

McLuhan,  R  (2007).  B2B:  Making  emails  count.  Marketing,  04  April.  33.  

Page 61: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  60  

 

Mullen,   J   &   Daniels,   D   (2009).   Email   Marketing:   An   hour   a   day.   Indiana:   Wiley  

Publishing.  xvii.  

 

O'Connell,  S  (2012).  Golf  business  proved  to  be  a  winner  after  failing  to  make  the  cut  

as  a  pro.  The  Sunday  Times.  16  December.  9.  

 

Robson,  C.  (2002).  Real  World  Research.  2nd  ed.  Oxford:  Blackwell.  59.  

 

Roche,   G.   and   Allen,   R.   (2007).   Customer   Satisfaction:   The   Customer   Experience  

Through  the  Customer's  Eyes.  London:  Cogent  Publishing.  88.  

 

Ryan,  D.  &  Jones,  C.  (2012).  Understanding  Digital  Marketing:  Marketing  Strategies  for  

Engaging  the  Digital  Generation.  London:  Kogan  Page  Limited.  133.  

 

Saunders,  M.   and   Lewis,   P.   and   Thornhill,   A.   (2009).  Research  Methods   for  Business  

Students.  5th  ed.  Essex:  Pearson  Education  Limited.  138-­‐414.  

 

Tsai,  J.  (2009).  Email:  What's  Inside.  CRM  Magazine.  13  (1),  32-­‐38.  

 

United   Aluminium.   (2012).   About   Us.   Available:  

http://www.unitedaluminium.co.uk/about_us.html.  Last  accessed  10th  March  2013.  

 

Vigden,   R   &   Sims,   J   &   Powell,   P.   (2011).   Understanding   e-­‐mail   overload.   Journal   of  

Communication  Management.  15  (1),  84-­‐97.  

 

Waldow,  DJ  and  Falls,   J  (2012).  The  Rebels  Guide  to  Email  Marketing:  Grow  Your  List,  

Break  the  Rules,  and  Win.  London:  Pearson  Education  Limited.  7.  

   

Page 62: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  61  

Appendices  

Appendix  A  –  Questionnaire  Screen  1    

                       

 Appendix  B  –  Questionnaire  Screen  2      

                     

 Appendix  C  –  Questionnaire  Screen  3    

                         

 

 

 

Page 63: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  62  

Appendix  D  –  Mailshot  1    

 

Page 64: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  63  

Appendix  E  –  Mailshot  2    

   

 

Page 65: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  64  

Appendix  F  –  Mailshot  3    

                                                                                               

 

Page 66: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  65  

Appendix  G  –  Covering  Email    

   

Dear  Unibox  Employees,    You  have  been  chosen  to  participate  in  a  questionnaire  which  is  designed  to  gather  information  on  the  email  marketing  practices  currently  being  implemented  by  Unibox.  This  survey  is  being  conducted  as  part  of  my  degree  (BA  Hons  Business)  at  Manchester  Metropolitan  University,  so  therefore  any  research  collected  will  be  used  solely  for  university  research.      This  survey  is  in  no  way  linked  to  the  marketing  department  of  Unibox.  All  results  collected  are  anonymous,  as  I  want  to  ensure  that  you  respond  to  questions  openly  and  as  honestly  as  possible.  Results  such  as  this  will  make  the  research  much  better,  and  can  go  some  way  to  providing  solutions  to  better  email  marketing  practices  in  the  future.      This  research  is  primarily  an  investigation  into  the  use  and  results  of  email  marketing  in  Unibox,  and  you  have  been  chosen  to  complete  this  questionnaire  as  you  have  come  in  contact  with  this  marketing  tool  over  a  number  of  years.  Your  experience  within  email  marketing  is  invaluable,  and  will  give  the  research  much  more  credibility  and  will  provide  an  accurate  view  of  current  email  marketing  practices.    There  are  40  employees  who  have  been  chosen  to  complete  this  questionnaire,  who  all  have  an  office-­‐based  role  within  Unibox  head  office  in  Manchester.  All  questions  are  designed  so  that  every  chosen  employee  can  answer  them.      As  mentioned  above,  your  response  will  be  strictly  confidential,  and  I  (or  anyone  else)  will  have  no  way  of  identifying  who  has  completed  the  questionnaire.  Results  will  be  generalised  and  collected  in  Survey  Monkey,  the  online  questionnaire  system  used  to  send  out  this  questionnaire.      If  you  have  any  problems  completing  this,  please  reply  to  this  email  or  phone  me  on  07951  555  010.    Thank  you  for  taking  the  time  out  of  your  day  to  complete  this,  it  will  help  me  greatly  in  completing  my  dissertation  and  your  knowledge  and  experience  will  be  of  huge  value  to  the  research.    The  link  to  the  questionnaire  is  below:    http://www.surveymonkey.com/s/M9GQ2CL    Kind  Regards,    Chris  Bardsley  

Page 67: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  66  

Appendix  H  –  Two  examples  of  completed  questionnaires    

                                                                                           

       

 

Page 68: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  67  

                                                                                               

     

 

Page 69: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  68  

Appendix  I  –  Ethics  Form  

     

Page 70: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  69  

     

Page 71: Chris Bardsley - Undergraduate Dissertation

Christopher  Bardsley   09158058   BA  Hons  Business    

  70  

Appendix  J  –  Turnitin  Summary  Page