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Enhancing customer acquisition and retention via email : a product management strategy
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| 1.7 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
This master thesis project investigates the optimization of customer acquisition and
retention strategies through the strategic utilization of email communication channels within
the framework of product management. Recognizing the pivotal role of email marketing in
contemporary business practices, this research aims to explore how organizations can leverage
email communication to attract new customers, nurture existing relationships, and enhance
customer lifetime value. The study adopts a mixed-methods approach, incorporating qualitative
methods such as literature review, as well as quantitative methods including A/B testing and
data analysis. The research objectives encompass evaluating the role of product managers for
user experience optimization, together with enhancing customer acquisition and retention in
digital products. The project includes the process of design, implementation and testing of new
optimized email subscription touch points on e-commerce marketplace and provide insights on
customer acquisition, retention, and overall business performance. The project's structure
comprises six chapters: Introduction, Literature Review, Methodology, Project Design and
Implementation, Experiment and Data Analysis, and Conclusion. Through rigorous research
and analysis, this project aims to contribute theoretical insights and practical recommendations
for organizations seeking to enhance their customer acquisition and retention efforts through
email communication channels from the product management perspective.
Descrição
Mestrado Bolonha em Gestão
Palavras-chave
Product management Customer retention Customer acquisition Email communications e-commerce
Contexto Educativo
Citação
Borzenkova, Ekaterina (2024). “Enhancing customer acquisition and retention via email : a product management strategy”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão