Design and development of an e-mail advertising campaign for a

Transcription

ABSTRACT
Nowadays internet advertising has become more important. The e-mail advertising
belongs to the essential tools for the firm to advertise itself on the internet. This
dissertation is focused on designing the e-mail campaign based on the relevant theory.
Czech Computer s.r.o has been chosen as an example where the new e-mail campaign
could be launched. Afterwards the current e-mail campaign is confronted with the
suggested one and it is examined what is the best solution for this particular firm.
The research is aimed on gathering the customer’s attitude about both of the designs of
the e-mails and the firm’s capability, suitability, feasibility and acceptability of
suggested solution. The results about each e-mail campaigns are compared. Finally the
recommendations are given and the conclusions are made.
The evaluation from the research can provide useful information for the firms, which
are thinking about launching a new e-mail campaign to increase the sales and
customer’s loyalty.
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ACKNOWLEDGEMENTS
First of all, I would like to thank my parents for their support and encouragement during
all of the academic year. Without their help studying in UK would have been
unthinkable.
Secondly I would like to thank Mr. Kevin Rowles for his support with my dissertation.
He helped me during all of the project and helped me in the formation of the ideas.
I also would like to thank Mr. Josef Matejka, the owner of the Czech Computer s.r.o,
who dedicated his time to help me.
Finally I would like to thank all of the respondents who dedicated time and effort to
complete my questionnaire.
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TABLE OF CONTENTS
ABSTRACT .....................................................................................................................1
ACKNOWLEDGEMENTS............................................................................................2
TABLE OF CONTENTS................................................................................................3
TABLE OF FIGURES....................................................................................................7
LIST OF TABLES ..........................................................................................................8
CHAPTER 1 – INTRODUCTION ................................................................................9
1.1 Background ...................................................................................................9
1.2 The aim of the dissertation.........................................................................10
CHAPTER 2 – LITERATURE REVIEW ..................................................................11
2.1 Introduction into marketing theory about customers behaviour...........11
2.1.1 The key questions about the buyers.....................................................11
2.1.2 Who are the buyers?............................................................................11
2.1.3 Decision making process.....................................................................12
2.1.4 Purchase classes .................................................................................13
2.2 Promotional mix..........................................................................................14
2.2.1 The major components of the promotional mix...................................14
2.3 Online buyer behaviour..............................................................................15
2.4 Using the Internet as an advertising medium ..........................................16
2.4.1 Brief history of internet business.........................................................16
2.4.2 Internet promotion...............................................................................17
2.5 E-mail marketing ........................................................................................20
2.5.1 What is an e-mail?...............................................................................20
2.5.2 Why e-mail marketing matters ............................................................20
2.5.3 Spam and permission policy................................................................20
2.5.3 Why e-mail marketing beats web site-based marketing ......................21
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2.5.4 Measuring e-mail marketing effectiveness..........................................21
2.5.5 Email campaign planning ...................................................................23
2.5.6 Layout design ......................................................................................30
CHAPTER 3 – COMPANY BACKGROUND AND SUGGESTED SOLUTION..32
3.1 Czech Computer – general background ...................................................32
3.1.1 Porter’s five forces analysis of Czech Computer s.r.o........................32
3.2 The description of the current e-mail campaign......................................33
3.3 My suggested improved solution ...............................................................34
3.3.1 Customer approach .............................................................................34
3.3.2 Chaffey’s (2003) 12 decisions .............................................................35
3.3.3 Layout of the e-mail.............................................................................38
CHAPTER 4 - METHODOLOGY..............................................................................39
4.1 Introduction.................................................................................................39
4.4 Research strategy........................................................................................40
4.5 Selecting samples.........................................................................................40
4.6 Collecting primary data by questionnaire................................................41
4.6.1 Type of the questionnaire ....................................................................41
4.6.2. Questionnaire design..........................................................................41
4.6.3 The aim of the research questions.......................................................42
4.7 Collecting data by interview ......................................................................45
4.8 Limitation ....................................................................................................46
4.8.1 Size of the sample ................................................................................46
4.8.2 Geographical limitation ......................................................................46
4.8.3 Firm’s limitation .................................................................................46
4.9 Pilot study ....................................................................................................46
CHAPTER 5: RESEARCH RESULTS AND ANALYSIS .......................................47
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5.1 Introduction.................................................................................................47
5.2 Respondents’ characteristics .....................................................................47
5.2.1 Basic characteristics ...........................................................................47
5.3 Hypothesis - findings ..................................................................................49
5.3.1 Hypothesis 1 - Is the importance of e-mail advertising as high as the
literature declares? ......................................................................................49
5.3.2 Hypothesis 2 - Does unsolicited commercial e-mail have a negative
impact on selling products and the firm’s prestige? ....................................50
5.3.3 Hypothesis 3: Is following the customer’s needs and desires
important? ....................................................................................................51
5.4 Customers’ attitude ....................................................................................51
5.5 Results from the interview .........................................................................55
CHAPTER 6 – DISCUSSION AND RECOMMENDATION ..................................56
6.1 Research questions and their relation to the research results and the
literature ............................................................................................................56
6.1.1 Hypothesis 1 - Is the importance of e-mail advertising as high as the
literature declares? ......................................................................................56
6.1.2 Hypothesis 2 - Does unsolicited commercial e-mail have a negative
impact on selling products and the firm’s prestige? ....................................56
6.1.3 Hypothesis 3 – Is following the customer’s needs and desires
important? ....................................................................................................56
6.1.4 Hypothesis 4 - Can the new design of e-mail advertisement be more
persuasive?...................................................................................................57
6.1.5 Hypothesis 5 - Is the firm disposed to replace old e-mail campaign
with improved one? ......................................................................................58
6.1.6 Hypothesis 6 - Will the new design of the e-mail campaign based on
relevant theory create more benefits for the firm?.......................................59
6.2 Limitation of the study ...............................................................................59
6.3 Recommendations.......................................................................................59
CHAPTER 7 – CONCLUSION ...................................................................................61
7.1 Research questions and their establishment ............................................61
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7.2 Summary......................................................................................................62
REFERENCES: ............................................................................................................63
APPENDIX 1 – DESIGN A – THE CURRENT DESIGN OF THE
COMMERCIAL EMAIL
APPENDIX 2 – DESIGN B – THE DESIGN OF SUGGESTED COMMERCIAL
E-MAIL
APPENDIX 3 – FINAL VERSION OF THE QUESTIONNAIRE
APPENDIX 4 – THE INTERVIEW WITH OWNER OF THE FIRM CZECH
COMPUTER S.R.O
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TABLE OF FIGURES
Figure 1.1.1 Percentage of individuals, who have bought on internet in the last 12
months, sorted by gender and age ..............................................................................9
Figure 2.1.3.1 Factors, which influence customers’ decision-making............................13
Figure 2.3.1 Popular online activities in the UK showing variation between October
2000 and October 2002 ............................................................................................15
Figure 2.3.2 Reasons why businesses do not buy supplies online..................................16
Figure 2.4.2.1 Offline and online communications techniques for e-commerce ............18
Figure 2.5.4.1 A simple model for objective setting for e-mail marketing.....................22
Figure 2.5.4.2 Part of spreadsheet model showing best case and worst case scenarios for
an e-mail campaign against the actual campaign result ...........................................23
Figure 2.5.5.1 Loyalty drivers for e-commerce ..............................................................26
Figure 2.5.5.2 Options for split between content in an e-mail an on a web site .............28
Figure 3.3.2.1 Screenshot of firm’s web site ..................................................................35
Figure 3.3.2.2 Screenshot of the confirmation page .......................................................36
Figure 5.2.1.2 Pie chart –Diversification by age.............................................................48
Figure 5.2.1.4 Pie chart – Diversification by gender ......................................................49
Figure 5.4.2 Pie chart – Customers’ preferred design.....................................................52
Figure 5.4.3 Comparison of catchiness ...........................................................................52
Figure 5.4.4 Comparison of clarity .................................................................................53
Figure 5.4.5 Comparison of simplicity ...........................................................................53
Figure 5.4.6 Comparison of directivity...........................................................................53
Figure 5.4.7 Comparison of length .................................................................................54
Figure 5.4.8 Bar chart – Comparison of length...............................................................54
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LIST OF TABLES
Table 5.2.1.1 Diversification by age ...............................................................................48
Table 5.2.1.3 Diversification by gender..........................................................................48
Table 5.2.1.5 Diversification by location........................................................................49
Table 5.3.1.1 Different types of internet advertisement and their ability to persuade the
customers..................................................................................................................50
Table 5.3.2.1 Are customers bothered with unsolicited commercial e-mails? ...............50
Table 5.3.2.2 Are customers annoyed with companies which send unsolicited
commercial e-mail? ..................................................................................................51
Table 5.4.1 Customers’ preferred design ........................................................................51
Table 5.4.9 Control question – Customers’ preferred design .........................................55
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CHAPTER 1 – INTRODUCTION
1.1 Background
According to the Czech Statistical Office (31.3.2006) the Czech Republic has
10 259 017 inhabitants. According to the Czech Statistical Office report (2nd quarter
2006) 47% of the whole population older than 16 years have access to the internet and
41% of the whole population older than 16 years are regularly connected to the internet.
The most popular activities on the internet are communication and searching
information. 84% of the users of the internet have used their e-mail in the last 3 months.
Around 14% (1.16 million) individuals have used the internet for a buying product or
service at least once. The most popular commodities are electronics, books, magazines,
tickets and travel services. Figure 1.1.1 shows the development of the Czech online
sales. The number of Czech online customers has rapidly grown.
Figure 1.1.1 Percentage of individuals, who have bought on internet in the last 12
Percentage of the aggregate number
of individuals in the group
months, sorted by gender and age
Figure 1.1.1 Percentage of individuals, who have bought on internet in
the last 12 months, sorted by gender and age
Aggregate
16+
Men
16+
Women
16+
The Czech Statistical Office report (2nd Quarter 2006) shows that there are 2 692 000
(76%) internet users who have a personal e-mail address.
The Czech Statistical Office report (2005) exhibits that hotel accomodation is the most
successful (almost 37%) of all the enterprises that received orders from private
consumers via the internet. However in total only 6.3% of entire enterprises that
received orders from private consumers via the internet.
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1.2 The aim of the dissertation
The main aim of the research is to understand customer’s behaviour on the Internet
environment and to identify the most suitable e-mail advertisement solution for Czech
Computer s.r.o.
The relevant literature is reviewed in Chapter 2. The theory derived from this
information has been used in designing the suggested e-mail campaign.
The firm Czech Computer s.r.o is presented in the Chapter 3. It is also made Porter’s
five forces analysis for better understanding the firm’s business environment. Also the
suggested e-mail campaign and its characteristics are detailed.
Chapter 4 is focused on how the primary data was gained. The techniques and tools that
were used are described and what and the possible respondent’s characteristics are
theorized. The research questions are also set in this chapter.
The results from the research are presented in the Chapter 5. The charts and tables are
made for the purpose of creating a better understanding of the data.
In the Chapter 6, the relation between the results and the research questions are
explained. Furthermore the recommendations are also presented.
Chapter 7 examines whether the research proved research questions. Here is also
discussed if the theory is constructed on reasonable base.
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CHAPTER 2 – LITERATURE REVIEW
2.1 Introduction into marketing theory about customers behaviour
2.1.1 The key questions about the buyers
Jobber (2004) lists 5 key questions, which help us to understand the buyers.
1) Who is important in the buying decision?
2) How do they buy?
3) What are their choice criteria?
4) Where do they buy?
5) When do they buy?
(Jobber, 2005, p.66)
2.1.2 Who are the buyers?
Hill & O’Sullivan (1999) argue that there are two types of buyers, the first of them are
customers, “who are buying products and services for themselves or on behalf of their
households”, but not only to “satisfy their physiological needs, but also their
sociological and psychological needs”, the other are organisational buyers who are
buying “products and services on behalf of the organisations they work for”.
Hill & O’Sullivan (1999) goes on that satisfying need of organisational buyers are
different, there is no personal need in the first row, but it is the organisational needs
which are the most important, but organisational buyers are still human beings,
therefore they can not “step out of their personal attitudes and preferences”. (p. 83-84)
Jobber (2004) and Hill & O’Sullivan (1999) defines that if the buyer is not only one
individual person, there are different customer roles:
1) Initiator: the person, who comes with idea of buying product or service.
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2) Influencer: someone who persuades others in the group to buy specific product or
service.
3) Decider: the person who has enough authority to make the final decision about
buying a specific product or service.
4) Buyer: someone who makes the transaction of money.
5) User: the person who is using the product or service.
Jobber (2004) adds that in organizational buyers, there is a 6th role: Gatekeepers, who
controls the information which go to the members of decision-making unit, for instance
secretaries.
2.1.3 Decision making process
Christopher & McDonald (1991) write that the everyday decision is a balance between
personal influences and external influences and it is coming through 3 stages, first of
them is Awareness, where a “buyer becomes aware of a product, service or new brand
through some sort of communication”, this is a part where marketer can influence the
buyer, secondly it is Trial, where buyer is using and appreciating the product or service.
The third stage is Repeat buying, where “the decision to re-buy depends largely upon
what happened during the trial phase”. It is really hard to persuade the buyer to re-buy
or try the product or service again, if he has bad experience in trial phase. (p. 89-91)
Hill & O’Sullivan (1999) divide Personal influence in 2 different groups, first are
Personal characteristics and second are Individual circumstances.
As you can se in the Figure 2.1.3.1, Hill & O’Sullivan (1999) are presenting that the
consumer decision-making processes are influenced by different factors. These factors
are personal characteristics (for instance personality, lifestyle or motivation), social
environment (for example culture and social class) and individual circumstances (like
gender, age and education).
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Figure 2.1.3.1 Factors, which influence customers’ decision-making
Hill & O’Sullivan (1999)
2.1.4 Purchase classes
Hill & O’Sullivan (1999) defines various types of purchase classes.
“Impulse purchases are made with no planning.” This class is specified by impulse
purchase. After the purchase the customer may be disappointed about the product or
service. The emphasis is given on visual stimulus. The biggest use is with non-essential
items (e.g. magazines near supermarket check-outs, where in short time customers can
take items, which are not in their shopping lists).
Routine purchases are made on basic items for every day use. Customers are used to
choosing their favourite brand and they are only thinking about the changing in limited
situations, when their brand is not available. This is the reason why all producers of
these types of products are giving emphasis on good availability of their products. It is
hard for competitors to come to market and defeat well-established positions.
Familiar purchases happen when customers are using some sort of products, but they
want to try something new. It occurs because of better price or bad experience with their
brand. But it is only a limited decision-making purchase, because customers are looking
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for new products in the same type of products. Advertising can be based on persuading
customers to try something new.
Unfamiliar purchases occur when customers are buying product or services which
customers are not used to purchasing (e.g. household appliance, holidays or sports
equipment). Customers are deciding more carefully and they are using more criteria.
Critical purchases have the highest risks. If decision was bad, it would have huge
impact to customer, therefore customers are more sceptical about advertisement and
they are looking for more information from public and personal sources.
Hill & O’Sullivan (1999) summarize that every person is different, what is an
unfamiliar purchase for someone for another one can be everyday purchase. Firms have
to study “decision processes that most commonly relate to their own products” to
provide to their customers the most appropriate information.
2.2 Promotional mix
2.2.1 The major components of the promotional mix
Jobber (2004) lists 6 principal parts of marketing mix.
1) Advertising: “any paid form of non-personal communication of ideas or products in
the prime media, i.e. television, the press, posters, cinema and radio.”
2) Personal selling: oral communication with potential buyer.
3) Direct marketing: The use of interactive communication with customers, which
allow them to respond.
4) Internet and online marketing: electronic media are used to distribute information to
customers.
5) Sales promotion: the purpose is to stimulate customer or trade purchases.
6) Publicity: “the communication of a product or business by placing information
about it in the media without paying for the time or space directly”.
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2.3 Online buyer behaviour
Chaffey (2004) writes that "an understanding of novel buyer behaviour in the online
environment is essential for e-marketing managers".
Figure 2.3.1 Popular online activities in the UK showing variation between October
2000 and October 2002
Source: Chaffey (2004)
Figure 2.3.1 shows that using email is the most popular activity on internet. Chaffey
(2004) argues that using text to persuade customers "should not be underestimated and
managing these messages presents many challenges".
Chaffey (2004) explains why online shopping is not the most popular activity. Figure
2.3.2 shows us the barriers, which inhibit development of online sale. The biggest
barrier is that goods or services are not suitable for buying online (for example because
a customer can not try size of the clothes or the price is so high, that customer prefers
face-to-face contact - for example estate or car buying.)
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Figure 2.3.2 Reasons why businesses do not buy supplies online
There are different individual ways of how to use the web. One person can be a
combination by more of them.
Directed information-seekers. Experienced user, which is skilled in search engines. He
is looking for "product, market or leisure information".
Undirected information-seekers. This user is browsing internet sites by following
hyperlinks. This is the type of user, who likely clicks on the internet advertisement.
Directed buyers. "These buyers are online to purchase specific products".
Bargain hunters. These users are online to find an opportunity to get offers from sales
promotions (for example free samples)
Entertainment seekers. This type of user is looking for internet entertainment (for
example online games).
2.4 Using the Internet as an advertising medium
2.4.1 Brief history of internet business
Jobber (2004) writes that in 1989 the first commercial transaction was made by the
internet. In the course of time the number of computers connected to the internet was
growing. The revolution came with year 1991, when there was the invention of the
World Wide Web (WWW), which is based on http (hyper text transfer protocol). This
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invention allowed the unqualified users to have an access to the advanced possibilities
such as text, graphics and multimedia content. More than ten thousand companies came
online with their websites. There were vast investments into this area (which Jobber
(2004) compares to the “Californian gold rush era of 1849”). Unfortunately “the dotcom
boom period turned into dotcom bust”. Many companies went bankrupt, but some of
them (for instance eBay, Lastminute.com, Yahoo! or Amazon) have survived.
Nowadays the internet business has turned into the success.
Ray Welling & Lesslie White (2006) write that “nearly all businesses, regardless of
size, now have a web site”. E-commerce brings the benefits in term of increasing sales.
T.C. Melewar & Nichola Smith (2003) add that the internet business has also great
impact to the organisations’ product awareness. Marius Janson & Dubravka CecezKecmanovic (2005) summarize that “e-commerce creates significant economical
benefits for both sellers and buyers due to availability of information and new online
services, access to new markets, lower transaction costs, increased transaction speed and
accuracy, and shorter delivery times”.
2.4.2 Internet promotion
Bickerton et al (2000) explain that online advertising passed through long development.
At the beginning the adverts were only coloured text with simple graphics. Nowadays
there are several innovations.
First of them are web banners which have outside of relevant information also
possibility to use some extra services (for example to order a brochure, to watch a video
etc.), these information are placed on the firm’s web site.
Secondly there are web banners, which are more interactive. There is the possibility to
write straight to the banner or to interact with it (for examples games or scripts).
Banners can also contain an audio and a video.
However Chaffey (2004) has a different view of the internet advertising. Figure 2.4.2.1
shows 2 different types – Referrals from offline sources and Referrals from online
sources. The main aim of all of these techniques is to acquire the customer attention.
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Figure 2.4.2.1 Offline and online communications techniques for e-commerce
Chafey (2004) also explains the changes in communication between traditional media
and new media.
1. From push to pull. “Traditional media such as print, TV and radio are push
media, “a one-way street where information is mainly unidirectional, from
company to customer unless direct-response elements are built in”. The opposite
are pull media such as the web. This approach is consisted of strengths, but also
of weaknesses. It is the strength from the view that customers, who are visiting
firm’s web pages, they are coming with their own belief. They are “proactive
and self-selecting”. The weakness is that marketers have less control how the
advertisement is pushed into customers.
2. From monologue to dialogue. The important aim of new media is the ability to
create a dialogue between company and customer. This dialogue can be shortterm (for example online chat to customer support) or long-term.
3. From one-to-many to one-to-some and one-to-one. The traditional push media is
based on one-to-many principle. It means that one company is sending one
messages to many customers, this influence is same for everyone and therefore
poor targeted. The new media allows the one-to-some or better one-to-one
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communication. The main advantage is ability to send different messages to
particular customers, therefore there is a possibility for personalization.
4. From one-to-many to many-to-many communication. The new media have
brought the completely new view of customer approach. Many-to-many
communication allows customers to communicate between them (for example
through firm’s bulletin board). The threat is in negative communication about
company and therefore it is necessary to control this communication.
5. From ‘lean-back’ to ‘lean-forward’. The web page as an example of the new
media has to impress in the first time. It has the full customer attention, therefore
when the web page is slow, with poor design or is not clear enough, the
customers can leave and never come back. For example a TV advertisement has
not full customer attention.
6. The medium changes the nature of standard marketing communications tools
such as advertising. Internet is changing the view of “elements of the
communication mix including advertising.”
7. Increase in communications intermediaries. The companies from the traditional
media (for example TV, radio) penetrate with the new media. For example radio
channels are coming online.
8. Integration remains important. It is important to appreciate that the most
effective is to combine different media according to their strengths. Chaffey
(2004) uses useful example of product sale. Firstly customers see the TV
advertisement for awareness of the brand, than according to print advert they are
referred to the web pages, where they can find additional information. In the end
they order the product by phone (with phone number, which they extract from
the web page).
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2.5 E-mail marketing
2.5.1 What is an e-mail?
According to Adam (2002) it is possible to say, that the first electronic message was
sent in Paris in 1746 through telegraphy trial, but it was in 1840s when Morse
succeeded with effort to convince US to advance telegraphy from the experiments to the
practice. The next step was in 1931 when there was firstly sent message, which had a
“text output readable directly by someone else than a telegraph operator”. The first
electronic mail, how we know it nowadays, was sent in 1960s. However it could be
send only locally by users connected to the same computer. In the same decade there
was invented a command for sending “mail” by Bolt, Beranek and Newman. But it was
Ray Tomlinson who succeeded in sending mail between two different computers in
1971. For interestingness it was also Ray Tomlinson who used the symbol ‘@’ “to
signify that a user was ‘at’ the named host computer”. However “it took 15 to 20 years
for e-mail to move out of the academic/military sector and become popular with the
general public”. From this time the development has been rapid.
2.5.2 Why e-mail marketing matters
Chaffey (2003) compares the direct mail with an e-mail. The result is that it is clearly
seen that e-mail can be rival for other media as a form of direct communication. The
example is from UK; in January 2002 around 550 million e-mails and 258 million
domestic letters were sent. Nowadays e-mail is used for communication for both
customers and businesses. It is known that people spend “more time with” their “e-mail
than using the web”.
2.5.3 Spam and permission policy
Evangelos Moustakas, C. Ranganathan, Penny Duquenoy (2006) explains that. “The
growth in the use of e-mail marketing has been accomplished by an enormous increase
in the amount of unsolicited commercial e-mail (UCE), popularly known as spam”.
Spam became a serious problem, because the community pays billions of dollars every
year. According to the Office for Personal Data Protection (2007) every commercial email has to have a possibility to unsubscribe from the further commercial e-mail
sending.
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Chaffey (2003) continues that customers want to have control over communications.
Therefore “permission marketing, or gaining consent for marketing communications to
be received, is fundamental to successful e-mail marketing”. Permission marketing is
based on seeking the customer’s permission before the first e-mail is sent. Permission
marketing also increases response rates from the customers.
Chaffey (2003) shows 2 different ways how to acquire the list of customers’ e-mails.
1. Purchase of opt-in bought-in list. The company buys a list from the broker or list
owner, which contains e-mails from the individuals who agreed with receiving
marketing advertisement.
2. Building a house list. The company is making its own list using a company’s website
or other techniques. The advantage of this alternative is that customers agree with
receiving e-mails from the company, therefore the response rate will be higher.
2.5.3 Why e-mail marketing beats web site-based marketing
As it is written above, the web page is pull media. Chaffey (2003) goes on that the
customers are willing to come to the firm’s web page. However e-mail is a push
medium, firm can use e-mails to “remind the visitor about the company and its
products”, Paul Hewitt (2006) agrees with this point. It is also possible to use e-mail
like alerts. Firm can inform their customers by e-mail very fast, because e-mail can
contain up-to-the-minute information. Another advantage of e-mail is in its flexibility.
Firms can quite easily adapt their business e-mails to the customers’ preferences and
needs (for example with using personalisation or sending special offers). However the
web site works better in some areas. For example it is more useful to use web pages for
detailed and complex information. The result is that the most efficient situation is a
combination of both e-mail and web page marketing.
2.5.4 Measuring e-mail marketing effectiveness
Chaffey (2003) argues that “one of the great benefits of e-mail, in common with other
forms of direct marketing, is its accountability”.
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Figure 2.5.4.1 A simple model for objective setting for e-mail marketing.
Figure 2.5.4.1 shows the framework used for this model. Chaffey (2003) explains that
firm may consider these variables:
Number of e-mails sent: “how many e-mails are sent to list members”
Clickthrough rate (%): “the percentage of recipients that respond to the e-mail by
clicking on a link.”
Completion rate on landing page (%): “the percentage of the recipients who clicktrough
that go on to complete form”
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Conversion rate to action: This variable shows us where how many customers were
persuaded to make initial sale or repeat sale of the product through e-mail
advertisement.
Chaffey (2003) adds that by using these variables firm can set the realistic objectives for
its e-mail campaign. Firm can create similar scenario, which is shown in figure 2.5.4.2.
There are used different possibilities (the best and the worst) for the result of the
campaign. Firm can compare its actual results with the forecast.
Figure 2.5.4.2 Part of spreadsheet model showing best case and worst case scenarios
for an e-mail campaign against the actual campaign result
2.5.5 Email campaign planning
Chaffey (2003) explains that the firm needs answer 5 questions for the successful
campaign.
1) “What we are trying to achieve through our campaign?” What are ours objectives?
2) “What are our opinions for the list to target of incentives or offers in a campaign?”
3) “How do we segment the list to target recipients with a relevant offer and creative?”
4) “How can we integrate the e-mail campaign other marketing campaigns through
time?”
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5) “How we measure the success of the campaign and how can the metrics collected be
used to improve future campaigns?”
Chaffey (2003) argues that the first question can be answered by objective setting. It is
necessarily to create a balance between “customer acquisition, retention and brand
building”. The main aim of the acquisition-focused strategy is to acquire new
customers. This strategy is more expensive and has less profitability than retention
strategy. Retention-focused strategy is trying to increase sales from current customers.
Usually both of these strategies are used in the same time.
Chaffey (2003) explains how important is to control the four main variables, when the
firm is designing its campaign. These main variables are:
1. Creative: the design and layout of the mailshot
2. Offer: the proposition or the benefits of responding.
3. Timing: the season, month or day when the offer or mailshot lands on a desk or in a
house
4. Targeting: the segments we are targeting; the mailing list or section of a database
Chaffey (2003) goes on that because of limited recourses and time it is useful to assign
a relevance to every critical variable (for example from 1 to 4, therefore creative:1;
offer:2; timing:2; targeting:4).
Chaffey (2003) shows that firm can use 2 different strategies.
First of them is strategy for customer acquisition. This strategy is focused on gaining
new online customers. This means not only acquiring new customers, but also migrating
existing customers to online customers.
Secondly there is a strategy which is focused on customer retention. Chaffey (2003)
shows that almost 80% expenditures are on retention campaigns. Also a cost per order is
lower than costs of customer acquisition. The retention strategy needs to have a long-
24
term view of the aims. The most important aim is to increase customer loyalty. There
are 4 different types of loyalty.
No loyalty: customers have no relationship with supplier. They are moving from one
supplier to another and discounts are often used to encourage repeat purchases.
Spurious loyalty: customer perception of products from different suppliers is still
perceived as similar, but the costs of switch between supplies are the obstruction,
therefore the customers tend to favour one brand.
Latent loyalty: “customers have a preference for a particular product or service, but do
not exclusively buy from one source”.
True loyalty: “there is a clear preference for a particular brand among competitors and
purchase patterns will reflect this”.
Chaffey (2003) goes on that it is important to know the loyalty drivers. The first five
primary determinants of loyalty online are:
Quality customer support
On-time delivery
Compelling product presentations
Convenient and reasonably priced shipping and handling
Clear trustworthy privacy policies
Chaffey (2003) shows on figure 2.5.5.1 loyalty drivers for e-commerce. From the figure
it is possible to see that support and fulfilment is the most important loyalty drivers.
25
Figure 2.5.5.1 Loyalty drivers for e-commerce
Chaffey (2003) goes on that other parts of the retention campaign are forms of
communication (for example if the e-mails will be regular newsletters, e-mail
discussion lists or e-mail promotions), types of offers (for example for retail sites, for
B2C sites or B2B sites), frequency of campaign and targeting (for example
demographics, lifestyle or purchase history). Chaffey (2003) argues that firm should
answer 12 decisions, which they help firm to gain more customer response.
Decision 1: What is the newsletter’s purpose?
Firm should have an emphasis on setting the primary purpose of e-mail campaign.
Decision 2: How should we gain subscribers?
There are various ways how to collect customers’ e-mail addresses.
1. Existing e-mail addresses: firm is using e-mail addresses, which are collected
from the website or sales representatives.
26
2. Researching e-mail addresses: e-mail addresses are collected by third party firm
by phone.
3. Bought-in list: firm can buy a list of e-mails from a list vendor.
4. Driving traffic to the subscription page: e-mail addresses can be also collected
by on-line and off-line advertisement. These advertisements motivate customers
to subscribe their e-mail address.
Decision 3: What is our proposition and what do we call it?
Customers should know what benefits they will get from firm’s newsletter. If firm holds
customers’ interest, customers are more likely to subscribe for e-mail newsletters.
Decision 4: How will the subscription process operate?
“This should be as seamless as possible”. However in the confirmation page there
should be further information.
Decision 5: Who is our audience?
Firm should identify their customers, because of further targeting.
Decision 6: What is our content?
Content is essential part of the e-mail campaign. Quality content will lead to regular
reading by subscribers and that will prevent unsubscription.
Decision 7: What length should we use?
Advertisement e-mail should be clear and concise, however it should link to further
more detailed information. Chaffey (2003) goes on 5 different options of e-mail
structure, which you can see on figure 2.5.5.2.
1. Minimise content in e-mail, full content on web site in multiple pages. In the email there are short articles referencing to the details in the firm’s website
situated in the separated parts. The advantage is that customers can read the
articles rapidly and find relevant information easily.
27
2. Minimise content in e-mail, full content on we site in a single page. Articles in
the website are in one single page. It is not recommended to use this structure
with long articles
3. Some content in e-mail, full content on web site (multiple pages). Similar to
option a) but in this option there are extracts from each articles. Therefore for
reader it is easier to choose articles more related to him.
4. Some content in e-mail, full content on web site (single pages). It is similar to
b), but it is easier to find information on the landing page.
5. All content in e-mail. All information is provided in the e-mail. Therefore it is
the best method to transmit information, but it is not suitable for persuading
customers for action.
Figure 2.5.5.2 Options for split between content in an e-mail an on a web site
28
Decision 8: Should we archive?
For a B2B business it is necessary for success. With quality content it “provides an
excellent resource for the customers. For B2C newsletters it is less clear, but in general
firm should archive its content.
Decision 9: What format (text or HTML) should we use?
Chaffey (2003) explains that HTML format is better for achieving action to repeat sales
through promotions. There are also few recommendations:
-
“HTML, relative brief, works best for B2C”
-
“text, relatively long, works best for B2B”
-
“give a choice of text or HTML”
-
“HTML e-mails cost more to create and dispatch”
Decision 10: Which frequency and time of dispatch should we choose?
Firstly firm has to decide if e-mail campaign will be episodic or periodic. According to
Chaffey (2003) customers prefers receiving e-mails regularly, however customers can
start ignoring them because of routine. Therefore it is recommended to revive e-mail’s
subject line.
Decision 11: Which mechanism should we use for broadcast?
There are several solutions and firm has to choose its preferences.
Decision 12: How should we measure the success of our newsletter?
There are accurate measure, how to determine a success of the e-mail campaign.
-
clickthroughs to more detailed content or promotions
-
number of unsubcribes
-
number of new subscribes
29
2.5.6 Layout design
Chaffey (2003) explains that the firm has only 30 characters in the subject line to
interest the potential customer. Daniella Koren (2007) gives the examples, that
“marketers should avoid use word ‘free’, the dollar symbol ($), or a series of question
marks (???) or exclamation marks (!!!)”. These e-mails can be deleted by spam filters.
Sweeney (2005) adds that subject line in the e-mail is like a headline in the newspaper.
Therefore customers will open only e-mails, which grabbed their attention. It is not
recommended to use capitals in the subject line, because it could look as the firm is
shouting at the customer.
Sweeney (2005) goes on that it is also important to “use personal names in the ‘To’ and
‘From’ headings”, because it is more personal and customer would rather open the
email.
Sweeney (2005) explains some advices with effective e-mail formatting. Firstly e-mail
should be focused on one topic, secondly e-mail is partially written as business letter
(therefore spelling and grammar have to be correct) and it should be partially written as
polite conversation, which could help marketer to establish closer relationship with
customer.
Sweeney (2005) gives several tips how to conceive e-mail letter:
a) “Keep paragraphs relatively short”.
b) “Make your point in the first paragraph”.
c) “Be clear and concise”.
d) Because of simplicity use http:// before all links.
e) “Give a reader a call to action”.
f) Use a fancy formatting very carefully
g) Be sure that the grammar and spelling are correct
h) “Use your words carefully”, any misunderstanding could turn against the firm.
30
Chaffey (2003) and Sweeney (2005) agree that, another part of the email is the body,
where firm can use more sophisticated tools than plain text (for example HTML code).
There are also several resolutions, which firm has to resolve. For example if it would
use HTML code and make its e-mails more interactive and attractive or it would use
plain text with no graphics, but 100% compatibility. User preferences are changing
during the time, in the past plain text was more popular (due to capability of the internet
connection). Nowadays HTML code is more common. Heinz Tschabitscher (2007) adds
that the good way how to satisfy customer is to let him to choose which type of coding
he prefers.
Sweeney (2005) adds that the signature is a very important part in the e-mail structure.
The signature is called electronic business card (e-business card) and it is situated at the
end of the e-mail. E-business card should include all basic information, such as name,
organisation, postal and e-mail address, fax and telephone number and firm’s website
address.
Heinz Tschabitscher (2007) wrote that e-mail design should reflect the company design,
therefore the customers can make a connection between e-mail and company.
Sweeney (2005) explains how to use the attachments in the e-mail. It is necessary to use
the attachments with circumspection, because attachment can contain viruses or
attachments can be too big, therefore a customer with slow internet connection would
download it for ages.
Heinz Tschabitscher (2007) explains that it is better to avoid sending e-mail marketing
during the holidays, because customers could delete it without look. After holiday
customers receive plenty of emails and they often ignore them because of rush.
31
CHAPTER 3 – COMPANY BACKGROUND AND SUGGESTED
SOLUTION
3.1 Czech Computer – general background
The firm was established in 1998 in Prague. Czech Computer is a young, but dynamic
developing firm, which is focusing on selling quality, but cheap computer equipment.
The firm can maintain low prices, because the sale is mainly made though an internet
site and it has a close relationship with its suppliers.
In the year 2001 Czech Computer increased its sales by 50% to the year 2000. Year
2002 was even more successful than 2001 and the rise was 60% to the year 2001. The
firm was continuing with success and in the year 2003 the rise of sales was 50%. Year
2004, where the sales reached 300 millions of Czech crowns, predicted great future for
the firm. Years 2005 with sales of 570 millions (according to the MarketLine Business
Information Center (2006) aggregate sales in the Czech Republic in year 2005 was 43.4
billion) and 2006 with sales of 760 millions were proof of a healthy and successful firm.
The firm is also involved in charity sponsorship. Out of this it also sponsors the first 3D
animated movie (Stories of the goat – Legends of the old Prague) and sporting
activities.
Zive.cz (2007) writes that in 2006 Czech Computer won the first price in the E-shop
category in the ‘Kristalova Lupa 2006’ public inquiry.
3.1.1 Porter’s five forces analysis of Czech Computer s.r.o
Analysis of the competition
Czech Computer s.r.o as an internet retail store has intense competition. In the Internet
environment there are plenty of internet shops which can offer the same product for
even a less price. However Czech Computer s.r.o is part of small group of internet
shops which have an excellent reputation, therefore customers are not only influenced
by price but also by brand preference. This group of trustful firms represents the most
intense rivalry. The group is consisted of firms like Mironet s.r.o, AT Computers a.s,
Alzasoft a.s., BGS LEVI Czech a.s., Vltava Stores a.s. (Cybex.cz) and Czech Computer
32
s.r.o. Czech Computer s.r.o is well known for a good customer approach, large offer,
reasonable prices and additional services.
Generally it is hard to gain and maintain success in this type of business. The firm has
to be innovative and flexible for customer’s needs.
The threat of entry
The threat of new entrants is very high. Only few barriers can slightly protect current
firms these are economies of scale and access to distribution channels, where firms may
have tight cooperation with their suppliers.
The threat of substitutes
The threat of substitutes is not very high. The firm’s offer is wide enough, therefore
when a customer decides to change a firm, the customer is still likely to buy the same
product, but from another shop.
The power of buyers
The power of buyers is extremely high. Customers can change an internet shop without
any expenses therefore the firm has to be constantly adapting to the customers’ needs. It
is also important to offer to the customers quality and additional services, therefore
customers are more likely to make repeat buying.
The power of suppliers
The firm may have an opportunity to become an accredited agent, therefore it can offer
exclusive products for special prices. However mostly the power of suppliers are not
high because of their high concentration.
3.2 The description of the current e-mail campaign
As you can see in the Appendix 1, which is the example of email advertisement, the
current firm’s email marketing is quite simple.
The firm has approximately 30 000 unique emails in its database. It has not any special
approach or criterion of the emails.
33
Every email is send several times. Each version is different only in the type of the
attached pricelist (Excel file, PDF file, Zip file). There is also problem with Czech text
coding (this is due to not defined text coding in the head of the HTML code).
The first part is about new products. These products are placed randomly and without
any logical connection. The list of the new products is according to Sweeney (2005)
uselessly long.
The next part is concerned with special price actions. The list is made only by product
name and product brand (for example Asus A3HF-5A034). This part is not clear and
concise therefore according to Sweeney (2005) there should be improvements.
In the last part there are links to the different independent product reviews on the
internet sites.
The layout of the current e-mail campaign is possible to see in Appendix 1.
3.3 My suggested improved solution
I have used the theory to plan and design e-mail campaign. I have chosen a customer
retention campaign, because Czech Computer s.r.o is using e-mail advertisement only
for current customers.
3.3.1 Customer approach
From Chaffey’s (2003) forms of communications I have chosen e-mail promotion,
because it is the most suitable solution.
Frequency of campaign is set by Czech Computer. E-mails are sent every week.
According to the Chaffey (2003) I have chosen product B2C targeting. This is because
the firm’s customers are in different groups as regards age, gender and geography (this
is because Czech Computer is providing e-shop, therefore geography is not important). I
have been focused on action with photo cameras (it is possible to focus on different
products (Graphic cards, notebooks etc.)), but I also tried to follow the original e-mail
concept with new products in the offer.
34
According to the Chaffey (2003) I suggest to make a survey across the customers,
therefore firm can learn more about their customers. I didn’t cover it in my work, but by
using this survey the firm can more easily meet a customer demand.
3.3.2 Chaffey’s (2003) 12 decisions
According to Chaffey (2003) firm should answer 12 questions about campaign
planning, therefore the campaign can be more successful.
Decision 1: What is the newsletter’s purpose?
I think that Czech Computer’s e-mail campaign should be focused on persuading the
customers into repeat buying and customer’s awareness about new products, the firm
and current product prices.
Decision 2: How should we gain subscribers?
Czech Computer s.r.o is using their webpage for the purpose of gaining subscribers.
According to Chaffey (2003) this is the best way, when firm is focused on customer
retention.
Figure 3.3.2.1 Screenshot of firm’s web site
Source: http://www.czechcomputer.cz
Decision 3 and 4: What is our proposition and what do we call it? How will the
subscription process operate?
35
Chaffey (2003) advises to give customers something more than just information.
Customers should know what they are subscribing to. Therefore I propose to change the
confirmation page (which is on figure 3.3.2.2) from choosing from the format of the
attachment (which is solved in new design directly in the e-mail, therefore it is not
necessary) to the information page, where the firm explains where the customer
subscribed and what type of information he can expect.
Figure 3.3.2.2 Screenshot of the confirmation page
Source: http://www.czechcomputer.cz
Decision 5: Who is our audience?
Because Czech Computer s.r.o is an internet firm, their cliental is limited by the
customer’s ability to use internet and e-mail. Most of the customers are end users,
therefore I designed e-mail more dynamically.
Decision 6: What is our content?
Content is the most important part of the e-mail design. I tried to bring value with
thematic focused e-mail. In my example there are not only professional cameras, but
36
also its accessories. Therefore customers could be interested in some details about
professional photo equipment, which they have not known before.
Chaffey (2003) also explains that it is important to put a link, where customers can
unsubscribe from receiving e-mails. This is also important, because Czech legislation
demands this information in every commercial e-mail.
Decision 7: What length should we use?
According to Chaffey (2003) the original firm’s advertisement e-mail was too long.
Therefore I cut it into approximately 2 pages and I created a link to the remaining
information which is situated separately in the web page.
I have followed the original concept which was based on Chaffey (2003) “Minimise
content in e-mail, full content on web site in multiple pages” structure. This structure is
the most suitable for my design because it is used pictures instead of text.
Decision 9: What format (text or HTML) should be chosen?
For B2C relationship Chaffey (2003) recommends to use HTML.
Decision 10: Which frequency and time of dispatch should we choose?
Czech Computer s.r.o sends commercial e-mails every week. Customers are accustomed
to this cycle and Chaffey (2003) recommends periodic frequency therefore I decided to
sustain it.
Decision 11: Which mechanism should be used for broadcast?
The firm Czech Computer s.r.o already has the software solution for sending multiple emails therefore there is not any reason for a change.
Decision 12: How should be measured the success of our newsletter?
Chaffey (2003) argues that the biggest advantage of the e-mail campaign is its
measurability. There are different ways how to measure the success of the campaign the statistics of the clickthrough to the details about the products directly from the e-
37
mail and subscribed and unsubscribed customers from the e-mail advertisement. The
results are easy to process and the firm can use them for further design of the e-mail
campaigns.
3.3.3 Layout of the e-mail
I have chosen HTML coding, because nowadays it is more common and there is the
possibility to use pictures, which is more interactive.
In the subject line, I have used simple and clear sentence ‘CzechComputer.cz – Take
pictures like a professional’ according to the Sweeney (2005). In the first instance
customers should know, who is sending an e-mail and what is its content.
To the ‘From’ heading I have used name ‘Josef Matějka’, according to Sweeney (2005)
recommendation, because Josef Matějka it is an owner of the company and customers
will rather open e-mail, when it is more personalised.
To the ‘To’ heading I have to use only email address without nick names, because the
firm has no evidence of customer’s real names.
The body of e-mail is mostly made by pictures, so it is easier to follow Sweeney’s
(2005) recommendations about content creation. I tried to keep the body of e-mail clear,
short and concise.
According to the Heinz Tschabitscher (2007) I tried to follow firm’s website colours.
Therefore customers will be more familiar with environment and they will make the
link between e-mails and firm more simply.
I have avoided using attachments therefore it is not necessary to send commercial email 4 times. I put links to the price list directly from the e-mail. The price list will be
available on the firm’s website, therefore e-mails are not big and they are not occupying
much of the customers’ e-mail box capacity.
According to the Sweeney (2005) I put electronic business cards with information about
firm in the end of e-mail.
The final design of the suggested e-mail is possible to see in the Appendix 2.
38
CHAPTER 4 - METHODOLOGY
4.1 Introduction
The main aim of the research is to understand customer’s behaviour on the Internet
environment and to identify the most suitable e-mail advertisement solution for Czech
Computer s.r.o. Therefore the primary research is split in two parts.
I have decided to use mostly qualitative methods, because it will help me to better
understand both the customers’ and the firm’s environment.
In the first part, where the data was collected by questionnaire, it is possible to
comprehend customers’ e-mail advertisement preferences and customers’ behaviour in
the internet environment. Responders were also assigning their subjective preferences
about two examples of advertisement e-mails.
The second part is focused on the firm’s capability, suitability, feasibility and
acceptability of the improved solution, which is made through e-mail interview.
The questionnaire was carried out in the beginning of March and the data was collected
during March 2007.
4.2 Research questions
The aim of the dissertation is to determine whether the new design of Czech
Computer’s e-mail campaign, which is based on relevant theory, has more impact on the
customers and whether it is acceptable for the firm in term of capability, suitability and
feasibility. Therefore these research questions were set.
Is the importance of e-mail advertising as high as the literature declares?
Does unsolicited commercial e-mail has a negative impact on selling products
and the firm’s prestige?
Is following the customer’s needs and desires important?
Can the new design of e-mail advertisement be more persuasive?
39
Will the new design of e-mail campaign based on relevant theory create more
benefits for the firm?
Is the firm disposed to replace old e-mail campaign with improved one?
4.3 Secondary research
Saunders et al (2000) show 3 categories of literature sources: primary, secondary and
tertiary.
Secondary research was used as a review of the published literature, for example books,
journal articles, statistical researches and web pages. The main aim of the secondary
research is find out related information on the topic.
4.4 Research strategy
Saunders et al (2000) classify research strategy into experiment; survey; case study;
grounded theory; ethnography; action research
I have chosen Case study, because of its definition as “the development of detailed,
intensive knowledge about a single ‘case’ or a small number of related ‘cases’”. I
picked existing e-mail campaign of particular firm and this ‘case’ I am trying to
improve with relevant theory.
4.5 Selecting samples
Saunders et al (2000) explains that the sampling techniques are divided into 2 different
types – probability sampling and non-probability sampling.
I have chosen non-probability sampling because samples of my questionnaire are
chosen randomly. From non-probability sampling I have chosen convenience sampling,
because of Saunders et al (2000) definition “Convenience sampling involves selecting
those cases that are easiest to obtain for your sample”.
I have chosen a specific sample of the population, which can use the Internet. Czech
Computer s.r.o is firm which is selling products on the Internet, therefore it is not
interested in customers which can not use the Internet. To prevent samples which can
not use the Internet, my questionnaire is on-line.
40
4.6 Collecting primary data by questionnaire
4.6.1 Type of the questionnaire
I have chosen a self-administered on-line questionnaire, because it is the most suitable
for the research. According to Saunders et al (2000) on-line questionnaire is suitable for
“Literate individuals who can be contacted by email or Internet”, which is with regards
to type of firm’s business the best solution. Another advantage is that data input is fully
automated.
With an on-line questionnaire I can save time and costs (for example for printing). I
have
used
free
internet
service
for
student
questionnaire
(available
at
http://www.dotaznik.net). Data output from this internet service is already in Excel
format.
4.6.2. Questionnaire design
Saunders et al. (2000) explain that in the questionnaire there are 4 types of variable.
Attitude
Belief
Behaviour
Attribute
Saunders et al. (2000) go on to say that it is very important to ensure that essential data
is collected. Therefore every question has to be precise and designed to gain appropriate
data according to the research objectives.
According to Saunders et al. (2000) research questions can be divided into 2 types.
“Open questions allow respondents to give answers in their own way”. Closed questions
provide to the researcher the exact numbers. Closed questions are usually quicker and
easier to answer, however they are harder to interpret and marginal. Saunders et al.
(2000) list the types of closed questions – List questions, Category questions, Ranking
questions, Scale questions, Quantity questions and Grid.
41
In the questionnaire only one open question was used. In this question the respondent
can express their overall impression from the two designs.
The rest of the questions are constructed as closed. (Saunders et al. 2000). Respondents
can tick only one appropriate box, however due to the scale of the questions it is
possible to gain reliable information about respondents’ attitude.
The questionnaire is constructed to be as short as possible, because according to
Saunders et al. (2000) it is better to design a shorter questionnaire.
The final design of the questionnaire is possible to see in Appendix 3.
4.6.3 The aim of the research questions
Table 4.6.3.1 Characteristics of the questions used in the questionnaire
Question
Type of variable
Reason
Type of question
1) Which one of Attitude
Used to identify if Category question
these
commercial e-mail
types
of
is as effective as
Internet
advertisement
is
literature says.
more persuasive for
you?
2) Do you open Behaviour
Used
to
every e-mail, which
customers
you have received?
for
identify Category question
criteria
opening
commercial e-mail
3) What criteria do
you use, when you
are deciding which
e-mail
you
will
open?
42
4) Are you bothered Attitude
with
the
unsolicited
commercial e-mail?
impact
on
selling products and
brand is positive.
5) Are you annoyed
with
companies
which
send
you
unsolicited
commercial e-mail?
(for
example
therefore you would
avoid buying their
products
in
the
future?)
6)
Would
participate
you Attitude
in
Used
to
test
if Category question
a
customers want to
survey through e-
participate if it will
mail, if it will lead
lead
to
services.
service
for
better
improvements?
7) Which coding of Attitude
e-mail
HTML coding is
do
you
prefer?
more desirable then
plain text
8) When you look Attitude
It is used to find out Category question
at the 2 designs of
which
e-mail, which are
desirable and why.
enclosed, which one
43
is
more
is more persuasive?
9) Why?
Attitude
It is used to find out Open question
which
is
more
desirable and why.
10) Assign a quality Attitude
The essential part of Scale question
of Design A in the
the research. The
different criteria
aim is to identify,
what are advantages
a) Catchiness of the
Design A
and
of
disadvantages
every
design.
b) Clarity of the
They are also used
Design A
to find out which is
more desirable and
c) Simplicity of the
why.
Design A
d) Directivity of the
Design A
e) Length of the
Design A
11) Assign a quality
of Design B in the
different criteria
a)
Catchiness
of
Design B
b)
Clearness
of
Design B
44
c)
Simplicity
of
Design B
d)
Directivity
of
Design B
e) Length of Design
B
12) Which of them Attitude
The
question
you would rather
designed as control
receive?
question
for
is Category question
the
question 8.
13) What is your Attribute
Used to identify the Category question
gender?
respondent
basic
characteristics
14) What is your
age?
15) Where do you
live?
4.7 Collecting data by interview
Structured interview is the most suitable for the research, because it was made with
Josef Matejka, who is owner of the firm. It was impossible to arrange an appointment,
firstly because it is Czech firm and secondly he had not enough free time to make a
face-to-face interview. I sent a structured interview on 29th March.
The interview is possible to see in Appendix 4.
45
4.8 Limitation
4.8.1 Size of the sample
Because of the lack of time, money and resources it was impossible to gather data from
large group of respondents. The internet questionnaire service helped me a lot, because
the output was already in Excel format, however gathering more data from respondents
would be time consuming and statistically difficult.
4.8.2 Geographical limitation
Because of my sample is from the Czech Republic, geographical limitations leads to the
fact that I had to use internet questionnaire rather than printed form. It also is a reason
why the interview had to be done by e-mail than face-to-face or telephone.
4.8.3 Firm’s limitation
The interview was made with the owner of the company. As an owner he has a lack of
time, therefore the interview was carried out by e-mail.
4.9 Pilot study
The pilot study was conducted by giving the pilot questionnaires to 10 people. The
questionnaire was also checked by experienced teacher for content and grammar
mistakes. On average it takes 7 minutes to fill the questionnaire. I relocated the open
question into another place, because the answers were influenced by previous questions.
I asked respondents for their suggestions and most of them claimed that the
questionnaire is clear enough and quite attractive. They also said that the length is
appropriate.
46
CHAPTER 5: RESEARCH RESULTS AND ANALYSIS
5.1 Introduction
This chapter presents the results from the research. The primary data from the
questionnaire is presented firstly. The primary data from the interview is presented
afterwards.
The questionnaire was completed by 56 respondents. The results will examine
customers’ attitude towards the two e-mail designs.
The interview was made with the owner of Czech Computer s.r.o. The results will
identify firm’s capability, suitability, feasibility and acceptability of the suggested email
campaign.
5.2 Respondents’ characteristics
5.2.1 Basic characteristics
Age
In response to question 14, from 56 respondents which completed the questionnaire, 36
were in the age group “16-29”, 17 were in the age group “30-49” and 3 were in the age
group “50-64”. Age groups “Under 16” and “64 and above” have 0 respondents, this is
reflective of the real situation, because by the Czech Statistical Office population under
16 years old is not included in the statistic report about internet environment and
population above 64 years usually has no skills for using internet. According to The
Czech Statistical Office report (2nd Quarter 2006) the most important age groups, which
are mostly buying products through internet are 16-44, therefore mostly respondents are
from the age groups “16-29” and “30-49”.
47
Table 5.2.1.1 Diversification by age
Age groups
Respondents
Percentage
Under 16
0
0%
16-29
36
65%
30-49
17
30%
50-64
3
5%
64 and above
0
0%
Figure 5.2.1.2 Pie chart –Diversification by age
5%
0%
30%
65%
Under 16
16-29
30-49
50-64
64 and above
Gender
According to The Czech Statistical Office report (2nd Quarter 2006) male gender is
buying more products through internet, therefore the sample is more focused on male
gender, than female.
Table 5.2.1.3 Diversification by gender
Gender
Respondents
Percentage
Male
42
76%
Female
13
24%
48
Figure 5.2.1.4 Pie chart – Diversification by gender
24%
76%
Male
Female
Geographical location
In response to question 14, of 56 respondents which completed the questionnaire, 14
were from the countryside, 33 from the small town and 8 from the big town.
Table 5.2.1.5 Diversification by location
Type of the location
Respondents
Percentage
Countryside
14
25%
Small town (10 000 - 100 000 inhabitants)
33
60%
Big town (100 000 inhabitants and more)
8
15%
5.3 Hypothesis - findings
5.3.1 Hypothesis 1 - Is the importance of e-mail advertising as high as the literature
declares?
Question 1 was prepared to help answering the hypothesis 1. Most of the respondents
are more influenced by banner advertisement, than by e-mail advertisement. Even
Adsense type of advertisement is more persuasive than e-mail advertisement.
49
Table 5.3.1.1 Different types of internet advertisement and their ability to persuade the
customers
Type of internet advertisement
Responds
Percentage
E-mail advertisement
7
13%
Banner advertisement
36
64%
Adsense
13
23%
5.3.2 Hypothesis 2 - Does unsolicited commercial e-mail have a negative impact on
selling products and the firm’s prestige?
Questions 4 and 5 tried to answer the hypothesis 2. If the respondents are bothered with
unsolicited commercial e-mail, they chose how it will influence further purchase and
firm’s prestige. Almost all of the responders are bothered with unsolicited commercial
e-mail (95%) and most of the responders are annoyed with companies that send
unsolicited commercial e-mail, however 77% answered, that it will not influence further
purchase.
Question 4: Are you bothered with unsolicited commercial e-mail?
Table 5.3.2.1 Are customers bothered with unsolicited commercial e-mails?
Answer
Responds
Percentage
Yes
53
95%
No
2
4%
Question 5: Are you annoyed with companies which send you unsolicited
commercial e-mail? (for example therefore you would avoid buying their products
in the future?)
50
Table 5.3.2.2 Are customers annoyed with companies which send unsolicited
commercial e-mail?
Answer
Responds
Percentage
Yes, I will never buy anything from this company
10
18%
Yes, but it will not influence my further purchase
37
66%
No, I do not mind at all
6
11%
5.3.3 Hypothesis 3: Is following the customer’s needs and desires important?
It is necessary to examine that 61% of respondents would like to participate in a survey
through e-mail, if it will lead to service improvements. It claims that almost 61% of
respondents are willing to make some effort in order to be closer to the service that they
desire.
5.4 Customers’ attitude
In the part of the questionnaire that is focused on customers’ overall attitude
respondents answered a question: “When you look at the 2 designs of e-mail, which are
enclosed, which one is more persuasive?” Almost 64% responds prefers the new design,
which is based on relevant theory, however another 36% responds prefers the current
campaign.
Table 5.4.1 Customers’ preferred design
Preferred design
Responds
Percentage
Current campaign
20
36%
New improved campaign
35
64%
51
Figure 5.4.2 Pie chart – Customers’ preferred design
36%
64%
Current campaign
In other questions respondents answered their attitudes in particular attributes of the email campaign. I made an arithmetic mean of the answers in every attribute to make the
results clearer. In the scale there is a comparison between current and the new
campaign.
Design A
Design B
a) Comparison of catchiness of the current e-mail campaign (Design A) and the new
improved e-mail campaign (Design B)
Figure 5.4.3 Comparison of catchiness
really catchy
1
completely uninteresting
1.9
3.25
5
The chart shows that the suggested e-mail is much more interesting than the current one.
The great difference is evident on the first view. The majority of the respondents chose
52
the suggested e-mail as really catchy, on the other hand the current e-mail is mostly
marked as uninteresting.
b) Comparison of clarity
Figure 5.4.4 Comparison of clarity
very clear
1
completely disorganized
5
2.25 2.53
In this particular attribute the results are quite similar. The current e-mail is a little bit
clearer, however the average difference is 0.28.
c) Comparison of simplicity
Figure 5.4.5 Comparison of simplicity
too simple
1
too complicated
2.92
2.3
5
This attribute is very debatable. The current e-mail is simpler, however the suggested email is in balance between simplicity and complicacy. It is the individual choose of
every customer, which level of simplicity he prefers.
d) Comparison of directivity
Figure 5.4.6 Comparison of directivity
too focused
1
too general
2.44
2.9
5
53
The respondents chose the suggested e-mail as being more focused. However the
difference is not as high as it was expected.
e) Comparison of length
Figure 5.4.7 Comparison of length
too short
too long
2.78
1
5
3.8
Figure 5.4.8 Bar chart – Comparison of length
45
41
40
35
30
25
20
15
15
9
10
5
20
17
1
1
1
2
1
0
1
2
3
Design A
4
5
Design B
This attribute shows the biggest difference between the designs. The majority of the
respondents chose the suggested e-mail as being well balanced between being too short
and too long. Most of the respondents marked the current email as long or too long.
54
Question 12, which is designed as a control question for the question 8, confirms the
verity of the filled questionnaires, because the results are almost the same as in the
question 8.
Table 5.4.9 Control question – Customers’ preferred design
Preferred design
Responds
Percentage
Current campaign
21
38%
34
62%
5.5 Results from the interview
The interview was made through e-mail. The owner of the firm answered several
questions about the new proposed e-mail campaign and its relation to the firm’s
capability, suitability, feasibility and acceptability. The results are discussed in the next
section.
55
CHAPTER 6 – DISCUSSION AND RECOMMENDATION
6.1 Research questions and their relation to the research results and the literature
6.1.1 Hypothesis 1 - Is the importance of e-mail advertising as high as the literature
declares?
Chaffey (2003) argues that the importance of the e-mail advertising is significant.
However he also explains that e-mail advertising can not beat web site marketing (for
example banner advertisement or Adsense) in all respects. Therefore the best solution is
in combination of them both.
The results from the research certified this statement, because the respondents picked all
of the types of internet advertisement. Therefore none of them has the significant
position and the best solution is to combine all of them. However it is interesting to see
that the importance of the e-mail advertisement is not as high as the literature declares.
6.1.2 Hypothesis 2 - Does unsolicited commercial e-mail have a negative impact on
selling products and the firm’s prestige?
Chaffey (2003) explains that the permission marketing is important for the success of
the e-mail campaign. Chaffey (2003) goes on that customers “want to exert control over
communication and this is what permission marketing can provide”.
The results claim that customers are truly annoyed with unsolicited commercial e-mails
(95%) and with firms that send this type of advertisement. This result consist with
Chaffey (2003) theory. However 77% of respondents answered that it will not influence
the further purchase from the particular firm. Therefore the permission marketing is
important, although it will not influence badly the volume of purchase.
6.1.3 Hypothesis 3 – Is following the customer’s needs and desires important?
Chaffey (2003) argues that the customer’s needs and desires in continuously changing.
Therefore the firm should change its services in tune of current customer’s needs and
desires. The way how to gain information about new trends is to launch a survey across
the customers.
56
Consequence can be found in the question 6. 61% of the respondents would participate
in a survey through e-mail, if it will lead to service improvements. It means that the firm
should use the opportunity to gain additional information about its customers.
Afterwards firm can make improvements in provided services depending on acquired
information. This will lead to benefits for customers, but also for the firm, because
customers will be more satisfied.
6.1.4 Hypothesis 4 - Can the new design of e-mail advertisement be more persuasive?
The essential part of the research is focused on answering this hypothesis.
The respondents chose the new improved e-mail design as more persuasive and
desirable. The causation can be found in different reasons. From the open question 9 it
is possible to gain interesting information about overall attitude about both of the
designs. 64% of the respondents picked the new improved e-mail design mostly because
it seems for them more interesting, more compact and concise. However the current email advertising is in opinion of the respondents more transparent. In the next
paragraphs it will be exhibited the possible attributes of the success of the new
suggested e-mail campaign.
Questions 2 and 3 in the questionnaire are focused on importance of subject line and
‘from’ heading. Sweeney (2005) argues that these two parts of the e-mail are also
important, when the customer is deciding whether he is going to open the email or he is
going to delete it. The results are clear. Almost 95% of the respondents do not open
every e-mail which they received. In 72% cases the decision is made in terms of both
criterions – Subject line and ‘from’ heading. Therefore the importance of these
criterions is very high and the design of the email should obey the suggestions from
Sweeney (2005).
Chaffey (2003) explains that the HTML coding is better for e-mail campaign, because it
is more interactive and nowadays more desirable. The results from the question 7 show
that Chaffey’s (2003) claim is based on reality, because 73% respondents prefer HTML
coding than plain text.
57
The first part of the scale question is focused on comparison of catchiness. In this
attitude the current e-mail campaign completely lost. Most of the respondents identified
the current e-mail campaign as boring. On the other hand the suggested e-mail
campaign is marked as interesting and interactive. This is because the new campaign
followed the suggestions of Sweeney (2005) who advices to make an e-mail design as
interactive as possible.
The next part is dedicated to the comparison of the clarity and simplicity. Sweeney
(2005) explains that the e-mail design has to be clear and simple. The levels of clarity of
e-mail designs are similar however the current campaign is clearer, because it is based
on transparent structure. The suggested e-mail campaign is a little bit less clear however
this is because of using graphic components. In terms of simplicity, the current
campaign seems to be also simpler however that does not mean that it is better. The
suggested design is in balance between to be too simple and too complicated.
Chaffey (2003) writes that the commercial e-mail should be focused on a particular
action or sort of product. The suggested commercial e-mail is more focused and the
current campaign is more general, however the difference is not enormous, despite of
my expectations.
The biggest difference was in the comparison of length of the e-mails. Chaffey (2003)
recommends making a commercial e-mail approximately 2 pages long. The suggested email was conceived to this limit. The current e-mail design is approximately 8 pages
long. The results are clear. The respondents assigned the suggested e-mail as the
perfectly balanced length and the current campaign was marked as really too long. In
this attribute Chaffey (2003) was completely right.
6.1.5 Hypothesis 5 - Is the firm disposed to replace old e-mail campaign with
improved one?
The interview was made with Josef Matejka who is the owner of the Czech Computer
s.r.o and it is possible to get firm’s point of view on the suggested e-mail campaign.
Josef Matejka wrote that the firm already have thought about change their e-mail
campaign in terms of the suggested e-mail campaign. The firm already have appropriate
58
skilled employees (graphic designer) however the firm decided to postpone a launch for
a while. The owner although added that firm can not avoid the current direction of the
customers’ needs and desires. Therefore the firm sooner or later have to improve their email campaign.
6.1.6 Hypothesis 6 - Will the new design of the e-mail campaign based on relevant
theory create more benefits for the firm?
Josef Matejka wrote that nowadays the benefits from the new campaign are not too
high, because costs for the launch of the new campaign will be higher than profits. He
added that he thinks that nowadays the customers are not prepared for the new services
provided through commercial e-mails. However he explains that the suggested
campaign is based on reasonable theory and it could be used in the real field.
6.2 Limitation of the study
According to the geographical limitation and the limitation of the firm, it was not
possible to make a face-to-face interview. Therefore the information provided by the
firm is limited. However the essential parts of the questions was answered.
The sample size of the respondents was 56, but the ideal number should me much more.
However the information gained from the responds is satisfactory.
Another limitation was the time and finance consumption. Therefore for a deep analysis
of the customers’ behaviour I need more of these resources.
It is impossible to test all the improvements based on the relevant theory. For example
the design is set from the large numbers of details which can influence customer’s
attitude. Therefore it is possible to test only the overall attitude.
6.3 Recommendations
I have several recommendations. From both the research and theory it is evident that
modern internet customers need be attracted by a flexible, interactive and less
informative advertisement, but the firm decided to postpone the launch of a new e-mail
campaign and sustain the current one. However even this traditionalistic firm admitted
that the changes are inevitable and by the time there have to be the changes.
59
The research also proved most of the theory recommendations. The main drivers for
success in the modern internet advertisement environment are personalisation,
directivity and interactivity. Therefore I suggest launching s survey to get the
information about the customers and afterwards edit the campaign for the most suitable
version. It is also possible to allow the customers to choose what type of the e-mail
campaign they want to receive.
The majority of the respondents chose the e-mail campaign which is based on the
relevant theory. That proved that the theory is based on reasonable base.
60
CHAPTER 7 – CONCLUSION
7.1 Research questions and their establishment
The link between research question, relevant theory and results is discussed in the
previous part. This section is focused on overall proof of the research questions.
Hypothesis 1 - Is the importance of e-mail advertising as high as the literature
declares?
This hypothesis was not proved. Despite of the theory the respondents did not assign big
importance to the e-mail advertisement. However no internet advertising tool has
significant importance, therefore the best solution is in combination of all of them.
Hypothesis 2 - Has unsolicited commercial e-mail a negative impact on selling products
and the firm’s prestige?
The hypothesis was partly proved, however the unsolicited commercial e-mail has not
negative impact on the possibility of the customers future purchases.
Hypothesis 3 - Is following the customer’s needs and desires important?
The hypothesis was completely proved. The following of customer’s needs and desires
are important, because they are even willing to participate in the survey in order to be
closer to the service which they desire.
Hypothesis 4 - Can the new design of e-mail advertisement be more persuasive?
This hypothesis was proved. According to the results of the research, customers were
more likely to prefer the email design, which is based on the relevant theory.
Hypothesis 5 - Will the new design of e-mail campaign based on relevant theory create
more benefits for the firm?
According to the subjective view of the owner of the company, the hypothesis was not
proved. It would take much more time and finance to evidence the oppostite.
61
Hypothesis 6 - Is the firm disposed to replace old e-mail campaign with improved one?
This hypothesis was not rejected, because the firm does not resist the idea of the
suggested e-mail campaign, but it claims that nowadays it is not the right time. However
over time the changing and closing the firm’s advertising tools to the customers’ needs
and desires is inevitable.
7.2 Summary
In fine it is possible to say, that nowadays the world is changing, in terms of internet
environment even more rapidly. The customer’s needs and desires are following
fashionable trends. The firm which is operating in the internet business has to adapt
their behaviour to them. I hope that this dissertation gave the general view on the
modern customer’s requirements and it should help with further planning of the e-mail
campaign.
62
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64
Design A
From: ceniky
Subject:Cenik Czech Computer od 24.1.2007
Dobrý den,
opět pro Vás máme záplavu novinek a aktuální ceník.
Pokud již nechcete zasílat tento ceník, odhlašte se na této stránce.
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545,- Kč
AMD Turion64 X2 1.8GHz
(TL56), paměť 1024MB RAM,
15.4" širokoúhlý WXGA TFT
displej, 160GB disk, DVD/RW
mechanika, grafika nVidia
Go7600 256/512MB, WiFi
b/g, BT, kamera, GLAN,
Windows Vista Home
Premium.
CoolerMaster RR-KCTT9E1 Susurro 668,- Kč
Výkonný a tichý celoměděný
chladič pro procesory AMD
(patice 754, 939, 940 a AM2),
regulace otáček, 16 dBA, 800
až 3200 ot. min., 685 g (tělo)
+ 75 g (ventilátor).
68
Asus F3JRAP030C 29
415,- Kč
Intel Core 2 Duo
T5600 1.83GHz,
paměť 1GB
RAM, 15.4"
WXGA displej,
120 GB disk,
DVD+/-RW/RAM mechanika,
grafika ATI
X2300 128B,
WiFi-b/g, GLAN,
BT, webkamera,
Windows Vista
Home Premium.
Toshiba
Qosmio G30207 65 985,Kč
Intel Core Duo
T7400, paměť
1024MB DDR-II
RAM, 17"
širokoúhlý TFT
displej, 2x160GB
disk, DVD/RW
mechanika,
grafika GeForce
Go7600 256MB,
WiFi-g, GLAN,
BT, TV tuner,
Windows Vista
Ultimate.
Cyber Snipa MouseMatt
EYE 479,- Kč
Kvalitní podložka pro hráče z
mikrovlákna s obalem pro
přenášení, rozměry 380 x
295 x 4mm.
CoolerMaster
Mystique 632
RC-632SWN2-GP
Silver 3 220,Kč
Middletower ATX
skříň, 4x 5.25",
2x (+4 skryté)
3.5", 2x USB +
2x audio, okno v
bočnici, bez
zdroje.
Aerocool Iceland 2 911,Kč
Teac MP-4501GB, 1GB,
2"TFT, FM,
Movie, DRM9,
Black 2 017,Kč
Kompletní set vodního
chlazení pro platormu Intel
(478/775) i AMD
(754/939/940).
MP3/Video
přehrávač s
kapacitou 1GB,
mikrofon,
podpora
MP3/WMA +
AVI, prohlížení
obrázků, hra
tetris, grafický
displej.
Sony VPL-HS60 60 540,Kč
Širokoúhlý datový LCD (p-Si)
projektor WXGA (1280x720) 720p, jas 1200 ANSI lumenů,
kontrast 10.000:1, 135W
UHP lampa, HDMI + D-sub +
S-Video + kompozitní a
komponentní vstup.
69
Gigabyte CPU
Water Block
(GH-WPBC1)
907,- Kč
Superchladič,
kombinující
výhody
vzduchového i
kapalinového
chlazení,
měděný blok na
procesor,
kompatibilní s
vodními systémy
Gigabyte.
IBM Lenovo TP X60
Tablet - UU0A7CF 59
075,- Kč
Gigabyte VPower (GHUDUP21-VC)
1 341,- Kč
Intel Core Duo L2500
RAM, 12" SXGA+ TFT
displej, 80GB disk, grafika
Intel GMA 950, WiFi, BT,
čtečka otisků prstů, WinXP
Tablet 2005.
Kvalitní a účinný
VGA chladič s
měděnou
základnou,
manuální
regulace 16-25
dB při 8002000ot/min, pro
ATI Radeon
X1800-X1950
nebo nVidia
GeForce 68007900.
LG L1953S-SF - LCD
19" 5 170,- Kč
Fujitsu
Siemens
Amilo Xa1526
- CCN:CRE110108-003 25
665,- Kč
19" LCD displej, max.
rozlišení 1280 x 1024 bodů,
odezva 5ms, jas 300cd/m^2,
kontrast 2000:1, analogové
rozhraní.
AMD Turion64
X2 TL56, paměť
1024MB DDR2
RAM, 17"
širokoúhlý
WXGA+ TFT
displej, 120GB
disk, DVD+/-RW
DL mechanika,
grafika nVidia
GeForce Go
7600 256 MB,
WiFi-b/g, GLAN,
Windows Vista
Home Premium.
Fujitsu-Siemens Amilo
Pi1536 - BAT:CZ2PXM06-PI2 22 584,- Kč
Intel Core Duo 1.73GHz,
paměť 1GB RAM, 15.4"
širokoúhlý WXGA TFT
Mobility Radeon X1400, WiFi,
Windows Vista Home
70
IBM Lenovo
N100 TY0FGCF 21
875,- Kč
Intel Core Duo
T2250, paměť
1024MB RAM,
15.4" WXGA
TFT displej,
Windows Vista Home
Premium.
80GB disk,
DVD/RW
mechanika,
sdílená grafika
Intel GMA950,
LAN, WiFi, BT,
Windows Vista
Home Basic.
Gigabyte Chipset Water
Block (GH-WPBS1) 985,Kč
Teac HD15DIGI-160 160GB USB,
čtečka 9:1,
OTG, display
4 268,- Kč
Upgrade kapalinového
chladícího systému Gigabyte
o chladící blok čipsetu.
Externí čtečka
paměťových
karet 9-v-1,
externí 160GB
disk, rozhraní
USB 2.0, LCM
displej
zobrazující
status, není
nutné propojení
s PC.
Asus DVD-E616A3T
Retail 438,- Kč
Asus P535
Triband
Phone 14 283,Kč
Serial ATA DVD-ROM
mechanika, čtení
DVD?R/RW/RAM, rychlosti
16/48x pro DVD/CD,
přístupová doba 105/90ms
DVD/CD.
Multifunkční
komunikátor
firmy Asus,
synchronizace emailů,
kancelářské
aplikace,
WiFi+BlueTooth,
miniSD slot,
třípásmové
GSM, fotoaparát
s kamerou, GPS,
Windows Mobile
5.
Thermaltake
VA8004BWS Armor
Extreme Edition 3 910,Kč
Corsair
ventilátor pro
paměti
Dominator
446,- Kč
71
Luxusní skřín pro náročné s
dostatkem prostoru, 11
vnějšími pozicemi pro
mechaniky, 5 vnitřních pozic
pro pevné disky, univerzální
ATX formát, vhodné pro AMD
QuadFX, bez zdroje.
Akasa AK-NBC-01 black
(NTB Cooler) 655,- Kč
Chladič pro notebooky v
podobě podstavce, dva
70mm ventilátory s rychlostí
1800RPM při hlučnosti
21.53dBA, průtok vzduchu
11.27 CFM na ventilátor,
USB hub (1x), hliníkové
provedení.
446,- Kč
Speciální
ventilátorový
chladič pro
paměťové
moduly Corsair
Dominator.
HewlettPackard
nx6310 EY420EA 19
245,- Kč
Intel Mobile
Celeron
1.46GHz, paměť
1024MB RAM,
15" XGA TFT
displej, 80GB
disk, DVD+-RW
mechanika,
grafika Intel
GMA950, WiFi,
LAN, WinXP
Pro.
Fujitsu Siemens Amilo
Pro V3205 VFY:EM72V3205AE1CZ
25 085,- Kč
Intel Core Duo 1.86GHz
(Dual-core T2350), paměť
1024MB RAM, 12.1"
širokoúhlý WXGA TFT
mechanika, grafika Intel
GMA950, WiFi, BlueTooth,
LAN, Windows XP
Professional.
Gigabyte 965QM-DS2 Intel Q965 2 768,- Kč
Everglide
Titan
MonsterMat
Fnatic Edition
630,- Kč
Vynikající odolná
herní podložka
pod myš s
textilním
povrchem
FIBERTEK pro
lehčí pohyb
myši.
CoolerMaster
Mystique 632
RC-632KWN2 Black
3 220,- Kč
Socket T/Intel P4 do
1066MHz FSB, podpora pro
dvoujádrové procesory (i
Core 2), VGA, Intel Q965 a
ICH8DO, 2x PCI + 1x PCI-E
x1 + 1xPCI-E x16, 1x Ultra
ATA + 6x Serial ATA 3Gb/s.
Middletower ATX
skříň, 4x 5.25",
2x (+4 skryté)
3.5", 2x USB +
72
3.5", 2x USB +
2x audio + 1x
FireWire.
Sony Vaio SZ4XN/C 52
955,- Kč
Notebook s procesorem Intel
Core 2 Duo T7200 2.0GHz,
2GB RAM, pevný disk 120
GB, 13.3" širokoúhlý displej
1280x800, grafika nVidia
7400 s až 335MB,
WiFi, BT, čtečka otisků prstů,
Windows Vista Bussiness.
Samsung SH-S182M
OEM 803,- Kč
Samsonite LP
2 In 1
Messengers
Bag černá brašna 2 380,Kč
Taška pro 16"
notebook se
speciální pěnou
uvnitř, která drží
svůj tvar, kapsy
na příslušenství
a potřeby, černá
barva.
GigaByte
MAYA GVRX155256DRH 256MB,
PCI-E 1 691,Kč
Moderní multiformátová
vypalovačka, umí
DVD+R/RW/DL při
rychlostech 18/8/8x DVDR/RW/DL - 18/6/8x, DVDRAM 12x, přístupová doba
CD/DVD 110/130 ms,
klasická CD pak při
48/48/32x, bílé provedení,
podpora LightScribe.
ATI X1550
čipset, takt
jádra/pamětí
550/800 MHz,
256 MB 128-bit
paměti (až 1GB),
4 pixel shadery,
2 vertex
shadery, DirectX
9.0, OpenGL
2.0, PCI-E.
NEC NP1000 89 090,- Kč
LCD projektor, nativní
rozlišení XGA 1024 x 768,
maximální 1600 x 1200,
svítivost 3500 lumenů,
kontrast 800:1, 300W lampa,
hlučnost 30dB (eco režim),
2x5W repro.
73
Microstar
P965 Neo2-FI
- Intel P965 2
598,- Kč
Socket LGA775
do 1066MHz
FSB, podpora
Intel Conroe i
QuadCore, i965
a Intel ICH8, 2x
PCI + 1x PCIEx1 + 1x PCIEx4 + 1xPCI-
Ex16, 1x Ultra
ATA + 5x Serial
ATA 3Gb/s,
GLAN.
CD Box na 200 CD kufr, hliník (Sansun)
287,- Kč
Genius
NetScroll+
PS/2 Black
57,- Kč
Velký kovový kufr jako
zásobník na 200 médií.
Jednoduchá myš
pro bežné
použití doma i v
kanceláři,
kulička, PS/2.
Fujitsu-Siemens H22-1W
- LCD 22" 11 168,- Kč
Širokoúhlý 22" TFT displej s
rozlišením 1680x1050, jas
300 cd/m^2, dynamický
kontrast 2500:1, maximální
úhel pohledu 160°/160°,
doba odezvy 5ms, D-Sub,
DVI, HDMI, S-Video rozhraní,
repro.
Asus F3H-AP027E 20
735,- Kč
Intel Core Duo T2060
RAM, 15.4" WXGA displej,
120 GB disk,
DVD?R/RW/RAM
mechanika, grafika Intel GMA
950, WiFi-b/g, GLAN,
FireWire, Windows Vista
Home Premium.
74
Samsung
SyncMaster
932BM
stříbrný LCD 19" 6
920,- Kč
Kvalitní 19" LCD
displej, rozlišení
1280x1024, jas
300 cd/m2,
kontrast 1000:1,
viditelný úhel
170°/170°, doba
odezvy 5ms,
rozhraní D-Sub i
DVI.
Nikon Coolpix
L10 LP 2 788,Kč
Kompaktní
digitální
fotoaparát s
5Mpx snímačem,
třínásobným
optickým
zoomem, 2.0"
displej, VGA
video 30fps,
7MB paměť +
SD karty.
Teac DV-W518GM-PUK
2 133,- Kč
Víceformátová externí DVD
vypalovačka s podporou
DVD+R9/-R9 8.5GB a DVDRAM disků (DVD+-R DL 8x
zápis). Umí DVD+R/RW při
18/8x, DVD-R/RW pak 18/6x,
DVD-RAM při 12x a klasická
CD, USB 2.0.
Acer Aspire 3103WLMi
(LX.AX60Y.067) 17 125,Kč
AMD Sempron64 3400+,
1024 MB DDR2, 15.4" WXGA
displej, int. grafika 128MB,
120GB pevný disk,
WiFi, webcam, Windows
Vista Home Basic.
Nikon Coolpix L11 LP 3
548,- Kč
Kompaktní digitální
fotoaparát s 6Mpx snímačem,
třínásobným optickým
zoomem, 2.4" displej, VGA
video 30fps, 7MB paměť +
SD karty.
75
Sony Vaio
TX5XN/B 53
255,- Kč
Notebook s
procesorem Intel
Core Solo
U1400, 1024MB
RAM, pevný disk
80 GB, 11.1"
širokoúhlý displej
1366x768,
DVD/RW
mechanika,
WiFi, BT,
Windows Vista
Business.
Fujitsu
Siemens
Amilo Xi1554
- CCN:CRE110112-005 33
005,- Kč
Intel Core 2 Duo
T7200, paměť
1024MB RAM,
17" WUXGA
TFT displej,
120GB disk
RAID, DVD/RW
DL mechanika,
grafika ATI
X1900 256MB
DDR3, WiFi,
GLAN, BT,
Windows Vista
Home Premium.
Emgeton E5
Cult 1GB,
FM, carbon
grey 1 564,Kč
Multimediální
přehrávač s
podporou
MP3/WMA/WAV,
1 GB paměti,
integrovaný
diktafon(přímý
záznam do MP3)
a FM tuner, LineIn, LCD displej,
USB 2.0.
Acer AL2223W - LCD
22" 8 458,- Kč
Asus A6JEAP027C 25
635,- Kč
Širokoúhlý 22" LCD displej,
max. rozlišení 1680x1050
bodů, odezva 5ms, viditelné
úhly 160°/160°, kontrast
800:1, repro, D-Sub a DVI
vstup.
Intel Core Duo
T2250 1.73GHz,
paměť 1024MB
RAM, 15.4"
displej, 120 GB
disk, DVD/RW
mechanika,
grafika ATI
X1450
512/128MB,
WiFi-abg, GLAN,
BT, webkamera,
Windows Vista
Home Premium.
Asus A6RP-AP182A 16
935,- Kč
Nikon Coolpix
P5000 8 938,Kč
Intel Celeron M520 1.6GHz,
paměť 512MB RAM, 15.4"
WXGA TFT displej, 100GB
disk, DVD/RW mechanika,
grafika ATI Mobility X200,
WiFi, CMOS kamera,
Windows Vista Home Basic.
Kompaktní
digitální
fotoaparát se
stabilizací
obrazu, 10Mpx
snímač a 3.5x
zoom, 2.5"
displej, video
VGA se zvukem,
SD karty.
Samsung SE-S184M
USB2.0 černá 1 597,- Kč
Externí multiformátová
vypalovačka s rychlostí
vypalování až 18x DVD+-R a
také s podporou médií DVDRAM, na která vypaluje až
dvanáctinásobnou rychlostí,
podpora LightScribe, USB
2.0.
76
OvisLink
WMU-6000FS
1 861,- Kč
Box na disk s
bezdrátovým
Wifi přístupovým
bodem s
podporou
802.11b/g
protokolu (54
Mbit), LAN port,
WEP/WPA,
2xUSB port (pro
flashdisk či
tiskárnu).
Canon MD111 7 075,- Kč
Kompaktní MiniDV digitální
kamera, 800 000 pixelů, 35x
optický zoom, elektronická
stabilizace, USB 2.0 rozhraní.
Asus A8JR-4P027C 28
005,- Kč
Teac MP-FM101 648,- Kč
MP3/WMA
přehrávač do
auta, bezdrátový
přenos hudby do
autorádia,
možnost připojit
flashdisk.
CoolerMaster
DK8-7G52A
105,- Kč
RAM, 14.1" displej, 120 GB
disk, DVD+/-RW/-RAM
X2300 256MB/896MB, WiFiabg, GLAN, FireWire, BT,
WebCam, Windows Vista
Home Premium.
Výkonný
poměrně tichý
chladič pro
procesory AMD
(socket 754, 939
a AM2),
ventilátor 2200
otáček za
minutu, rozměry
77 x 79 x 31
mm.
Fujitsu Siemens Amilo
Pa1510 - BAT:CZ1PXM06-PA2 19 525,- Kč
Sennheiser PC
131 904,- Kč
Kvalitní headset,
frekvenční
rozsah 30Hz18kHz sluchátka,
80Hz-15kHz
mikrofon,
citlivost
mikrofonu -38dB,
SPL sluchátek
119dB, ovládání
na kabelu.
AMD Turion64 X2 TL52,
paměť 1024MB DDR2 RAM,
15.4" širokoúhlý WXGA TFT
displej, 120GB disk, DVD+/RW DL mechanika, grafika
ATI Radeon Xpress 1100,
WiFi-g, LAN, Windows Vista
Home Premium.
Gigabyte Pump & Tank
Assembly (GH-WPS01) 1
420,- Kč
Výkonná pumpa a nádrž z
vodního chladícího systému
3D Galaxy II.
Teac DVW518GM
OEM, bílá
774,- Kč
Víceformátová
DVD
vypalovačka s
77
podporou
DVD+R9/-R9
8.5GB a DVDRAM disků
(DVD+-R DL 8x
zápis). Umí
DVD+R/RW při
18/8x, DVDR/RW pak 18/6x,
DVD-RAM při
12x a klasická
CD (48/48/32x).
Samsonite G - Ride
modrá/šedá - batoh 1
620,- Kč
Brašna na notebook do 15"
(35.5x29x5 cm), kapsa na
příslušenství a dokumenty,
organizér, 2 oddělené části a
kapsa.
Toshiba T100 38 970,- Kč
DLP projektor, nativní
rozlišení XGA 1024x768,
maximální 1600 x 1200,
svítivost 2600 lumenů,
kontrast až 2000:1, 275W
lampa, dual VGA vstup, 1W
mono repro.
CoolerMaster
RR-NCWL4E1
(Northbridge
Chipset LED)
196,- Kč
Nevelký měděný
chladič čipsetu,
40mm větráček
se 4500
otáčkami za
minutu, hlučnost
22 - 26 dBA,
LED dioda.
RaptorGaming
Mousebag
193,- Kč
Kvalitní pouzdro
na vaši
oblíbenou myš,
které ji chrání
proti
nechtěnému
poškození při
transportu.
Cyber Snipa Tracer
Mousepad 659,- Kč
Gigabyte
N680SLI-DQ6
- nForce 680i
SLi 6 498,- Kč
Špičková skleněná podložka
pod myš 305 x 230 x 5mm,
bezkonkurenční snadnost
pohybu, podsvícené okraje.
Socket T/Intel P4
do 1333MHz
FSB, čipset
nVidia nForce
680i SLI, 3x PCI,
78
1x PCI-Ex1 + 1x
PCI-Ex8 + 2x
PCI-Ex16, 1x
Ultra ATA + 10x
Serial ATA
300MB/s,
QuadGLAN.
Fujitsu-Siemens Esprimo
P2510 VFY:EEDP25106XB1CZ
10 104,- Kč
Sestava s procesorem Intel
Celeron D 352 3.2GHz,
80GB SATAII disk, 512MB
DDR2, DVD mechanika,
integrovaná grafika ATI
Radeon Express 1100,
LAN/audio, WinXP Pro CZ.
EuroCase ML880
černo/stříbrná Middletower 350W 764,Kč
Eizo S2411WWS - LCD 24"
36 438,- Kč
24" kvalitní LCD
displej s S-PVA
panelem,
rozlišení 1920 x
1200 bodů, doba
odezvy 16/6ms,
svítivost 500
cd/m^2, kontrast
1000(3000):1, 2x
DVI-I konektor,
ArcSwing stojan.
Canon mini
220 2 399,- Kč
Kompaktní
inkoustová
tiskárna do
formátu 10 x 15,
ideální pro tisk
fotografií,
rozlišení až 4800
x 1200dpi, foto
10 x 15 za 67
přímo z
fotoaparátu,
6.3cm TFT
obrazovka ,
rozhraní USB
2.0, IrDA,
PictBridge.
Middle tower skříň v
černostříbrné barevné
kombinaci, 4 otevřené 5.25"
pozice, 1 otevřená a 6
skrytých 3.5" pozic, 350W
zdroj.
Asus W5FE-2P012C 46
705,- Kč
Maxtor
OneTouch III
- 500GB
16MB
FW400/800 4
778,- Kč
1.83GHz, paměť 1.5GB
RAM, dvojitý 12.1" WXGA +
2.8" QVGA displej, 160GB
disk, DVD/RW mechanika,
grafika Intel GMA950, BT,
WiFi-abg, webkamera,
Windows Vista Home
Externí disk pro
USB 2.0 a IEEE
1394 400 a 800,
79
Windows Vista Home
Premium.
1394 400 a 800,
kapacita 500GB,
7.200
otáček/min.,
16MB cache, 9.0
ms přístupová
doba.
AKTUÁLNÍ AUKCE
•
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ViewSonic VX715 - LCD 17" 3 600,- Kč
Teac MP-500 2GB, BT 2 900,- Kč
HIS Excalibur X800GTO IceQ II Turbo 256, PCI-E 2 000,- Kč
SPECIÁLNÍ CENOVÉ AKCE:
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G.Skill DIMM 2048MB DDR 400MHz F1-3200PHU2-2GBNT 3 501,- Kč
Doonio Gamster 2GB 4 231,- Kč
Neverwinter Nights 2 640,- Kč
ViewSonic VG721M - LCD 17" 4 610,- Kč
AeroCool ZeroDegree-BK (Steel version) 2 103,- Kč
Olympus [mju:] 725SW červená 7 408,- Kč
NEC 1990FXp stříbrno/šedý - LCD 19" 9 550,- Kč
Epson PictureMate 100 1 849,- Kč
Kodak EasyShare Z710 5 608,- Kč
Asus NCLV-D2/SATA - Intel E7320 4 698,- Kč
Lampa pro PD100x/120x/1170/1270 3 999,- Kč
Creative Fatal1ty Professional Laser Mouse 1 000,- Kč
Asus F3JC-AP081H 19 065,- Kč
Fujitsu Siemens AmiloPro V3205 - VFY:APED320565E1CZ 21 345,- Kč
Acer AL1723 - LCD 17" 3 840,- Kč
Prestigio Nobile 1570 19 565,- Kč
Prestigio P372 DVI - LCD 17" 3 850,- Kč
Acer AL1723 - LCD 17" 3 840,- Kč
Hewlett-Packard nx6310 - EY504ES 13 565,- Kč
Thermalright HR-01-775 1 051,- Kč
Sapphire Atlantis ATI Radeon X1600 Pro Ultimate 256MB, PCI-E 1 991,- Kč
Hewlett-Packard nx6310 - EY503ES 12 015,- Kč
ViewSonic VX2025wm - LCD 20" 8 049,- Kč
Pretec Memory Stick Pro 2GB 1 615,- Kč
AMD Athlon 64 FX 62 (socket AM2) BOX 14 491,- Kč
Redstar RS-715 3 340,- Kč
Silentmaxx IC-Tech 600W 2 133,- Kč
Asus EN7900GTX/2DHT 512MB, PCI-E 8 000,- Kč
AeroCool Flamboyant, silver + BTX Upgrade 2 503,- Kč
Geil DIMM 1024MB DDR II 533MHz (GX21GB4300X) 1 501,- Kč
Ceny u akcí platí pouze do vyprodání zásob.
Ceny zahrnují i poplatky a jsou uvedeny bez DPH.
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ZPRÁVY ZA POSLEDNÍ TÝDEN
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NVIDIA G100
Intel vstupuje do světa SSD disků
Ovládaní her myšlenkami?
První základní desky s čipsetem 690G/V
Reklama v online hrách - CS 1.6
RECENZE ZA POSLEDNÍ TÝDEN
•
•
Test 1GB mp3 přehrávačů
Logitech Z-10: nechte hudbu znít
ODKAZY NA TESTY ZA POSLEDNÍ TÝDEN
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Hewlett-Packard Bluetooth PC Card Mouse - svethardware.cz
Megatest 4GB flash disků - 2. část - svethardware.cz
Gigabyte 3D Aurora 570 - hardcoreware.net
Lenovo C200 - notebookreview.com
Abit IN9 32X-Max Wi-Fi - tweaktown.com
Sound Blaster X-Fi Xtreme Gamer - boomtown.net
Logitech G25 Racing Wheel - gamingnexus.com
Asus P5N32-E SLI Plus - pcper.com
MSI K9N Diamond - 3dprofessor.org
Logitech VX Revolution - pcper.com
BFG GeForce 8800 GTS 320MB - driverheaven.net
Thermalright Ultra 120 Extreme: Is More Better? - anandtech.com
Asus P5B Premium Vista Edition - bjorn3d.com
Logitech Z-10 - thinkcomputers.org
Nikon Coolpix L6 - techgage.com
New Powerful Alternative to Asus W6 Series: Asus W7J - xbitlabs.com
Acer Aspire 9300 - xbitlabs.com
Sapphire Radeon X1950 Pro AGP - elitebastards.com
Test 5 Radeonů X1650XT od různých výrobců - svethardware.cz
Megatest 4GB flash disků - 1. část - svethardware.cz
Olympus mju 770 SW - trustedreviews.com
Thermaltake Big Typhoon VX - overclockersclub.com
Asus M2N32 WS Professional - pcstats.com
Nocuta NC-U6 - silentmodding.de
Athlon 64 X2 4000+ - amdzone.com
Logitech G25 Racing Wheel - techgage.com
Noctua NF-R8 - silentmodding.de
Lian Li PC-C30 - virtual-hideout.net
Seagate 750GB Barracuda 7200.10 - techarp.com
Sapphire Radeon X1650 XT 256MB - hardware-mods.com
Nashledanou za týden
Josef Matějka
81
Czech Computer s.r.o.
Hviezdoslavova 666 (-M- Háje) Brodská 570 (za Hypernovou)
149 00 Praha 4
261 01 P&rcaron;íbram 5
Tel: +420 24 24 100 00
Tel: +420 31 31 100 00
Web: http://www.czechcomputer.cz
82
Design B
From: Josef Matejka
Subject: CzechComputer.cz – Fotte jako profesional
Jestlize se Vam informace nezobrazuji korekntne, kliknete zde
83
84
Jestliže již nechcete dostávat další informační e-maily, klikněte zde
85
Questionnaire
Design and development of an e-mail advertising campaign
for a Czech I.T. company: redesigning based on relevant theory
My name is Petr Čížek, I am student of the University of Huddersfield and I am
collecting data through this questionnaire for my dissertation work. The purpose of the
questionnaire is to analyse customer behaviour in the Internet environment.
The questionnaire is completely anonymous and it will be used only for dissertation
purpose.
1) Which one of these types of Internet advertisement is more persuasive for you?
E-mail advertisement
Banner advertisement
Adsense (plain text advertisement inserted directly into the webpage)
2) Do you open every e-mail, which you have received?
Yes (go to question 4)
No
3) What criteria do you use, when you are deciding which e-mail you will open?
From who is email sent
What is written in the subject line
Both of them
4) Are you bothered with unsolicited commercial e-mail?
Yes
No (go to question 6)
86
5) Are you annoyed with companies which send you unsolicited commercial email? (for example therefore you would avoid buying their products in the
future?)
Yes, I will never buy anything from this company
Yes, but it will not influence my further purchase
No, I do not mind at all
6) Would you participate in a survey through e-mail, if it will lead to service
improvements?
Yes
No
7) Which coding of e-mail do you prefer?
Plain text
HTML based code (different size and colour of the text and enclosed pictures)
8) When you look at the 2 designs of e-mail, which are enclosed, which one is more
persuasive?
Design A
Design B
9) Why?
87
10) Assign a quality of Design A in the different criteria
a) Catchiness of the Design A
really catchy
uninteresting
completely
b) Clarity of the Design A
very clear
disorganized
completely
c) Simplicity of the Design A
too simple
complicated
too
d) Directivity of the Design A
too focused
too general
e) Length of the Design A
too short
too long
88
11) Assign a quality of Design B in the different criteria
a) Catchiness of Design B
really catchy
uninteresting
completely
b) Clearness of Design B
very clear
disorganized
completely
c) Simplicity of Design B
too simple
too complicated
d) Directivity of Design B
too focused
too general
e) Length of Design B
too short
too long
89
12) Which of them you would rather receive?
Design A
Design B
13) What is your gender?
Male
Female
14) What is your age?
Less than 16
16-29
30-49
50-64
65 and more
15) Where do you live?
In the countryside
Small town (10 000 - 100 000 inhabitants)
Big town (100 000 inhabitants and more)
Thank you very much for your participation!
90
Appendix 4 – The interview with owner of the firm Czech Computer
s.r.o (the translated version)
Dear Sir,
I’m sending you the questions for the e-mail interview, which I told you before. You
should take into consideration not only graphical design, but also the customer
approach, which I have described in the suggested e-mail campaign. I’m sending you
the description of the campaign in the attachment and the design you can find in
http://dissertation.pierre.cz/designb.html.
After you have read both of the documents,
Q: Do you think that the suggested campaign would create benefits to your firm?
A: This campaign could create benefits, but I think that the costs for launching new email campaign would be higher than the benefits. I believe that every customer is
unique, therefore some of them will prefer the current campaign, and some of them will
prefer the suggested one.
Q: Do you think that the firm is able to change the current campaign to the
suggested one?
A: From the view of the human resources, it is no problem. We have a graphic designer,
which can follow the suggested designs. Firm has resources to launch a new e-mail
campaign.
Q: Do you think that the firm is willing to launch the suggested campaign?
A: How I wrote before, I think that nowadays the cost would be higher than benefits.
However we already thought about modernizing our e-mail campaign, but we decided
to wait a certain time. I’m afraid that over time, we can not maintain avoiding new
trends.
91
Q: Do you think that the campaign is based on the reasonable base (theory)?
A: Yes, actually I think that the recommendations are reasonable.
Thank you very much for your time.
With Regards,
Petr Cizek
92

Design and development of an e-mail advertising campaign for a

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