Since European GDPR has restricted the sending of marketing communications emails with mostly promotional (even spam) content, many companies have shifted their email marketing activities from direct sales promotion to maintaining the relationship with consumers through content email marketing. Identifying the needs of recipients and creating (added) value through the processes of segmentation, personalization, customization, empowerment, email content and recipients inclusive individuality, became crucial. In my master's thesis, I studied the e-mail marketing of the agency Bfree concerts, their e-newsletter and consumer experience of e-newsletter recipients. The results of the focus groups showed that the recipients are very satisfied with the content of the Bfree e-newsletter, which is more important to them than its visual appearance, although they made some suggestions for visual appearance improvement (e.g. unifying the visual image of the e-newsletter and the website, defining the color palette, abandoning the use of the nakoncertu.si trademark). Building relationships with consumers and creating (added) value are crucial in the Bfree agency, which results in loyal and affilitate consumers, as expressed in the group discussions. Therefore, it would be reasonable to include a wider circle of e-newsletter recipients in future research, in order to be able to compare the opinions and experiences of different groups of their consumers.
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