6.2 Research Project: Essay Plan Template
Student Name
Student Number
Class Name
Tutor Name
Essay Statement
The improvement of promotion emails are significant for customer relationships within the e-generation
To what extent do you agree with this statement? Clearly state your stance, provide arguments to support this stance (and explain why you disagree with the counter-arguments).
You should use this template for your Research Project essay. Do not change the structure of the plan.
Introduction
Sources
Background Information
Utilisation of personalisation in marketing automation and email marketing
Addou Babet (2020)
Thesis Statement
Agree, this essay will argue that personalisation of email has beneficial effect in marketing and customer relationships
Essay Outline
Positive impact of personalisation email marketing
Personalisation email marketing can be quantified and measured, bring more incomes revenue and ROI.
Body Paragraphs
Point 1
Main point
Advantages for personalisation of email marketing
Supporting Points
Personalisation is generally assumed to be the most effective tool for marketing.
Email marketing has positive effect on attitudinal royalty toward the brand and company.
Salonen and Karjaluoto, 2016; Kalaignanam et al., (2008), Zhang et al (2017)
Point 2
Main point
Bring the income revenue and ROI form email marketing
Supporting Points
Utilisation of personalisation enhanced marketing communication, improved customer retention and sales and enhanced responsiveness of companies.
Buttle and Maklan, (2015); Ginty et al., (2012); Heimbach et al, (2015): Riemersma and Jansen, (2006)
Counter-Argument
Acknowledge that personalisation and utilising consumer information has the possibility to spark a negative reaction in the consumer.
Navdeep et al. (2018)
Rebuttal
Main point
Marketer should be balance between privacy and customer personalisation.
Supporting Points
Consumers to seek more relevance and utility – more personalised services and products.
Marketer has more new technology and service to balance when personalising.
Kalyanaraman and Sundar, (2006); Sunikka and Bragge, (2012), Goldfarb and Tucker (2011a)
Conclusion
Utilisation of personalisation email marketing was one of the most important marketing method in this generation and it also brings the data for marketer to predict our customers behaviour and maintain the royally easily.
Reference List
Remember to use the MMU Harvard Referencing System. You must use a minimum of 5 sources.
Reference
How is this source relevant to your essay?
Salonen, V., Karjaluoto, H. (2016). Web personalization: The state of the art and future avenues for research and practice. Telematics and Informatics. Vol.33, pp. 1088-1104.
The new and effective tools for email marketing.
Zhang, X., Kumar, V., Cosguner, K. (2017). Dynamically Managing a Profitable Email Marketing Program. Journal of Marketing Research. Vol. 54 (6), p. 851.
The beneficial of email marketing
Buttle, F., Maklan, S. (2015). Customer Relationship Management (3rd ed.). New York: Routledge.
Explanation of personalisation in marketing
Ginty, M., Vaccarello, L., Leake, W., (2012). Complete B2B online marketing. John Wiley & Sons, Inc. Hoboken, New Jersey.
Explanation of personalisation in marketing
Heimbach, I., Kostyra, D.S. & Hinz, O. (2015). Marketing automation. Business and Information Systems Engineering. Vol. 57 (2), pp. 129-133.
Explanation of personalisation in marketing
Riemersma, F., Jansen, R. (2006) MRM: More is less in marketing. Journal of Database Marketing & Customer Strategy Management. Vol. 13, pp. 122-125.
Explanation of personalisation in marketing
Navdeep S., Sahni, S., Wheeler, C., Chintagunta, P. (2018). Personalization in Email Marketing: The Role of Noninformative Advertising Content. Marketing Science 37 (2) 236-258.
Information about negatives reaction of personalisation in marketing
Sunikka, A., Bragge, J. (2012). Applying text-mining to personalization and customization research literature – who, what and where? Expert Systems with Applications. Vol. 39 (11), pp. 10049–10058.
Comment from customers of personalisation in marketing
Kalyanaraman, S. and Sundar, S.S. (2006). The Psychological Appeal of Personalized Content in Web Portals: Does Customization Affect Attitudes and Behavior? Journal of Communication. Vol. 56 (1), pp. 110-132.
Comment from customers of personalisation in marketing
The post 6.2 Research Project: Essay Plan Template Student Name Student Number Class Name appeared first on PapersSpot.
