Email marketing RunCzech běžecké ligy

• Název práce v jazyce práce (slovenština): Email marketing RunCzech běžecké ligy
• Název práce v češtině: Email marketing RunCzech běžecké ligy
• Název v anglickém jazyce: Email marketing RunCzech Running League
• Klíčová slova: E-mail, e-mail marketing, marketingová automatizácia, automatizácia v e-mail marketingu, uvítacie séria, RunCzech, RunCzech běžecká liga
• Klíčová slova anglicky: E-mail, e-mail marketing, marketing automation, e-mail automation, welcome series, RunCzech, RunCzech Running League
• Akademický rok vypsání: 2016/2017
• Typ práce: diplomová práce
• Jazyk práce: slovenština
• Ústav: Katedra mediálních studií (23-KMS)
• Vedoucí / školitel: doc. PhDr. Jan Halada, CSc.
• Řešitel: skrytý - zadáno vedoucím/školitelem
• Datum přihlášení: 14.08.2017
• Datum zadání: 14.08.2017
• Datum a čas obhajoby: 26.06.2018 08:30
• Místo konání obhajoby: Hollar - Smetanovo nábřeží 6,Praha 1
• Datum odevzdání elektronické podoby: 11.05.2018
• Datum proběhlé obhajoby: 26.06.2018
• Oponenti: Mgr. Markéta Stillerová

Seznam odborné literatury

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Předběžná náplň práce

Cieľom diplomovej práce je analyzovať súčasný stav e-mail marketingu RunCzech běžecké ligy, na základe získaných teoretických poznatkov a autorovej skúsenosti s tvorbou automatizovaných kampaní navrhnúť uvítaciu sériu e-mailov a následne ju za pomoci nástroja MailChimp implementovať do praxe. Teoretická časť práce poskytuje ucelený prehľad o e-mail marketingu, optimalizácie a automatizácie e-mailových kampaní. Predmetom analýzy je nielen vyhodnotenie úspešnosti uvítacej série e-mailov a porovnanie dosiahnutých hodnôt výkonnostných metrík s hodnotami metrík štandardne zasielaných promo e-mailov, ale aj zhodnotenie dopadu zaslania uvítacej kampane na ďalšie správanie a loajalitu príjemcov.

Předběžná náplň práce v anglickém jazyce

The aim of this diploma thesis is to analyze current status of the RunCzech Running League e-mail marketing, based on acquired theoretical knowledge and author's experience with creation of automated e-mail campaigns to design an automated welcome series and implement it by means of MailChimp. The theoretical part provides a comprehensive overview of e-mail marketing, optimization and automation of e-mail campaigns. The subject of the analysis is not only to evaluate the success of the implemented welcome series and to compare the performance metrics achieved with the metrics of standard promotional e-mails sent by the company, but also to evaluate the impact of the welcome campaign on the behavior and loyalty of its' recipients.