Unlocking the potential of email marketing

Project description

The main goal of the project is to identify any identifiable trends, patterns in the connection between customer characteristics and the frequency of contact, as well as investigate whether there is any correlation between contact frequency and the open and click rates of emails. At the end of the project, we would like to have useful insights on the optimal contact frequency towards PSV’s fans as well.

The main research question of the project is: How can PSV improve their email marketing campaign effectiveness?

Context

PSV is a Dutch football club and email is a very important contact channel for them. They can reach over 300.000 people by email. PSV has lots of subjects to talk about to their fans, it can be about the Kids club, the fan store, ticket sales and a lot more.

PSV is facing the problem that they lack information about the contact frequency. At the moment they have data available about the amount of emails sent, opened, clicked, customer profile and email campaign info. Currently, their insights are not in-depth, but they would like to make them so that they can improve their contact approach. Thanks to it fans won't get too much or too less emails.

Results

The final deliverables three interactive dashboards and advise document. Each dashboards present the mail analysis from a different point of view. The first one focuses on the contact frequency and performance of the email campaigns as well the difference between emails sent and the opened emails gender based (male and female). The data in this dashboard is presented in whole numbers. The second dashboard presents the same information as the first but the data is in percentages so the client can see the performance proportion of each campaign based on all others. The third dashboard is more customer oriented, presenting the email performance and contact frequency based on the customer profile level (age, gender and country ).

About the project group

Our group consists of 3 people from different backgrounds, IT & Business, Industrial Engineering, and Marketing. To accomplish the project we had approximately 20 weeks. For the successful execution of the project we combined our knowledge from our previous courses which helped us to view the project from the different points of view and find an ideal solution.