Eureka! Institutional Repository

In the following thesis we present a survey conducted on the subject of sending e-mails in bulk by use of the computer program “mail chimp” and the recipients’ responses to them. Firstly, we define the meaning of digital marketing through its history and present its advantages and disadvantages. Also, we mention its various forms and examine whether Greek businesses use it as a marketing tool and make a brief comparison between digital marketing and traditional marketing. By analyzing the goals of the e-mails sent, we examine digital marketing more thoroughly and the reasons that render it an essential tool to modern businesses. Subsequently, we note the best day and hour of the day to launch a digital marketing campaign by use of e-mails, and the defining role of colors in it. Moreover, we discuss important concepts of digital marketing, such as engagement, bouncing etc., all of which- at their own accord- help to ensure the success of such e-mail campaigns. Afterwards, we mention predictions for the future of digital marketing, as well as information on the computer program used for the purposes of the survey. Finally, we present and analyze our findings from the campaigns sent and draw conclusions on the subject of sending e-mails in bulk and the recipients’ responses.