Marketing has always played an essential role in the success of a company. Though marketing does not mean selling of products and services, it helps in increasing the awareness of consumers toward brand names of companies. When general public is conscious to the products, services and goods under the brands will have the power to pursuit people towards brands and make them have the purchasing decision.
HANOI UNIVERSITY OF BUSSINESS AND TECHNOLOGY FACULTY OF ENGLISH Graduation Assignment SOME RECOMMENDATION ON IMPROVING EMAIL MARKETING STRATEGY AT DAMEN SONG CAM SHIPYARDS COMPANY Supervisor: Dinh Thi Phuong Anh, M.A Name of student: Nguyen Thi Huyen Class: English 17.03- Course: 2012-2016 Student’s Code: 12104673 HANOI, 2016 Supervisor: Dinh Thi Phuong Anh M.A ACKNOWLEDGMENTS This graduation assignment could not have completed without the help, encouragement and support from a number of people who all deserve my sincerest gratitude and appreciation First of all, I am heartily thankful to Mr Tran Anh Tho for his encouragement and support He is like a guide, who helps the students in each and every sphere of life by giving the right advice I am also deeply indebted to my supervisor, Dinh Thi Phuong Anh, M.A, whose encouragement, guidance and support from the initial to the final level helped me to finish this graduation assignment I would like to give my thanks to the librarians, and the administrative staff of the Hanoi university of Business and Technology for their help and advice without these this assignment still is far from finished Finally, my deepest gratitude and appreciation go to my family, my friends and my classmates Their love, support and constant encouragement gave me a great deal of strength and determination that help me during the stressful time of writing this graduation assignment Student: Nguyen Thi Huyen Class: English 17.03 Supervisor: Dinh Thi Phuong Anh M.A TABLE OF CONTENT INTRODUCTION CHAPTER THE THEORETICAL FRAMEWORK CHAPTER INTRODUCTION ABOUT DAMEN - SONG CAM .6 SHIPYARDS COMPANY CHAPTER ANALYSIS OF FINDINGS AND 11 RECOMMENDATIONS 11 CONCLUSION .23 Student: Nguyen Thi Huyen Class: English 17.03 Supervisor: Dinh Thi Phuong Anh M.A LIST OF ABBREVIATIONS DSCS : Damen-Song Cam Shipyards LCD : Liquid Crystal Display HDD : Hard Disk Drive HP : Final Fantasy IBM : International Bussiness Machines LIST OF FIGURES AND TABLES Firgure 1: Company’s Organization (Page 10) Table 1: Damen - Song Cam Shipyards Company’s trading results in recent year (Page 13) Table : Survey on responses on email marketing from Damen-Song Cam Shipyards Comp any’sclient (Page 24) Student: Nguyen Thi Huyen Class: English 17.03 Supervisor: Dinh Thi Phuong Anh M.A INTRODUCTION Marketing has always played an essential role in the success of a company Though marketing does not mean selling of products and services, it helps in increasing the awareness of consumers toward brand names of companies When general public is conscious to the products, services and goods under the brands will have the power to pursuit people towards brands and make them have the purchasing decision Seeing the booming in online marketing tools, particularly emailmarketing in today business, the Damen - Song Cam Shipyards Companywondering if it should use this tool for improving the efficiency of its marketing activities This is a relatively controversial question which requires the corporation of the whole management team of the company Therefore, a study related to email-marketing was carried out in order to find out the answer to this question The purpose of this research is to study how the Damen - Song Cam Shipyards Company could use email marketing effectively The research firstly will study the current using of email marketing in other companies to get general understanding of this marketing method Then, it will determine features of a good marketing email in sense of content, design and frequency of sending Besides, the costs of carrying out the email- marketing project will be considered also The data for this research were collected mainly through the contact with the customers of the Damen - Song Cam Shipyards Company A set of interview questions and/or questionnaires were sent to about 20 clients of the company through email This is for getting to know about these company’s preferences, or which information they expect to receive from a marketing email Besides, sample marketing emails in the Internet was collected for Student: Nguyen Thi Huyen Class: English 17.03 Supervisor: Dinh Thi Phuong Anh M.A analyzing also This helps the author have an insight look of how email marketing is using currently And this is also the reason for the author’s investigation into the topic entitled: “ Some recommendation on improving email marketing strategy at Damen - Song Cam Shipyards Company ” The research is divided into three main parts as the following order: The first part is the introduction of the research The second part covers the main chapters including: (1) Theoretical framework of this report, (2) Company introduction, (3) Analysis of findings, and Recommendations The final part comprises Conclusion Appendix and References of the report are enclosed as well This assignment includes chapters: Chapter 1: Theoretical Framework Chapter 2: Overview of Damen - Song Cam Shipyards Company Chapter 3: Analysis of Findings and Recommendations Student: Nguyen Thi Huyen Class: English 17.03 Supervisor: Dinh Thi Phuong Anh M.A CHAPTER THE THEORETICAL FRAMEWORK 1.1 The concept of marketing The marketing concept continues to be at the root of most marketing efforts It is a controversial topic which has gained attention of many economics analysts There are many definitions of marketing Among them, the theory by Philip Kotler is probably one of the most popular ones “Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.” (Philip Kotler, Gary Armstrong Principles of Marketing, Northwestern University, 1996 ; Peter Drucker, a world’s famous modem marketing author, has also differentiated marketing from selling He said: “Marketing is not only much broader than selling, it is not a specialized activity at all It encompasses the entire business It is the whole business seen from the point of view of the final result, that is, from the customer's point of view Concern and responsibility for marketing must therefore permeate all areas of the enterprise ” ( Peter F Drucker, The practice of management, 2007 ) Actually, the 4Ps in marketing: product, price, place and promotion, is the verification of the vast in marketing term For a brief explanation, marketing focuses on the satisfaction of customer needs, wants and requirements The philosophy of marketing needs to be owned by everyone from within the organization Future needs have to be identified and anticipated There is normally a focus upon profitability, especially in the corporate sector However, as public sector organizations Student: Nguyen Thi Huyen Class: English 17.03 Supervisor: Dinh Thi Phuong Anh M.A and not-for-profit organizations adopt the concept of marketing, this need not always be the case More recent definitions recognize the influence of marketing upon society 1.2 Promotion Promotion generally is communicating with the public in an attempt to influence them toward buying your products and/or services It includes all the ways available to make a product and/or service known to and purchased by customers and clients The word promotion is also used specifically to refer to a particular activity that is intended to promote the business, product or service A store might advertise that it's having a big promotion on certain items, for instance, or a business person may refer to an ad as a promotion (Philip Kotler, 2006) According to Philip Kotler, a famous marketing expert, there are three major promotion tools The first is advertising It is the action of making a particular product or service known widely by the public with the aim of persuading them to buy Everyday, thousands of advertisement are shown on television as one of the most popular promotion tools The second type is sales promotion This is short term incentives for attracting customers to buy The final one is public relation This is for building a favorable company image through doing various activities such as donating for a public event, doing charity, raising fund, etc In conclusion, these three types of promotion tools are all important to a successful marketing plan, but it does not mean that marketers have to use all of them Deciding which to be used depends greatly on each company’s circumstances Student: Nguyen Thi Huyen Class: English 17.03 Supervisor: Dinh Thi Phuong Anh M.A 1.3 Considerations of selecting advertising tools: reach, frequency and media impact According to Philip Kotler, there are three things marketers must consider carefully when choosing an advertising tool: reach, frequency, and media impact Reach is a calculating of the percentage of people in the targeted market who are expected to see or receive the advertisement during a given period of time The more an advertisement could reach its targeted audience, the more successful it will be The second element is frequency It is a measure of how many times the advertisement are repeated in a certain period of time, for example, three or four times a week Determining a suitable frequency for an advertisement is very important, which mainly depends on the advertising budget The last element is media impact It is 'the qualitative value of a message exposure through a given medium ’( Philip Kotler, Gary Armstrong , Principles of Marketing, page 510 ) For example, a television advertisement will probably have more impact than the one on radio because television uses both sight and sound whereas radio uses sound only Student: Nguyen Thi Huyen Class: English 17.03 Supervisor: Dinh Thi Phuong Anh M.A CHAPTER INTRODUCTION ABOUT DAMEN - SONG CAM SHIPYARDS COMPANY 2.1 Overview of the company Damen - Song Cam Shipyards Company was founded on August 2010 with primary construction complete , it is the latest addition to the Damen Shipyards Group The yard is Damen’s first formal Joint Venture yard in Vietnam and will be the preferred production location for Damen tug and workboats up to 60 meters long Damen Song Cam Shipyard is a joint venture between Damen in the Netherlands (70%) and Song Cam Shipyard, member of SBIC (30%) and based in Haiphong Since the introduction of the modular shipbuilding concept, Damen has delivered more than 6,000 vessels Today, Damen Shipyards Group operates in many shipbuilding sectors and has gained a prominent and trusted standing throughout the world With a global workforce numbering more than 9,000 , Damen builds a wide variety of standard hulls for stock at dedicated shipyards in strategic locations Production capacity is up to 180 vessels per year Damen - Song Cam Shipyards Company delivers up to 40 workboats per year In fact, they have built more than 6000 ships since 1969 And because they maintain an average stock of 200 hulls, some already with basic outfitting, they can guarantee quick delivery times 2.2 Company’s Organization Student: Nguyen Thi Huyen Class: English 17.03 Supervisor: Dinh Thi Phuong Anh M.A CHAPTER ANALYSIS OF FINDINGS AND RECOMMENDATIONS 3.1 Analysis of Findings 3.1.1 Growing use of email Together with the development of the Internet in all over the world in recent years, email has become an important medium of communication In the research called Topline Summary Media Consumption carried out by Online Publisher Association (OPA), it is found that email is currently a dominant/top mean of media to people on work who spend 34% of their time for media on emailing The media here includes television, magazine, radio, and newspaper TNS, a market research company in Vietnam has also studied the using of the Internet in Vietnam They find that one-third of the Vietnamese families in cities are using email and this trend seems to grow more strongly in next years Nokia, a world’s famous mobile phone manufacturer has already pointed out that the young are increasingly in fond of sending emails through their phone This example once again shows the increasingly important role of email in today’s life 3.1.2 Using email for marketing purposes Since email is used more and more widely, it is definitely understandable why many businessman are trying to make full use of email for their business purposes This is the reason why email-marketing was bom So what is email-marketing, and how it is used currently? These are two questions needed to be answer before we could go further into this topic Basically, email marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fund-raising messages to an audience’ In its broadest sense, every email sent to a potential or current customer could be considered email marketing Sending mail to a Student: Nguyen Thi Huyen 11 Class: English 17.03 Supervisor: Dinh Thi Phuong Anh M.A targeted group of audience with the purposes of promoting a product or service, enhancing the relationship with both current and potential customers, encouraging customer to be loyal and repeat business, etc Depending on the criteria of permission, there are two types of marketing emails: • Solicited Commercial Email ( SCE) : with the permission of receivers Email marketers try to produce this type of mail • Unsolicited Commercial Email (UCE) : without the permission of receivers This type of mail is considered as spam The content of a marketing email could be: an advertisement for introducing a product or service; information about a promotion campaign of companies; newsletter which provides updated information on products, services, markets; after-sales information for customer care services: giving customers useful information such as users’ guides, important notices, instruction videos; e-cards for special occasion such as Christmas , New Year, birthdays, etc (Mark Brownlow, what is email marketing, 2008) Then, email marketing is not just sending advertisement of a product, service, or brand through electronic mail It can also be sending newsletters, congratulations, cards, wishes and so on to customers This is all for building a good relationship with customers and making company’s brand known by them A large number of marketing emails are mass-produced, which means that emails are sent to hundreds, thousands or even millions of recipients at once The problem with this type of marketing is the potential for having your emails viewed as spam This is likely to occur if you send your emails to recipients who have no interest in your products or services and have not expressed interest in receiving emails from you Student: Nguyen Thi Huyen 12 Class: English 17.03 Supervisor: Dinh Thi Phuong Anh M.A E-newsletters are also becoming increasingly popular as a form of email marketing E-newsletters can be a simple or as complex as it may include text, graphics, advertisements, links or any combination of these elements 3.1.3 Reasons for increasing use of email marketing Email marketing is a time and cost saving channel of advertising There are no postage or printing expenses as well as the fee pay for media advertising on television or radio, etc These types of advertising is effective at some extent, but it is quite expensive and normally cost a big sum of the company’s budget Now if using the email for marketing, the fee that companies have to pay is just a few cents per mail Therefore, in term of expense, it is not difficult to launch a email marketing campaign since a large volume of emails can be sent with very low cost Further more, email marketing also help save time in transfer messages to targeted audience With just a click, thousands of emails could be sent exactly to the targeted addresses And almost right after that, customers will receive the emails with sufficient content There is almost no way marketers could assess customers as quickly as email marketing Besides, email marketing allows marketers to reach a very specific kind of customers that they want to focus on While mass media has a general audience, email marketing makes it possible to focus exclusively on people that might be interested in the services or products you advertise It is obvious that an advertising campaign with highly targeted audience will gain attention from right people, therefore the possibility customers decide to purchase is higher In addition, the efficiency of email marketing has been proved to be high according to many surveys Furthermore, after launching an email marketing campaign, marketers could measure the effectiveness of the campaign, which other types of Student: Nguyen Thi Huyen 13 Class: English 17.03 Supervisor: Dinh Thi Phuong Anh M.A marketing tools such as television and radio marketing almost can not With an email tracking report software, marketers will be provided with data about who opened emails, what links were clicked, who unsubscribed from emails and who forwarded emails Knowing all of this can help marketers make intime adjustments to improve their marketing effectiveness With such excellent advantages, email marketing continues to gain attention of businesses The results of many surveys have showed that managers of many companies are full of confidence in this marketing tool, and therefore, it is highly possible that they will put it in their marketing plans BtoB, a famous business magazine in Chicago has done a survey on the trend of using email marketing in 2011, and they found that 63% of respondents likely to increase spending on email in 2011 (second only to websites) with 29% keeping spend constant (reference) Another survey by The Digital Marketing Outlook Survey from the Society of Digital Agencies also revealed that 70% of brand marketers planned to invest in email marketing in 2011 In conclusion, marketing through email is of many good points Its main advantages include low cost, time-saving, easy to reach targeted customers and measurable results However, this marketing tool also contains some disadvantages which will be discussed in the next part of the report 3.1.4 Drawbacks of email marketing The most obvious disadvantage to email marketing is the possibility of having marketing emails viewed as spam This is a very important problem because it could lead an email marketing campaign to nothing since email recipients not pay any attention to the marketing email at all Each day Internet users are fed up with receiving unsolicited emails serving as advertisements The appearance of these mails in their mail box really irritate them since it makes the mail box become unclear and confusing This problem has reached epic proportions and the Student: Nguyen Thi Huyen 14 Class: English 17.03 Supervisor: Dinh Thi Phuong Anh M.A abundance of spam infiltrating the email boxes of innocent Internet users has to be cautious and suspicious about any email they receive which is unsolicited and appears to be promoting a particular product or service As a result, they may liken all sorts of marketing mails to be spam, and not pay any attention to a real marketing mail, which may be useful to them in some extend Marketing by email also contains legal risks If marketers send mails without the permission of the recipients, they will be fined by the authority This is a serious problem, therefore being careful in building the recipient list and asking for their subscription is really important Furthermore, the delivery of emails is also an issue In many cases, it is hard to deliver marketing emails successfully because of technical problems Emails which contain subject lines or content which appear to be similar to spam may be automatically transferred to a spam email folder by the email system 3.1.4.1 Responses on email marketing from Damen-Song Cam Shipyards Company’s clients Email marketing is definitely no longer a new term in Vietnam When being asked, all of the survey participants expressed quite properly about this term, which proves that they have certain understanding about this They said they receive emails quite frequently, the frequency of receiving these mails ranges from several times a week to several times a day Some are from the people they know, others from strangers Below is a list of the most important/major findings in the survey Student: Nguyen Thi Huyen 15 Class: English 17.03 Supervisor: Dinh Thi Phuong Anh M.A Table 2: Survey on responses on email marketing from Damen-Song Cam Shipyards Company’sclients Have received marketing emails 100% survey participants (SP) already 70% SP Receive marketing emails everyday 2/3 of the marketing emails received From strangers Ignore marketing emails from 75% SP strangers Feel annoyed with receiving 80% SP marketing emails from strangers 25% of the marketing emails received was read Check mails on days from Tuesday to 80% SP Thursday 17% of the marketing emails sent Get replies 45% SP Want to stop receiving these mails Do not bother continuing to receive 35% SP marketing emails All of the survey applicants said they had received marketing emails, of which 70% said they received this kind of mails almost everyday This shows that the number of marketing emails they received is quite large However, most of the email senders are unfamiliar to them Many of them said up to 2/3 of the email authors they did not know For this type of mails, 75 % of the participants completely ignored them This means that only 25% of the strange emails were read by the Damen-Song Cam Shipyards Companyclients The comments for these mails are negative 80% of the people asked said they were annoyed with receiving mails from those who they did not know because it makes their mailbox confusing, and wasting their time also Student: Nguyen Thi Huyen 16 Class: English 17.03 Supervisor: Dinh Thi Phuong Anh M.A About the habit of reading emails, it is noted the time from Tuesday to Thursday is the time when emails are usually checked most Title, length, readability, and content of emails are the orders of their considering whether to read an marketing email or not On average, as the survey result shows, just about 20% of the marketing mails were replied by recipients For general comments, a half of the people in the survey said they were skeptical about the information given in marketing emails A similar amount, approximately 45% said they wanted to stop receiving these emails Just 35% were in opposite opinion 3.1.4.2 Limited attention to marketing emails The survey on Damen-Song Cam Shipyards Companyclients has showed that email marketing is currently receiving relatively limited attention among these people Everyday, 70% of the people asked receive at least one marketing email, then the number of marketing emails they received is quite large, and the frequency of receiving is quite often This makes them more and more uninterested in these mails, and paying little attention to them is an unavoidable result Too many mails mean more time needed for checking, and in rapidly pacing economy, it is almost impossible to read all mails in the box Low cost, quick sending and high possibility of reaching a large number of targeted customers make it very much easy for businesses to marketing via email Many companies create an automatic sending emails software, and let machine send mails automatically without considering if the mail contents are suitable to recipients or not The mass sending may skip the specific features of each companies As a result, many mails are sent to addresses which not really need them This means these mails have no or very little value to recipients Because many businesses are careless in building the send-list, they make this practice repeat many times, and Student: Nguyen Thi Huyen 17 Class: English 17.03 Supervisor: Dinh Thi Phuong Anh M.A gradually recipients not pay any attention to marketing emails as a result Email marketers seem to be focusing on the quantity of the sending rather than the quality 3.1.5 Some positive signs of email marketing The key of this is the usefulness of the email itself When being done right, email marketing is a good way to construct relationships It makes recipients feel like they are being taken care of and they mean something to the sender Receiving an e-mail from a company seems like getting an e-mail from a friend—inviting, warm and most importantly, informational The mail shows that the company appreciate the business between the two sides and want to keep its customers informed about any company news The second benefit is providing information About 40% of the survey participants agree that the content of the marketing emails which they received is useful to them In comparison with 35% of the people willing to receive marketing emails again, we can see that the rate is quite similar Recipients will be very less likely to report an email address as Spam if they would find useful information in the email they received Then, it is obvious that giving valuable information is key to a worth-seeing email In conclusion, the clients of Damen-Song Cam Shipyards Companyare all quite familiar with email marketing They receive the mails with different attitudes due to the different levels of these emails’ usefulness This means that for some mails, they are grateful to get, but for others they are not Above the reasons why recipients did ignore some marketing emails while for others they themselves receive happily have been analyzed Although the number of people show their willingness to receive marketing emails is not very high, just 35%, I hope that with a carefully-designed email marketing campaign, the Damen-Song Cam Shipyards Companywill make a difference In the next Student: Nguyen Thi Huyen 18 Class: English 17.03 Supervisor: Dinh Thi Phuong Anh M.A part of the report, I will give some recommendations of how to create a good marketing email basing on my study of the company’s circumstances 3.2 Recommendations on a Good Email Marketing Strategy 3.2.1 Building an email address list with permissions of recipients It is necessary to note that in this research only existing/ current customers of the company were studied, not potential ones, therefore, with such a relatively small company size, the number of these customers may be not very large Moreover, most of the customers of Damen-Song Cam Shipyards Companyare businesses which have been in relationship with the company for long With these two reasons, it is highly recommended that the company directly contact with its customers for info mail addresses, and also permission for Damen-Song Cam Shipyards Companyto send emails to them Doing this is rather time- costing, however, the quality of email address list is higher in return because the company can collect exactly targeted customers Then there will be more chance for Damen-Song Cam Shipyards Company’semails to be noticed by its clients Moreover , it is obvious that a good email list must get permission of recipients, otherwise the sent mails will be considered as spam which is highly possible to be ignored, or even annoys recipients Moreover, sending spam emails is illegal to the law of Vietnam The Government has already put some law about this into reality According to the Decree No 90/2008/NDCP by the Government, individuals or organizations who break the law could be fined up to VND 100 millions Then asking for permission is not only important to get attention of readers but also related to legislative field, so doing this is highly recommended Student: Nguyen Thi Huyen 19 Class: English 17.03 Supervisor: Dinh Thi Phuong Anh M.A 3.2.2 Sending informative emails Studying the customer base of the Damen-Song Cam Shipyards Companyas well as its production, I find that there are basically three types of information the company should include in their emails: introduction of new products or updated information about its current ones, special promotion events, and congratulations or wishes on special occasion in year For the first type, the company could advertise its new product directly to its aimed customers who it knows that are interest of the company products This is a cheap way to advertise and still ensures that the company could reach its customers effectively Besides, notes on product instruction is also valuable to the company’s clients Updated news on this are surely appreciated and valuable to the recipients For the second type, the survey among Damen-Song Cam Shipyards Company’sclients shows that promotion news is one of the thing they expect most in every news This is surely a worth sending content However, there are not promotion all the time, so the number of these emails will be quite limited For the last type, although it is not very informative and not including important information, it is still necessary for enhancing the relationship between Damen-Song Cam Shipyards Companyand its clients This is an polite action and it shows that Viet Hop care about its clients as well as wish to in business with each other for long term 3.2.3 Paying special attention to email design and frequency of sending 3.2.3.1 Email design The email design is an important factor which will greatly affect if receivers continue to read the email or not Even though the content of the email is useful to recipients, it still may be unopened due to a bad design and low readability To prevent this, the company should have its email designed by Student: Nguyen Thi Huyen 20 Class: English 17.03 Supervisor: Dinh Thi Phuong Anh M.A professional companies who are experts in this services They will ensure that the email is not only easy to read but also impressive However, for short messages, the company can make by itself to save the cost 3.2.3.2 Frequency of sending In addition, the frequency of email delivery should also be paid attention to Sending emails too often or too rarely are both not good So what is the right line of this? Which of sending daily, weekly, monthly or quarterly is good? My answer is sending by random This means that the company may send emails to its customers when it thinks it has something to communicate with its customers The reason of this is that sending emails regularly may make receivers bored When the company has nothing important to say to its clients, but it is still keen on sending regularly, these mails just waste time of readers, and next time they will find less interested in the mail from the company as a result Therefore, I suggest the company should send emails only when it is necessary 3.2.3.3 Time of sending The specific time of sending is also an important factor determining whether an email will be read or not Normally, people have a certain time in a day or a week to check and read email, therefore it is vital for marketers to know about the time when their customers check mail According to the survey results, up to 80% of the people joining the survey said they usually checked mail on the days from Tuesday to Thursday, 70 % said they opened emails at 9h30-15h30 Therefore, it is highly recommended to send mails in this period of time since it is when recipients focus on checking emails and thinking of them 3.2.3.4 Personalizing the email content Student: Nguyen Thi Huyen 21 Class: English 17.03 Supervisor: Dinh Thi Phuong Anh M.A Another important notice that the company should pay attention to is personalizing the content of email It is obvious that receiving an mass-sending email make recipients feel they are not different from others, which will lead to uninterested attitude toward the mail Therefore, a personalized email will make recipients feel they are cared about by the senders, and the mail will be like a talk between two people rather than one person to the crowd Although personalizing emails may increase the cost of a email marketing campaign, the gain from it is definitely worth the money With a personalized email, it will be easier for the company to get favor from it clients, and its mails will have more chance to get their attention as a result Therefore, it is suggested that the company should personalize their emails before sending Student: Nguyen Thi Huyen 22 Class: English 17.03 Supervisor: Dinh Thi Phuong Anh M.A CONCLUSION Making full use of the Internet is becoming a new trend in the world business today With millions of people using the email for communication today, marketers all over the world are finding a great chance of reaching their targeted customers with very low cost These are most outstanding advantages of marketing through email However, different companies will have different way to take the most out of this marketing tool For the case of Damen - Song Cam Shipyards Company, it has a not very big number of customers since most of them are businesses, so the problem is how to assess all of the clients effectively at the most economical level of budget The answer is email marketing However, the process of creating a email marketing campaign requires a lot of care and attention The company must avoid the mistake that many others have already made such as sending mail without asking for permission from recipients, or sending uninformative emails After analyzing the responses of the company’s clients, I give some recommendations of making a good marketing email In summary, this assignment is hoped to provide useful findings to help the company solve the current problem For more details about what should be done, another research with larger scope should be conducted Student: Nguyen Thi Huyen 23 Class: English 17.03 Supervisor: Dinh Thi Phuong Anh M.A REFERENCES - http://www.damen.com/companies/damen-song-cam-shipyard - http://blog.hubspot.com/marketing/metrics-email-marketers-should-betracking#sm.00000rgl2xfzdlcqqxbdswfpylver - Perter F.Ducker, The practice of management, 2007 - Philip Kotler, Gary Armstrong, Principles of Marketing, page 510 - “English for business” book (2005- Education and training publish) - http://tailieu.vn/tag/business-english.html Student: Nguyen Thi Huyen Class: English 17.03 [...]... asking for permission from recipients, or sending uninformative emails After analyzing the responses of the company’s clients, I give some recommendations of making a good marketing email In summary, this assignment is hoped to provide useful findings to help the company solve the current problem For more details about what should be done, another research with larger scope should be conducted Student: