Email marketing journey: An integrated action research on customer appreciation to increase direct customer engagement

• Main Author: De La Cruz, Christine
• Format: text
• Language: English
• Published: Animo Repository 2021
• Subjects: Consumer satisfaction; Customer relations; Business Administration, Management, and Operations
• Online Access: https://animorepository.dlsu.edu.ph/etdm_manorg/28; https://animorepository.dlsu.edu.ph/context/etdm_manorg/article/1007/viewcontent/Delacruz2.pdf
• Institution: De La Salle University

Customer engagement is part of the overall customer experience. Kotler & Keller (2012) stated that highly satisfied customer generally stays loyal longer, buys more as the company introduces new and upgraded products, talks favorably to others about the company and its products, pays less attention to competing brands and is less sensitive to price, offers product or service ideas to the company, and costs less to serve than new customers because transactions can become routine. This action research aims to create a Customer Appreciation Program to help increase customer engagement of “LS” team of Company “E”- Philippine Branch Office. The first cycle concentrated on formulating the program by applying the action research and marketing strategy. The action researcher collaborated with the marketing team and world area stakeholders to determine the appropriate process in doing the program. The result of the first cycle was very encouraging because the stakeholders are committed to the project. The second cycle focused on project development. Luckily my collaborators are well- knowledgeable on automation systems. The team used macros to automate the sending of the “Thank You” email. The “Thank You email” expresses gratitude to customers who renew their subscription to our service “G.” At the end of the two cycles, we have roll-out the project. During the evaluation on cycle two, the project emerges to have its third cycle, to fully automate and send a “First Time Registration” email to the customer.