Impact of Email Marketing on ASOS Customers

This assignment investigates the influence of ASOS's email marketing strategy on its customers. It examines how customers perceive email as a communication channel, assess the reliability and trustworthiness of information received via emails, and analyze the extent to which email marketing influences their purchasing decisions. The study also considers customer opinions on the ethical implications of using personal data for marketing purposes through email.

Research Project
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Overview......................................................................................................................................3
Rationale of Study.......................................................................................................................3
Research Aim...............................................................................................................................4
Research Objectives.....................................................................................................................4
Research Questions......................................................................................................................4
RESEARCH METHODOLOGY.....................................................................................................4
Research approach.......................................................................................................................4
Research Philosophy....................................................................................................................5
Research Design..........................................................................................................................5
Data collection.............................................................................................................................5
Sampling......................................................................................................................................6
Data Analysis...............................................................................................................................6
ACTION PLAN...............................................................................................................................6
LITERATURE REVIEW................................................................................................................8
DATA COLLECTION....................................................................................................................9
CONCLUSION AND RECOMMENDATION.............................................................................15
REFERENCES..............................................................................................................................17
APPENDIX....................................................................................................................................19
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Topic: To identify the role of email marketing in attracting customers: A study on Hilton Hotels
and Resorts.
INTRODUCTION
Overview
Email marketing is considered as way of communicating with customers about products
and services so that goals and objectives can be accomplished in appropriate manner. In other
aspect, it is kind of direct marketing that helps in sharing commercial message to a particular
group who are having a use of email services. It is the broadest sense that provide ability to
attract potential customer towards business and lead business to impressive level of success
(Fillis, 2010). Nowadays businesses are more focused towards use of email marketing because it
allows them to attract more and more customers. It has been identified that the customers
perception can also be influenced by having a use of direct marketing tactics. In addition to this,
the marketing is considered as essential factor for every business firm because it assists in
advancing the brand value within market (Jones, 2008).
Rationale of Study
As per the detailed study, main motive behind carrying out the current investigation is to
have determination of influence of email marketing on customer perception”. In order to have
effective conduction of the research, Hilton Hotel UK will be chosen as one of the organization.
It has been noticed that the business firm is involved in various practice of hospitality sector and
it is considered as one of leading business firm in the market (Lagrosen, 2015). Apart from this,
the ratio of competition has also increased in recent years so it is essential for businesses to focus
on activities that help in dealing with various challenges. Moreover, the email marketing is one
of the most commonly adopted tools. With an assistance of this, businesses can have better
understanding in respect to the needs of target market (Fillis, 2010). Email marketing practices of
Hilton hotels are also one of most effective aspect that helps in sharing of information.
Significant information that is linked with the products and services of company can be shared
effectively in the market. Previous research that are accomplished in historic events cover some
limitations so researcher has decided to overcome those limitations. By conducting the research
can access the effectiveness of email marketing and its impact on success of Hilton Hotels and
Resorts.
3

Research Aim
Key purpose behind the research is to identify the role of email marketing in attracting
customers. In this respect, the Hilton Hotel and Resorts will be considered as organisation. It will
assist in evaluating the key aspects that need to be consider in email marketing to have better
success in the market.
Research Objectives
 To evaluate the concept of email marketing
 To determine factors that impact customer perception
 To identify the impact of email marketing on customer perception of Hilton Hotels and
Resorts
 To recommend ways through which Hilton Hotels and Resorts can improve effectiveness
of email marketing in order to attract customers
Research Questions
 Evaluate the concept of email marketing?
 What are key factors that impact customer perception?
 How email marketing influence customer perception?
 How Hilton Hotels and Resorts can improve effectiveness of email marketing?
RESEARCH METHODOLOGY
Research approach
Approach refers to the path which assists in completing the research in desired manner. It
is of key importance which aids in attaining the objective of research appropriately. In this
context, inductive and deductive are two approach which can be applied in varied scenario.
Deductive is applied when motive is to attain specific results on the basis of theory whereas
inductive focuses on developing theory by collecting specific data (Gast and Ledford, 2010).
Considering the present research, inductive approach will be applied because main motive is to
attain generalized results with respect to role of email marketing on customer attraction towards
the company. It will help in identifying the actual benefits through which other company can
even apply the same (Sreedharan., 2009). Also, it will aid in identifying the loopholes of the
same which assisted in addressing each of the research objectives.
4

Research Philosophy
Philosophy refers to the assumptions that been taken by researcher with respect to the
study. It helps in deciding upon the research tools and techniques which need to be incorporate.
In this respect, positivism, interpretivism, realism are few of the philosophies. Positivism is
associated with quantitative measures whereas interpretivism emphasize on theoretical
description (Bell, 2015). In present study, interpretivist philosophy will be applied in order to
interpret the responses of customers of Hilton hotel so that key findings can be attained with
respect to email marketing. It is evident that customers would not give direct responses with
regard to their influence towards the company therefore; same will be interpreted on the basis of
responses (Walden, 2010). Through this, each of the research questions will be addressed.
Research Design
Design act as blueprint of the study which assist in conducting the same without getting
deviate. It helps in taking crucial decision with respect to choice of research techniques. It is of
varied types namely exploratory, descriptive, causal, case study and experimental (Sam and
Daniel, 2011). In present study, descriptive study will be conducted where efforts are
incorporated on defining varied aspects of email marketing on customer influence. Through this,
research is able to describe in-depth regarding benefits and drawbacks of using email marketing
in attracting customers (Crowther and Lancaster, 2012). Based on it, key finding will be attained
against every objectives which helps in completing the research in every sense.
Data collection
It is of key importance to collect relevant data related to subject matter so that findings
can be drawn on the basis of it. Same can be collected with the help of primary and secondary
sources. Primary data includes collecting first hand data which helps researcher in attaining exact
data as required. On the other hand, secondary data is related to collecting already exist data. In
present study, primary data will be considered in order to collect precise information from the
customers of Hilton. For this, survey technique will be used in which set structured questionnaire
is used (Clark, 2012). It comprises of close ended questions which will help in receiving specific
information. Questionnaire will assist in collecting information from vast population in relatively
less time frame then other available tools. Also, it is cost effective measures which assisted in
attaining the results effectively (Mertz, 2014). This will help in framing sound conclusion.
5

Sampling
Sampling refers to dividing whole population in small number so that research can be
conduct in appropriate manner. In this respect, probabilistic and non-probabilistic are two set of
techniques which can be applied for conducting sampling. In probabilistic sampling, population
has equal chances of getting select in sample. Contrary, probability of getting select in sample is
distributed unequal in non-probabilistic sampling (Goddard and Melville, 2014). In present
study, probabilistic sampling will be employed where simple random sampling is employed. In
this regard, email ID of customers will be selected randomly from London region in order to gain
information from it (Cohen, 2013). Sample size determined for it as 50 existing customers. This
will help in gaining random and reliable information for the study which aids in developing
sound conclusion.
Data Analysis
After collecting data, it needs to be analysed so that results can be attained through it. In
this respect, qualitative and quantitative are types of techniques which aids in analysing data.
Quantitative analysis is done through statistical tools and techniques whereas theoretical
description is incorporate in qualitative data (Flick, 2009). Since, present study will be applied as
per descriptive and interpretive paradigm, therefore qualitative technique is employed. In this
respect, thematic analysis will be done where themes are developed on the basis of questionnaire.
This helps in attaining appropriate findings through which researcher will be able to develop
sound conclusion. In addition to it, graphical presentation of data will be used in the study for
better presenting the findings (Jonker and Pennink, 2010).
ACTION PLAN
Key Activities
1st
Week
2nd &
3rd
Week
4th
Wee
k
5th
Wee
k
6th
Week
7th
Wee
k
8th &
9th
Week
10th
Week
11th
Wee
k
12t
h
W
ee
k
6

Drafting of
the
introduction
section
Literature
Review
Collection of
secondary
Data
Evaluation of
collected Data
Research
Design
Research
Methodology
Gathering of
information
from primary
sources
Analysis of
primary and
secondary
data
Conclusions
and
Recommendat
ions
Completion of
remaining
work
Revise and
7

draft
Final
Submission
LITERATURE REVIEW
Concept of email marketing
As per the view of Roberts (2012), the email marketing is considered as direct marketing
tactic that help business in attracting more and more employee's. It has been noticed that the use
of email for promotion of products and services is also considered as email marketing (Roberts,
2012). Along with this, the sending information in regard to products and offer using email is
also referred as key section of email marketing. Wie (2012) has said that with an assistance of
this business firm can effectively attract more and more customers. It also leads business to
impressive level of success (Wie, 2012).
Factors that impact customer perception
According to view of Whalen (2015), the content of information used in email plays a
vital role in impacting the customer perception. By having effective designing and selection of
content the business firm can easily attract more and more customers. Quality of information
shared in the email marketing also impact customer perception (Whalen, 2015). Zhuang (2015)
has stated that the pricing of product and services displayed in the email also has great impact on
the customer perception. It has been noticed that if price of products and services are designed as
per customer needs then it attracts customer to purchase services (Zhuang, 2015).
Impact of email marketing on customer perception
Thomas (2011) has contended that the email marketing also has great impact on customer
perception so it is necessary for business entity to have improved focus on factors that impact
customer behaviour. Customer sensitivity has considered as one of key aspect so if management
is hitting that crucial aspect in appropriate manner. It means the management can have attracted
customer in desired form (Thomas, 2011). Pentina and et. al. (2015) has asserted that if
information shared is appropriate then customer will feel attracted towards services (Pentina and
et. al., 2015).
Ways to improve effectiveness of email marketing in order to attract customers
8

According to view of Whalen (2015), by providing a correct information in the marketing
the business firm can have advancement in effectiveness of email marketing. It is necessary to
check out communication triggers so that campaigns can be accomplished in appropriate manner
(Whalen, 2015). Wie (2012) has asserted that the consideration of segmentation strategy in email
marketing is also effective so that goals and objectives can be accomplished effectively. Along
with this, if information is shared as per segmentation group then business may have impressive
level of success (Wie, 2012).
DATA COLLECTION
Theme 1: As per your view email is one of the best medium of communication channel as
compared to other sources of internet marketing
Activity
Frequency
Yes 41
No 9
Cant say 0
As per the detailed study of evaluation, it can be interpreted that the email is one of most
commonly used technique that is being used by the businesses to have better communication
with customers. Majority of customer percept that the use of email for communication is more
effective as compared to other sources of internet marketing. It is because it provides better
convenience to them and lead business to impressive level of success. Out of 50 respondents the
41 has stated that they are totally agree with statement that email is one of the best medium of
9
Yes No
0
10
20
30
40
50
Do you think email is one of the best form of
communication channel as compared to other
internet marketing source
Column B

communication channel as compared to other sources of internet marketing. Rest of respondents
are not in the support. It means management need to use email marketing in more effective
manner.
Theme 2: Email marketing helps in providing quick and reliable information from Hilton
Hotels and Resort.
Activity
Frequency
Strongly agree 15
Agree 23
Neutral 4
Disagree 6
Strongly disagree 2
On asking the respondents about the responsiveness of email marketing, it has been
noticed that the email marketing is more reliable as compared to other tools. It has been
identified that the email marketing helps in providing quick and reliable information from Hilton
Hotels and Resort. It also attract customers towards business activities of Hilton. Almost 38 of
customers has stated in the investigation that they have more belief on email marketing because
it provides them a quick and reliable information. Only of 8 of them has said that they percept
that there are various marketing tools that can provide quick and reliable information about
products and services of Hilton Hotel and Resort.
Theme 3: Trust the information that receives through email from Hilton Hotels and Resort.
Activity
Frequency
Trust Extremely 16
Trust Moderately 29
10
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
0 5 10 15 20 25
Email marketing aids in offering quick
and reliable information from hilton.
Column B

Cannot trust at all 5
When the customers were asked about that how much they trust the information which is
provided to them through using email marketing. Majority of respondents has said that they trust
the information in moderate level. It means the management of Hilton Hotels and Resort need to
bring some changes in its email marketing process so that better trust can be build among
customer's. Along with this, 16 of customers who visited to the Hilton has said that they have
extreme trust on the email marketing. Rest of 5 has totally denied to trust the information shared
through email marketing. In order to improve trust the trust building activities must be initiated
by the business entity so that better trust can be framed. It will also lead business to impressive
level of success.
Theme 4: Does information offered through email marketing aids you to have effective buying
decision
Activity
Frequency
Almost every time 15
Most of the time 24
Rarely 9
Never 2
11
32%
58%
10%
Please rate, how much you are able to trust
the information that receives through email
from Hilton
Trust Extremely
Trust Moderately
Cannot trust at all

As per the analysis of above graph, it has been interpreted that the information offered by
company through using email marketing has great impact on the effective buying decision. It
means with an assistance of email marketing the Hilton hotel is influencing the buying behaviour
of customers. Out of 50 respondents, the 24 of them has said mostly email marketing has impact
on their buying decision. It means the effectiveness of email marketing at Hilton Hotel is not
much appropriate so management must focus on activities that may enhance the effectiveness of
email marketing. By having effective designing of content and structure of mail the company
may enhance the effectiveness of email marketing.
Theme 5: Up to what extent you think email marketing of Hilton Hotels and Resort is
objectionable as it utilizes your private information for marketing activity
Activity
Frequency
Extremely 1
Moderately 2
Not at all 47
12
30%
48%
18%
4%
How often information through email
helps you in making buying decision
Almost every time
Most of the time
Rarely
Never

From the above statement, it has been interpreted that the email marketing of Hilton
Hotels and Resort is not objectionable as it does not utilize customer private information for
marketing activity. It also leads business to impressive level of success and provide number of
benefits in respect to monetary and non-monetary aspects. Along with this, the majority of
respondents has stated that the company is not using their personal information for their
marketing activity. It enhances the trust aspect and create better opportunities to the business.
Out of 50 respondents the 47 has said that the email marketing is appropriate and it maintains the
privacy of customer.
Theme 6: Email marketing of Hilton Hotels and Resort helps in gaining necessary
information for making buying decision.
Activity
Frequency
Strongly agree 18
Agree 24
Neutral 1
Disagree 5
Strongly disagree 2
13
2%4%
94%
Up to what extent you think email marketing of
hilton is objectionable as it utilizes your private
information for marketing activity
Extremely
Moderately
Not at all

When the customers were asked about that email marketing of Hilton Hotels and Resort
helps in gaining necessary information for making buying decision. It has been interpreted that
the company is sharing very useful information with its customers in order to meet goals and
objectionable. Out of 50 respondents the majority of customer's has stated that the information
shared by company helps them in gaining necessary information for making buying decision.
However, the ratio need to be improved so it is significant for management of Hilton Hotels and
resort to make sure that the information shared through email is well designed. Purpose and
feature of content must be indicated in appropriate manner so that it would help customer in
gaining necessary information for making buying decision.
Theme 7: Have you ever share the message among your circle that attained from Hilton
Hotels and Resort stating offers and schemes
Activity
Frequency
Yes 34
No 16
14
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
0
5
10
15
20
25
30
Email marketing of Hilton helps in gaining
necessary information for making buying
decision
Column B

As per the analysis of above graph, it has been interpreted that customer also like to share
information about products and services with their friends and family. It means the word of
mouth is one of most commonly used technique that helps in boosting opportunities of business.
Along with this, out of 50 customers the 34 of them has stated that the message provided by
company is also being shared with their friends and other members. It indicates that the email
marketing of Hilton Hotel and Resort is appropriate and lead business to impressive level of
success.
CONCLUSION AND RECOMMENDATION
As per the above study, it can be concluded that the email marketing is considered as one
of most commonly used technique that provide a great support to organisation. It has been
noticed that the information sharing must be appropriate so that effectiveness of email marketing
can be improved. Email marketing of Hilton Hotels and Resort helps in gaining necessary
information for making buying decision. It means the business firm is having various
development in respect to sales objective.
In order to have better understanding about the subject, the researcher can focus on
carrying out study about diverse factors that need to be consider while designing email
marketing. It will allow business firm to understand key aspects effectively and lead business to
15
Yes
No
0 5 10 15 20 25 30 35 40
Have you ever share the message among your
circle that attained from Hilton stating offers
and schemes
Column B

impressive level of success. Research on various social media is also beneficial because it helps
in evaluating key aspects that may improve brand image in the market.
16

REFERENCES
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Fillis, A., 2010. The art of the entrepreneurial marketer. Journal of Research in Marketing and
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Roberts, M., 2012. Internet Marketing: Integrating Online and Offline Strategies. Cengage
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APPENDIX
Questionnaire
Q 1) Do you think email is one of the best form of communication channel as compared to other
internet marketing source?
 Yes
 No
 Can’t say
Q 2) Email marketing aids in offering quick and reliable information from ASOS.
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q 3) Please rate, how much you are able to trust the information that receives through email from
ASOS?
 Trust Extremely
 Trust Moderately
 Cannot trust at all
Q 4) How often information through email helps you in making buying decision?
 Almost every time
 Sometime
 Rarely
 Never
Q 5) Up to what extent you think email marketing of ASOS is objectionable as it utilizes your
private information for marketing activity?
19

 Extremely
 Moderately
 Not at all
Q 6) Email marketing of ASOS helps in gaining necessary information for making buying
decision.
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q 7) Have you ever share the message among your circle that attained from ASOS stating offers
and schemes?
 Yes
 No
20