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Proposal of E-Mail Marketing Communication for Fans of VBA

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Proposal of E-Mail Marketing Communication for Fans of VBA Proposal of E-mail Marketing Communication for fans of VBA Nguyen Thanh Quy Truong Master’s Thesis 2017 ABSTRAKT Ve věku moderního trhu je e-mailový marketing považován za nákladově efektivní marke- tingový nástroj pro firmy, které uvádějí na trh své výrobky nebo služby. VBA je nová basketbalová liga, která představuje ve Vietnamu nové trendy ve sportu. Cí- lem diplomové práce je navrhnout novou strategii expanze trhu a podpořit celkovou mar- ketingovou strategii pro VBA tím, že navrhuje projekt e-mailového marketingu. Práce ana- lyzuje marketingovou situaci VBA v předcházející sezóně a formuluje strategii e- mailového marketingového projektu, která VBA pomůže zlepšit vztahy se zákazníky a splnit specifické cíle. Klíčová slova: basketbal, VBA, prodej vstupenek, e-mailový marketing, poskytovatel e- mailových služeb, seznam e-mailů, cílení, segmentace, akvizice. ABSTRACT In the new age of modern market, email marketing is being considered as a cost-effective marketing tool for any businesses to market their products or services. The VBA is a new professional basketball tournament and plays a new trend of sports in Vietnam. The purpose of this thesis is to suggest the new market expansion strategy and overall marketing strategy for the VBA by designing an email marketing project. The the- sis will analyze marketing situation of the VBA in the previous season and formulate the strategy of email marketing project, which can help them to improve their relationship with customers and achieve their specific objectives. Keywords: Basketball, VBA, ticket sales, email marketing, email service provider, email list, targeting, segmentation, acquisition. ACKNOWLEDGEMENTS I want to express my gratitude to all those who have supported or helped me in through the course of work. I would like to thank Ms. doc. PhDr. Dagmar Weberová, Ph.D. from Tomas Bata Universi- ty in Zlin, Czech Republic for her supervision, advice and guidance of this thesis. Many thanks to Mr. Sinh Tran, the Digital Marketing Lead of XLE Company for taking time off his busy schedule to support my research. I hereby declare that the print version of my Bachelor's/Master's thesis and the electronic version of my thesis deposited in the IS/STAG system are identical. CONTENTS INTRODUCTION ............................................................................................................. 10 OBJECTIVES AND METHODS OF MASTER THESIS PROCESSING .................. 12 THEORETICAL PART .................................................................................................... 13 1 SPORTS MARKETING .......................................................................................... 14 1.1 DEFINITION OF SPORTS MARKETING .......................................................... 14 1.2 MARKETING THROUGH SPORTS AND MARKETING OF SPORTS ......... 15 1.2.1 MARKETING THROUGH SPORTS – NON-SPORTS PRODUCTS ............... 16 1.2.2 MARKETING OF SPORTS – SPORT PRODUCTS .......................................... 17 1.3 TICKET SALES ....................................................................................................... 19 2 EMAIL MARKETING ............................................................................................ 21 2.1 WHAT IS EMAIL MARKETING? ....................................................................... 21 2.2 TYPES OF EMAIL MARKETING ....................................................................... 22 2.2.1 INFORMATIONAL EMAILS ...................................................................................... 22 2.2.2 TRANSACTIONAL EMAILS ..................................................................................... 22 2.3 EMAIL MARKETING METRICS AND PERFORMANCE INDICATORS .......................................................................................................... 23 2.3.1 OPEN RATE .......................................................................................................... 23 2.3.2 CLICK-THROUGH RATE ........................................................................................ 23 2.3.3 CLICK-TO-OPEN RATE ........................................................................................... 24 2.3.4 CONVERSION (RESPONSE) RATE .......................................................................... 25 2.3.5 BOUNCE RATE ...................................................................................................... 25 2.3.6 UNSUBSCRIBE RATE ............................................................................................. 25 2.3.7 LIST GROWTH RATE ............................................................................................. 26 2.3.8 EMAIL SHARING (FORWARDING) RATE ................................................................ 26 2.3.9 OVERALL ROI ...................................................................................................... 26 2.4 EMAIL MARKETING STATISTICS AND TRENDS ........................................ 27 2.4.1 EMAIL MARKETING STATISTICS ............................................................................ 27 2.4.2 EMAIL MARKETING TRENDS ................................................................................. 30 3 CREATING EMAIL MARKETING CAMPAIGN .............................................. 32 3.1 SETTING OBJECTIVES ........................................................................................ 32 3.2 BUILDING EMAIL LIST ....................................................................................... 33 3.3 CHOOSING AN APPROPRIATE EMAIL SERVICE PROVIDER .................. 34 3.3.1 PACKAGES, SETUP AND SUPPORT ......................................................................... 34 3.3.2 LIST MANAGEMENT ............................................................................................. 34 3.3.3 EMAIL CREATION ................................................................................................. 35 3.3.4 EMAIL SENDING ................................................................................................... 35 3.3.5 CAMPAIGN TRACKING .......................................................................................... 36 3.3.6 OTHERS ................................................................................................................ 36 3.4 CLASSIFYING AUDIENCE .................................................................................. 36 3.5 CONTENT ................................................................................................................ 37 3.6 MEASURING PERFORMANCE ........................................................................... 37 ANALYTICAL PART ....................................................................................................... 39 4 PROFILE OF XLE COMPANY ............................................................................. 40 4.1 GENERAL INFORMATION ................................................................................. 40 4.2 COMPANY FORMATION AND DEVELOPMENT ........................................... 40 5 VIETNAMESE BASKETBALL ASSOCIASION – VBA .................................... 42 5.1 VBA – THE FIRST PROFESSIONAL BASKETBALL CHAMPIONSHIP IN VIETNAM ........................................................................................................... 42 5.2 VBA PLAYS A NEW TREND IN THE SPORT MARKET ................................ 43 5.3 MARKETING ACTIVITIES .................................................................................. 44 5.3.1 DIGITAL MARKETING ........................................................................................... 44 5.3.2 PUBLIC RELATIONS .............................................................................................. 51 5.4 TICKET SALES AND ATTENDANCE ................................................................ 53 5.4.1 VBA TICKETS PORTFOLIO .................................................................................... 53 5.4.2 ATTENDANCE ....................................................................................................... 55 5.4.3 TICKET SALES ...................................................................................................... 56 5.5 EMAIL MARKETING COMMUNICATION RESEARCH ............................... 58 5.5.1 RESEARCH METHODOLOGY .................................................................................. 58 5.5.2 RESEARCH RESULTS ............................................................................................. 59 5.5.3 DISCUSSION OF THE RESULTS AND OUTCOMES FOR THE PROJECT ......................... 66 5.5.4 ANSWERING THE RESEARCH QUESTIONS ............................................................... 67 PROJECT PART ............................................................................................................... 68 6 PROJECT OF EMAIL MARKETING CAMPAIGN FOR THE VBA .............. 69 6.1 EMAIL MARKETING CAMPAIGN PLAN FOR THE VBA ............................ 69 6.1.1 SETTING OBJECTIVES FOR EMAIL MARKETING CAMPAIGN OF THE VBA ............. 70 6.1.2 BUILDING THE EMAIL LIST ................................................................................... 72 6.1.3 CHOOSE AN APPROPRIATE EMAIL SERVICE PROVIDER ......................................... 78 6.1.4 CLASSIFY THE AUDIENCE ..................................................................................... 80 6.1.5 CONTENT .............................................................................................................
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