Publicação
Development of an email marketing digital plan and processes inside a MedTech EMEA organization
| dc.contributor.advisor | Ventura, Sandra Rua | |
| dc.contributor.advisor | Santos, Filipe | |
| dc.contributor.advisor | Berdouz, Khalid | |
| dc.contributor.author | Maduro, Beatriz Fonseca | |
| dc.date.accessioned | 2025-02-13T14:15:34Z | |
| dc.date.available | 2025-02-13T14:15:34Z | |
| dc.date.issued | 2024-06-28 | |
| dc.date.submitted | 2024-06-28 | |
| dc.description.abstract | Explore how HubSpot can enhance email marketing strategies for customer acquisition and retention in the MedTech industry, specifically at MicroVention (MV). The study aims to adress key challanges and opportunities in transitioning from traditional to digital marketing methods, developing na Email Digital Marketing Plan, and address regulatory compliance issues. Mixed-method approach was employed to assess hybSpot’s impact on email marketing at MV. This included a literature review, semi-structured interviews, and two surveys onducted before and after hubspot implementation. Interviews and surveys highlighted that compliance and tailored contente enhance effectiveness. Continuous testing and refinement were emphasized to enhance engagement and conversation rates. The email Marketing Plan focused on A/B testing, workflow analysis for customer segmentation, and contente delivery optimization. Marketing results showed strong performance, with a 41.69% open rate and a 40.88% click-through rate. The compaign strategy included both educational and promotional emails. HubSpot significantly boost email marketing efficiency by automating tasks, improving transparency, and enabling targeted campaigns. However, challenges such as system integration, data migration, and regulatory compliance must be carefully managed to realize these benefits. | por |
| dc.identifier.tid | 203853156 | |
| dc.identifier.uri | http://hdl.handle.net/10400.22/29503 | |
| dc.language.iso | eng | |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/4.0/ | |
| dc.subject | HubSpot | |
| dc.subject | Email marketing | |
| dc.subject | CRM | |
| dc.subject | MedTech | |
| dc.subject | Digital plan | |
| dc.title | Development of an email marketing digital plan and processes inside a MedTech EMEA organization | por |
| dc.type | master thesis | |
| dspace.entity.type | Publication |