The Analysis of the Research Framework

The following paragraphs will summarize the analyses of this thesis. There will be two differ- ent frameworks or diagrams that will present different aspects of this thesis. First a time line graph of the preferred combination process will be introduced. Second, the research frame- work presented at the end of the literature review will be newly introduced with supplements from the analyses.

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Like mentioned, the first time line graph will show the outcomes of this thesis: how the proc- ess of combining e-mail marketing with telemarketing should look like.

Figure 13. The Process of Combining E-mail Marketing with Telemarketing.

To sum up the process should start with a telemarketing call that is short, professional and dialogue-like. The crucial thing for the whole process is the attractiveness for the receiver. If the idea of the marketing message is not carefully targeted, the whole process can be in dan- ger. After the call, the sender should send the additional e-mail, if permitted by the receiver, right away but at least within one workday. The e-mail should be short and not include any

Telemarketing call E-mail message Right away – 1 workday Right away – 1 workday 2 workdays – 1 week - short - professional - normal dialogue - interesting for the receiver - short - no appendixes or links - interesting - subject line Follow-up Telemarketing - short - professional - normal dialogue Addiotional E-mail - appendixes or links if needed Next steps

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appendixes of links, because the receiver will most likely not open them. Special attention should also be paid to the subject line.

After the e-mail is sent, the sender should wait from 2 workdays to 1 week before making an additional telemarketing follow-up call. This call should also be short but the permission for the next e-mails with appendixes or links should be asked. Then almost immediately, the de- tailed e-mail should be sent.

It is important to repeat the two different direct marketing tools, in order to get the receiver interested in your products or services. The accents of the process should be on the telemar- keting calls, as they have more impact on the receivers based on the personal contact. After the second detailed e-mail the sender should decide which of these direct marketing tools is the most suitable for the next step or should a face-to-face meeting be arranged. The process might also need more repeating than just telemarketing - e-mail - telemarketing – e-mail.

The basis of the next graph introduced will be the same from the end of the literature review. This time, the middle circle of the combination will be supplemented. The figure or graph is called “The Complete Thesis Framework” because it sums up the literature review and the outcomes of the interviews. Before introducing the graph, it needs to be clarified that during the interviews it was obvious that many of the separate advantages and disadvantages of e- mail marketing and telemarketing, were to repeat in the combination. This is why there are similarities with the separate direct marketing tools and the combination of the two.

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Figure 14. The Outcome of the Research Applied to the Frame.

In order to shortly introduce the graph, the concentration will be at the center of the figure. The square boxes at the sides summarize everything from the literature review. However, the center circle was empty after literature review but now after completing the research it has been filled out with the most important facts.

First the pros of combining e-mail marketing with telemarketing are introduced at the top of the circle. Customer perspective, in other words the receiver side was happy about the good customer service the combination allows. They also highlighted the possibility of opening e- mails and answering telephone calls whenever they like to. The company perspective or the COMPANY:

Robinson list, finding the right people, not answering, negative responses CUSTOMER: aggressive disturbing no possibility to abnegat continious COMPANY: reduce costs increase sales easy good possibility to target

CUSTOMER:

good service no need for intitiative possible discounts

COMPANY: reduce costs increase sales reachability

targeting, still too many people

CUSTOMER: good service discounts

no need for initiative read when want

COMPANY:

regulations mails are not opened

how to make e-mails interesting CUSTOMER: disturbing viruses viral marketing no possibility to end PROS PROS

Customer Company pers-

pective perspective

- good customer - cost-effective service - targeting - opening/answering whenever CONS CONS Customer Company perspective perspective - disturbing if - hard to done wrong success - too much - expensive e-mails and (salaries)

calls - hard to correct

E-MAIL MARKETING TELEMARKETING

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sender side liked the cost-effectiveness of the combination. They also thought it helped tar- geting specific information to large amount of customers.

The cons of the combination are listed below the middle line of the circle. The customer side thought the combination can be very disturbing if it is done wrong. The amount of e-mails and calls was also seen a downside of the process. The company side considered the skill of succeeding in the combination as one of the downsides. It was seen very hard to stand out from the crowd and make the e-mails and telemarketing calls interesting. The salaries of the workers, especially for telemarketing, were mentioned to be high and it was a negative aspect for the whole combination. Last, according to the comments of the receiver side, the senders should remember that correcting mistakes in this combination is very hard. Everything should be done perfectly in the beginning, because receivers lose their interest very easily if something is done wrong.

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