Enhancing Customer Acquisition and Retention via Email: A Product Management Strategy

This master thesis project investigates the optimization of customer acquisition and retention strategies through the strategic utilization of email communication channels within the framework of product management. Recognizing the pivotal role of email marketing in contemporary business practices, this research aims to explore how organizations can leverage email communication to attract new customers, nurture existing relationships, and enhance customer lifetime value. The study adopts a mixed-methods approach, incorporating qualitative methods such as literature review, as well as quantitative methods including A/B testing and data analysis. The research objectives encompass evaluating the role of product managers for user experience optimization, together with enhancing customer acquisition and retention in digital products. The project includes the process of design, implementation and testing of new optimized email subscription touch points on e-commerce marketplace and provide insights on customer acquisition, retention, and overall business performance. The project's structure comprises six chapters: Introduction, Literature Review, Methodology, Project Design and Implementation, Experiment and Data Analysis, and Conclusion. Through rigorous research and analysis, this project aims to contribute theoretical insights and practical recommendations for organizations seeking to enhance their customer acquisition and retention efforts through email communication channels from the product management perspective.