As my bachelor thesis at the university I and a fellow student chose to write a study about interactivity in emails and how such affects
micro and macro conversions. The study was made together with the clothing chain Thernlunds e-commerce store. We worked with the research question:
What advantages and disadvantages are interactive email in a commercial context?
In the study we used both quantitative and qualitative data to get such an accurate result as possible. The quantitative part of the study was done
by an A/B-test. We sent out a static and interactive email to Thernlunds loyalty club where we measured conversion in terms of incoming open rate,
click through-rate, and conversion in terms of sales. The qualitative data part was made by performing semi-structured interviews that later was
analysed by a thematic analysis.
The project ended with me and my study college was rewarded with the highest possible grade, an A. Take a look at the full thesis for more detailed
discretion of the study.