Interactive emails

For my bachelor thesis at the university, I collaborated with a fellow student to conduct a comprehensive study on the impact of interactivity in emails on micro and macro conversions. Our research was conducted in partnership with the e-commerce store of Thernlunds, a men’s clothing chain. Our study aimed to answer the research question: What are the advantages and disadvantages of interactive emails in a commercial context?

To ensure the highest level of accuracy, we used both quantitative and qualitative research methods. The quantitative aspect involved an A/B test, where we sent out both static and interactive emails to Thernlunds loyalty club members. We measured various conversion metrics, including incoming open rate, click-through rate, and sales conversion. On the other hand, the qualitative data collection involved conducting semi-structured interviews, which were subsequently analyzed using thematic analysis techniques.

Our project concluded with both my study partner and me receiving the highest possible grade, an A, for our work.