Date of Award

12-2021

Document Type

Project

Degree Name

Master of Science in Information Systems and Technology

Department

Information and Decision Sciences

First Reader/Committee Chair

Dr. Conrad Shayo

Abstract

Customer relationship management acts as the backbone of marketing. For any company marketing is the most important sector to promote a company and attract customers. Email marketing is one of the most effective ways of digital marketing. However, the cost of design and development is time consuming and redundant. Marketers and project managers are frequently unassertive about how to solve these issues. Although there are blogs, articles and services available for marketing email development, the lack of research in the effectiveness of email building architecture bolsters the need for this study. The project presents an architecture that modularizes the way email architecture is built. The architecture is demonstrated using HTML, CSS and JavaScript. Further the project explains how the same architecture can be implemented using the salesforce marketing cloud. With the help of a case study the project establishes the importance of modularizing email development which supports proposed architecture. The result of the case study proves that modularizing email creation as proposed reduces time required for email development on a large scale. Suggested areas for further study include testing in large scale organizational settings and doing a quantitative analysis. Another area of improvement is porting this architecture to other customer relationship platforms.

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