E-mail marketing para participação social: aplicações e análises no Setor Público

Abstract

E-mail Marketing is a topic that is becoming popular on scientific literature by researchers that study marketing and it is becoming more and more relevant, especially because we live in the Digital Era. However, we lack studies and empiric research on this strategy on the public sector. Therefore, it is necessary to investigate the e-mail marketing contribution to public administration, being also important to understand if the citizens are hit by advertising campaigns sent via e-mail and how that happens. This work has been developed based on these study gaps. On the first article we made a literature review in which we tried to identify the potential on the use of e-mail marketing campaigns on the public sector. This article concludes that the public sector has been investing more and more on digital media to communicate with the people. However, comparing previous studies about e-mail marketing and relating them to the public sector, we believe that the e-mail marketing campaigns are efficient to that sector. In the second article, we carried out an action-research comparing two cases and providing the practice of the investigated concepts, in order to evaluate the use of e-mail marketing to promote social participation in the public sector. As a result, we have found that e-mail marketing is a powerful tool that has positively affected the citizens into participating on public consultations that aim to promote innovation on the public sector. With the investigations made on both articles, we can conclude that e-mail marketing campaigns are efficient on the public sector, once that this is a sector looking for more efficient relationship channels with the citizens to increase their participation on the government, specially through the Internet.