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Sammanfattning: Title: No e-mail marketing, please! A qualitative study about e-mail marketing Seminar date: 4th of June 2019 Course: FEKH29 Business Administration: Bachelor Degree Project in Marketing Undergraduate Level, 15 credits Authors: Christoffer Andreasson, Johannes Ehn & Julia Rosberg Advisor: Burak Tunca Key words: Direct marketing, e-mail marketing, permission marketing, relationship marketing & one-to-one marketing. Purpose: The purpose of this study is to explore consumers opinions regarding direct marketing by e-mail and to understand what factors influence these opinions. Methodology: The study consists of a qualitative method and an exploratory study through in depth interviews. Ten interviews were performed with young consumers where the interview guide was based on the theoretical perspectives. The collected data was analyzed through open coding. Theoretical perspectives: The foundation of the study is direct marketing and is followed up by three theoretical perspectives within direct marketing; permission marketing, relationship marketing and one-to-one marketing. The theoretical perspectives are used in a consumer perspective. Empirical foundation: The empirical foundation consists of approximately 300 minutes of in depth interviews with ten young consumers. The empirical foundation has its foundation and is divides by the chosen theoretical perspectives. Conclusions: The study exhibit how young consumers believe that the amount of direct marketing via e-mail is too large, which in turn leads to irritation and that the marketing is neglected. One reason behind this is that consumers repeatedly permit companies to send email marketing. Additionally the study shows that the relationship with the companies that send email marketing is important for how this is received. However, it became clear that establishing and improving relationships between consumers and companies via e-mail is perceived as unlikely. Furthermore, the study shows that consumers do not find that the collection and storage of information takes place on their terms, however, consumers also argue that this is not of great importance. Finally, the collection of personal data by companies, in order for them to create mutual relationships in which the consumer feels unique, is not perceived to work.