E-Mail marketing
169489636
Praxiswissen Online Marketing: Affiliate Influencer Content und E Mail Marketing, Google Ads, SEO, Social Media, Online inklusive Facebook Werbung
Erwin Lammenett
115778759
The Importance of E mail Marketing in E commerce
Abstract Online marketing is an integral part of e commerce nowadays and includes many different ways of company's presentation, such as e mail marketing, content marketing, social media, affiliate marketing and so on. The aim of the article is to highlight the importance of e mail marketing due to the fact, it is considered as one of the most effective communication tools. The part of the article are also fundamental metrics used in e mail marketing such as delivery rate, open rate and click through rate. In the end of the article are recommendations and suggestions for creating of successful e mail. The eyetracking technology was also used to analyze the gaze of Internet users at mailbox.
Martin Hudak Eva Kianickova Radovan Madlenak
169262648
The use of e mail marketing in accordance with permission marketing approach in promotion of a study program
The use of e mails for promotion has been in place for decades. A large number of e mails received by consumers and potential consumers are not requested by them and in most cases do not provide adequate value for them. In that sense, the permission marketing approach brings in multiple novelties. The sender of the promotional message strives at all stages of the relationship with potential and current consumers to obtain permission to communicate with them and to communicate the appropriate value. Within these phases attract, convert, close and delight e mail marketing takes a significant place. The use of this approach is possible and desirable when higher education institutions are concerned as well. In this paper, several goals are set. First of all, it points to the specific features of permission marketing, the phases of its implementation, and various instruments that are adequate for applications in different phases. Thereafter, general recommendations for the promotion of higher education institutions in accordance with that approach, with special emphasis on email marketing, are provided. Finally, an example of promotion with using the e mail and referring to the selected study program of the domestic higher education institution, precisely in accordance with the permission marketing approach, was presented.
Aleksandar Grubor Nenad Dokic Nikola Milicevic
158958528
Promotion and communication through e mail marketing campaigns
The main purpose of this article is to try to emphasize the e mail marketing campaigns importance and efficiency and the way they increase the interaction between a company and potential customers and to increase their interest in a company's products and services and finally trigger the buying decision. Also the present paper's aim is to exemplify how business can gain benefits by using marketing automation tools like e mail marketing campaigns which is considered nowadays a form of direct marketing which is less expensive than the traditional direct marketing alternatives. Key words: e mail marketing campaign, marketing automation, direct marketing
Raluca Dania Todor
148636225
E Mail Marketing der direkte Weg zum Nutzer
Das folgende Kapitel befasst sich mit dem Performance Kanal E Mail Marketing. Nach einer Erklarung des Begriffs E Mail Marketing wird aufgezeigt, welche Marktteilnehmer es gibt, wie sich E Mail Adressen generieren lassen und in welchen Formen E Mail Marketing betrieben werden kann. Es folgt ein ausfuhrlicher Blick auf alle wichtigen KPIs und ihre Berechnung das Herzstuck der E Mail Marketing Performance. Anschliesend gibt es Tipps zur Verbesserung der Leistung von E Mail Marketing Kampagnen.
Ingo Kamps Daniel Schetter
169300367
E Mail Marketing kompakt
Ralf T Kreutzer
63461709
Publication's e mail marketing procedure
Abstract: Your research findings and publications have to reach thousands of your peers and colleagues by sending an email. If you have recently published a study that would be of interest to others in your field, market it through email. "E mail marketing" allow the researchers to increase the research impact and citations for their publications. This workshop will provide various techniques to increase the visibility and enhance the impact of researcher's output by employing the publications E mail marketing procedure.
Nader Ale Ebrahim
51768388
Open Rate Controlled Experiment in E Mail Marketing Campaigns
Purpose The main purpose of this paper is to test the controlled experiment (A/B split) methodology in B2C oriented e mail marketing campaigns. Design/Methodology/Approach E mail marketing techniques have been a substantial part of e marketing methodology since the early Internet days of the mid 1990s. From the very beginning of Internet utilization for business purposes, e mail was one of the most widely used communication techniques in B2B and B2C markets alike. Due to high volumes of spamming and progression of online communication clutter, some practitioners began to question the usability of e mail as a marketing communication channel, while others embarked on working on improving the message itself. Efforts were invested into improving message quality, as well as into better understanding user expectations. One of the most commonly used techniques to test specific e mail message elements is the controlled experiment. Findings and implications This paper explores several types of controlled experiments in a specific Croatian B2C market. Tests were run to determine subscriber behavior towards several newsletter components, including sending time, sending day, sender's name, and subject line. Open and click rates for tested campaigns, and several other metrics were investigated using MailChimp software. An N 1 two proportion test using an adjusted Wald confidence interval around the difference in the proportions was used for comparing the open rate measure in the controlled experiments between subjects. Limitation Controlled experiments (A/B split tests) showed a lot of potential as a way of measuring behavior and preferences of subscribers, although several apparent limitations (the data set scope, comparability issues) indicated a clear need for standardization on a managerial and scientific level. Originality This paper provides an up to date e mail marketing effectiveness literature review, describes and tests the methodology and metrics for e mail campaigns measurement, and suggests several important guidelines for further research.
Antun Bilos Davorin Turkalj Ivan Kelic
153989695
Operant Behavioral Economics for E mail Marketing: An Experiment Based on the Behavioral Perspective Model Testing the Effectiveness of Motivational Operation, Utilitarian and Informational Stimuli
The e mail marketing literature is limited and scattered and in a search for a more systematic approach to research. The few published studies mostly consist of indirect (attitudinal) measures of behavior instead of a direct measurement of the actual variables of interest consumer economic choice. Furthermore, published research does not focus on motivational operations despite marketing's emphasis on needs, wants, and personalized marketing. In the current paper, we extend the examination of the Behavioral Perspective Model as a conceptual system for managerial decision making in e mail marketing. The experiment tested the applicability of motivational operations and utilitarian and informational contingencies for e mail marketing for a hardware and home improvement chain selling bicycle helmets. A motivational segmentation analysis of the marketing database was performed prior to the experiment based on the target product appropriateness for consumers. After the segmentation, different types of e mails based on altered utilitarian contingencies or a combination of utilitarian and informational contingencies were sent to two groups from the same marketing database of registered consumers interested in receiving special offers. The results showed that the e mail marketing's effectiveness were greatest when motivational based segmentation and economical (utilitarian) contingencies were applied. Copyright (c) 2015 John Wiley Sons, Ltd.
Valdimar Sigurdsson Hinrik Orn Hinriksson R G Vishnu Menon
154883707
Web advertising: The role of e mail marketing
This study examines a comprehensive range of executional elements in a sample of permission based e mail marketing campaigns. The sample comprised almost 1000 promotional e mails sent over an 18 month period by twenty leading U.K. e retailers. Content analyses of the e mail campaigns reveal that different tactics of format, address, subject lines, hyperlinks and interactivity are applied to initially attract customers' attention and then encourage further interest. Interviews with nine of the twenty marketing executives who designed the campaigns pointed to managers' reasons for use of the tactical alternatives.
Fiona E Ellis-Chadwick Neil F Doherty