Web advertising: The role of e-mail marketing

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 preprocess


1. Introduction preprocess

2. Permission-based e-mail marketing preprocess

3. Research method preprocess

4. Results preprocess

4.1. Frequency and timing preprocess

4.2. E-mail subject line preprocess

4.3. E-mail headline preprocess

4.4. Length of e-mail preprocess

4.5. Brand logo preprocess

4.6. Use of illustrations preprocess

4.7. Number of hyperlinks preprocess

4.8. Interactive features preprocess

4.9. Animation preprocess

4.10. Personalization preprocess

5. Discussion preprocess


Target group: Manager
Language: English
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Authors: Docent Ecommerce

Document type: Research Study

Publication date: 01-06-2010

Number of pages: 25

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