1. Promoting e-mails on the web
Authors : Dr. Ravi Kumar Goriparthi, Dr. Karunakerchiluka
Pages : 66-70
DOI : http://dx.doi.org/10.21172/1.112.10
Keywords : campaign’s current rate (CCR), campaign opening rate (COR), conversion rate (CR), e-mails. Abstract :Promotional e-mails are one of the most effective digital marketing tools. However, companies are still struggling with the development of e-mail marketing campaigns that are both believable and engaging. This paper tries to understand the determinants of e-mail marketing effectiveness, namely sending details, sender and subject line and message design. Three factors were identified as being potentially relevant, but poorly understood: using brand/company name on the sender, personally addressing e-mail messages and providing the campaign’s current rate (CCR) (as a measure of its social engagement). The significance of the positive effects of these variables on campaign opening rate (COR), and conversion rate (CR), respectively, were experimentally confirmed through the performance of 2 I/II tests both in the software industry and a quasi-experiment on the retail industry. Secondary data was collected and analyzed to compare the results of both experiments with the benchmark of the respective industry. These findings can be used by brands and agencies to design more believable and engaging e-mail marketing campaigns.
Citing this Journal Article :Dr. Ravi Kumar Goriparthi, Dr. Karunakerchiluka, "Promoting e-mails on the web", Volume 11 Issue 2 - August 2018, 66-70
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