Managing a Profitable Interactive Email Marketing Program: Modeling and Analysis
Despite the popularity of mobile and social media, email continues to be the marketing tool that brings the highest ROI, according to the Direct Marketing Association’s “Power of Direct” (2011) study. An important reason for email marketing’s success is the application of an idea— “Permission Marketing,” which asks marketers to seek consent from customers before sending them messages. Permission-based email marketing seeks to build a two-way interactive communication channel through which customers can engage with firms by expressing their interests, responding to firms’ email messages and making purchases. This thesis consists of two essays that address several key questions that are related to the management of a profitable interactive permission-based email marketing program.