ASSESSING THE RESPONSE TO AND SUCCESS OF EMAIL MARKETING PROMOTIONS

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Beoordeling: 

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Beschrijving: 

With the growth of the Internet has come a new method for organizations to advertise and promote their products and services: email marketing. Although some research and common wisdom may suggest that rich, HTML messages generate more click-throughs and purchases, this paper suggests that text-based email marketing can perform as well as HTML messages. The paper reports on the results of a study that analyzed email marketing messages to nearly 800,000 registered users of a large, direct-to-consumer site featuring home and lifestyle products over the period of three months. An analysis of the data showed the text-based messages performed as well and in some instances outperformed rich, HTML messages through higher click-through rates and conversion-to-purchase rates.

Onderwerp: 
Identifier: 
http://iacis.org/iis/2003/SmartCappel.pdf
Type: 
Tekst
Maker: 
Karl L. Smart, James Cappel
Uitgever: 
Issues in Information Systems
Format: 
pdf
Taal: 
en
Datum: 
2003
Rechten: 
This work is licensed under CC BY-SA