e- mail marketing related literature reviews
Huh and Reid (2004) who state that ‘Direct consumer marketing can be greatly affected by consumers approach towards it, which is influenced by media integrity’. Apple Newton, a discontinued product had the opportunity to crop up again because of consumer’s choice/demand. According to Teenage Research Unlimited, more than 87% of grownups use Internet and engage in chat sessions. The prospective research in this field seems promising, since it provides heaps of information for young minds concerning others’ experiences of the products which they may have used or liked.
According to McPherson (2001), millions of people use e-mail for communication of professional and personal nature. Advertisers consider email as a perfect targeting tool which is capable of providing direct access to consumers. Among the different forms of online advertising, permission based e-mail messages are considered to be the most trusted and least annoying medium of communication.
Rettie (2002) states that there are three stages involved in effective e-mail marketing response process. The three stages include: getting the recipient to open the e-mail, attracting him/her to pay attention to the e-mail and persuading him/her to click. Therefore, the response rate depends on the e-mail subject line, e-mail contents and on the attitude and life style of recipient. The factors which triggers increase in response rate include subject line, e-mail length, incentive and number of images.
Rettie and Chittenden (2003) in their study identified the factors which were associated with the success of e-mail marketing. According to them there exists a significant correlation between the number of links in an e-mail and click through rate. According to them, higher response rate occurs if e-mail subject lines were catchy, on the other side if e-mail is lengthy, it will lead to low response rate. Therefore in order to reap the benefit of e-mail marketing, it should be properly segmented and targeted keeping demographic and lifestyle pattern of respondents in mind.
DaBrian 2009, “Email Marketing immediate connectivity and instant promotion,” Internet marketing is a very vast field. Companies are using this medium to reach to the educated class of customers and those who are using net facility frequently. Email marketing is highly specific, where Companies can introduce this marketing technique for immediate connectivity and instant promotion. Email marketing is one of those advertising techniques, which gives creates instant promotion within no time. Customers can understand that Email, and revert for any confusion.
(O’Brien J. & Montazemia, A. (2004) Management Information Systems)
Lisa 2009, “Is Email Marketing Effective Email,” marketing can be extremely effective and is considered the most cost-efficient way to market products or services. Email marketing is a very popular way to advertise, and it is easy to see why. With automated services which will send your emails out for you, your business can save a lot of time.
A study of consumer behavior towards permission based email marketing in selected indian banks (Gupta, Nimit) this study found that almost all the respondents had very strongly agreed to the fact that they like using e-mails and generally access the e-mails for communication. They believed that e-mails provide good source of information and updation of knowledge. Almost two-third of the respondents were of the opinion that e-mails are definitely better source of communication as compared to other forms of communication. It is faster in terms of speed and content. Almost all the respondents were of the opinion that access to e-mails is easy. 220 This clearly shows that the respondents find e-mails, user friendly for communication and believe that e-mail communications has made their life simple. E-mails have become an integral part of one’s life because of easy access from the home or offices or mobile phones on the move. As internet has emerged as a new medium, e-mails are used for various purposes including marketing of various product and services. This study also reveals that consumers irrespective of their gender, educational qualification and income level use e-mails in the same way.
see the full article: Shodhganga@INFLIBNET: A study of consumer behavior towards permission based email marketing in selected indian banks
A Study on the Effectiveness of Email Marketing ( Dr.Subramania Bala Jeshurun) This survey finds out the effectiveness of emails and email marketing services sent to the college students in Coimbatore through a random sampling method. This survey also traces the features of emails sent and their responses according to their features, and it also check the effectiveness of e-mail marketing among college students and it focus to find out the influence of email marketing features on the effectiveness of email marketing.Email marketing could be made effective by building a proper relationship with the customers. In a nut shell, the result about the study is as follows, “Emails usage is very effective among college students whereas accepting emails as a marketing tool is not as effective when compared with the usage of emails for other purposes.”
see the full article: Jeshurun, Subramania Bala. “A Study on the Effectiveness of Email Marketing.” Shanlax International Journal of Management, vol. 6, no. S1, 2018, pp. 84–86.
Email Marketing: The most Important Advantages and Disadvantages (Foued SABBAGH)
This paper focuses primarily on the role of Email marketing and E-commerce. This study focuses on discussing the most important advantages and disadvantages of Email marketing and analyzing the success factors of this marketing by avoiding these disadvantages and benefiting all these advantages. The findings of the study Fariborzi E and Zahedifard M (2012) offer some advantages and disadvantages of using Email marketing and showed how it can be decreased its disadvantages by using some improving techniques. The commercial marketing and promotional materials to electronic products by Email is considered the new method of organization of campaigns in order to attract the largest possible number of customers.
Measuring the Effectiveness of E-mail Direct Marketing in Building Customer Relationship (Abdel Baset I. Hasouneh, Marzouq Ayed Alqeed) The objective of the study is to examine how response data from direct marketing email campaigns could be utilized in measuring the development of a customer relationship in the context of an end-user loyalty program. The empirical study is conducted by using a quantitative research method. Data analysis is performed in ways that could also be applied in ongoing monitoring of relationship development within the case company. The study is conducted based on individual level secondary data available on recent Club Sony Ericsson e-mail campaigns, collected from campaign report files and Club Sony Ericsson member database. Click-through activity was found to have positive correlation with all the other behavioral variables available on the customer relationship. The youngest age group is found to have the lowest response rates. Repeat responses are rare within the studied time period. E-mail address invalidity is found to have significant effect on dialogue termination.
A STUDY ON EMAIL MARKETING OPTIMIZATION FOR LEAD GENERATION (T RANJANI, SRIRAM S & Dr. BIRAJ AMEET ANIL) This study is all about doing marketing with the help of email.The data was collected through questionnaires. For analysing the email template, the researcher has performed house of quality; through this, it was suggested to concentrate more on email metrics especially on subject lines and content. Many follow up action were suggested for an email to avoid going to the promotions section and for reducing the bounce rate of an email. So, in conclusion, it was necessary to do the analysis and various test to know the performance of any email campaign plus, to explore the new ways to enhance the different metrics involved in email. this study also suggests that For attracting the readers, the subject line should be interesting and informative in order to grab the attention of the reader. So, few courses of words decide the mind of the reader whether to open the email or not. The subject line should be relevant to the audience and it should be personalized and the subject line and content in an email both are very important and will be responsible for increasing the open rate and clickthrough rate.
Martin Hudak and Rodovan Madlenak (2017) in their study of "importance of email marketing in e-commerce" they have briefed the importance of the email-marketing and quoted it as an important and effective tool for communication. In this study, they have used the basic metrics like open-rate, click-through rate, delivery rate of email marketing and called it necessary for a successful email campaign. They have shown how email marketing can be used to increase the site traffic and sales support so they have defined it as a targeted sending of commercial and non-commercial message a detailed list of receivers respectively email addresses. They have measured the result by evaluating after the collection of data after the number of clicks in the email address and how many have been redirected to the web page. It is very useful for analytics purpose plus it provides an overview of page views and time spent on the site, bounce rate, the number of conversions and revenue generated by e-mail campaigns. So, this study covers the maximum aspect of this project as we are going to analyse the various metrics and find suggestions for that.
(Source: Martin Hudak. and Rodovn Madlenak, “importance of email marketing in e-commerce” published in year 2017, Procedia Engineering 192 (2017) 342 – 347)
E. Fariborzi and M. Zahedifard(2012) they did the study of "E-mail Marketing: Advantages, Disadvantages and Improving Techniques" they emphasis on the importance of e-commerce in the business organisation and the contribution towards nation's economic growth. They have considered email marketing as direct marketing in which they use an electronic mail as a means of communication for the purpose of commercial or fund-raising message to an audience. In their study, they have figured out the advantages and disadvantage of doing email marketing and in addition to that they have given recommendations to Iranian marketing company regarding the improvement e-mail marketing. They have given suggestions like; classification of e-mail competition based on the audience behaviour; classification of e-mail competition based on the sale-cycle. They have also had some tactics for improving relevancy, for growing the e-mail list, for improving e-mail marketing deliverability and for testing emails. This research certainly showed the merits and demerits of doing email marketing and we can consider the tactics used by them for this project
(Source: E. Fariborzi and M. Zahedifard, “E-mail Marketing: Advantages, Disadvantages and Improving Techniques” published in year 2012, 104-106(2012))
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