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Towards Improved Performance: A Model for Testing Email Newsletter Design

Author

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  • Mari Hartemo

    (Turku School of Economics, University of Turku, Turku, Finland)

  • Reima Suomi

    (Information System Institute, University of Turku, Turku, Finland)

  • Ulla Hakala

    (University of Turku, Turku, Finland)

Abstract

This study concentrates on the opportunities of developing email marketing performance based on testing the design of an email newsletter. Drawing from existing literature, the paper presents a model for testing email newsletter design. The model consists of email marketing response process, factors affecting response, and corresponding metrics that are based on clickstream data. Multivariate tests were used to test permission-based newsletters sent by a European airline company regularly to its clients, verifying that the model has potential to be used in real decision-making situations. The paper shows how messages can be tested easily, accurately and objectively with retrievable results that are interesting from a marketing perspective.

Suggested Citation

  • Mari Hartemo & Reima Suomi & Ulla Hakala, 2016. "Towards Improved Performance: A Model for Testing Email Newsletter Design," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 14(3), pages 1-16, July.
    • Handle: RePEc:igg:jeco00:v:14:y:2016:i:3:p:1-16
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    Cited by:

    1. Rodriguez, Virginie & Sangle-Ferriere, Marion, 2023. "Do supermarkets’ emails have any value for their customers? The effect of emails’ content and interestingness on customers’ attitude and engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

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