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Theoretical Approaches on Successful Email Marketing Campaigns

Author

Listed:
  • Camelia Budac

    (“Lucian Blaga†University of Sibiu, Romania)

Abstract

Nowadays, the consumer has extremely varied product options. E-mail marketing could be atool to complement traditional marketing activities by increasing customer engagement, and whichdoes not involve high costs. While there have been many predictions for years that email marketing will be replaced withsomething else, it remained one of the most useful ways to reach current and potential customers. This paper aims to bring some clarifications on what could bring success to email marketingcampaigns. Responses are related to how sent emails can draw the attention of people (ie how theycan be observed), given that, users’ inboxes are invaded by messages of all kinds, how to measurethe results of a campaign and which are the best practices through which we can get higher returnsfrom email marketing campaigns.

Suggested Citation

  • Camelia Budac, 2016. "Theoretical Approaches on Successful Email Marketing Campaigns," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 306-311, February.
    • Handle: RePEc:ovi:oviste:v:xvi:y:2016:i:2:p:306-311
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    References listed on IDEAS

    as
    1. Ellis-Chadwick, Fiona & Doherty, Neil F., 2012. "Web advertising: The role of e-mail marketing," Journal of Business Research, Elsevier, vol. 65(6), pages 843-848.
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    More about this item

    Keywords

    e-mail marketing; successful campaigns; opt-in; metrics;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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