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Elaboration Likelihood - im E-Mail-Marketing

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  • Oberwegner, Niklas
  • Kinner, Cordula

Abstract

Die vorliegende Studie ist die Erste, die prüft, ob das Elaboration-Likelihood- Modell (ELM; Petty & Cacioppo, 1981) auf die Bewerbung individualisierter Fotoartikel im E-Mail-Marketing anwendbar ist. In Kooperation mit einem internationalen Unternehmen wurde ein Feldexperiment (n = 138 297) durchgeführt. Die Experimentalgruppe erhielt eine ausführliche, produktorientierte E-Mail; die Kontrollgruppe erhielt eine E-Mail mit denselben Argumenten in schwächerer Form mit vermehrt peripheren Hinweisreizen. Anschliessend wurden KPIs analysiert. Das ELM sagte zutreffend die höhere Klickrate, anteilig mehr Käufe beworbener Produkte sowie weniger Abmeldungen der Experimentalgruppe voraus. Die Ergebnisse legen nahe, dass E-Mail-Marketing für individualisierte Fotoprodukte durch den Einsatz des ELM optimiert werden kann.

Suggested Citation

  • Oberwegner, Niklas & Kinner, Cordula, 2022. "Elaboration Likelihood - im E-Mail-Marketing," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 39(4), pages 10-17.
    • Handle: RePEc:zbw:hsgmrs:276194
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