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E-Mail-Customization

In: Digital Economy: Die neuen Spielregeln für Unternehmen

Author

Listed:
  • Christopher Korntner-Kanitz

    (FH Oberösterreich)

  • Michael Schade

    (Universität Bremen)

  • Maik Dulle

    (TUI Cruises GmbH)

  • Jan Wiezorrek

    (Buss Group GmbH & Co. KG)

  • Andreas Zehetner

    (FH Oberösterreich)

Abstract

Zusammenfassung Customization hat das Potenzial, die Effektivität von E-Mail-Marketing-Kampagnen für Marketer zu erhöhen. Unsere Forschung nutzt eine qualitative Vorstudie und ein 2×2-Feldexperiment, um die Auswirkungen der zeitlichen und inhaltlichen Customization auf die Effektivität des E-Mail-Marketings zu untersuchen, die anhand der Öffnungs- und Klickraten gemessen wird. Wir stellen fest, dass die zeitliche Customization die Öffnungsraten von E-Mails positiv beeinflusst, während die inhaltliche Customization die Klickraten erhöht. Diese Studie zeigt, dass die Strategie der E-Mail-Customization die Effektivität des E-Mail-Marketings spürbar verbessert. Wir tragen zur bisherigen Forschung bei, indem wir Timing und Inhalt als wichtige Dimensionen der E-Mail-Marketing-Customization betrachten.

Suggested Citation

  • Christopher Korntner-Kanitz & Michael Schade & Maik Dulle & Jan Wiezorrek & Andreas Zehetner, 2025. "E-Mail-Customization," Springer Books, in: Ursula Haas-Kotzegger (ed.), Digital Economy: Die neuen Spielregeln für Unternehmen, chapter 3, pages 45-60, Springer.
  • Handle: RePEc:spr:sprchp:978-3-658-47828-5_3
    DOI: 10.1007/978-3-658-47828-5_3
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