Towards Improved Performance: A Model for Testing Email Newsletter Design

Mari Hartemo, Reima Suomi and Ulla Hakala
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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

Journal of Electronic Commerce in Organizations (JECO), 2016, vol. 14, issue 3, 1-16

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.

Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jeco00:v:14:y:2016:i:3:p:1-16

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