Impact of email marketing as a communication and online sales tool

Marcos Pedrol and Javier Romero
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Marcos Pedrol: Universidad Empresarial Siglo 21, Licenciatura en Comercialización. San Juan, Argentina
Javier Romero: Universidad Empresarial Siglo 21, Licenciatura en Comercialización. San Juan, Argentina

Diginomics, 2022, vol. 1, 43

Abstract: The present research study was carried out by means of a scientific manuscript corresponding to the Bachelor's degree in Marketing, focused on analyzing the impact of E-mail Marketing to determine its effectiveness as a communication and online sales tool, its purpose is to be able to provide to different stores, brands or websites advantages using distint communication tools. For a more representative analysis, the scope was limited to Argentine consumers. Based on the background on the research, the perspectives of consumers, developers and entrepreneurs regarding the subject were analyzed, through the use of quantitative and qualitative research tools (surveys and in-depth interviews), achieving conclusive and generalizable results, among which can be highlighted that more than 43% of consumers consider e-mail between 50-75% effective as a communication and online sales tool, and that in general, companies can obtain great benefits by carrying out e-mail campaigns marketing.

Keywords: E-mail marketing; online consumer behavior; digital e-commerce; email (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:cwg:digino:v:1:y:2022:id:43

DOI: 10.56294/digi202243

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