Email marketing as a strategic tool in digital competitiveness

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, 2023, vol. 2, 78

Abstract: The study analyzed the role of email marketing as a strategic tool within digital marketing and demonstrated that this channel continued to be one of the most relevant, effective, and profitable for companies in a market characterized by digitization and competitiveness. It was identified that email not only functioned as a means of direct communication with consumers, but also as an adaptable and measurable resource that provided commercial and relational benefits. The research showed that the success of campaigns depended on the relevance and personalization of the messages sent, based on data provided by users. These characteristics allowed companies to segment their audiences, influence purchasing decisions, and accompany consumers through all stages of the process, from initial stimulation to post-consumption experience. It was also highlighted that email marketing facilitated the analysis of key metrics such as open rates, clicks, bounces, unsubscribes, and return on investment (ROI), which allowed for continuous strategy optimization. It was concluded that email represented an accessible and flexible option for companies of different sizes, with advantages such as low cost, speed, and mass reach. Its complementarity with social media and its ability to build customer loyalty through personalized and retargeting campaigns were also highlighted. However, the study pointed out challenges such as inbox saturation, the need to generate relevant content, and compliance with legal aspects related to data protection and privacy. Ultimately, it was determined that email marketing has established itself as an indispensable strategy for strengthening business competitiveness and building lasting relationships with customers.

Keywords: email marketing; segmentation; loyalty; ROI; consumer (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:cwg:digino:v:2:y:2023:id:78

DOI: 10.56294/digi202378

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