Web advertising: The role of e-mail marketing

Fiona Ellis-Chadwick and Neil F. Doherty

Journal of Business Research, 2012, vol. 65, issue 6, 843-848

Abstract: This study examines a comprehensive range of executional elements in a sample of permission-based e-mail marketing campaigns. The sample comprised almost 1000 promotional e-mails sent over an 18-month period by twenty leading U.K. e-retailers. Content analyses of the e-mail campaigns reveal that different tactics of format, address, subject lines, hyperlinks and interactivity are applied to initially attract customers' attention and then encourage further interest. Interviews with nine of the twenty marketing executives who designed the campaigns pointed to managers' reasons for use of the tactical alternatives.

Keywords: E-mail marketing; Web advertising; Executional elements; Electronic commerce (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (14)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:65:y:2012:i:6:p:843-848

DOI: 10.1016/j.jbusres.2011.01.005

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