Theoretical Approaches on Successful Email Marketing Campaigns

Camelia Budac ()
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Camelia Budac: “Lucian Blaga†University of Sibiu, Romania

Ovidius University Annals, Economic Sciences Series, 2016, vol. XVI, issue 2, 306-311

Abstract: Nowadays, the consumer has extremely varied product options. E-mail marketing could be atool to complement traditional marketing activities by increasing customer engagement, and whichdoes not involve high costs. While there have been many predictions for years that email marketing will be replaced withsomething else, it remained one of the most useful ways to reach current and potential customers. This paper aims to bring some clarifications on what could bring success to email marketingcampaigns. Responses are related to how sent emails can draw the attention of people (ie how theycan be observed), given that, users’ inboxes are invaded by messages of all kinds, how to measurethe results of a campaign and which are the best practices through which we can get higher returnsfrom email marketing campaigns.

Keywords: e-mail marketing; successful campaigns; opt-in; metrics (search for similar items in EconPapers)
JEL-codes: M31 M39 (search for similar items in EconPapers)
Date: 2016
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