Factors Affecting the Effectiveness of Email Marketing

Lola Maria Sempelidou, Giorgos Avlogiaris and Ioannis Antoniadis
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Lola Maria Sempelidou: University of Western Macedonia, Management Science and Technology
Giorgos Avlogiaris: University of Western Macedonia, Management Science and Technology
Ioannis Antoniadis: University of Western Macedonia, Management Science and Technology

Chapter Chapter 59 in Applied Economic Research and Trends, 2024, pp 1035-1050 from Springer

Abstract: Abstract Email marketing is an effective online tool for promoting products or services, enhancing brand awareness, and increasing sales. To ensure the effectiveness of email marketing, companies must adhere to best practices, creating campaigns that are relevant and attractive to the target audience while continuously monitoring the factors that influence their success. Therefore, the objective of this study is to examine the factors that influence the effectiveness of email marketing. In a constantly changing environment, the role of marketing, in addition to promoting products, contributes to the acquisition of competitive advantage. In this study, a literature review was initially conducted, as well as a reference to previous research. This study specifically focuses on factors such as characteristics, incentives, frequency, and type of email marketing, which affect the effectiveness of email marketing. Finally, the findings indicate that factors such as the characteristics, incentives, and type of email marketing significantly affect the effectiveness of email marketing.

Keywords: Email marketing; Factors; Email characteristics; Frequency; Email type (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/978-3-031-49105-4_59

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