L'efficacité d'un email à vocation commerciale: étude de l'influence des caractéristiques socio-démographiques des internautes sur le processus de réponse

Caroline Lancelot Miltgen (), Yseulis Costes, Thibaut Munier and Stéphanie Gauthier
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Caroline Lancelot Miltgen: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: The first objective of this article is to propose a conceptual framework, presenting the main factors that can have an impact on an internet user's response to a commercial email. In addition to the variables related to the email itself and to the situation of its reception, the model presented here makes a clear distinction between the individual factors that are specific to the recipient and those factors that concern the sender. This study looks at the impact of the individual characteristics of an internet user on the performance of an emailing campaign. The results show significant effects for certain individual variables. Factors with a positive impact on the reaction to an email are isolated and the profile of a typical respondent to a commercial email is described. This would be a housewife, more than 35 years old, with children. Main contributions of this study, and its limits, are presented in conclusion.

Keywords: Direct marketing; Efficiency; Response process; Individual variables; Marketing direct; Internet; Emailing; Efficacité; Processus de réponse; Variables individuelles (search for similar items in EconPapers)
Date: 2005
Note: View the original document on HAL open archive server: https://audencia.hal.science/hal-01116103v1
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Published in Revue Française du Marketing, 2005, 205, pp.21-40

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01116103

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