Retail expert Dr Fiona Ellis-Chadwick
Dr Fiona Ellis-Chadwick - Retail and Marketing expert

Web advertising: the role of email marketing

Type:Journal articles
Date First Published:10/25/2012 12:00:00 AM

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.