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- Title
Towards Improved Performance: A Model for Testing Email Newsletter Design.
- Authors
Hartemo, Mari; Suomi, Reima; Hakala, Ulla
- Abstract
This study concentrates on the opportunities of developing email marketing performance based on testing the design of an email newsletter. Drawing from existing literature, the paper presents a model for testing email newsletter design. The model consists of email marketing response process, factors affecting response, and corresponding metrics that are based on clickstream data. Multivariate tests were used to test permission-based newsletters sent by a European airline company regularly to its clients, verifying that the model has potential to be used in real decision-making situations. The paper shows how messages can be tested easily, accurately and objectively with retrievable results that are interesting from a marketing perspective.
- Subjects
EUROPE; ELECTRONIC newsletters; DIRECT e-marketing; EMAIL; MULTIVARIATE analysis; AIRLINE industry
- Publication
Journal of Electronic Commerce in Organizations, 2016, Vol 14, Issue 3, p1
- ISSN
1539-2937
- Publication type
Article
- DOI
10.4018/JECO.2016070101