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Web advertising: the role of email marketing

Ellis-Chadwick, Fiona and Doherty, Neil F. (2012). Web advertising: the role of email marketing. Journal of Business Research, 65(6) pp. 843–848.

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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.

Item Type: Journal Item
Copyright Holders: 2012 Elsevier Inc.
ISSN: 0148-2963
Keywords: e-mail marketing; web advertising; executional elements; electronic commerce
Academic Unit/School: Faculty of Business and Law (FBL)
Item ID: 27747
Depositing User: Fiona Ellis-Chadwick
Date Deposited: 15 Apr 2011 09:45
Last Modified: 08 May 2019 15:51
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