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Web advertising: The role of e-mail marketing

Author

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  • Ellis-Chadwick, Fiona
  • Doherty, Neil F.

Abstract

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.

Suggested Citation

  • Ellis-Chadwick, Fiona & Doherty, Neil F., 2012. "Web advertising: The role of e-mail marketing," Journal of Business Research, Elsevier, vol. 65(6), pages 843-848.
    • Handle: RePEc:eee:jbrese:v:65:y:2012:i:6:p:843-848
    DOI: 10.1016/j.jbusres.2011.01.005
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    References listed on IDEAS

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    1. Tiffany White & Debra Zahay & Helge Thorbjørnsen & Sharon Shavitt, 2008. "Getting too personal: Reactance to highly personalized email solicitations," Marketing Letters, Springer, vol. 19(1), pages 39-50, March.
    2. Pavlov, Oleg V. & Melville, Nigel & Plice, Robert K., 2008. "Toward a sustainable email marketing infrastructure," Journal of Business Research, Elsevier, vol. 61(11), pages 1191-1199, November.
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    Cited by:

    1. Lorente-Páramo, Ángel J. & Chaparro-Peláez, Julián & Hernández-García, Ángel, 2020. "How to improve e-mail click-through rates – A national culture approach," Technological Forecasting and Social Change, Elsevier, vol. 161(C).
    2. Foued Sabbagh, 2021. "Email Marketing: The Most Important Advantages and Disadvantages," Business, Management and Economics Research, Academic Research Publishing Group, vol. 7(1), pages 1-8, 03-2021.
    3. Arnold Japutra & Keni Keni & Bang Nguyen, 2016. "What’s in a university logo? Building commitment in higher education," Journal of Brand Management, Palgrave Macmillan, vol. 23(2), pages 137-152, March.
    4. Muhamad Abu-Jalil & Ashraf Aaqoulah, 2016. "The Possibility of Using the Internet to Transform the Role of Its Users to Promoters of Medical Products in Jordan," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(3), pages 163-163, February.
    5. Page, Kelly L. & Uncles, Mark D., 2014. "The complexity of surveying web participation," Journal of Business Research, Elsevier, vol. 67(11), pages 2356-2367.
    6. Anderl, Eva & Schumann, Jan Hendrik & Kunz, Werner, 2016. "Helping Firms Reduce Complexity in Multichannel Online Data: A New Taxonomy-Based Approach for Customer Journeys," Journal of Retailing, Elsevier, vol. 92(2), pages 185-203.
    7. Camelia Budac, 2016. "Theoretical Approaches on Successful Email Marketing Campaigns," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 306-311, February.
    8. Tolga Bilgicer & Kamel Jedidi & Donald Lehmann & Scott Neslin, 2015. "The Long-Term Effect of Multichannel Usage on Sales," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 2(1), pages 41-56, March.
    9. Antun Biloš & Davorin Turkalj & Ivan Kelić, 2016. "Open-Rate Controlled Experiment in E-Mail Marketing Campaigns," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 28(1), pages 93-109.
    10. Julián Chaparro-Peláez & Ángel Hernández-García & Ángel-José Lorente-Páramo, 2022. "May I have your attention, please? An investigation on opening effectiveness in e-mail marketing," Review of Managerial Science, Springer, vol. 16(7), pages 2261-2284, October.
    11. Carlota Rocha Araújo & Paulo Botelho Pires & Catarina Delgado & José Duarte Santos, 2023. "Persuasive Determinants in the Hotel Industry’s Newsletter Opening Rates," Sustainability, MDPI, vol. 15(4), pages 1-27, February.
    12. Popa Adela Laura, 2015. "A Classic Framework Of Online Marketing Tools," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 1269-1277, July.
    13. Lorente-Páramo, Ángel J. & Hernández-García, Ángel & Chaparro-Peláez, Julián, 2020. "Influence of cultural dimensions on promotional e-mail effectiveness," Technological Forecasting and Social Change, Elsevier, vol. 150(C).

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