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Factors Affecting the Effectiveness of Email Marketing

In: Applied Economic Research and Trends

Author

Listed:
  • Lola Maria Sempelidou

    (University of Western Macedonia, Management Science and Technology)

  • Giorgos Avlogiaris

    (University of Western Macedonia, Management Science and Technology)

  • Ioannis Antoniadis

    (University of Western Macedonia, Management Science and Technology)

Abstract

Email marketing is an effective online tool for promoting products or services, enhancing brand awareness, and increasing sales. To ensure the effectiveness of email marketing, companies must adhere to best practices, creating campaigns that are relevant and attractive to the target audience while continuously monitoring the factors that influence their success. Therefore, the objective of this study is to examine the factors that influence the effectiveness of email marketing. In a constantly changing environment, the role of marketing, in addition to promoting products, contributes to the acquisition of competitive advantage. In this study, a literature review was initially conducted, as well as a reference to previous research. This study specifically focuses on factors such as characteristics, incentives, frequency, and type of email marketing, which affect the effectiveness of email marketing. Finally, the findings indicate that factors such as the characteristics, incentives, and type of email marketing significantly affect the effectiveness of email marketing.

Suggested Citation

  • Lola Maria Sempelidou & Giorgos Avlogiaris & Ioannis Antoniadis, 2024. "Factors Affecting the Effectiveness of Email Marketing," Springer Proceedings in Business and Economics, in: Nicholas Tsounis & Aspasia Vlachvei (ed.), Applied Economic Research and Trends, chapter 0, pages 1035-1050, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-49105-4_59
    DOI: 10.1007/978-3-031-49105-4_59
    as

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