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Improving Email Marketing Campaign Success Rate Using Personalization

In: Advances in Analytics and Applications

Author

Listed:
  • Gyanendra Singh

    (Experian Credit Information Company of India Private Limited)

  • Himanshu Singh

    (Experian Credit Information Company of India Private Limited)

  • Sonika Shriwastav

    (Experian Credit Information Company of India Private Limited)

Abstract

Email marketing provides one of the best methods for direct communication with consumers. However, the success rate of an e-mail marketing campaign is often low because of its generic content and inadequate segmentation of customers. This paper aims to showcase the application of a two-step personalization process to improve effective open and click rates for email marketing campaigns. Consumer behaviour is monitored over a period of time in terms of email opens and click pattern. This behaviour is stream-lined into keywords sorted in order of user preference. The keywords are updated at regular intervals to account for behavioural changes in user preference. While sending the email, keywords relevant to the campaign are picked individually for each user. These keywords are used to form attractive subject lines using probabilistic language models such as noisy channel model (Mark and Charniak, Proceeedings of the 42nd annual meeting on association for computational linguistics, 2004) and hidden Markov model (Lawrence and Juang, Fundamentals of speech recognition, 1993).

Suggested Citation

  • Gyanendra Singh & Himanshu Singh & Sonika Shriwastav, 2019. "Improving Email Marketing Campaign Success Rate Using Personalization," Springer Proceedings in Business and Economics, in: Arnab Kumar Laha (ed.), Advances in Analytics and Applications, pages 77-83, Springer.
    • Handle: RePEc:spr:prbchp:978-981-13-1208-3_8
    DOI: 10.1007/978-981-13-1208-3_8
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    Cited by:

    1. Javier S. Lacárcel, Francisco, 2022. "Main Uses of Artificial Intelligence in Digital Marketing Strategies Linked to Tourism," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 10(3), pages 216-227.
    2. Chua, Celine & Li, Xue & Tan, Kim Hock & Yuen, Kum Fai, 2024. "Building sustainable performance in the maritime industry via digital resources and innovation," Transport Policy, Elsevier, vol. 149(C), pages 282-299.

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