A1 Refereed original research article in a scientific journal
Towards Improved Performance: A Model for Testing Email Newsletter Design
Authors: Mari Hartemo, Reima Suomi, Ulla Hakala
Publisher: IGI Global
Publication year: 2016
Journal: Journal of Electronic Commerce in Organizations
Journal acronym: JECO
Article number: 1
Volume: 14
Issue: 3
First page : 1
Last page: 16
Number of pages: 16
ISSN: 1539-2937
eISSN: 1539-2929
DOI: https://doi.org/10.4018/JECO.2016070101
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.
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.
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