Towards Improved Performance: A Model for Testing Email Newsletter Design

: Mari Hartemo, Reima Suomi, Ulla Hakala

Publisher: IGI Global

: 2016

: Journal of Electronic Commerce in Organizations

: JECO

: 1

: 14

: 3

: 1

: 16

: 1539-2937

: 1539-2929

DOI: https://doi.org/10.4018/JECO.2016070101(external)

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.