A1 Refereed original research article in a scientific journal

Conversions on the rise - modernizing e-mail marketing practices by utilizing volunteered data




AuthorsHartemo Mari

PublisherEmerald

Publication year2022

JournalJournal of Research in Interactive Marketing

Journal name in sourceJOURNAL OF RESEARCH IN INTERACTIVE MARKETING

Journal acronymJ RES INTERACT MARK

Volume16

Issue4

First page 585

Last page600

Number of pages16

ISSN2040-7122

eISSN2040-7130

DOIhttps://doi.org/10.1108/JRIM-03-2021-0090

Self-archived copy’s web addresshttps://research.utu.fi/converis/portal/detail/Publication/68361099


Abstract

Purpose

The purpose of the study is to examine how utilizing volunteered data influences the response and unsubscribe rates of e-mail marketing to consumers.

Design/methodology/approach

In three longitudinal field experiments conducted among 1,864 applicants of a higher education institution, the study compares customized marketing e-mails based on volunteered consumer data to e-mails that are personalized based on observed consumer data and to control e-mails that are not tailored by the marketer at all.

Findings

The results indicate that marketers should make consumers active participants in the communication process, as response rates are higher in those e-mails where volunteered data are utilized. However, the unsubscribe rate is the highest in customized e-mails.

Research limitations/implications

The authors demonstrate that e-mails displaying empowering aspects influence consumers' behaviors and lead to outcomes that mostly outperform non-empowered e-mails.

Practical implications

Compared to other forms of interactive marketing, e-mail has lagged behind in both popularity and customer-friendly implementation. However, it has the potential to succeed if marketers pay more attention to consumer empowerment. As over 306 billion e-mails are sent worldwide daily and 75% of marketers use e-mail when contacting customers, the increase in response rates can have a significant influence on their returns.

Originality/value

Unlike prior research the focus was on the process of tailoring, this perspective supports customer advocacy and emphasizes consumers' important role in creating engaging, empowering e-mail marketing communication.


Downloadable publication

This is an electronic reprint of the original article.
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Last updated on 2024-26-11 at 11:07