Naslov
Marketing via e-mail

Autori
Horvat, Valentina ; Dobrinić, Damir

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
E-Book of papers / Vranešević, Tihomir - Zagreb : Accent Press, 2015, 332-336

ISBN
978-953-7930-08-0

Skup
4th International M-Sphere Conference For Multidisciplinarity in Science and Business

Mjesto i datum
Dubrovnik, Hrvatska, 22.10.2015. - 24.10.2015

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
e-mail, customers, segmentation, personalization

Sažetak
The speed and low cost have contributed to the wide use of e-mail both for sales as for marketing communication. Wide use and frequency of such communication leads to backfill electronic mailboxes of potential customers, which leads to a low rate of opening and reading those messages. The goal of successful marketing campaigns via e-mail is connected with reaching the appropriate scope and the response of the recipient. In achieving this goal it is necessary to customize and personalize communication messages to each customer and the basic prerequisite for that kind of communication is possession of a customer database. Often personalized communication is not carried out due to higher costs and lower reaction of recipient. So, companies compensate that with greater massiveness and transmission frequency. This paper investigates the attitudes of customers towards the acceptability of e-mail as a form of sales and promotion. Shown results will enable the efficient creation of marketing campaigns via e-mail.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA