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Email Marketing: A Theoretical Perspective

Year 2020, Volume: 3 Issue: 2, 476 - 490, 15.09.2020
https://doi.org/10.33712/mana.747739

Abstract

Globalization and technological advances force businesses to discover new media channels with sufficient interaction to reach customers, especially in marketing and advertising communications. While businesses are always looking for ways to communicate with their customers easier, cheaper and faster, the internet offers all three. Email marketing is an online marketing technique that uses email to send advertising or commercial information. Email marketing is also an attractive marketing tool for businesses with its low cost, high return on investment and brand loyalty advantage. This article focuses on creating a broad conceptual framework for email marketing by sharing up-to-date statistics. In addition, it tries to explain the e-mail marketing strategies required to help business managers design their e-mail marketing campaigns more effectively. The article also covers permission marketing, e-mail marketing metrics, advantages and disadvantages of e-mail marketing.

References

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  • CHITTENDEN, Lisa ve RETTIE, Ruth (2003), “An Evaluation of E-mail Marketing and Factors Affecting Response”, Journal of Targeting, Measurement and Analysis for Marketing, S.11(3), ss.203-217.
  • CLEMENT, J. (2019), “E-mail Usage in The United States - Statistics & Facts”, E-Report, https://www.statista.com/topics/4295/e-mail-usage-in-the-united-states/ (Erişim Tarihi: 25.05.2020).
  • CLEMENT, J. (2020), “Number of E-mail Users Worldwide From 2017 to 2024”, E-Report, https://www.statista.com/statistics/255080/number-of-e-mail-users-worldwide/ (Erişim Tarihi: 15.05.2020).
  • DABBISH, Laura A., KRAUT, Robert E., FUSSELL, Susan ve KIESLER, Sara (2005), “Understanding Email Use: Predicting Action on a Message”, Proceedings of the SIGCHI Conference on Human factors in Computing Systems, ss.691-700.
  • ELLIS-CHADWICK, Fiona ve DOHERTY, Neil F. (2012), “Web Advertising: The Role of E-mail Marketing”, Journal of Business Research, S.65(6), ss.843–848.
  • FARIBORZI, Elham ve ZAHEDIFARD, Morvarid (2012), “E-mail Marketing: Advantages, Disadvantages and Improving Techniques”, International Journal of e-Education, e-Business, e-Management and e-Learning, S.2(3), ss.232-236.
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  • HARTEMO, Mari (2016), “Email Marketing in The Era of The Empowered Consumer”, Journal of Research in Interactive Marketing, S.10(3), ss.212-230.
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  • KHAN, Sarfraz Fayaz, REHMAN, Asad, KHAN, Mohammed Imran ve KHAN, Mohammad Ahmar (2016), “Influence of Gender and Nationality on Consumers' Perception Towards Email Marketing: An Exploratory Study in Oman”, International Journal of Applied Business and Economic Research, S.14(1), ss.457-464.
  • KIRAN, Vasanth ve KISHORE, Krishna (2013), “Towards Sustainable E-Mail Marketing Through Permission Marketing”, International Association of Scientific Innovation and Research (IASIR), S.5(2), ss.113-120.
  • KOLOWICH, Lindsay (2020), “Email Analytics: The 8 Email Marketing Metrics & KPIs You Should Be Tracking”, E-Article, https://blog.hubspot.com/marketing/metrics-email-marketers-should-be-tracking (Erişim Tarihi: 05.05.2020).
  • KRISHNAMURTHY, Sandeep (2001), “A Comprehensive Analysis of Permission Marketing”, Journal of Computer-Mediated Communication, S.6(2), ss.1-19.
  • KUMAR, V., ZHANG, Xi Alan ve LUO, Anita (2014), “Modeling Customer Opt-In and Opt-Out in A Permission-Based Marketing Context”, Journal of Marketing Research (JMR), S.51(4), ss.403-419.
  • LESZCZYNSKI, Michal (2020), “15 Email Marketing Metrics & KPIs For Measuring Campaign Success”, E-Article, https://www.getresponse.com/blog/email-marketing-metrics#ctor (Erişim Tarihi: 20.05.2020).
  • MACKINTOSH, Patrick, BRANTLEY, Luke, HANSEN, Alexander, LINDELL, Jacob, PIETZ, Jesse, WILCK, Joseph H., LEONARD, Taylor ve GONZALEZ, Gerardo O. (2017), “Maximizing Clicks in Email Marketing Campaigns for a Retail Company Company”, International Journal of Applied Industrial Engineering (IJAIE), S.4(2), ss.33-46.
  • MARTIN, Brett M.S., VAN DURME, Joel, RAULAS, Mika ve MERISAVO, Marko (2003), “Email Advertising: Exploratory Insights from Finland”, Journal of Advertising Research, S.43(3), ss.293-300.
  • MERVILLE, Nigel, STEVENS, Aaron, PLICE, Robert K. ve PAVLOV, Oleg V. (2006), “Unsolicited Commercial E-Mail: Empirical Analysis of a Digital Commons”, International Journal of Electronic Commerce, S.10(4), ss.143–168.
  • MERISAVO, Marko ve RAULAS, Mika (2004), “The Impact of E-mail Marketing on Brand Loyalty”, Journal of Product & Brand Management, S.13(7), ss.498-505.
  • MOCK, Kenrick J. (2001), “An Experimental Framework for Email Categorization and Management”, Proceedings of The 24th Annual International ACM SIGIR Conference on Research and Development in Information Retrieval, 9-11 September, New Orleans - Louisiana, ss.392-393.
  • MOGOS, Radu Ioan ve ACATRINEI, Carmen (2015), “Designing Email Marketing Campaigns-A Data Mining Approach Based on Consumer Preferences”, Annales Universitatis Apulensis: Series Oeconomica, S.17(1), ss.15-30.
  • MOHAMMADI, Mehdi, MALEKIAN, Kamran, NOSRATI, Masoud ve KARIMI, Ronak (2013), “Email Marketing as a Popular Type of Small Business Advertisement: A Short Review”, Australian Journal of Basic and Applied Sciences, S.7(4), ss.786-790.
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E-Posta Pazarlama: Teorik Bir Bakış

Year 2020, Volume: 3 Issue: 2, 476 - 490, 15.09.2020
https://doi.org/10.33712/mana.747739

Abstract

Küreselleşme ve teknolojik gelişmeler, işletmeleri özellikle pazarlama ve reklam iletişiminde, müşterilere ulaşmak için yeterli etkileşime sahip yeni medya kanalları keşfetmeye zorlamaktadır. İşletmeler her zaman müşterileriyle daha kolay, daha ucuz ve daha hızlı iletişim kurmanın yollarını ararken, internet her üçünü de sunmaktadır. E-posta pazarlaması, reklam veya ticari bilgi göndermek için e-posta kullanan çevrimiçi bir pazarlama tekniğidir. E-posta pazarlama, düşük maliyeti, yüksek yatırım getirisi ve marka bağlılığı oluşturma avantajıyla da işletmeler için son derece cazip bir pazarlama aracıdır. Bu makale, güncel istatistikleri de paylaşarak e-posta pazarlamasıyla ilgili geniş bir kavramsal çerçeve oluşturmaya odaklanmaktadır. Bununla birlikte işletme yöneticilerin e-posta pazarlama kampanyalarını daha etkin bir şekilde tasarlamalarına yardımcı olmak için gereken e-posta pazarlama stratejilerini de açıklamaya çalışmaktadır. Makalede ayrıca izin pazarlaması, e-posta pazarlama metrikleri, e-posta pazarlamanın avantaj ve dezavantajları konularına da yer verilmiştir.

References

  • ARMSTRONG, Martin (2019), “Where Spam Comes From”, E-Article, https://www.statista.com/chart/4338/most-spam-messages-originate-in-the-us/ (Erişim Tarihi: 25.05.2020).
  • BALAKRISHNAN, Raju ve PAREKH, Rajesh (2014), “Learning to Predict Subject-Line Opens for Large-Scale Email Marketing”, IEEE International Conference on Big Data, ss.579-584.
  • BAWM, Zirthang Lian ve NATH, Rudra Pratap Deb. (2014), “A Conceptual Model for Effective Email Marketing”, 17th International Conference on Computer and Information Technology (ICCIT), ss.250-256.
  • BILOS, Antun, TURKALJ, Davorin ve KELIC, Ivan (2016), “Open-rate Controlled Experiment in E-mail Marketing Campaigns”, Market-Trziste, S.28(1), ss.93-109.
  • BROWNLOW, Mark (2012), “Six Questions for Your Trigger Emails”, E-Article, https://www.smartinsights.com/email-marketing/behavioural-email-marketing/six-questions-for-your-trigger-emails/ (Erişim Tarihi: 25.05.2020).
  • BUDAC, Camelia (2016), “Theoretical Approaches on Successful Email Marketing Campaigns”, Ovidius University Annals Economic Sciences Series, S.16(2), ss.306-311.
  • BURGESS, Anthony, JACKSON, Thomas ve EDWARDS, Janet (2005), “Email Training Significantly Reduces Email Defects”, International Journal of Information Management, S.25(1), ss.71-83.
  • CARMEN, Pantea ve NICOLAE, Pop Al (2010), “Email Marketing Campaigns: The Easiest Path From Organizations to Consumers–An Exploratory Assessment”, Annals of the University of Oradea, S.1(1), ss.737-742.
  • CHITTENDEN, Lisa ve RETTIE, Ruth (2003), “An Evaluation of E-mail Marketing and Factors Affecting Response”, Journal of Targeting, Measurement and Analysis for Marketing, S.11(3), ss.203-217.
  • CLEMENT, J. (2019), “E-mail Usage in The United States - Statistics & Facts”, E-Report, https://www.statista.com/topics/4295/e-mail-usage-in-the-united-states/ (Erişim Tarihi: 25.05.2020).
  • CLEMENT, J. (2020), “Number of E-mail Users Worldwide From 2017 to 2024”, E-Report, https://www.statista.com/statistics/255080/number-of-e-mail-users-worldwide/ (Erişim Tarihi: 15.05.2020).
  • DABBISH, Laura A., KRAUT, Robert E., FUSSELL, Susan ve KIESLER, Sara (2005), “Understanding Email Use: Predicting Action on a Message”, Proceedings of the SIGCHI Conference on Human factors in Computing Systems, ss.691-700.
  • ELLIS-CHADWICK, Fiona ve DOHERTY, Neil F. (2012), “Web Advertising: The Role of E-mail Marketing”, Journal of Business Research, S.65(6), ss.843–848.
  • FARIBORZI, Elham ve ZAHEDIFARD, Morvarid (2012), “E-mail Marketing: Advantages, Disadvantages and Improving Techniques”, International Journal of e-Education, e-Business, e-Management and e-Learning, S.2(3), ss.232-236.
  • FIDLER, Jason (2020), “New Data: How the Amount of Text and Images Impact Email Click-Through Rates”, E-Article, https://blogs.constantcontact.com/email-images/ (Erişim Tarihi: 15.05.2020).
  • HARTEMO, Mari (2016), “Email Marketing in The Era of The Empowered Consumer”, Journal of Research in Interactive Marketing, S.10(3), ss.212-230.
  • HEINTIE, Marko (2010), “Critical Factors Affecting Email as A Marketing Communication Channel – Case Study: RealEasyMailer”, Bachelor’s Thesis, Helsinki Metropolia University of Applied Sciences, Helsinki.
  • HOLTZMAN, Elise (2016), “Attract and Retain Clients Using E-Mail Marketing”, American Bar Association, GPSolo, S.33(6), ss.22-25.
  • HUDAK, Martin, KIANICKOVA, Eva ve MADLENAK, Radovan (2017), “The Importance of E-mail Marketing in E-commerce”, Procedia Engineering, S.192, ss.342-347.
  • JESHURUN, Subramania Bala (2018), “A Study on The Effectiveness of Email Marketing. Management”, Shanlax International Journal of Management, S.6(S1), ss.84-86.
  • KARIMI, Sameer, STOEV, Yasen ve ZANDER, Olle (2017), “Ethical Issues in E-Permission Marketing: A Study of How Consumer Behaviour is Affected by Unethical Practices Involving E-Permission Marketing”, Bachelor Thesis, Jonkoping University, Jonkoping.
  • KAUR, Rajveer ve SINGH, Gurwinder (2017), “Internet Marketing : The New Era of Innovation In E-Commerce”, International Journal of Scientific Research in Computer Science, Engineering and Information Technology, S.2(1), ss.253-258.
  • KELLY, Carlota Alvim Xavier (2018), “Impact of Email Marketing Campaigns on E-Commerce: A Case Study in the Fashion Industry”, PhD Thesis, Universidade Catolica Portuguesa, Porto.
  • KHAN, Sarfraz Fayaz, REHMAN, Asad, KHAN, Mohammed Imran ve KHAN, Mohammad Ahmar (2016), “Influence of Gender and Nationality on Consumers' Perception Towards Email Marketing: An Exploratory Study in Oman”, International Journal of Applied Business and Economic Research, S.14(1), ss.457-464.
  • KIRAN, Vasanth ve KISHORE, Krishna (2013), “Towards Sustainable E-Mail Marketing Through Permission Marketing”, International Association of Scientific Innovation and Research (IASIR), S.5(2), ss.113-120.
  • KOLOWICH, Lindsay (2020), “Email Analytics: The 8 Email Marketing Metrics & KPIs You Should Be Tracking”, E-Article, https://blog.hubspot.com/marketing/metrics-email-marketers-should-be-tracking (Erişim Tarihi: 05.05.2020).
  • KRISHNAMURTHY, Sandeep (2001), “A Comprehensive Analysis of Permission Marketing”, Journal of Computer-Mediated Communication, S.6(2), ss.1-19.
  • KUMAR, V., ZHANG, Xi Alan ve LUO, Anita (2014), “Modeling Customer Opt-In and Opt-Out in A Permission-Based Marketing Context”, Journal of Marketing Research (JMR), S.51(4), ss.403-419.
  • LESZCZYNSKI, Michal (2020), “15 Email Marketing Metrics & KPIs For Measuring Campaign Success”, E-Article, https://www.getresponse.com/blog/email-marketing-metrics#ctor (Erişim Tarihi: 20.05.2020).
  • MACKINTOSH, Patrick, BRANTLEY, Luke, HANSEN, Alexander, LINDELL, Jacob, PIETZ, Jesse, WILCK, Joseph H., LEONARD, Taylor ve GONZALEZ, Gerardo O. (2017), “Maximizing Clicks in Email Marketing Campaigns for a Retail Company Company”, International Journal of Applied Industrial Engineering (IJAIE), S.4(2), ss.33-46.
  • MARTIN, Brett M.S., VAN DURME, Joel, RAULAS, Mika ve MERISAVO, Marko (2003), “Email Advertising: Exploratory Insights from Finland”, Journal of Advertising Research, S.43(3), ss.293-300.
  • MERVILLE, Nigel, STEVENS, Aaron, PLICE, Robert K. ve PAVLOV, Oleg V. (2006), “Unsolicited Commercial E-Mail: Empirical Analysis of a Digital Commons”, International Journal of Electronic Commerce, S.10(4), ss.143–168.
  • MERISAVO, Marko ve RAULAS, Mika (2004), “The Impact of E-mail Marketing on Brand Loyalty”, Journal of Product & Brand Management, S.13(7), ss.498-505.
  • MOCK, Kenrick J. (2001), “An Experimental Framework for Email Categorization and Management”, Proceedings of The 24th Annual International ACM SIGIR Conference on Research and Development in Information Retrieval, 9-11 September, New Orleans - Louisiana, ss.392-393.
  • MOGOS, Radu Ioan ve ACATRINEI, Carmen (2015), “Designing Email Marketing Campaigns-A Data Mining Approach Based on Consumer Preferences”, Annales Universitatis Apulensis: Series Oeconomica, S.17(1), ss.15-30.
  • MOHAMMADI, Mehdi, MALEKIAN, Kamran, NOSRATI, Masoud ve KARIMI, Ronak (2013), “Email Marketing as a Popular Type of Small Business Advertisement: A Short Review”, Australian Journal of Basic and Applied Sciences, S.7(4), ss.786-790.
  • MOORE, Alex (2016), “7 Tips for Getting More Responses to Your Emails (With Data!), E-Article, https://blog.boomerangapp.com/2016/02/7-tips-for-getting-more-responses-to-your-emails-with-data/ (Erişim Tarihi: 25.05.2020).
  • MOUSTAKAS, Evangelos, RANGANATHAN, C. ve DUQUENOY, Penny (2006), “E-mail Marketing at The Crossroads: A Stakeholder Analysis of Unsolicited Commercial E-mail (Spam)”, Internet Research, S.16(1), ss.38-52.
  • NIKANDISH, Ashkan, KHELEVA, Irina, YIN-FAH, Benjamin Chan ve CHUEN, Poon Wai (2020), “A Proposed Model of Electronic Mail Communication: Content Marketing Channel among Generation Y”, TEST Engineering and Management, S.82, ss.637-652.
  • O'CONNOR, Peter (2008), “E-Mail Marketing by International Hotel Chains: An Industry-Practices Update”, Cornell Hospitality Quarterly, S.49(1), ss.42-52.
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There are 71 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Articles
Authors

Yasemin Gedik 0000-0002-1166-3227

Publication Date September 15, 2020
Published in Issue Year 2020 Volume: 3 Issue: 2

Cite

APA Gedik, Y. (2020). E-Posta Pazarlama: Teorik Bir Bakış. Uluslararası Yönetim Akademisi Dergisi, 3(2), 476-490. https://doi.org/10.33712/mana.747739

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