Work

The Importance of E-mail Marketing in E-commerce

Year: 2017

Type: conference-paper

Abstract: Online marketing is an integral part of e-commerce nowadays and includes many different ways of company's presentation, such as e-mail marketing, content marketing, social media, affiliate marketing and so on. The aim of the article is to highlight the importance of e-mail marketing due to the fact, it is considered as one of the most effective communication tools. The part of the article are also fundamental metrics used in e-mail marketing such as delivery rate, open rate and click through rate. In the end of the article are recommendations and suggestions for creating of successful e-mail. The eyetracking technology was also used to analyze the gaze of Internet users at mailbox.

Source: Procedia Engineering

DOI: 10.1016/j.proeng.2017.06.059

Authors: Martin Hudák, Eva Kianičková, Radovan Madleňák

Institution: University of Žilina

Language: English

Topic: Digital Marketing and Social Media

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

Funder: Vedecká Grantová Agentúra MŠVVaŠ SR a SAV

Award: Výskum vplyvu konvergencie poštových služieb a služieb elektronických komunikácií na regulačné prístupy v poštovom sektore