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An Empirical Study on the Effects of e-Mail Marketing : A focus on e-Mail Campaign for Credit Card Consumers  

Shin, Sung-Hoon (Card Marketing Division, KB Kookmin Bank)
Chung, Soo-Yeon (Dept. of Digital Management, Korea University)
Park, Cheol (School of Business Administration, Korea University)
Publication Information
Information Systems Review / v.11, no.1, 2009 , pp. 49-67 More about this Journal
Abstract
E-mail marketing is the cheapest channel in target marketing. The channel works amazingly well for marketers who know how to use it. The e-mail marketers are able to integrate transactional and behavioral data to improve the targeting content of e-mail marketing campaigns. The cost in e-mail marketing is low and e-mail marketing makes no pollution. But, the e-mail response rate is lower than all the other channels. So, it is very hard for companies to increase their sales volumes, though the companies are ready to execute e-mail marketing campaigns on the side of computer systems. Marketers can send messages easily to target customers compared to other channels. But, the possibility to be read by the customers is low. Normal e-mails are continually devalued by spam mails. This study shows the influence of e-mail marketing to increase sales used by credit cards, on the basis of the real data promoted by A bank, in the Republic of Korea. The analysis on the traits of the respondent can help marketers to target customers. If additional studies on the response prediction model on the basis of traits of potential respondents are done, the targeting method to increase the effectiveness of e-mail marketing will be better structured and organized.
Keywords
E-Mail Marketing; internet marketing; marketing campaigns; credit card; consumer response; online consumer;
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