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Most people struggle to articulate the reasons why a promotional email they are exposed to influences them to make a purchase. Marketing experts and companies find it beneficial to understand these reasons, even if consumers themselves cannot express them, by using neuromarketing tools, specifically the technique of eye tracking. This study analyses various types of email campaigns and their metrics and explores neuromarketing techniques to examine how email recipients view promotional emails. This study deploys eye tracking to investigate and also verify user attention, gaze, and behaviour. As a result, this approach assesses which elements of an email influence consumer purchasing decisions and which elements capture their attention the most. Furthermore, this study examines the influence of salary and the multiple-choice series of emails on consumer purchasing choices. The findings reveal that only the row that people choose to see in an email affects their purchasing decisions. Regarding promotional emails, the title and brand play a significant role, while in welcome emails, the main factor is primarily the title. Through web eye tracking, it is found that, in both promotional and welcome emails, large images captivate consumers the most. Finally, this work proposes ideas on how to improve emails for similar campaigns. [ABSTRACT FROM AUTHOR]

This article analyzes the process and analytics of the promotion of an asynchronous scholarly communications educational challenge in the setting of an academic health sciences library. The campaign used a content marketing strategy to create interest in and illustrate the importance of each day of the challenge. The campaign resulted in a click-through rate of approximately 8.7%, 63 sign-ups, and 546 research guide views. The reflections on this campaign unveil potential pitfalls and opportunities when marketing to researchers and others interested in scholarly communications.

This article reviews five free online email design platforms that libraries can use to create visually appealing and engaging email newsletters and other email communications. The five platforms reviewed in this article – Beefree, Mosaico, Smore, Stripo, and Tabular – are assessed according to ease of use, the availability of pre-designed templates, and other features, such as the ability to add collaborators. This review begins with a summary of the library and marketing literature on email communications, including best practices, and ends with a brief overview of email marketing platforms and services.

Marketing firms routinely interact with their panelists via email. While sending an invitation to respond to a survey may seem virtually costless, over-solicitation could lead to panelists unsubscribing or ignoring future emails. Since online panels are a crucial resource for a marketing research firm, such attrition is a major issue. We account for the unobserved cost of solicitations in a joint model of response and attrition propensities. Using a data set of more than 150,000 email solicitations sent over three years, we demonstrate that additional solicitations not only temporarily decrease the likelihood of future participation but also increase the attrition rate, likely due to wearout. The model where solicitations "kill" panelists outperforms out of sample a benchmark model that assumes dropout is caused by the passage of time instead. Since the impact of solicitations is both transient (on the response model) and permanent (on the dropout process), managers should wait for the temporary impact to dissipate before risking to "kill" their panelists with another solicitation. We illustrate the economic importance of this finding using a differential evolution method that optimizes the firm's solicitation strategy under different scenarios and show a 30.7% improvement. In the long term, a greedy strategy (targeting the best-responding panelists) performs worse than a random policy. [ABSTRACT FROM AUTHOR]

Fast food businesses are known to be affected by some existential problems. This economic sector faces problems ranging from insufficient capital, lack of efficient manpower, inefficient management, fraud, and inability to analyse and capture market opportunities. Other problems also include marketing problems, research inefficiencies and production problems such as poor standardisation and low-quality products to mention but a few. In a quest to find lasting solutions to these problems, governments in Bayelsa State both at the state and local levels have been embarking on programs geared towards the development of businesses in the state especially the fast food sector which is very popular in the state. Authors have argued that the adoption of emarketing has been found to improve firm performance. E-marketing is gradually gaining prominence as a tool for gaining competitive advantage and this has implications for marketing practice in Nigeria. The primary objective of this paper, therefore, is to review the current situation of e-marketing in Fast food restaurants in Nigeria and will also digress to understand its effect on customer retention, given that there are different levels of development of e-marketing in all countries. In line with the foregoing, the study used a cross-sectional survey design method based on an array of information collected from the population. The study target Sample size for the study was 138 customers drawn from the five selected fast food restaurants in Yenegoa. After an extensive analysis of the data gathered from administering structured questionnaires, the study revealed, among others, that Social media marketing has a significant influence on customer retention among customers of fast foods in Yenegoa, Bayelsa state. From the analysis of the hypothesised variables, the study concluded that there is a positive relationship between the independent variables (social media marketing, email marketing and online advertising) and the dependent variable (customer retention). Thus, on the basis of the findings and conclusion of the study, the researcher recommended, among others, that Fast food restaurants should pay strong attention to social media tools like Facebook, Instagram, WhatsApp etc to reach both potential and current customers to enhance retention. [ABSTRACT FROM AUTHOR]

This study aims to empirically determine success factors in the email marketing as a sub-discipline of online fundraising of nonprofit organizations (NPOs). Hereby, it responds to the gap of knowledge as existing research has not in detail touched nonprofit email marketing. To explore success factors in NPOs' email marketing, a detailed structural equation model, in which email marketing success acts as the final endogenous variable and the nine potential success factors function as formative latent exogenous variables, was developed. A quantitative survey was conducted with employees of NPOs from German-speaking countries. For data analysis, which was carried out with the software SmartPLS, 153 responses were utilized. Using aggregate and disaggregate analyses on the developed model, various critical success factors in NPOs' email marketing could be empirically identified. Furthermore, an importance-performance map analysis allowed the identification of the most crucial measures for increasing success, as a low performance of the NPOs faces a high total effect on email marketing success. From the results of the importance-performance map analysis, it was possible to derive specific practice-relevant action recommendations regarding measures in which NPOs should prioritize an increase in performance. Therefore, in addition to its theoretical relevance, the study also has a strong practical value. [ABSTRACT FROM AUTHOR]

How to use AI to Predict Success of Email Campaigns Testing email marketing effectiveness is an active research area because email remains an important channel for customer acquisition and retention. Email open rates are a key measure of campaign effectiveness. Scholars identify three predictors of open rates: recipients' characteristics, headline characteristics, and sending time. The industry-favored A/B testing has three drawbacks: it takes hours, depletes lists available for main campaigns, and limits testable email versions because of sample size and power requirements. These limitations continue to motivate researchers to build and improve open rate prediction models. Although they reduce testing time, models developed in marketing use only recipients' past open rates as predictors. By contrast, models in computer science typically use only email headline characteristics as predictors. Consequently, current models' open rate prediction errors are high. The authors address the limitations of both literature streams and use all three predictors and machine learning to build an email open rate predictor (EMOP) based on their universal emotion detector (UED). They test EMOP on data from four brands and set state-of-the-art prediction results. Experimental validation shows that EMOP can pick the best headline from a set of professionally generated headlines. Also, UED ranked second at the SemEval 2018 Task 1 E-c competition as of January 5, 2023. History: Olivier Toubia served as the senior editor for this article. Supplemental Material: The e-companion and data are available at https://doi.org/10.1287/mksc.2021.0126. [ABSTRACT FROM AUTHOR]

Most people struggle to articulate the reasons why a promotional email they are exposed to influences them to make a purchase. Marketing experts and companies find it beneficial to understand these reasons, even if consumers themselves cannot express them, by using neuromarketing tools, specifically the technique of eye tracking. This study analyses various types of email campaigns and their metrics and explores neuromarketing techniques to examine how email recipients view promotional emails. This study deploys eye tracking to investigate and also verify user attention, gaze, and behaviour. As a result, this approach assesses which elements of an email influence consumer purchasing decisions and which elements capture their attention the most. Furthermore, this study examines the influence of salary and the multiple-choice series of emails on consumer purchasing choices. The findings reveal that only the row that people choose to see in an email affects their purchasing decisions. Regarding promotional emails, the title and brand play a significant role, while in welcome emails, the main factor is primarily the title. Through web eye tracking, it is found that, in both promotional and welcome emails, large images captivate consumers the most. Finally, this work proposes ideas on how to improve emails for similar campaigns.

The article examines the main trends in marketing according to leading digital agencies in Bulgaria. Analysis of existing publications shows that artificial intelligence retains its dominant role in digital marketing. Without a doubt, AI provides marketers with new and effective ways to target audiences, personalize content and measure results. At the same time, already established and widely used marketing tools such as email marketing and content marketing continue to be a leading element in brand strategies for reaching relevant audiences. As a result of the content analysis, six key trends have been identified predetermining the development of marketing, developed as a priority in a digital environment: artificial intelligence, personalization, email marketing, the social network TikTok, video content and sustainability as a way of production, consumption and communication. In the context of the so-called never normal, reflecting the uncertainty and dynamics of the complex global reality, the knowledge and application of the challenges and opportunities reflected in the article in the era of artificial intelligence imply the achievement not only of competitiveness and significant success but also of higher sustainability for companies. [ABSTRACT FROM AUTHOR]

Loyalty programs offer unique opportunities for firms to personalize their marketing communications to consumers. However, limited attention has been paid to how consumers' actions within a loyalty program can be leveraged to design effective personalized messages. Addressing this gap, the current research investigates how tier level and goal distance in hierarchical loyalty programs can dictate varying responses to cognitive vs. affective message designs. Through two lab experiments and one field study involving real email campaigns from an international frequent flyer program, we show that the two components work jointly through a Boolean-like mechanism to determine a consumer's mental construal level. A lower construal level results from simultaneous low tier and distance, which leads to a more favorable response to affective message appeals. In comparison, when either or both of tier level and goal distance are of high magnitude, the resulting higher construal level favors more cognitive message appeals. [ABSTRACT FROM AUTHOR]

In the academic literature, there is a growing stream of publications that address how companies can use insights from behavioral economics in marketing. However, often the question remains if these results can be reproduced in another experimental setting. In this article, we use the work from (Sahni et al., Marketing Science 37:236–258, 2018) to test this thesis. In their paper, (Sahni et al., Marketing Science 37:236–258, 2018) show that adding the first name of the recipient to the subject line of an email increases the performance of email campaigns. But in the last years, this marketing trick has become a common practice in email marketing, and therefore, it might be that the behavior of recipients changed as they got used to it. In our empirical research, we find no indication that using the first name of the recipient in the subject line has a positive effect on opening rates or click-through rates; as such we are not able to reproduce the findings from (Sahni et al., Marketing Science 37:236–258, 2018). However, we do find that using the surname of the recipient has a positive effect on opening rates and click-through rates; an indication that similar marketing techniques still have potential, but that they need to be more creative and surprising. [ABSTRACT FROM AUTHOR]

Recent reports show how Malaysians are increasingly turning to digital channels for purchasing and making decisions. However, some issues that arise in different digital marketing channels, including email marketing, search engine marketing, and social media marketing, can lead to negative consequences such as email overload, misinterpretation of search results, and the spread of false or offensive content. The study aimed to examine the impact of email marketing, search engine marketing (SEM), and social media marketing on consumer buying decisions. The study used a quantitative method, with 384 respondents from the region Johor, Malaysia, surveyed using convenience sampling. The results of the study indicated that email marketing has a negative relationship with consumer buying decisions, whereas search engine marketing and social media marketing have a positive relationship with consumer buying decisions. Therefore, the study recommends that marketers focus on digital marketing channels such as search engines and social media marketing to improve their marketing efficiency since they have a more significant impact on consumer buying decisions compared to email marketing.

This research explores the effects of personalization in email marketing. Although personalization is expected to positively impact customer experiences through behavioural responses, its effects on consumers' actual behaviour have not been extensively addressed, providing retailers limited guidance on how to develop personalized communication strategies. Two experimental studies were designed to test the effectiveness of personalization. Results show positive effects of personalized messages on retailers' performance while also highlighting instances of reactance. The originality of this paper lies in identifying possible causes of the contrasting effects of personalization on consumer behaviour by investigating them alongside various customers' online shopping decision making phases. It also provides managerial implications by suggesting guidelines on how to implement effective personalization in email marketing.

For the wellness industry, email communication, albeit mundane, remains an essential practice even as wellness entrepreneurs embrace newer digital technologies. Drawing on ongoing insights from a larger Australian digital ethnographic project, I explore how these 'wellness emails' – electronic mail communication (outside of social media) that typically circulate wellness-related content through automated email list subscriptions – promise an always-ready, abundant space for transforming bodies and optimising health. These emails teach alternative bodily temporalities, distinct from the inhospitable biomedical time of mainstream healthcare, yet also employ time-critical marketing tactics and stories to drive attention, where recipients are encouraged both to not miss out on opportunities but also to respect their own 'divine timing'. Such temporal flexibility of wellness culture, and its promise of abundance, contributes to its global expansion, where email offers personal and marketised engagement and, critically, a potential escape from social media censorship and public health scrutiny. [ABSTRACT FROM AUTHOR]

In marketing, authority figures are often used to convince the audience: think of the doctor in the white coat or the professor recommending a product. Some of these techniques can be translated to the world of email marketing, which sparked our interest to see if recipients are more eager to open an email when it is send by the CEO of a company. For this project, we collaborated with a digital marketing company and run two randomized field experiments: examining if a small change in the email design – adding CEO to the sender line – has an effect on performance. Our results indicate that organizations can use authority figures to improve the performance of their email campaigns. However, there might be important differences between target groups, suggesting that specific audiences are more easily seduced by job titles than others. [ABSTRACT FROM AUTHOR]