engleski

Marketing via e-mail

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.

e-mail, customers, segmentation, personalization

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