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May I have your attention, please? An investigation on opening effectiveness in e-mail marketing

Academic research has yet to provide a comprehensive view on how to capture individuals’ attention when a promotional e-mail reaches their inbox. This study investigates the variables that influence consumers’ attention toward promotional e-mails, operationalized as open rates, and proposes an integ...

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Autores principales: Chaparro-Peláez, Julián, Hernández-García, Ángel, Lorente-Páramo, Ángel-José
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Springer Berlin Heidelberg 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9020557/
http://dx.doi.org/10.1007/s11846-022-00517-9
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author Chaparro-Peláez, Julián
Hernández-García, Ángel
Lorente-Páramo, Ángel-José
author_facet Chaparro-Peláez, Julián
Hernández-García, Ángel
Lorente-Páramo, Ángel-José
author_sort Chaparro-Peláez, Julián
collection PubMed
description Academic research has yet to provide a comprehensive view on how to capture individuals’ attention when a promotional e-mail reaches their inbox. This study investigates the variables that influence consumers’ attention toward promotional e-mails, operationalized as open rates, and proposes an integrative model that combines and integrates visible, temporal, and contextual elements. The empirical analysis uses ordinary least squares linear regression to validate the model with data obtained from a multinational sample. The dataset, which is global in nature, comprises 5765 different promotional e-mails sent between 2013 and 2018 by different multinational companies to 455 million users located in 73 countries. The analysis provides information about the relative importance of the variables that influence individuals’ decisions to open a promotional e-mail and shows that the frequency of mailing and the use of segmentation techniques significantly affect the individual’s attention to e-mail marketing communications. The results also show a non-transparent opportunity cost associated with every e-mail sent and give advice on how to control that virtual cost. The research provides further recommendations to marketing professionals to improve the effectiveness of e-mail marketing campaigns.
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spelling pubmed-90205572022-04-21 May I have your attention, please? An investigation on opening effectiveness in e-mail marketing Chaparro-Peláez, Julián Hernández-García, Ángel Lorente-Páramo, Ángel-José Rev Manag Sci Original Paper Academic research has yet to provide a comprehensive view on how to capture individuals’ attention when a promotional e-mail reaches their inbox. This study investigates the variables that influence consumers’ attention toward promotional e-mails, operationalized as open rates, and proposes an integrative model that combines and integrates visible, temporal, and contextual elements. The empirical analysis uses ordinary least squares linear regression to validate the model with data obtained from a multinational sample. The dataset, which is global in nature, comprises 5765 different promotional e-mails sent between 2013 and 2018 by different multinational companies to 455 million users located in 73 countries. The analysis provides information about the relative importance of the variables that influence individuals’ decisions to open a promotional e-mail and shows that the frequency of mailing and the use of segmentation techniques significantly affect the individual’s attention to e-mail marketing communications. The results also show a non-transparent opportunity cost associated with every e-mail sent and give advice on how to control that virtual cost. The research provides further recommendations to marketing professionals to improve the effectiveness of e-mail marketing campaigns. Springer Berlin Heidelberg 2022-04-20 2022 /pmc/articles/PMC9020557/ http://dx.doi.org/10.1007/s11846-022-00517-9 Text en © © Springer-Verlag GmbH Germany, part of Springer Nature 2022 2022 https://creativecommons.org/licenses/by/4.0/Open AccessThis article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visithttp://creativecommons.org/licenses/by/4.0/ (https://creativecommons.org/licenses/by/4.0/) .
spellingShingle Original Paper
Chaparro-Peláez, Julián
Hernández-García, Ángel
Lorente-Páramo, Ángel-José
May I have your attention, please? An investigation on opening effectiveness in e-mail marketing
title May I have your attention, please? An investigation on opening effectiveness in e-mail marketing
title_full May I have your attention, please? An investigation on opening effectiveness in e-mail marketing
title_fullStr May I have your attention, please? An investigation on opening effectiveness in e-mail marketing
title_full_unstemmed May I have your attention, please? An investigation on opening effectiveness in e-mail marketing
title_short May I have your attention, please? An investigation on opening effectiveness in e-mail marketing
title_sort may i have your attention, please? an investigation on opening effectiveness in e-mail marketing
topic Original Paper
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9020557/
http://dx.doi.org/10.1007/s11846-022-00517-9
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