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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...
Autores principales: | , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Springer Berlin Heidelberg
2022
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9020557/ http://dx.doi.org/10.1007/s11846-022-00517-9 |