Effects of link placements in email newsletters on their click-through rate

Kumar, Ashish; Salo, Jari

doi:10.1080/13527266.2016.1147485

Cited by 33 publications

(40 citation statements)

References 44 publications

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“…Without a doubt, Lilien (2016) posits that customers esteem security and dread long-range informal communication destinations which affect chosen companions through conversion rate. Then again, Kumar & Salo (2018) in their examination revealed that the people who partake in long-range casual correspondence are more genuine brave individuals than the people who just all over appreciate individual to individual correspondence to assemble conversion rates, deriving that individuals thought about the insurance concerns and approved of the related threats.…”

Section: Facebook and Conversion Ratementioning

confidence: 99%

“…Social media marketing platforms such as Facebook, Instagram, Twitter, LinkedIn, and Blog have offered the opportunity for clients to discuss their online programmes, projects, reviews, recommendations and agree or disagree regarding different aspects of products or customer services. With the opportunities offered, social media marketing has had a major impact on how companies communicate with their distributors and customers, thus the traditional marketing may not have all these elements to cater for the customers' needs and wants (Rapp, Beitelspacher, Grewal, & Hughes, 2013;Kumar & Salo, 2018).…”

Section: Introduction 11 Research Backgroundmentioning

confidence: 99%

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Effect of Social Media Marketing on The Conversion Rate of Deposit Money Banks in Nigeria

Enyioko

Okwandu

2019

JEMA

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The study examined the effect of social media marketing on the conversion rate of deposit money banks in Nigeria. Blog, Facebook, Twitter, and LinkedIn were used as the dimensions of social media marketing. The study revealed a gap from the literature that social media marketing and organizational efficiency of banks in Nigeria has not been extebsively studied in Nigeria. The study used the conversion rate as a dependent variable. The study adopted descriptive and inferential statistical tools to analyze the data and test the hypotheses. A questionnaire was used to elicit information from the respondents. The population of the study consisted of all the 22 banks approved by CBN. The study sampled 159 respondents from 22 banks in Nigeria and validly used 133 respondents representing 83.65% response rate for data analysis. The study found that banks use a blog, Facebook, Twitter, and LinkedIn to conduct their marketing activities for brand promotion and persuasion of customers to patronize them. The study revealed that Blog has a positive but insignificant effect on conversion rate. The study discovered that Facebook has a positive and significant effect on conversion rate. The study revealed that Twitter has a positive and significant effect on conversion rate. The study found that LinkedIn has a positive and insignificant effect on conversion rate. The study concludes that as banks use blogs, Facebook, Twitter, and LinkedIn to create awareness about their products and services on the internet. The study recommends that bank managers should use Blog, Facebook, Twitter, and LinkedIn by encouraging all the bank staff to participate in social media marketing which in turn covers more ground for the enhancement of conversion rate leading to the conversion rate of banks.

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Section: Facebook and Conversion Ratementioning

confidence: 99%

Section: Introduction 11 Research Backgroundmentioning

confidence: 99%

Effect of Social Media Marketing on The Conversion Rate of Deposit Money Banks in Nigeria

Enyioko

Okwandu

2019

JEMA

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“…Sin embargo, pese a sus posibles ventajas, existen autores que se muestran críticos o escépticos respecto a la efectividad de los boletines (Brousssard;Floress, 2010). Otros se han preocupado por analizar los aspectos formales, estructurales y visuales de las newsletters llegando a la conclusión de que esta narrativa debe tener en cuenta ciertos aspectos del comportamiento del usuario para atraer la atención o la heurística visual (Kumar;Salo, 2016).…”

Section: Introductionunclassified

Emergencia de newsletters especializadas en Covid-19: información curada y actualizada en el email

Rodríguez

2021

EPI

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In a world characterized by information overload and a multiplicity of channels and platforms, content curation is becoming increasingly important. First emerging approximately 400 years ago, newsletters remain a useful medium through which to disseminate specialized and personalized news. Over the last four years, an upward trend has been observed in the number of users who receive newsletters and informative alerts through their mobile devices. Publishers thus seek to drive more direct traffic to their websites to retain subscribers and attract an audience. Email communication acquired significant value after the state of alarm was declared as a result of the Covid-19 global pandemic. Various media outlets have created specific newsletters on this topic, summarizing and providing updates on the most relevant information and data on this subject on a daily basis. This article analyzes coronavirus-related newsletters from four leading international media: Eldiario.es (Spain), The New York Times (USA), The Guardian (UK), and Observador (Portugal). The content analysis is supported by the vision of five professionals, experts, and academics who have a connection with the topic of study. The aim is to assess the relevance of this format as a new business model in a context of crisis, in addition to analyzing how it relates to the growing trend in modern journalism towards specialization and personalization. The results reveal that the media use Covid-19-specialized newsletters with an informative-strategic purpose, where expert sources prevail and a personalized structure is apparent. Moreover, these are signature newsletters that work as excellent channels to promote user participation. Resumen En un contexto dominado por la sobreabundancia informativa y la multiplicidad de canales y plataformas se hace cada vez más importante la curación de contenidos. Los boletines, formato nacido aproximadamente hace 400 años, emergen y se mantienen como medios útiles para difundir noticias especializadas y personalizadas. En los últimos cuatro años se observa una tendencia al alza con relación a la proporción de usuarios que consumen newsletters y alertas informativas desde sus dispositivos móviles. Los editores buscan generar más tráfico directo a sus sitios web para retener suscriptores y atraer audiencia. El correo electrónico adquirió un importante valor desde que se decretó el estado de alarma a raíz de la pandemia mundial de la Covid-19. Diversos medios de comunicación crearon newsletters específicas sobre este tema resumiendo y actualizando diariamente las informaciones y los datos más relevantes sobre este acontecimiento. Este artículo analiza las newsletters especializadas en el tema del Covid-19 de cuatro medios internacionales de referencia: Eldiario.es (España), The New York Times (EUA), The guardian (Reino Unido) y Observador (Portugal). El análisis de contenido se complementa con la visión de cinco profesionales, expertos y académicos relacionados con el objeto de estudio. El objetivo consiste en valorar la importancia de este formato como nuevo modelo de negocio en un contexto de crisis, además de descubrir si este responde a la tendencia creciente del periodismo actual hacia la especialización y la personalización. Los resultados muestran que los medios utilizan los boletines especializados en Covid-19 con una finalidad informativo-estratégica, en donde priman las fuentes expertas y se vislumbra una estructura personalizada. Además, se trata de newsletters de autor que sirven como un canal excelente para promover la participación de los usuarios.

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“…De todas las investigaciones que exploran la efectividad en el e-mail marketing, solamente cuatro utilizan una muestra con múltiples entornos geográficos que permiten generalizar las conclusiones, como se aprecia en la tabla 1. No obstante, el alcance de éstas se limita al estudio de la influencia en la efectividad del e-mail marketing del color de fondo de las newsletters (Zviran, Te'eni & Gross, 2006), la posición de los enlaces (Kumar & Salo, 2018) y la inclusión del nombre del suscriptor en la línea de asunto (Sahni & Wheeler 2016), así como al estudio de la efectividad del e-mail marketing en la retención de jugadores de un casino online (Jolley et al, 2013). En otros casos, debido a que la muestra está extraída de entornos sociodemográficos muy reducidos (p.ej.…”

Section: Definición Del Problema De Investigaciónunclassified

“…En general, y aunque se puede incrementar su relevancia incluyendo elementos que identifiquen la comunicación como contenido promocional (Micheaux, 2011), informativo o entretenido (Lu et al, 2007), el mensaje comunicado no debe ser simplemente relevante, sino también interesante para lograr capturar la atención del consumidor (Kumar & Salo, 2018). Puesto que los consumidores se subscriben a listas de correo comerciales para mantenerse al corriente de eventos, concursos, nuevos productos y programas de fidelización, pero muestran diferentes niveles de interés en cada una de estas temáticas (Carmen & Nicolae, 2010), es de esperar que también presenten diferentes niveles de atención en función del contenido del asunto.…”

Section: Aspectos Semánticosunclassified

La efectividad en el e-mail marketing: modelo teórico unificado y estudio de las influencias culturales

Páramo¹

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The rising of digital media has transformed the interactions between consumers and companies. Users' expectations have reached new heights fueled by the growth of ecommerce and smartphone penetration. In a context in which bidirectionality and personalized experiences are the new normal, email marketing is perceived by advertisers as an effective and highly profitable communication channel.Initially designed as an extension of post-based direct marketing programs, email marketing has become a key component of any advertising campaign due to its flexibility, the growing numbers of email users and the negligible cost per email sent. Moreover, recent research has proven the channel's significant contribution to overall sales. Hence, there is a growing interest from both scientist and advertisers on answering the question "What factors influence email marketing effectiveness?".The answer is relatively complex because of two major difficulties. First, it is unclear what is the best method to measure effectiveness. Second, it is required to consider a great number of intrinsic and extrinsic variables in order to determine their absolute and relative importance. Even though previous research has focused on particular stages or influence factors, the goal of this work is to adopt a holistic approach in order to obtain a unified theoretical predictive model for email marketing effectiveness.Considering this, the research has been structured in five stages: introduction to the topic, theoretical framework, research design, analysis and conclusions. These stages have been developed throughout nine chapters: the first one is covered in chapter 1, the second one in chapters 2 to 4, the third one in chapters 5 and 6, the fourth one in chapter 7 and the last one in chapter 8. Chapter 9 gathers the bibliography used through the research.Chapter 1 presents a brief introduction to the email marketing environment, followed by the statement of the research problem, articulated through a set of primary and secondary objectives. Then, the influencing factors and current approaches to the analysis of effectiveness are presented, hierarchy of effects and cultural dimensions models are succinctly described, and the relevance of the research is justified.Chapter 2 deepens on email marketing through an exhaustive literature review. First, different methodologies to measure effectiveness are described and a new unifying multi-staged definition is suggested. In addition, all influencing factors identified to date are listed, followed by the proposal of a taxonomy to articulate them.

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Effects of link placements in email newsletters on their click-through rate

Cited by 33 publications

References 44 publications

Effect of Social Media Marketing on The Conversion Rate of Deposit Money Banks in Nigeria

Effect of Social Media Marketing on The Conversion Rate of Deposit Money Banks in Nigeria

Emergencia de newsletters especializadas en Covid-19: información curada y actualizada en el email

La efectividad en el e-mail marketing: modelo teórico unificado y estudio de las influencias culturales

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