The importance of e-mail marketing in e-commerce

被引：26

作者：

Hudak, Martin ^{[1
]}

Kianickova, Eva ^{[1
]}

Madlenak, Radovan ^{[1
]}

机构：

[1] Univ Zilina, Univ 1, Zilina 01026, Slovakia

来源：

12TH INTERNATIONAL SCIENTIFIC CONFERENCE OF YOUNG SCIENTISTS ON SUSTAINABLE, MODERN AND SAFE TRANSPORT | 2017年 / 192卷

关键词：

E-mail marketing; e-commerce; newsletter; eyetracking;

D O I：

10.1016/j.proeng.2017.06.059

中图分类号：

T [工业技术];

学科分类号：

08 ;

摘要：

Online marketing is an integral part of e-commerce nowadays and includes many as e-mail marketing, content marketing, social media, affiliate marketing and so on. The aim of the article is to highlight the importance of e-mail marketing due to the fact, it is considered as one of the most effective communication tools. The part of the article are also fundamental metrics used in e-mail marketing such as delivery rate, open rate and click through rate. In the end of the article are recommendations and suggestions for creating of successful e-mail. The eyetracking technology was also used to analyze the gaze of Internet users at mailbox. (C) 2017 The Authors. Published by Elsevier Ltd.

引用

页码：342 / 347

页数：6