Effects of message design and content on the performance of email marketing campaigns

Master thesis English OPEN
Carvalho, Ana Teresa Neves de;
(2014)
  • Subject: :Ciências Sociais::Economia e Gestão [Domínio/Área Científica]

With the evolution of digital technologies, new ways of carrying out marketing communication activities have emerged. For most businesses today, the Internet is the cheapest and most effective means of reaching broader audiences, target specific market segments... View more
  • References (22)
    22 references, page 1 of 3

    CHAPTER 2: LITERATURE REVIEW AND CONCEPTUAL FRAMEWORK ......... 14 2.1 Advertising .................................................................................................................... 14 2.1.1 Advertising in digital media..................................................................................... 16 2.1.2 Advertising through email ....................................................................................... 16 2.2 Email message components.......................................................................................... 19 2.2.1 Structure................................................................................................................... 20 2.2.2 Format ...................................................................................................................... 21 2.2.3 Source ...................................................................................................................... 22 2.3 Metrics for evaluating the efficacy of promotional email marketing campaigns ... 22 2.4 Conclusions and research hypotheses......................................................................... 24 AMJED, R. 2010. Objectives of Advertising [Online]. Business and Employment: HubPages. Available: http://rizwanamjed.hubpages.com/hub/Objectives-of-Advertising.

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