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- W2135707097 abstract "Email marketing is increasingly being recognised as an effective Internet marketing tool. Our paper reviews the email marketing literature, and compares email marketing to other forms of direct and Internet marketing, identifying its key advantages. In the light of the growth of unsolicited email or ‘spam’, the literature highlights the importance of obtaining recipients’ permission. The literature on permission marketing focuses on the nature of permission; there is little empirical research of consumer attitudes. This study extends research in this area by exploring consumer attitudes to a permission marketing email campaign and identifying success factors. In order to explore reactions to email marketing respondents were asked to register at a music website for a customised email newsletter. After two weeks an email questionnaire was sent to respondents. Despite the considerable shortcomings of the particular campaign, nearly a third of our respondents bought from the website and 41 per cent forwarded emails to their friends. This reflects the potential of this new Internet marketing tool." @default.
- W2135707097 created "2016-06-24" @default.
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- W2135707097 date "2003-02-01" @default.
- W2135707097 modified "2023-09-24" @default.
- W2135707097 title "Email marketing: permission to pester" @default.
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