Customers’ Perspectives on Promotion-Based, Permission-Based, and Service-Oriented E-Mail Marketing Strategies: A Qualitative Study

Chaitra Katti, Belem Barbosa

Abstract


The purpose of ths artilde is to develop strong understanding of email marketing by investigating the value provided to customers by different types of e-mail marketing: permission-based, promotional oriented, and service oriented. In order to tackle the proposed research questions, this article includes a qualitative study with 15 participants from India. Data was collected through semi-structured interviews and subject to thematic content analysis. This study demonstrates that the three types of e-mail marketing generate distinct effects on consumers. Service-oriented e-mail stands out for elevating customer experiences and building positive perceptions. Thus using evidences, the study defines and describe the art of email marketing This study fills a research gap, by examining the characteristics (advantages, disadvantages, and outcomes) of each type of e-mail marketing.

 

DOIhttps://doi.org/10.54663/2182-9306.2023.v11.n21.5-26


Keywords


Permission-Based E-Mail, Digital Marketing, Digital Touchpoints, E-Mail Marketing, Service-Oriented Email Marketing, Promotional E-Mail

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References


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International Journal of Marketing, Communication and New Media

ISSN: 2182-9306

DOI: 10.54663/2182-9306

Qualis Periódicos - CAPES: B2

REBIB: Q2


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