Academic and Professional Literature on Email Marketing

Email marketing “unlike one-to-one messages, email marketing entails sending one message to many people—sometimes thousands.” (Mailchimp 2014)

Email Marketing is “permission-based, which means your readers must opt in to our newsletter, and you need to explain to them why they’re receiving it.” (Mailchimp 2014)

Buyers of today are “more empowered where information is abundantly, overwhelmingly available and buyers are using that easy access to tune out unwanted marketing messages while simultaneously seizing control of their buying processes.” (Marketo 2013)

This caused many challenges for firms to ensure that consumers don’t ignore their email campaigns. Firms must now know how “to keep up with today’s buyer, you need to know: a) What makes email truly trusted and engaging, b) How to talk with each of your customers individually, rather than talk at them as a group, as well as c) How to engage your audience with cross-channel conversations, listening and responding effectively.” (Marketo 2013)

It is also said that “on any given day, the average customer will be exposed to 2,904 media messages, will pay attention to 52 and will positively remember only four.” (Marketo 2013) Thus, how can firms “ensure that their email is one of the four that gets remembered?” The answer: your email must be more trusted, more relevant, and more strategic. It must be more engaging, as well as relevant. (Marketo 2013)

It is important to note that despite pundit cynicism, ‘Email is Alive and Well’ where there are currently 3.3 billion email accounts in the world. (Marketo 2013) Of Americans age 12 and over who are active online, 94% cite email as one of their regular activities.” (Marketo 2013) Jay Baer a Social Media Speaker “says that 58% percent of adult Americans check email first thing in the morning” as well as “77% of consumers reported that they prefer to receive permission-based marketing communications through email –and email was the number one source for all age groups including 15-24.” (Marketo 2013)

According to “Radicati Group 2013 the world still likes email” (Lynn 2013) 56% of client marketers are said to increase their budget allocation for email in the next year. (Lynn 2013) It is also interesting to see that “found in a 32 question online survey November 2013 conducted by DMA and based on 128 UK Client marketers it showed that 77% of ROI comes from segmented, targeted and triggered campaigns.” (Lynn 2013)

38% of marketers are said to segment for 6 plus audiences and 11% don’t segment their email at all. (Lynn 2013) In terms of “return on investment (ROI), almost three quarters of companies (72%) rate email marketing as ‘excellent’ (26%) or ‘good’ (46%)”(Lynn 2013) 

There are many benefits and challenges of email marketing, they are as follows: Benefits include: Maximising ROI, Personalisation, Measurability, Execution flexibility as well as Campaign integration. Challenges are: Attention, Integration, Deliverability, Growing TOFU, Data privacy and protection, Data quality, Relevance as well as Frequency. (Lynn 2013)

“According to MarletingSherpa 2012,Segmented emails get 50% more clicks than email blasts.” (Lynn 2013) To note there are different kinds of email marketing such as “permission, untargeted broadcast emails and user triggered campaigns.” (Lynn 2013) In addition, “Attitude toward the email campaign was positively influenced by a strong intention to visit again the site; the more a consumer wishes to go on a web site at a later time, the more he/she will appreciate receiving emails.” (Cases et al 2010) Furthermore, although an emphasis on WOM advertising is emerging among marketing practitioners, few studies examine consumer behavior with regard to receiving email.” (Chiu et al 2007)

Studies have shown and marketers should note, “from the perspective of permission marketing, emails from closer friends are usually more permitted.” Therefore, if a recipient receives a marketing message from a close interpersonal source instead of an unfamiliar interpersonal or commercial source (the “who” factor), he or she tends to trust this information and be more willing to forward it to others.” (Chiu et al 2007)

As well as, “recipients are more willing to forward marketing messages to others when the message contains higher degrees of utilitarian and hedonic values (the “say what” factor)” and also they when they are “consistent with our expectations, people are more willing to forward a message to others if they are more extraverted and less conscientious (the “to whom” factor).”(Chiu et al 2007)

Further studies show that “of five permission email messages sent to non-problem online gamblers, has a significant effect to extend the median gamblers’ play 20 days beyond the average of 9 days, thus permission email marketing greatly increases gambler retention. (Jolley et al 2012)

Marketers,“you are considering using direct marketing for customer acquisition for the first time, you will need to understand the way that mailing lists and data can be bought and used.” (DMA 2013) Also, when “using consumer lists for the first time, you will need advice on how to select the correct prospects and also how to respect the individual’s rights under all current legislation and regulation.” (DMA 2013) 



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