The adoption of email marketing in journal publishing (case study: Binus Business Review journal)

Abstract

The study aims to find out how email marketing can be applied to the development of internet marketing by Research and Technology Transfer Office (RTTO) in Bina Nusantara University. This research was designed using qualitative method and case study was adopted for the email marketing implementation. The data was collected from observation during the implementation of email marketing and visitor statistic from Google Analytics. The results showed that email marketing can be applied as part of e-marketing strategy in the Binus Business Review which is managed by the Research and Technology Transfer Office(RTTO). The result of email marketing implementation, Binus Business Review received five (5) editors from Brazil, Korea, Nepal, Nigeria, and Poland; received eight (8) papers from the various country around the world, and increase the number of visitor on the website BINUS Business Review. It can be concluded that the use of email marketing can increase the journal standing in international level.