触发式电子邮件营销在解决用户放弃浏览行为方面的有效性

IF 6.8 1区 管理学 Q1 BUSINESS Journal of Interactive Marketing Pub Date : 2021-08-01 DOI:10.1016/j.intmar.2021.02.002
Marcel Goic , Andrea Rojas , Ignacio Saavedra
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引用次数: 18

摘要

触发的电子邮件是作为对客户的特定操作或状态的响应而自动发送的个性化消息。这类活动的典型例子包括交叉销售推荐、购物车放弃提醒和重新参与电子邮件。尽管这些战略得到广泛发展,但尚未对其有效性进行正式评价。本文通过实验方法研究了一种触发电子邮件活动的影响。我们识别最近浏览过多渠道零售商网站但在购买前放弃该流程的客户。大约一半的样本被随机选择接收不同配置的自动电子邮件,而另一半则根本没有收到任何消息。对比这两组的销售额可以发现,放弃浏览邮件增加了在线渠道和触发类别的收入。在活动的设计方面,我们发现触发电子邮件的实施对其有效性起着重要作用。在这方面,我们的结果表明,基于更长的导航历史的重定向与更大的转换相关,而更广泛的分类推荐与更大的收入相关。
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The Effectiveness of Triggered Email Marketing in Addressing Browse Abandonments

Triggered emails are personalized messages that are automatically sent as a response to specific actions or states of customers. Typical examples of this type of campaign include cross-selling recommendations, cart abandonment reminders, and re-engagement emails. Despite the widespread growth of these strategies, there has been no formal evaluation of their effectiveness. This paper investigates the impact of one type of triggered email campaign by using an experimental approach. We identify customers who had recently browsed the website of a multichannel retailer but had abandoned the process before making a purchase. Approximately half of the sample was randomly selected to receive automated emails with different configurations, while the other half receive no message at all. Comparison of the sales of these two groups indicates that browse abandonment emails have increase revenues in the online channel and in the triggered category. In terms of the design of the campaign, we found that the implementation of triggered emails plays an important role in their effectiveness. In this regard our result indicates that retargeting based on longer navigation histories is associated with larger conversions and that recommendations of wider assortments are associated with larger revenues.

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来源期刊
CiteScore
20.20
自引率
5.90%
发文量
39
期刊介绍: The Journal of Interactive Marketing aims to explore and discuss issues in the dynamic field of interactive marketing, encompassing both online and offline topics related to analyzing, targeting, and serving individual customers. The journal seeks to publish innovative, high-quality research that presents original results, methodologies, theories, and applications in interactive marketing. Manuscripts should address current or emerging managerial challenges and have the potential to influence both practice and theory in the field. The journal welcomes conceptually rigorous approaches of any type and does not favor or exclude specific methodologies.
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