Conversions on the rise – modernizing e-mail marketing practices by utilizing volunteered data

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mari Hartemo
Keyword(s):  
Field Experiments ◽  
Education Institution ◽  
Response Rates ◽  
Communication Process ◽  
Marketing Communication ◽  
Consumer Empowerment ◽  
Content Type ◽  
Consumer Data ◽  
E Mail ◽  
Practical Implications

PurposeThe purpose of the study is to examine how utilizing volunteered data influences the response and unsubscribe rates of e-mail marketing to consumers.Design/methodology/approachIn three longitudinal field experiments conducted among 1,864 applicants of a higher education institution, the study compares customized marketing e-mails based on volunteered consumer data to e-mails that are personalized based on observed consumer data and to control e-mails that are not tailored by the marketer at all.FindingsThe results indicate that marketers should make consumers active participants in the communication process, as response rates are higher in those e-mails where volunteered data are utilized. However, the unsubscribe rate is the highest in customized e-mails.Research limitations/implicationsThe authors demonstrate that e-mails displaying empowering aspects influence consumers' behaviors and lead to outcomes that mostly outperform non-empowered e-mails.Practical implicationsCompared to other forms of interactive marketing, e-mail has lagged behind in both popularity and customer-friendly implementation. However, it has the potential to succeed if marketers pay more attention to consumer empowerment. As over 306 billion e-mails are sent worldwide daily and 75% of marketers use e-mail when contacting customers, the increase in response rates can have a significant influence on their returns.Originality/valueUnlike prior research the focus was on the process of tailoring, this perspective supports customer advocacy and emphasizes consumers' important role in creating engaging, empowering e-mail marketing communication.

Email marketing in the era of the empowered consumer

2016 ◽  
Vol 10 (3) ◽  
pp. 212-230 ◽  
Author(s):  
Mari Hartemo
Keyword(s):  
Marketing Research ◽  
Marketing Strategies ◽  
Communication Process ◽  
Consumer Empowerment ◽  
Content Type ◽  
Maximum Benefit ◽  
Depth Analysis ◽  
Broad Domain ◽  
New Perspective ◽  
E Mail

Purpose The purpose of this paper is to clarify why, when and how e-mail marketing can be used to empower consumers and to give ideas for future scholarly research. Design/methodology/approach Systematic literature review studies 41 e-mail marketing and 54 consumer empowerment articles published in variety of academic journals between 1998 and 2014. Findings E-mail allows an active, interactive and personalized communication fulfilling the preferences of an empowered consumer. E-mail marketing can be used to empower consumers by sending e-mails based on permission, by making consumers active participants in the communication process and by making e-mails relevant for the recipients. However, current e-mail marketing strategies need to be updated to get the maximum benefit out of the channel. Research limitations/implications The limitation of the study is the broad domain of research, which hampered the in-depth analysis. However, the study was able to synthesize the scattered literature and create an overall picture of the topic as planned. Practical implications The paper encourages managers to use empowering e-mail marketing strategies and presents several suggestions for future e-mail marketing research. Originality/value The paper uses a new perspective, consumer empowerment as a lens for understanding e-mail marketing. Because e-mail marketing is currently very popular among marketers but is threatened by its negative image among consumers, it is important to understand how e-mail marketing can be developed so that it can also survive in the future.

“Please tidy up before leaving”: nudging Airbnb guests toward altruistic behavior

2019 ◽  
Vol 13 (4) ◽  
pp. 524-530 ◽  
Author(s):  
Paul Ranson ◽  
Daniel Guttentag
Keyword(s):  
Social Presence ◽  
Design Methodology ◽  
Field Experiments ◽  
Experimental Results ◽  
Altruistic Behavior ◽  
Content Type ◽  
The Social ◽  
Relationship Model ◽  
Social Market ◽  
Practical Implications

Purpose This study aimed to investigate whether increasing the social presence within an Airbnb lodging environment could nudge guests toward altruistic cleaning behaviors. Design/methodology/approach The study was based around a theoretical framework combining the social-market versus money-market relationship model, nudge theory and social presence theory. A series of three field experiments were conducted, in which social presence was manipulated to test its impact on guest cleaning behaviors prior to departure. Findings The experimental results confirmed the underlying hypothesis that an Airbnb listing’s enhanced social presence can subtly induce guests to help clean their rental units prior to departure. Originality/value This study is the first to examine behavioral nudging in an Airbnb context. It is also one of the first field experiments involving Airbnb. The study findings offer clear theoretical and practical implications.

scholarly journals Business crime reduction partnerships: examining a holistic approach

2018 ◽  
Vol 17 (4) ◽  
pp. 238-248 ◽  
Author(s):  
Andrew B. Stafford ◽  
Jonathan Hobson
Keyword(s):  
Holistic Approach ◽  
Crime Reduction ◽  
Night Time ◽  
Web Based ◽  
Content Type ◽  
Business Crime ◽  
E Mail ◽  
City Centres ◽  
Practical Implications ◽  
Is Value

Purpose There has been a widespread move in England’s city centres to a business crime reduction partnership (BCRP) model that welcomes businesses from all commercial sectors and that operate during day time and night time trading hours, and that seeks to tackle a broad range of crimes and associated behaviours. The purpose of this paper is to consider whether this new holistic approach offers benefits that narrower models do not. Design/methodology/approach This study draws upon data from a multi-year examination of the Gloucester City Safe BCRP, including quantitative analysis of 4,523 offences recorded by the partnership and qualitative analysis of 149 interviews with its members. Findings In Gloucester there was a small minority of offenders who commit offences against more than one type of business, who offend during both the day time and night time trading hours and who commit more than one type of offence. There is value, therefore, in partnerships bringing together businesses from different commercial sectors and that operate in the day and night time economies to coordinate their efforts to tackle such activity. Practical implications Sharing information among partnership members via e-mail and secure web-based platforms helps raise awareness concerning offenders and the offences that they commit which in turn can be used to prevent offences from occurring. Social implications This inclusive holistic BCRP model can lead to an increased sense of community cohesion for its members arising from the collective effort of multiple types of businesses. Originality/value The authors are not aware of other studies that have considered these issues.

Continuing professional development and special librarians in Jamaica

2019 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Marsha-Gay Robinson
Keyword(s):  
Professional Development ◽  
Continuing Professional Development ◽  
Information Network ◽  
Online Questionnaire ◽  
Content Type ◽  
Professional Activities ◽  
The Government ◽  
Areas Of Interest ◽  
E Mail ◽  
Practical Implications

Purpose The purpose of this paper is to examine the continuing professional development (CPD) activities undertaken by special librarians in Jamaica, their motivation, the challenges faced and the areas of interest for professional development. Design/methodology/approach Special librarians working in Jamaica were surveyed using an online questionnaire which was disseminated via e-mail. Findings The study indicates that special librarians in Jamaica were engaged in both formal and informal CPD activities. They were motivated by factors such as keeping up to date with changes in librarianship and personal satisfaction. Challenges to participating in CPD include, lack of funding, time constraints and lack of worthwhile options. Areas of interest for CPD were mainly information technology-based. Research limitations/implications The study was limited to the contact lists of the special libraries section of the Library and Information Association of Jamaica (LIAJA) and the Government Library and Information Network of the Jamaica Library and Information Network (JAMLIN). Practical implications The results have implications for the planning and implementation of continuing professional activities for Jamaica’s special librarians. It also fills a gap in library literature regarding the continuing professional activities of special librarians. Originality/value The paper is one of few studies focusing on the CPD activities of special librarians undertaken in a developing country.

Whether Shari’ah compliance efficiency is a matter for the financial performance

2018 ◽  
Vol 9 (2) ◽  
pp. 183-200 ◽  
Author(s):  
Md. Hafij Ullah ◽  
Ruma Khanam
Keyword(s):  
Financial Performance ◽  
Qualitative Method ◽  
Islamic Banks ◽  
Content Type ◽  
Financial Outcomes ◽  
Leading Position ◽  
Regulatory Bodies ◽  
The Relationship ◽  
E Mail ◽  
Practical Implications

Purpose Shari’ah is the foundation of Islamic banks. Although all the Islamic banks required complying with the Shari’ah requirements fully, the level of compliance differs among the Islamic banks. At the same time, Islamic banks have been performing well, but all do not demonstrate similar financial performance. This paper aims to explore whether Shari’ah compliance efficiency makes any difference in financial performance of Islami Bank Bangladesh Limited (IBBL). Design/methodology/approach This study used IBBL as a case. For exploring the issue of study, this paper applied an e-mail interview approach and interviewed 24 interviewees including financial analysts, IBBL clients and executives of regulatory bodies, the IBBL and other Islamic- and interest-based traditional banks. Interview opinions are then analyzed and interpreted for a deeper understanding of the topic. Findings The study observed that some other factors influence the financial performance of IBBL, but Shari’ah compliance is the dominant instinct of acquiring the leading position. Superior Shari’ah compliance creates internal strengths and external opportunities that facilitate IBBL in achieving higher financial performance. Most interviewees argued that Shari’ah is the only disposition that makes IBBL unique. Moreover, the bank that considerably follows Shari’ah gets better financial outcomes. Research limitations/implications The study used a qualitative method using interview responses only for evaluating the relationship between Shari’ah compliance and financial performance. Further study may be conducted based on a quantitative approach. Practical implications This paper expects to uphold the significance of Shari’ah in improving the financial performance of IBBL and simultaneously motivating the parties associated with the Islamic banks in enhancing the level of Shari’ah compliance. Moreover, this study provides new insights into the importance Islamic banks and their performance in relation to the choice of customers. Originality/value This study explores the significance of Shari’ah compliance in creating avenues for greater financial performance and develops a model showing the ways how Shari’ah compliance leads Islamic banks to achieve higher financial positions.

Post popularity and reactions in retail brand pages on Facebook

2019 ◽  
Vol 47 (9) ◽  
pp. 957-973 ◽  
Author(s):  
Ioannis Antoniadis ◽  
Symeon Paltsoglou ◽  
Vasilis Patoulidis
Keyword(s):  
Social Media ◽  
Social Networking Sites ◽  
Marketing Communication ◽  
Interactive Marketing ◽  
Content Type ◽  
Message Length ◽  
Length Increase ◽  
Facebook Pages ◽  
Positive Effect ◽  
Practical Implications

Purpose Social networking sites and Facebook have grown to become an important channel of interactive marketing communication with consumers for retail. The purpose of this paper is to examine the ways posts characteristics and reactions affect post popularity and engagement in retail brands Facebook pages. Design/methodology/approach In total, 18 retail brand pages out of the 120 most popular brand pages on Facebook in Greece are examined for a three months’ period (April–June 2016). In all, 2,627 posts are analyzed with the use of OLS regressions in order to identify the characteristics of posts that increase consumers’ engagement, including the newly introduced reaction feature. Findings The results suggest that richness of content (images and videos) and message length increase the engagement levels and the popularity of posts. Reactions have a positive effect on engagement, and negative reactions stronger than positive reactions, except in sharing. On the other hand, posting time does not seem to have a statistically significant impact on the engagement and popularity of a post. Research limitations/implications The study was conducted during a period that reactions were only recently introduced by Facebook, therefore users and brands may not have been familiarized with their use. Practical implications The study contributes to the understanding of consumer engagement with retail brands’ pages on Facebook and social media, and the ways they use reactions and other ways of interactions with brand posts. The results can provide some insight to retailers on how to achieve higher levels of engagement for their brands through their Facebook pages, improving the effectiveness of social media marketing campaigns. Originality/value The findings contribute in understanding the ways users interact with brand posts in Facebook using reactions, using a number of popularity measures, providing useful insights about reactions, engagement and e-WoM, extending prior research.

The challenge of exceptional communication

2014 ◽  
Vol 27 (2) ◽  
pp. 57-59 ◽  
Author(s):  
Gary Fitsimmons
Keyword(s):  
Communication Process ◽  
Workplace Communication ◽  
Workplace Relationships ◽  
Bottom Line ◽  
Content Type ◽  
Good Communication ◽  
Communication Practice ◽  
Communication Practices ◽  
Practical Implications

Purpose – The purpose of this article is to promote good communication practices. Design/methodology/approach – The article defines the elements of the communication process, shows the most likely trouble spots in that process and discusses what good communication practice looks like practically. Findings – The article’s findings are that the key to good communication practices is strong trusting relationships between the communicators. Practical implications – Good communication practices affect productivity and therefore the bottom line. Social implications – Workplace relationships affect the quality of workplace communication and vice versa. Originality/value – The value of the article is a reminder of how to deal effectively with one of the most common workplace challenges.

How library practitioners view knowledge management in libraries

2009 ◽  
Vol 30 (8/9) ◽  
pp. 643-656 ◽  
Author(s):  
Roknuzzaman ◽  
Katsuhiro Umemoto
Keyword(s):  
Knowledge Management ◽  
Information Technologies ◽  
Ways Of Knowing ◽  
Holistic Approach ◽  
Content Type ◽  
Secondary Sources ◽  
E Mail ◽  
Role Of Information ◽  
Practical Implications

PurposeThe main purpose of this paper is to explore library practitioners' views of knowledge management (KM) and its incorporation into library practice.Design/methodology/approachThe study is based on the review of literature available in secondary sources, and the result of interviews of ten library practitioners worldwide. The respondents are purposively selected from the participants' lists of two international conferences held in 2008. The interviews were conducted through e‐mail using a short, structured, and open‐ended questionnaire.FindingsThe ways of knowing and degrees of understanding of KM concepts among the library practitioners are varied. But the most library practitioners have focused on a shallow perception of KM for its incorporation into library practice – dealing with only explicit information and/or knowledge. This study also finds some of the reasons for responding to KM, e.g. increasing value of knowledge in the knowledge economy, role of information technologies, opportunities for improved library practices.Research limitations/implicationsThe study is limited in its scope, conducting interviews of only ten library practitioners worldwide, and hence, generalization may not be derived from the findings.Practical implicationsThe paper suggests that library practitioners need to broaden their understanding, change their traditional mindset, and to apply a holistic approach of KM system design and library practice, focusing on both explicit and tacit knowledge.Originality/valueThe paper investigates the original views of library practitioners regarding KM in libraries.

Mind the attention gap: how does digital advertising impact choice under low attention?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Irene Santoso ◽  
Malcolm J. Wright ◽  
Giang Trinh ◽  
Mark Avis
Keyword(s):  
Design Methodology ◽  
Future Research ◽  
Marketing Communication ◽  
Content Type ◽  
Emotional Appeal ◽  
Advertising Strategies ◽  
Naturalistic Environment ◽  
The Impact ◽  
Brand Consideration ◽  
Practical Implications

Purpose This study aims to investigate whether digital advertising can be effective despite consumer inattention and how certain common combinations of ad characteristics increase or decrease ad effectiveness under conditions of low attention. Design/methodology/approach Using two online experiments in naturalistic environment, the authors compare ad effects under focussed, divided and incidental attention, for certain ad characteristics, namely, appeal type and (mis)matching between appeal and brand type. The results are analysed using logistic regression. Findings Ad exposure under low attention does increase brand consideration and choice. The greatest uplift in impact occurs when moving from non-exposure to incidental attention. Under incidental attention, emotive advertising was more effective than rational advertising, as was matching rather than mismatching an emotional appeal to a hedonic brand. Conversely, under divided attention, rational advertising and mismatching a rational appeal to a hedonic brand were more effective. Research limitations/implications This research explores the effectiveness of Twitter ads with an emotional or a rational appeal and the (mis)matching between appeal and utilitarian or hedonic brand type. Future research can examine other formats and creative elements of digital advertising that can affect the low-attention processing and the effects that occur. Practical implications Intrusive, attention-getting advertising strategies may not be necessary. Certain common creative devices can increase advertising effectiveness despite low attention, so marketers can ensure consumer-centric marketing communication. Originality/value There has previously been limited understanding of low-attention mechanisms in advertising and little evidence of ad effectiveness under conditions of low attention. The research also demonstrates that certain ad characteristics, linked to common creative devices, enhance the impact of advertising despite low attention.

Effects of transparent brand communication on perceived brand authenticity and consumer responses

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jing Yang ◽  
Ava Francesca Battocchio
Keyword(s):  
Behavioral Intention ◽  
Marketing Communication ◽  
Content Type ◽  
Consumer Responses ◽  
Cost Transparency ◽  
Brand Authenticity ◽  
Positive Effects ◽  
Underlying Mechanisms ◽  
Practical Implications ◽  
Design Experiments

Purpose This study aims to understand the effects of brands’ transparent communication (i.e. production transparency and cost transparency) on consumers’ perceptions of a brand’s perceived transparency and authenticity, as well as how such perceptions impact consumers’ attitude, trust and behavioral intentions. Design/methodology/approach Two between-participants factorial design experiments (n = 176 for Study 1 and n = 169 for Study 2) were conducted to examine consumers’ responses to a brand’s cost transparency and production transparency. Findings The results revealed that transparency in the focal brand’s communication of production and cost would increase consumers’ perceptions of the brand’s transparency and authenticity because of its perceived information sensitivity. Such positive effects were found to similarly impact consumers’ attitude, trust and behavioral intention toward the brand. Practical implications The results point to the importance of brand transparency in marketing communication, specifically as it pertains to the influence that the inclusion of transparent cost and production information can have on consumers’ perceptions of authenticity, trust and attitude, as well as how these perceptions translate into behavioral intention. Originality/value To the best of the authors’ knowledge, this study is among the first to explore the differences between production transparency and cost transparency in influencing consumer responses and the underlying mechanisms. The findings also expand to the literature on brand transparency and brand authenticity.

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