Abstract—Email marketing is broadcasting commercial messages to a group of people using email. Currently, email marketing is consistently delivering relatively high return on investment (ROI) in a marketing field. However, collecting subscriber information and sending the email only to interested consumers is a major
research issue in email marketing. This paper introduces a conceptual model for an effective email marketing system clustering and segmenting subscribers based on their activity throughout a marketing campaign. The model consists of two main components: Collecting subscriber activity data and Clustering and Segmenting subscribers. We performed a marketing experiment based on our model and analyzed subscriber activity data. Using our model, the overall performance of subscriber activity was improved after sending out email campaigns to segmented groups of subscribers based on their individual interest.
In recent years, market research has shown that email marketing is still a more trusted medium for marketers than traditional digital marketing. According to the market research firm The Radicati Group – there are over 2.5 billion email users worldwide and this figure is expected to grow to over 2.8 billion by year-end 2018 and worldwide revenues for the Email Market will be $12 billion in 2014, and grow to over $23.5billion by year-end 2018. [1]. Email marketing is directly
marketing a commercial message to a group of people using electronic mail (email) to send ads, solicit sales or donations, request business, or, build loyalty, trust or brand awareness among potential customers. [2] Email marketing has four major advantages: 1) It can be lower in cost than other types of marketing. 2) Because email takes less time to create and send, marketers can communicate with subscribers more frequently. 3) Marketers can test their email marketing campaign to know what graphics, headlines, offers and even colors subscribers will respond to. 4) Forwarding an email with an enticing or useful offer or piece of information only takes seconds and many users will do it. That means marketing effort has not only a wider reach but also a networked reach with people who, by
forwarding email, are now acting as marketers brand advocates. [3] [4] [5] Research shows that for every dollar invested in Email Marketing, marketers may get as high as.
