Ellis-Chadwick, Fiona; Doherty, Neil F. - In: Journal of Business Research 65 (2012) 6, pp. 843-848
This study examines a comprehensive range of executional elements in a sample of permission-based e-mail marketing campaigns. The sample comprised almost 1000 promotional e-mails sent over an 18-month period by twenty leading U.K. e-retailers. Content analyses of the e-mail campaigns reveal that...