Assessing the effectiveness of automated email marketing campaign to retain customer loyalty
Article Sidebar
Published:
Apr 15, 2024
Keywords:
Effectiveness, Automated Email Marketing, Customer Loyalty
Main Article Content
Abstract
In this research project, researcher will be explained about assessing the effectiveness of automated email marketing campaign in order to retain customer loyalty. The purposes of this research are to examine the effectiveness of automated email marketing campaign and to investigate the reasons why it can retain customer loyalty. The methodology chose by researcher is quantitative research where the survey will be conducted to collect data that will be extract to perform mathematical techniques. The data collected will be identified regarding the effectiveness of automated email marketing campaign to retain customer loyalty and analysed using SmartPLS software. The results gain from this research is there will be a reason on why automated email marketing campaign is chose in order to retain customer loyalty. In addition, result also revealed that the variables used in effective automated email marketing campaign will gives difference data towards on how it can retain customer loyalty and it shows that the frequency and outstanding content have relationship between the customer loyalty. However, relevant database has no relationship between the customer loyalty. The implications and limitation will be explained further in conclusion.
Article Details
How to Cite
Assessing the effectiveness of automated email marketing campaign to retain customer loyalty. (2024). Journal of Management Info, 9(1), 73-101. https://doi.org/10.31580/jmi.v9i1.2619
Section
Research Article
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish in this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licenced under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (see The Effect of Open Access).
How to Cite
Assessing the effectiveness of automated email marketing campaign to retain customer loyalty. (2024). Journal of Management Info, 9(1), 73-101. https://doi.org/10.31580/jmi.v9i1.2619
References
Adji, T. B., Taufikurrahman, A., & Setiawan, N. A. (2016). Modified Relevance Frequency Feature Weighting for Email Spam Classification. DOI: 10.1063/1.4958497
Andy M., Anthony S., Bevin A., & Pete S. (n.d.) COVID-19: Maintaining Customer Loyalty and Trust During Times of Uncertainty. https://www2.deloitte.com/content/dam/Deloitte/ie/Documents/covid19/gx- coronavirus-customer-loyalty.pdf
An Introduction of Email Marketing. (n.d.). HubSpot.
Ana, T. (2014). Effects Of Message Design and Content on The Performance of Email Marketing Campaigns.
Alexis, T. (2017). The Effects of Personalized Email Communication Within Loyalty Programs for Businesses Without Possibilities for E-Commerce. http://www.diva- portal.se/smash/get/diva2:1116720/FULLTEXT01.pdf
Baggott, C. (2011). Email Marketing by The Numbers: How to Use the World's Greatest Marketing Tool to Take Any Organization to The Next Level. John Wiley & Sons.
Bawm, Z. L., & Nath, R. P. (2014). A Conceptual Model for Effective Email Marketing. 2014 17th International Conference on Computer and Information Technology (ICCIT). DOI: 10.1109/iccitechn.2014.7073103
Bobâlc?, C., G?tej(Bradu), C., & Ciobanu, O. (2012). Developing A Scale to Measure Customer Loyalty. Procedia Economics and Finance, 3, 623-628. https://doi.org/10.1016/s2212-5671(12)00205-5
Carlota, A. X. (2018). Impact Of Email Marketing Campaigns on E-Commerce: A Case Study in The Fashion Industry.
Charles C. (2017). How Do I Build an Effective Email Database for My Business? bomamarketing. https://bomamarketing.com/2017/01/19/how-do-i-build-an-effective- email-database-for-my-business/
Chew et al., B. C. (n.d.). Business Research Methods (2nd ed.). SJ Learning.
Chang, H. H., Wang, Y., & Yang, W. (2009). The Impact Of E-Service Quality, Customer Satisfaction and Loyalty On E-Marketing: Moderating Effect of Perceived Value. Total Quality Management & Business Excellence, 20(4), 423-443. https://doi.org/10.1080/14783360902781923
Chong, L. W., Low, K. K., Tai, G. H., Tan, L. L., & Tan, S. C. (2015). A Research Project Submitted in Partial Fulfilment of The Requirement for The Degree Of. http://eprints.utar.edu.my/1802/1/BAC-2015-1206820-1.pdf
Chang, E. C., Shian, C. H., Hsin, H. W., & Chiao, F. L., (2007). A Case Study of Applying Spectral Clustering Technique in The Value Analysis of An Outfitter Customer Database. 2007 IEEE International Conference on Industrial Engineering and Engineering Management. https://doi.org/10.1109/ieem.2007.4419491
Doody, O., & Doody, C. M. (2015). Conducting A Pilot Study: Case Study of a Novice Researcher. British Journal of Nursing, 24(21), 1074-1078.
DOI: 10.12968/bjon.2015.24.21.1074
Email marketing 101: How to Determine the Right Email Content for Your Subscribers. (2015). MarketingSherpa Blog. https://sherpablog.marketingsherpa.com/email- marketing/email-marketing-101/
EMarketer. (2017). Email Marketing Benchmarks: Relevancy, Frequency, Deliverability and Mobility. eMarketer. https://02f0a56ef46d93f03c90- 22ac5f107621879d5667e0d7ed595bdb.ssl.cf2.rackcdn.com/sites/10980/uploads/17565/eMarketer_Report_Email_Marketing_Benchmarks_Relevancy_Frequency_Delivera bility_Mobility20170621-32621-1qvcvs9.pdf
Fariborzi, E. (2012). E-mail marketing: Advantages, disadvantages and Improving techniques. International Journal of e-Education, e-Business, e-Management and e- Learning. DOI: 10.7763/ijeeee2012v2116
Fahim, I., & Imran, K. (2017). The Impact of Email Marketing, Mobile Marketing and Retargeting on Online h Consumer Buying Behavior. https://www.theseus.fi/bitstream/handle/10024/136457/effect%20on%20consumer%2 0buying%20behavior.pdf?isAllowed=y&sequence=1
Gulden, K. U., & Nese G. (2013). A Study on Multiple Linear Regression. DOI: 10.1016/j.sbspro.2013.12.027
Hsin C., H., Rizal, H., & Amin, H. (2013). The Determinants of Consumer Behavior Towards Email Advertisement. Internet Research, 23(3), 316-337. https://doi.org/10.1108/10662241311331754
How To Build & Nurture an Email Marketing Database of Quality Customers | DMI. (n.d.). Digital Marketing Institute. https://digitalmarketinginstitute.com/blog/build-nurture- email-marketing-database-quality-customers
How To Run a Successful Email Marketing Campaign (Step by Step Guide)? (2020). OptinMonster. https://optinmonster.com/how-to-run-a-successful-email-marketing- campaign/
Hartemo, M. (2016). Email Marketing in The Era of The Empowered Consumer. Journal of Research in Interactive Marketing, 10(3), 212-230. DOI: 10.1108/jrim-06-2015-0040
Jacinda, S. (2020). Is Email Marketing Dead? Statistics Say: Not A Chance. OptinMonster. https://optinmonster.com/is-email-marketing-dead-heres-what-the-statistics-show/
Jill G (2010). Customer Loyalty: How to Earn It, How to Keep It. https://videoplus.vo.llnwd.net/o23/digitalsuccess/SUCCESS%20Book%20Summaries/2010%20May%20SBS/CustomerLoyaltySummary.pdf
Krejcie, R. V., & Morgan, D. W. (1970). Determining Sample Size for Research Activities. Kumaran, K. (2020). The Impact of The Silent Enemy (Covid-19 Pandemic) On the Marketing Efforts Undertaken by The Automotive Industries in Malaysia. Europian Journal of Management and Marketing Studies, 5(4), 21. DOI: 10.46827/ejmms. v5i4.886
Kabu K., & Soniya M. (2017). Customer Satisfaction and Customer Loyalty. https://core.ac.uk/download/pdf/161421179.pdf
Kesarwani, A. (2019). E-Marketing Worked as An Effective Communication Between Consumer and Producer. SSRN Electronic Journal. DOI: 10.2139/ssrn.3306570
Kent, R., & Brandal, H. (2003). Improving Email Response in A Permission Marketing Context. International Journal of Market Research, 45(4), 1-13. https://doi.org/10.1177%2F147078530304500404
KPMG. (n.d.). The Truth About Customer Loyalty. KPMG Global. https://assets.kpmg/content/dam/kpmg/ar/pdf/the-truth-about-customer-loyalty.pdf
Lian Y., Wolniewicz, R., & Dodier, R. (2004). Customer Behavior Prediction - It's All in The Timing. IEEE Potentials, 23(4), 20-25. https://doi.org/10.1109/mp.2004.1343225
Mehdi M., Kamran M., Masoud N., & Ronak K. (2013). Email Marketing as a Popular Type of Small Business Advertisement: A Short Review. Australian Journal of Basic and Applied Sciences, 7(4), 786-790.
Merisavo, M., & Raulas, M. (2004). The Impact of E?Mail Marketing on Brand Loyalty. Journal of Product & Brand Management, 13(7), 498-505. DOI: 10.1108/10610420410568435
Micheaux, A. L. (2011). Managing E-Mail Advertising Frequency from The Consumer Perspective. Journal of Advertising, 40(4), 45-66. DOI: 10.2753/joa0091-3367400404
Pritha. (2020). Email Marketing Frequency Optimization Master Guide (2019) Aritic PinPoint Blog. https://aritic.com/blog/aritic-pinpoint/email-marketing-frequency/
Ryan, J. (2018). Email Marketing StatPack 2018. Insider Intelligence. https://www.emarketer.com/content/email-marketing-statpack-2018
Rattie, R., & Brum, M. (2001). M-Commerce: The Role of SMS Text Messages. https://www.researchgate.net/profile/Ruth-Rettie/publication/40736441_M- commerce_the_role_of_SMS_text_messages/links/00b7d51a8736ab90e6000000/M- commerce-the-role-of-SMS-text-messages.pdf
Sahni, N. S., Wheeler, S. C., & Chintagunta, P. (2018). Personalization in Email Marketing: The Role of Noninformative Advertising Content. DOI: 10.1287/mksc.2017.1066
Sami N. (2015). How to Increase the Efficiency and Reach of Email Marketing: Case Onninen Finland. Ammattikorkeakoulut - Theseus. https://www.theseus.fi/bitstream/handle/10024/89110/Thesis_2015_Sami_Nuutinen.pdf?sequence=1&isAllowed=y
Susanne, E., & Hanna, S. (2013). A study of how social media can enhance customer loyalty on the Internet. https://www.diva- portal.org/smash/get/diva2:1309280/FULLTEXT01.pdf
Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer Trust, Value, And Loyalty in Relational Exchanges. Journal of Marketing, 66(1), 15-37. DOI: 10.1509/jmkg.66.1.15.18449
The Importance of Customer Communication. (2020). The Edge: A Leader's Magazine. https://theedgeleaders.com/the-importance-of-customer-communication/
Vy K., & Phuong D. (2018). The Effects of Email Marketing on Customer Loyalty. A Survey of Young Vietnamese Consumers, 56.
Wiseman, A. (2020). Email marketing frequency best practices in 2020. SmartrMail. https://www.smartrmail.com/blog/email-marketing-frequency-best-practices-2019/
Andy M., Anthony S., Bevin A., & Pete S. (n.d.) COVID-19: Maintaining Customer Loyalty and Trust During Times of Uncertainty. https://www2.deloitte.com/content/dam/Deloitte/ie/Documents/covid19/gx- coronavirus-customer-loyalty.pdf
An Introduction of Email Marketing. (n.d.). HubSpot.
Ana, T. (2014). Effects Of Message Design and Content on The Performance of Email Marketing Campaigns.
Alexis, T. (2017). The Effects of Personalized Email Communication Within Loyalty Programs for Businesses Without Possibilities for E-Commerce. http://www.diva- portal.se/smash/get/diva2:1116720/FULLTEXT01.pdf
Baggott, C. (2011). Email Marketing by The Numbers: How to Use the World's Greatest Marketing Tool to Take Any Organization to The Next Level. John Wiley & Sons.
Bawm, Z. L., & Nath, R. P. (2014). A Conceptual Model for Effective Email Marketing. 2014 17th International Conference on Computer and Information Technology (ICCIT). DOI: 10.1109/iccitechn.2014.7073103
Bobâlc?, C., G?tej(Bradu), C., & Ciobanu, O. (2012). Developing A Scale to Measure Customer Loyalty. Procedia Economics and Finance, 3, 623-628. https://doi.org/10.1016/s2212-5671(12)00205-5
Carlota, A. X. (2018). Impact Of Email Marketing Campaigns on E-Commerce: A Case Study in The Fashion Industry.
Charles C. (2017). How Do I Build an Effective Email Database for My Business? bomamarketing. https://bomamarketing.com/2017/01/19/how-do-i-build-an-effective- email-database-for-my-business/
Chew et al., B. C. (n.d.). Business Research Methods (2nd ed.). SJ Learning.
Chang, H. H., Wang, Y., & Yang, W. (2009). The Impact Of E-Service Quality, Customer Satisfaction and Loyalty On E-Marketing: Moderating Effect of Perceived Value. Total Quality Management & Business Excellence, 20(4), 423-443. https://doi.org/10.1080/14783360902781923
Chong, L. W., Low, K. K., Tai, G. H., Tan, L. L., & Tan, S. C. (2015). A Research Project Submitted in Partial Fulfilment of The Requirement for The Degree Of. http://eprints.utar.edu.my/1802/1/BAC-2015-1206820-1.pdf
Chang, E. C., Shian, C. H., Hsin, H. W., & Chiao, F. L., (2007). A Case Study of Applying Spectral Clustering Technique in The Value Analysis of An Outfitter Customer Database. 2007 IEEE International Conference on Industrial Engineering and Engineering Management. https://doi.org/10.1109/ieem.2007.4419491
Doody, O., & Doody, C. M. (2015). Conducting A Pilot Study: Case Study of a Novice Researcher. British Journal of Nursing, 24(21), 1074-1078.
DOI: 10.12968/bjon.2015.24.21.1074
Email marketing 101: How to Determine the Right Email Content for Your Subscribers. (2015). MarketingSherpa Blog. https://sherpablog.marketingsherpa.com/email- marketing/email-marketing-101/
EMarketer. (2017). Email Marketing Benchmarks: Relevancy, Frequency, Deliverability and Mobility. eMarketer. https://02f0a56ef46d93f03c90- 22ac5f107621879d5667e0d7ed595bdb.ssl.cf2.rackcdn.com/sites/10980/uploads/17565/eMarketer_Report_Email_Marketing_Benchmarks_Relevancy_Frequency_Delivera bility_Mobility20170621-32621-1qvcvs9.pdf
Fariborzi, E. (2012). E-mail marketing: Advantages, disadvantages and Improving techniques. International Journal of e-Education, e-Business, e-Management and e- Learning. DOI: 10.7763/ijeeee2012v2116
Fahim, I., & Imran, K. (2017). The Impact of Email Marketing, Mobile Marketing and Retargeting on Online h Consumer Buying Behavior. https://www.theseus.fi/bitstream/handle/10024/136457/effect%20on%20consumer%2 0buying%20behavior.pdf?isAllowed=y&sequence=1
Gulden, K. U., & Nese G. (2013). A Study on Multiple Linear Regression. DOI: 10.1016/j.sbspro.2013.12.027
Hsin C., H., Rizal, H., & Amin, H. (2013). The Determinants of Consumer Behavior Towards Email Advertisement. Internet Research, 23(3), 316-337. https://doi.org/10.1108/10662241311331754
How To Build & Nurture an Email Marketing Database of Quality Customers | DMI. (n.d.). Digital Marketing Institute. https://digitalmarketinginstitute.com/blog/build-nurture- email-marketing-database-quality-customers
How To Run a Successful Email Marketing Campaign (Step by Step Guide)? (2020). OptinMonster. https://optinmonster.com/how-to-run-a-successful-email-marketing- campaign/
Hartemo, M. (2016). Email Marketing in The Era of The Empowered Consumer. Journal of Research in Interactive Marketing, 10(3), 212-230. DOI: 10.1108/jrim-06-2015-0040
Jacinda, S. (2020). Is Email Marketing Dead? Statistics Say: Not A Chance. OptinMonster. https://optinmonster.com/is-email-marketing-dead-heres-what-the-statistics-show/
Jill G (2010). Customer Loyalty: How to Earn It, How to Keep It. https://videoplus.vo.llnwd.net/o23/digitalsuccess/SUCCESS%20Book%20Summaries/2010%20May%20SBS/CustomerLoyaltySummary.pdf
Krejcie, R. V., & Morgan, D. W. (1970). Determining Sample Size for Research Activities. Kumaran, K. (2020). The Impact of The Silent Enemy (Covid-19 Pandemic) On the Marketing Efforts Undertaken by The Automotive Industries in Malaysia. Europian Journal of Management and Marketing Studies, 5(4), 21. DOI: 10.46827/ejmms. v5i4.886
Kabu K., & Soniya M. (2017). Customer Satisfaction and Customer Loyalty. https://core.ac.uk/download/pdf/161421179.pdf
Kesarwani, A. (2019). E-Marketing Worked as An Effective Communication Between Consumer and Producer. SSRN Electronic Journal. DOI: 10.2139/ssrn.3306570
Kent, R., & Brandal, H. (2003). Improving Email Response in A Permission Marketing Context. International Journal of Market Research, 45(4), 1-13. https://doi.org/10.1177%2F147078530304500404
KPMG. (n.d.). The Truth About Customer Loyalty. KPMG Global. https://assets.kpmg/content/dam/kpmg/ar/pdf/the-truth-about-customer-loyalty.pdf
Lian Y., Wolniewicz, R., & Dodier, R. (2004). Customer Behavior Prediction - It's All in The Timing. IEEE Potentials, 23(4), 20-25. https://doi.org/10.1109/mp.2004.1343225
Mehdi M., Kamran M., Masoud N., & Ronak K. (2013). Email Marketing as a Popular Type of Small Business Advertisement: A Short Review. Australian Journal of Basic and Applied Sciences, 7(4), 786-790.
Merisavo, M., & Raulas, M. (2004). The Impact of E?Mail Marketing on Brand Loyalty. Journal of Product & Brand Management, 13(7), 498-505. DOI: 10.1108/10610420410568435
Micheaux, A. L. (2011). Managing E-Mail Advertising Frequency from The Consumer Perspective. Journal of Advertising, 40(4), 45-66. DOI: 10.2753/joa0091-3367400404
Pritha. (2020). Email Marketing Frequency Optimization Master Guide (2019) Aritic PinPoint Blog. https://aritic.com/blog/aritic-pinpoint/email-marketing-frequency/
Ryan, J. (2018). Email Marketing StatPack 2018. Insider Intelligence. https://www.emarketer.com/content/email-marketing-statpack-2018
Rattie, R., & Brum, M. (2001). M-Commerce: The Role of SMS Text Messages. https://www.researchgate.net/profile/Ruth-Rettie/publication/40736441_M- commerce_the_role_of_SMS_text_messages/links/00b7d51a8736ab90e6000000/M- commerce-the-role-of-SMS-text-messages.pdf
Sahni, N. S., Wheeler, S. C., & Chintagunta, P. (2018). Personalization in Email Marketing: The Role of Noninformative Advertising Content. DOI: 10.1287/mksc.2017.1066
Sami N. (2015). How to Increase the Efficiency and Reach of Email Marketing: Case Onninen Finland. Ammattikorkeakoulut - Theseus. https://www.theseus.fi/bitstream/handle/10024/89110/Thesis_2015_Sami_Nuutinen.pdf?sequence=1&isAllowed=y
Susanne, E., & Hanna, S. (2013). A study of how social media can enhance customer loyalty on the Internet. https://www.diva- portal.org/smash/get/diva2:1309280/FULLTEXT01.pdf
Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer Trust, Value, And Loyalty in Relational Exchanges. Journal of Marketing, 66(1), 15-37. DOI: 10.1509/jmkg.66.1.15.18449
The Importance of Customer Communication. (2020). The Edge: A Leader's Magazine. https://theedgeleaders.com/the-importance-of-customer-communication/
Vy K., & Phuong D. (2018). The Effects of Email Marketing on Customer Loyalty. A Survey of Young Vietnamese Consumers, 56.
Wiseman, A. (2020). Email marketing frequency best practices in 2020. SmartrMail. https://www.smartrmail.com/blog/email-marketing-frequency-best-practices-2019/