Realizing Strategic Approach in E-mail Marketing
https://doi.org/10.21686/2413-2829-2021-3-178-187
Abstract
E-mail marketing in line with context advertising, SMM, SEO-promotion and SERM are tools of digital communication. They provide shaping of stable long-term and regular communication (adjustment, support and retain) with potential and real customers (subscribers) of business, which explains topicality of the research subject. The use of digital information-communication technologies fosters customer base growth and building long-term relations with clients, which forms foundation for business extension and development. The article explains such notions as ‘E-mail marketing’, ‘eDM mail-outs’, ‘strategic approach’, ‘components of strategic approach’, systematizes types of mail-outs, describes specific features of content-plans of different types of mail-outs and gives practical recommendations for their use. Apart from that the author substantiates the idea that e-mail marketing is a promising and widely used trend in advertising and marketing, an effective tool of promotion in conditions of fast changing market environment and that it requires strategic approach to attain the set parameters of efficiency
About the Author
A. S. Melekhova
Plekhanov Russian University of Economics
Russian Federation
Russian Federation
Anna S. Melekhova, PhD, Assistant Professor of the Department for Advertising, Public Relations and Design
36 Stremyanny Lane, Moscow, 117997
References
1. Volkov A. S., Melekhova A. S. Metody izmereniya i povysheniya effektivnosti reklamnykh kampaniy, ispolzuyushchikh elektronnye rassylki [Methods of Measuring and Raising Effectiveness of Advertising Campaigns Using E-Mail-Outs]. Vestnik Rossiyskogo ekonomicheskogo universiteta imeni G. V. Plekhanova [Vestnik of the Plekhanov Russian University of Economics], 2012, No. 8 (50), pp. 94–101. (In Russ.).
2. Zavodova K. A. Primenenie big data malym biznesom v sovremennom marketinge [The Use of Big Data by Small Business in Today’s Marketing]. Skif. Issues of Students’ Science, 2021, No. 1 (53). (In Russ.). Available at: https://cyberleninka.ru/article/n/primenenie-big-data-malym-biznesom-v-sovremennom-marketinge (accessed 11.03.2021).
3. Klimentov I. A. Direkt-marketing i ego rol v prodvizhenii [Direct-Marketing and its Role in Promotion]. Skif. Issues of Students’ Science, 2019, No. 5-2 (33), pp. 118–123. (In Russ.).
4. Soloveva D. V., Bulygina A. N., Semenova P. A., Shevtsova A. S. Strategicheskiy podkhod k razrabotke mediakontenta brenda [Strategic Approach to Developing Media-Content of the Brand]. Prakticheskiy marketing [Practical Marketing], 2020, No. 6 (280), pp. 10–20. (In Russ.).
5. Yakubovich E. V. Informatsionnye resursy v setevom prostranstve (tipologicheskiy analiz na primere tematiki «ustoychivoe razvitie» 2018–2019 gg.) [Information Resources in Network Space (typological analysis illustrated by the subject ‘sustainable development’ 2018–2019)]. Vestnik Volzhskogo universiteta im. V. N. Tatishcheva [Bulletin of the Volzhskiy Tatischev University], 2019, Vol. 1, No. 4, pp. 190–196. (In Russ.). Available at: https://cyberleninka.ru/article/n/informatsionnye-resursy-v-setevom-prostranstve-tipologicheskiy-analiz-na-primere-tematiki-ustoychivoe-razvitie-2018-2019-gg (accessed 11.03.2021).
6. Study: Personalized Emails Deliver 6X Higher Transaction Rates, but 70% of Brands Fail to Use Them. Available at: https://marketingland.com/study-70-brands-personalizing-emails-missing-higher-transaction-rates-revenue-73241
Review
For citations:
Melekhova A.S. Realizing Strategic Approach in E-mail Marketing. Vestnik of the Plekhanov Russian University of Economics. 2021;(3):178-187. (In Russ.) https://doi.org/10.21686/2413-2829-2021-3-178-187
Views:
523
Email this article 