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Digital Marketing Applications

Edited By Hatice Aydin

To understand digital marketing, it is necessary to understand what its origin is, how it develops, and which applications it is strengthened by. This volume examines the concept of digital marketing, which constitutes a new agenda in discussions on marketing and has new applications and trends. The contributions give an overview about important technologies behind digital marketing and cover deep studies from marketing discipline that evaluate digital marketing, applications, and new trends.

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5 E-Mail Marketing

Extract

Leyla Gödekmerdan Önder

5   E-Mail Marketing

Introduction

Recent technological developments have rapidly attained a place in the lives of both enterprises and consumers. Preferences, behaviors, and habits of consumers have changed with the technology, which has become an indispensable part of the daily life. The enterprises which desire to keep pace with this change have turned to different marketing techniques. With the Internet becoming one of the most used communication instruments, marketing through electronic mail, which is one of the most significant direct marketing tools, has turned out to be an efficient way of communicating with the consumers. In this chapter, information is given regarding how e-mail is used as a marketing tool as well as its advantages and disadvantages. Furthermore, the way an e-mail campaign process is prepared is also addressed in this chapter.

1 Definition of E-mail Marketing

E-mail services were developed in 1971 in order to communicate via the Internet. An e-mail address is required for a user to be able to utilize e-mail. Today, many internet portals provide worldwide internet users with free e-mail addresses, and use of e-mail has shown a rapid increase in the world (Deniz, 2002: 2). Forecasts regarding the number of worldwide e-mail users between 2015 and 2019 are shown in Tab. 5.1.

Tab. 5.1: Worldwide E-mail Accounts and User Forecast (M), 2015–2019. Source: E-mail statistics report, 2015–2019, The Radicati Group, Inc.



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