Evaluating the Role of Executive Tactics in Promotional EmailMarketing

The success of e-mail marketing starts when individuals are involved in the opening-forwarding process, therefore, it is vital to understand the tactics that marketing managers applied in this process. In the current paper, we explore some executive tactics that marketing managers usually used, in order to growth the rate of responses and sales their marketing. The content analyses of the e-mail campaigns reveal that different tactics of format, address, subject lines, hyperlinks and interactivity are applied to initially attract customers' attention and then encourage further interest. Beside of these, In order to understand the underlying dynamics of the spam industry, in this article we examined develops a system dynamics model. The modeling process reveals that the system conforms to the limits-to-growth generic structure. Simulations suggest that filtering may have the unintended consequence of increasing the global amount of spam

کلیدواژه ها:

Marketing ، executive tactics ، Spam ، System dynamics