The Influence of Email Marketing Practices on Customer Engagement

we introduce email marketing and its growing importance in digital marketing. The focus is on the shift towards personalization and segmentation. We highlight the research problem, which investigates the impact of email marketing on engagement metrics, with the goal of providing actionable insights to enhance strategies.

1. Email Marketing Core
Principles, Best Practices,
and Their Impact on
Customer Engagement
Student name
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2. Introduction
❑Email Marketing Overview: The relevance of the concept of
digital marketing, with specific reference to personalization,
segmentation, and other recommendable practices (Gold et al.,
2024).
❑Research Problem:Analysingthe impact of email marketing on
the main engagement indicators.
❑Significance: Providing practical tips on how organisationscan
increase email marketing
❑Effectiveness for greater audience interest.
❑Goal: Use of the audience data to increase knowledge about the
impact of the chosen email marketing promotion techniques on
interaction rate and campaign efficacy.

3. Background
Evaluation of email marketing
Evolution of Email Marketing: Replace
rather plain ‘buy now’ type of emails with
more advanced targeted marketing
initiatives (High Impact content marketing,
2023).
Critical Theories: The hierarchy of effects
and the AIDA model are some classical
models used to understand consumers’
attitudes and behaviour.
Key Terms: The following are currently
given specific definitions: ‘Email marketing’,
‘Customer engagement’, ‘Open rate’, ‘Click
through rates', and ‘Conversion rates’.

4. Literature review
Literature
Review
Identified gap
❑Little research has been done concerning the
combined impact of many practices that are
considered best in email marketing.
❑That is why the majority of existing research is
dedicated to the nature of single characteristics
(e.g., personalisation, and time factor), while the
interdependence between these characteristics
is often overlooked.
❑There is a lack of studies on how integrating the
use of several practices highlighted here as
being best will enhance participation.
Effectiveness of Email Marketing:
❑Various studies prove that personalisationand
segmentation boost the efficiency of e-mail
marketing.
❑Browse through the works done in this field,
revealing how delivering more relevant content
can enhance the open, click-through, and even
conversion rates.
❑Some of the findings showed that personalizing
emails helps double or even triple transaction
rates compared to non-personalization.
Focus of the current study
❑It aims to give a broad account of the principles
of email marketing and evaluate the
effectiveness of employing the best practices in
combination.
❑This study seeks to address some of the
research limitations by evaluating the effects of
integrated multiple methods of email marketing
on significant measures.
Theoretical framework
Technology Acceptance Model (TAM):
Examines the relationship between perceived
usefulness and perceived ease of use and the use
of email marketing technologies(Liesa-Orúset al.,
2022).
Customer Engagement Cycle: Looks at the
different levels of interest from a ‘getting to know
you’ level through to loyalty and how email
marketing can assist in this.

5. Research objectives
Personalaizationand segmentation
Measure the effectiveness of personalisationand
segmentation in the context of engagement rate indicators
like open rate, click-through rate, and conversion rate.
Best practice
Recogniseand investigate best practices for using e-mail
promotion to increase customer interaction(Ligarabaet al.,
2023)).
Customer loyalty
Evaluate the established email marketing strategies' impact on
existing and potential customers to demonstrate their utility in the
long run.

6. Research questions / Hypothesis
Hypothesis
Research
questions
Personalisedand segmented
communications are hugely more
effective than non-personalized
and non-segmented
communications in that they
register much higher engagement
and conversion rates.
❖How do personalisationand
segmentation affect the
emails' open and click-through
rates in marketing campaigns?
❖Which techniques allow for
the highest engagement of
customers via email
campaigns?

7. Methodology
Approach
Data collection using both qualitative and quantitative questionnaires
for an integrated research approach.
Data Collection:
Quantitative: Data from up to 450 global (email) marketing campaigns
(e.g. open rates, click-through or conversion rates).
Qualitative: Surveys among other marketing experts in order to get an
understanding of current methods and approaches.
Analysis:
Regression analysis of quantitative data to analysethe correlation of
personalisation, segmentation, and engagement metrics.
The thematic approach of collecting qualitative data through
interviews is a way of finding the experts' themes and response
patterns.
Study Population:
Mailing list managers, advertising designers, web content developers,
and integrated marketing communication specialists(Integrated
Marketing Communication, 2023).
Tools:
Applications for the collection and analysis of email data.
Documentation of structured interviews aimed at elicitatinga
qualitative experience with professionals.

8. Outcomes
Here are some tips on personalization,
segmentation, and the correct
moments for sending emails to avoid
low response rates(Hangasjärvi,
2024).
Practical Application
Offer practical recommendations
for marketers to improve the email
marketing standards and increase
clients’ interaction and success
rates.
Contribution
Anticipated to show the effect of
personalisation, segmentation, and timing
of email marketing campaigns in the levels
of open rates and conversions.
Key findings
Yield variability by industry might
post a threat to this result’s
generalizability.
Possible sources of bias arising
from the use of questionnaires and
interviews in which the
respondents are marketing
professionals.
Limitation

9. References
❖Gold, N., Egieya, N. Z. E., Ikwue, N. U., Udeh, A., Adaga, M., DaraOjimba, D., &
Osato, N. (2024). Leveraging Big Data for Personalized Marketing campaigns: a
Review. International Journal of Management & Entrepreneurship Research, 6(1),
216–242. https://doi.org/10.51594/ijmer.v6i1.778
❖Hangasjärvi, A. (2024). Influencing Consumer Response in Email Marketing.
https://helda.helsinki.fi/server/api/core/bitstreams/4e31e1c4-4554-4f52-a40e-
f966870e7783/content
❖High-Impact Content Marketing. (2023). Google Books.
https://books.google.com/books?hl=en&lr=&id=FgHGEAAAQBAJ&oi=fnd&pg=PP1&d
q=Replace+rather+plain+%E2%80%98buy+now%E2%80%99+type+of+emails+with+
more+advanced+targeted+marketing+initiatives.+&ots=KY6pmSuxxK&sig=khccnjZo-
IixvWPyH7XsvnN3baI
❖Integrated Marketing Communication. (2023). Google Books.
https://books.google.com/books?hl=en&lr=&id=tPDIEAAAQBAJ&oi=fnd&pg=PP1&dq
=Mailing+list+managers
❖Liesa-Orús, M., Latorre-Cosculluela, C., Sierra-Sánchez, V., & Vázquez-Toledo, S.
(2022). Links between ease of use, perceived usefulness and attitudes towards
technology in older people in university: A structural equation modelling approach.
Education and Information Technologies, 28. https://doi.org/10.1007/s10639-022-
11292-1
❖Ligaraba, N., Chuchu, T., & Nyagadza, B. (2023). Opt-in e-mail marketing influence on
consumer behaviour: A Stimuli–Organism–Response (S–O–R) theory perspective.
Cogent Business & Management, 10(1).
https://doi.org/10.1080/23311975.2023.2184244

10. THANK YOU