Realizing Strategic Approach in E-mail Marketing
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 topicalit...
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| Format: | Article |
| Language: | Russian |
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Plekhanov Russian University of Economics
2021-05-01
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| Series: | Вестник Российского экономического университета имени Г. В. Плеханова |
| Subjects: | |
| Online Access: | https://vest.rea.ru/jour/article/view/1102 |
| _version_ | 1797696525116112896 |
|---|---|
| author | A. S. Melekhova |
| author_facet | A. S. Melekhova |
| author_sort | A. S. Melekhova |
| collection | DOAJ |
| description | 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 |
| first_indexed | 2024-03-12T03:27:37Z |
| format | Article |
| id | doaj.art-18f496835a814d8fa27d52ed03fd637d |
| institution | Directory Open Access Journal |
| issn | 2413-2829 2587-9251 |
| language | Russian |
| last_indexed | 2024-03-12T03:27:37Z |
| publishDate | 2021-05-01 |
| publisher | Plekhanov Russian University of Economics |
| record_format | Article |
| series | Вестник Российского экономического университета имени Г. В. Плеханова |
| spelling | doaj.art-18f496835a814d8fa27d52ed03fd637d2023-09-03T13:30:03ZrusPlekhanov Russian University of EconomicsВестник Российского экономического университета имени Г. В. Плеханова2413-28292587-92512021-05-010317818710.21686/2413-2829-2021-3-178-187841Realizing Strategic Approach in E-mail MarketingA. S. Melekhova0Российский экономический университет имени Г. В. ПлехановаE-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 efficiencyhttps://vest.rea.ru/jour/article/view/1102e-mail-рассылкивиды рассылокэффективная коммуникациястратегияконтент-планцелевая аудитория |
| spellingShingle | A. S. Melekhova Realizing Strategic Approach in E-mail Marketing Вестник Российского экономического университета имени Г. В. Плеханова e-mail-рассылки виды рассылок эффективная коммуникация стратегия контент-план целевая аудитория |
| title | Realizing Strategic Approach in E-mail Marketing |
| title_full | Realizing Strategic Approach in E-mail Marketing |
| title_fullStr | Realizing Strategic Approach in E-mail Marketing |
| title_full_unstemmed | Realizing Strategic Approach in E-mail Marketing |
| title_short | Realizing Strategic Approach in E-mail Marketing |
| title_sort | realizing strategic approach in e mail marketing |
| topic | e-mail-рассылки виды рассылок эффективная коммуникация стратегия контент-план целевая аудитория |
| url | https://vest.rea.ru/jour/article/view/1102 |
| work_keys_str_mv | AT asmelekhova realizingstrategicapproachinemailmarketing |