Search Results (7)

Most people struggle to articulate the reasons why a promotional email they are exposed to influences them to make a purchase. Marketing experts and companies find it beneficial to understand these reasons, even if consumers themselves cannot express them, by using neuromarketing tools, specifically the technique of eye tracking. This study analyses various types of email campaigns and their metrics and explores neuromarketing techniques to examine how email recipients view promotional emails. This study deploys eye tracking to investigate and also verify user attention, gaze, and behaviour. As a result, this approach assesses which elements of an email influence consumer purchasing decisions and which elements capture their attention the most. Furthermore, this study examines the influence of salary and the multiple-choice series of emails on consumer purchasing choices. The findings reveal that only the row that people choose to see in an email affects their purchasing decisions. Regarding promotional emails, the title and brand play a significant role, while in welcome emails, the main factor is primarily the title. Through web eye tracking, it is found that, in both promotional and welcome emails, large images captivate consumers the most. Finally, this work proposes ideas on how to improve emails for similar campaigns. Full article

As the esports industry grows, marketing campaigns for fast food, soft drinks, alcoholic and energy drinks, and dietary supplements at related events intensify. Portuguese and Brazilian esports players’ dietary patterns remain unexplored. This study aimed to characterize the dietary and gaming habits of esports players. We applied an anonymous, open online survey to a convenience sample of esports players that included the PREDIMED and the Internet Gaming Disorder Scale. The survey was shared through email and social media platforms, including Facebook, Twitter, Instagram, Discord, WhatsApp, and Twitch. The sample (n = 579) was predominantly male (91.4%), averaged 26.1 (SD = 7.0) years, and 25.9 (SD = 5.5) kg/m². Most reported a weak (53.7%) adherence to the Mediterranean diet. Almost a third (32.3%) consumed dietary supplements. Our sample presented a low adhesion to the Mediterranean dietary pattern, low consumption of fruit and vegetables, and high consumption of fast food, red and processed meat, soft drinks, and dietary supplements, including caffeine-based supplements. Dietary supplement consumption was related to a higher adhesion to the Mediterranean diet, and a higher level of professionalization and internet gaming disorder correlated with a lower adhesion. In conclusion, we infer that Portuguese and Brazilian esports players follow an unbalanced diet. Full article

Email marketing plays a key role in business communications and is one of the most widely used applications by consumers. The literature review points to several determinants that, when applied, increase the open rate of newsletters. This research evaluates the impact of six determinants of persuasion on the opening rate of a newsletter in the hotel industry. The determinants are the day of sending, the time of sending, subject line personalization, scarcity appeal, curiosity appeal, and authority figure. The chosen methodology focused on real experiments, using a high-end luxury hotel, and the respective customer database. The newsletter was sent to the subscriber list, where one part received the control and the other part received a variant with the test version. Ten A/B tests were conducted for each determinant. The results obtained were not in line with what is indicated in the literature review. Although the literature review yielded results that showed that the application of determinants increased the open rate of newsletters, this study obtained findings to the opposite and did not confirm what was prescribed by the reviewed literature. The results of the A/B tests were conclusive and revealed that the determinants did not increase the open rate of newsletters. Full article

The goal of an email service provider company is to send out a large number of emails to help its clients realise successful email marketing activities. Thousands of emails sent every minute need to be analysed in real time to reduce spam or phishing. The paper describes a method that uses real-time tracking of key campaign metrics such as the opens count, clicks count, hard bounces count, etc., to identify campaigns that should be stopped because they can be classified as spam or phishing. The key point of this solution is that we do not analyse email content. Nevertheless, the proposed neural networks are highly effective—the F1-score is above 0.95 for any used sample. Furthermore, the approach allows us to use the same model regardless of the language of an email. The method was developed and verified in collaboration with Freshmail, a leading provider of email marketing services in Poland. Validation of the method on real data provided by the company confirmed its high effectiveness. Full article

In the digital world, the demand for better interactions between subscribers and companies is growing, creating the need for personalized and individualized experiences. With the exponential growth of email usage over the years, broad flows of campaigns are sent and received by subscribers, which reveals itself to be a problem for both companies and subscribers. In this work, subscribers are segmented by their behaviors and profiles, such as (i) open rates, (ii) click-through rates, (iii) frequency, and (iv) period of interactions with the companies. Different regressions are used: (i) Random Forest Regressor, (ii) Multiple Linear Regression, (iii) K-Neighbors Regressor, and (iv) Support Vector Regressor. All these regressions’ results were aggregated into a final prediction achieved by an ensemble approach, which uses averaging and stacking methods. The use of Long Short-Term Memory is also considered in the presented case. The stacking model obtained the best performance, with an R${}^2$ score of 0.91 and a Mean Absolute Error of 0.204. This allows us to estimate the week’s days with a half-day error difference. This work presents promising results for subscriber segmentation based on profile information for predicting the best period for email marketing. In the future, subscribers can be segmented using the Recency, Frequency and Monetary value, the Lifetime Value, or Stream Clustering approaches that allow more personalized and tailored experiences for subscribers. The latter tracks segments over time without costly recalculations and handles continuous streams of new observations without the necessity to recompile the entire model. Full article

Companies use social business intelligence (SBI) to identify and collect strategically significant information from a wide range of publicly available data sources, such as social media (SM). This study is an SBI-driven analysis of a company operating in the insurance sector. It underlines the contribution of SBI technology to sustainable profitability of a company by using an optimized marketing campaign on Facebook, in symmetry with a traditional e-mail campaign. Starting from a campaign on SM, the study identified a client portfolio, processed data, and applied a set of statistical methods, such as the index and the statistical significance (T-test), which later enabled the authors to validate research hypotheses (RH), and led to relevant business decisions. The study outlines the preferences of the selected group of companies for the manner in which they run a marketing campaign on SM in symmetry with an e-mail-run campaign. Although the study focused on the practical field of insurance, the suggested model can be used by any company of any industry proving that BI technologies is the nexus of collecting and interpreting results that are essential, globally applicable, and lead to sustainable development of companies operating in the age of globalization. The results of the study prove that symmetrical unfolding (time and opportunity symmetry) of SM marketing campaigns, and using email, could lead to better results compared to two separate marketing campaigns. Moreover, the outcomes of both campaigns showed convergence on SBI platforms, which led to higher efficiency of management of preferences of campaign beneficiaries in the insurance sector. Full article

The purpose of this paper is to present fuzzy reasoning as a formal tool for determining the differences in perception of individual communication channels by customers. These differences in customer perception are important for micro-enterprises to develop an effective green advertising campaign. These kinds of enterprises are not able to conduct their own extensive marketing research or use the service of marketing agencies. Micro-enterprises are the cornerstone for sustainable local economic growth where the community plays an irreplaceable role for sustainable development. Marketing communication is unique and complex because it focuses on feelings, moods, and personal preferences. The main problem is the uncertainty of this input data which makes it difficult to develop effective green advertising campaigns. Fuzzy sets and fuzzy reasoning are used to make verbal descriptions suitable for computer applications. A fuzzy pairwise similarity is used in this paper. The case study has eight relevant variables/marketing communication media, e.g., e-mailing, social networks, web pages, text messaging, newspapers, phone calls, posters and radio, and five segments of respondents selected by age. Each segment is presented as a fuzzy conditional statement. A set of fuzzy pairwise similarities is generated. Full article