IDENTIYING HOMOGENOUS CUSTOMER SEGMENTS FOR LOW RISK EMAIL MARKETING EXPERIMENTS

George Sammour, Benoît Depaire, Koen Vanhoof, Geert Wets

2009

Abstract

Research in email marketing is divided into two broad areas spam and improving response rate. In this paper we propose a methodology which allows companies to experiment with their email campaigns to increase the campaigns’ response rate, This methodology is particularly suited for companies that are reluctant to experiment with their customer’s data fearing a drop of the response rate due to unsuccessful changes of the email campaign. The goals of this research have been achieved in two steps. Firstly, homogenous groups of customers are identified, eliminating largely any hindering heterogeneity. Secondly, customers that are not clicking and/or having a low click rate within their homogenous groups are identified.

Paper Citation

in Harvard Style

Sammour G., Depaire B., Vanhoof K. and Wets G. (2009). IDENTIYING HOMOGENOUS CUSTOMER SEGMENTS FOR LOW RISK EMAIL MARKETING EXPERIMENTS . In Proceedings of the 11th International Conference on Enterprise Information Systems - Volume 4: ICEIS, ISBN 978-989-8111-87-6, pages 89-94. DOI: 10.5220/0001987200890094

in Bibtex Style

@conference{iceis09,
author={George Sammour and Benoît Depaire and Koen Vanhoof and Geert Wets},
title={IDENTIYING HOMOGENOUS CUSTOMER SEGMENTS FOR LOW RISK EMAIL MARKETING EXPERIMENTS},
booktitle={Proceedings of the 11th International Conference on Enterprise Information Systems - Volume 4: ICEIS,},
year={2009},
pages={89-94},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0001987200890094},
isbn={978-989-8111-87-6},
}

in EndNote Style

TY - CONF
JO - Proceedings of the 11th International Conference on Enterprise Information Systems - Volume 4: ICEIS,
TI - IDENTIYING HOMOGENOUS CUSTOMER SEGMENTS FOR LOW RISK EMAIL MARKETING EXPERIMENTS
SN - 978-989-8111-87-6
AU - Sammour G.
AU - Depaire B.
AU - Vanhoof K.
AU - Wets G.
PY - 2009
SP - 89
EP - 94
DO - 10.5220/0001987200890094