| dc.description.abstract | How to group members into clusters, and send customized emails to members in different clusters, is an important problem in eMail Marketing Systems. This will not only reduce email traffics and cost for the business, but will also reduce members’ resentment to untargeted and unwelcome mailings, potentially resulting in cancelling subscription or reporting the mailing as spam.
This study enlisted a major client for an e-marketing company, chosen the RFM model as the basis of a email marketing campaign, and attempted to verify if the RFM model can act as an effective approach to customer value analysis. In addition, this study also attempted to examine whether differences in email layout and receiving devices would influence the effectiveness of the mailings.
Analysis reveals that the top 40% loyal members accounted for 75% of the total numbers of mails read, 72% of total numbers of clicks, and 92% of the total value of purchases. This shows that the model is well suited as an effective e-marketing tool, and can also support the businesses in mastering important customers and in the allocation of marketing resources. Furthermore, results also reveal that in view of the rise of mobile devices, emails with simpler content layout have a higher open rate by mobile device users, but the click through rate is lower, probably due to the limited information content that can be displayed on the smaller screens. Finally, 27% of the members used mobile devices to read mails, suggests that mobile device has become an important channel, that shopping sites need to strengthen the m-commerce mechanisms, in order to increase purchases. | en_US |