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Cited by 145Digital Marketing and Social MediaCustomer churn and segmentationConsumer Market Behavior and Pricing

The DOI matches its Crossref record; 32 of the 32 references it cites were found in a registry or an index.

Dynamically Managing a Profitable Email Marketing Program

Zhang, Xi (Alan), Kumar, V., Cosguner, Koray·2017·Journal of Marketing Research
DOI 10.1509/jmr.16.0210
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Abstract

Although email marketing is highly profitable and widely used by marketers, it has received limited attention in the marketing literature. Extant research has focused on either customers’ email responses or the “average” effect of emails on purchases. In this article, the authors use data from a U.S. home improvement retailer to study customers’ email open and purchase behaviors by using a unified hidden Markov and copula framework. Contrary to conventional wisdom, the authors find that email-active customers are not necessarily active in purchases, and vice versa. Furthermore, the number of emails sent by the retailer has a nonlinear effect on both the retailer's short- and long-term profitability. Through a counterfactual study, the authors provide a decision support system to guide retailers in making optimal email contact decisions. This study shows that sending the right number of emails is vital for long-term profitability. For example, sending four (ten) emails instead of the optimal number of seven emails can cause the retailer to lose 32% (16%) of its lifetime profit per customer.

Overview

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Crossref · 10.1509/jmr.16.0210

Cites

32 of 32 references verified0 citation errors · 0 not checkable

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Citations

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Research works printed but not linked: 3

  1. Godin Seth, 1999, Permission Marketing: Turning Strangers into Friends and Friends into Consumers
  2. Gumbel E.J., 1960, Publications de l'Institut de Statistique de l'Universite de Paris, 9, 171
  3. Sklar A., 1959, Publications de l'Institut de Statistique de l'Universite de Paris, 8, 229

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Metadata

Authors
Zhang, X. (., Kumar, V., & Cosguner, K.
Affiliations
  • University of Toledo (US)
  • Indian School of Business (IN)
  • Georgia State University (US)
Corresponding author
  • Zhang, Xi (Alan)
  • Kumar, V.
  • Cosguner, Koray
ORCID
Venue
Journal of Marketing Research
Publisher
SAGE Publications
Published
2017-12
Volume
54
Issue
6
Pages
851-866
ISSN
  • 0022-2437 (ISSN-L)
  • 1547-7193
DOI
10.1509/jmr.16.0210
OpenAlex
W2587032255
Semantic Scholar
1e137fd9a6e30ffe27afb433daf2b83b513a342c
Cited by
145
References
32
Citations by year
2026: 10 · 2025: 14 · 2024: 16 · 2023: 40 · 2022: 21 · 2021: 15 · 2020: 12 · 2019: 7 · 2018: 6 · 2017: 3
FWCI
19.57
Type
journal article
Language
en
Open access
closed
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations
  • Journal of Marketing Research (publishedVersion)
  • Digital Eprints Services at ISB (DESI) (Indian School of Business) (submittedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
  • Social Sciences › Business, Management and Accounting › Marketing › Customer churn and segmentation
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
Keywords
email marketing, email open rates, purchase behavior, home improvement retail, hidden Markov models, copulas, counterfactual analysis, decision support system

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