Using Data Mining To Personalize The E-mail Marketing Programs
Author(s)
A. Vana
Abstract
Using data mining to personalize the e-mail
marketing programs
A. Vana
University of St. Gallen, Switzerland
Abstract
The paper gives an insight into the automated e-mail personalization principles
used by the e-mail personalization software, and proposes a data mining model
for increasing the relevance and targeting levels of the e-mail marketing content.
Constituting rather a research question than an answer, the model can be used for
further in-depth development and practical implementation of data mining in the
organizational e-mail marketing programs.
1 Introduction to the one-to-one e-mail relationships
Being able to conduct a profitable one-to-one relationship with every one of the
hundreds, thousands or millions of known customers is the dream of every
marketer and probably of many managers from other company areas as well.
Creating the personal bond with the customer will retain her for longer and she
will engage in a long-lasting relationship, increasing the share of her wallet
allo
Keywords
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