IDENTIYING HOMOGENOUS CUSTOMER SEGMENTS FOR LOW RISK EMAIL MARKETING EXPERIMENTS

George Sammour; Benoît Depaire; Koen Vanhoof; Geert Wets

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Paper

IDENTIYING HOMOGENOUS CUSTOMER SEGMENTS FOR LOW RISK EMAIL MARKETING EXPERIMENTS

Topics: Case Studies on Electronic Commerce

In Proceedings of the 11th International Conference on Enterprise Information Systems - Volume 4: ICEIS, 89-94, 2009 , Milan, Italy

Authors: George Sammour ; Benoît Depaire ; Koen Vanhoof and Geert Wets

Affiliation: Hasselt University, Belgium

Keyword(s): Email marketing, Permission marketing, Response rate, Click rate.

Related Ontology Subjects/Areas/Topics: Case Studies ; Health Engineering and Technology Applications ; Neural Rehabilitation ; Neurotechnology, Electronics and Informatics ; Simulation and Modeling ; Simulation Tools and Platforms

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.

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Paper citation in several formats:

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; ISSN 2184-4992, SciTePress, pages 89-94. DOI: 10.5220/0001987200890094

@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},
issn={2184-4992},
}

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
IS - 2184-4992
AU - Sammour, G.
AU - Depaire, B.
AU - Vanhoof, K.
AU - Wets, G.
PY - 2009
SP - 89
EP - 94
DO - 10.5220/0001987200890094
PB - SciTePress