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La efectividad en el e-mail marketingEntendiendo el marketing como el desarrollo de una relacion con el cliente que
eventualmente favorezca la venta del producto o servicio (Baggott, 2011), los
anunciantes evaluan cada medio de comunicacion empleado para determinar tanto su Denmark Phone Number  database providers

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efectividad en la comunicacion del mensaje deseado como en el fomento de las
actitudes y comportamientos que la marca desea incentivar en el consumidor. En purchase  Denmark Phone Number  database lists
medios de comunicacion unidireccionales es habitual utilizar muestras de la poblacion
objetivo para este fin, si bien es muy dificil determinar la influencia concreta de cada
medio (Lodish et al., 1995). Los medios bidireccionales permiten determinar una serie
de objetivos intermedios directamente medibles con relativa precision, y que posibilitan
determinar la calidad de interaccion del consumidor con la comunicacion.  Denmark Phone Number customers database
En el caso del e-mail marketing, los objetivos intermedios mas estudiados han sido la
apertura del correo (p.ej. Andersson et al., 2014; Balakrishnan & Parekh, 2015; Bonfrer
& Dreze, 2009; San-Jose-Cabezudo & Camarero-Izquierdo, 2012), la utilizacion de
algun enlace del mismo para acceder a la web corporativa (p.ej. Bonfrer & Dreze, 2009;
Rettie & Chittenden, 2003; White, Zahay, Thorbjornsen, & Shavitt, 2008) y la
realizacion del objetivo final perseguido por el anunciante en la comunicacion -como
una compra online- (p.ej. Reichhart, Pescher, & Spann, 2013; Sigurdsson et al., 2013;

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Wu, Li, & Liu, 2016). Asi, la industria ha seleccionado variables clave que permiten Denmark Phone number database  
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evaluarlos, como la tasa de apertura -porcentaje de correos abiertos del total de correos
enviados-, la tasa de clic o CTR -porcentaje de correos en los que el receptor ha
seguido un enlace sobre el total de correos enviados- o la tasa de conversion –
porcentaje de suscriptores que realizaron la accion perseguida tras recibir el correo.
1.2.2.1 Factores de influencia en el e-mail marketing
Con el objetivo de determinar los factores que pueden tener influencia en cada una de  Denmark Phone Number business database
estas variables se han realizado investigaciones tanto a nivel academico como
corporativo. Algunas de las variables con mayor impacto, de acuerdo a los ejecutivos de
marketing, son: la linea de asunto, la frecuencia de envio, la longitud del e-mail, la
presencia de ilustraciones, el titular, el texto, la presencia del logo de la compania,
enlaces, elementos interactivos -como botones para cancelar la subscripcion-,
animaciones y elementos personalizados -por ejemplo, la inclusion del nombre del
receptor- (Ellis-Chadwick & Doherty, 2012), elementos especificos del contenido como
el tipo de incentivo ofrecido al cliente, o la segmentacion de la base de datos utilizada
para incrementar la relevancia de la comunicacion (Chittenden & Rettie, 2003). Dada la
elevada cantidad de potenciales factores de influencia, resulta necesario agruparlos en Denmark Phone number database  
categorias que permitan sistematizar su analisis.
En primer lugar, se considera el momento en el que el consumidor se enfrenta a su
bandeja de entrada de correo. En este escenario podemos encontrar algunas de las
variables mencionadas anteriormente; en concreto, los elementos directamente visibles
del correo, esto es, la informacion que en ese momento es accesible sin realizar ninguna
accion adicional. Estos elementos son relevantes puesto que son los unicos disponibles
para efectuar un primer juicio sobre la pertinencia de interactuar con el correo
(Micheaux, 2011). En la mayoria de clientes de e-mail, estos elementos se limitan al  Denmark Phone Number business database
remitente y la linea de asunto.
Una vez el consumidor ha decidido abrir el correo, se le revela el contenido del e-mail
en si; esto es, el cuerpo del correo que contiene el texto, las imagenes, los enlaces, etc.
Estos componentes no apreciables hasta que el correo ha sido abierto se consideran
elementos no directamente visibles en el contexto de esta investigacion, y han sido
tradicionalmente el conjunto mas estudiado en los analisis de efectividad (p.ej. Carmen
& Nicolae, 2010; Chang, Rizal, & Amin, 2013; Mogos & Acatrinei, 2015; San-Jose-
Cabezudo & Camarero-Izquierdo, 2012).
El momento en el que un correo ha sido enviado puede influir en su efectividad (Barnes,
2002; Ellis-Chadwick & Doherty, 2012), puesto que influye la disposicion animica o la
cantidad de tiempo disponible del usuario cuando evalua su relevancia. Asi, este puede
decidir ignorarlo si lo consulta a primera hora de un dia laborable junto con muchos
otros correos enviados durante la noche, o prestarle atencion si lo consulta durante la Denmark Phone number database  

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tarde del fin de semana. Ademas de variables temporales basicas como el dia y la hora
de envio, el numero de e-mails enviados por el mismo remitente en los dias anteriores purchase  Denmark Phone Number  database lists
tambien pueden inclinar la actitud del usuario en una u otra direccion, y contribuir a que
este decida ignorar las comunicaciones de una determinada compania cuando considere
que son demasiado persistentes (Haq, 2009). Estos elementos compondran el conjunto
de variables temporales de esta tesis doctoral.
Finalmente, consideraciones contextuales como la personalizacion de la comunicacion o
la creacion de determinados segmentos -a los que se envian comunicaciones diferentes
adaptadas a sus caracteristicas particulares- tienden a incrementar la relevancia del
contenido y, por tanto, a aumentar las probabilidades de que el consumidor interactue
con los e-mails (Bawm & Nath, 2014). Un ejemplo de esto seria la creacion de  Denmark Phone Number business database
segmentos en la base de datos de un banco en funcion de la edad de los suscriptores: se
logra una comunicacion mas relevante si las hipotecas protagonizan las comunicaciones
para el segmento mas joven, y los productos de ahorro y planes de pensiones los envios
al segmento mas senior.
Por tanto, la presente investigacion utilizara estas cuatro categorias a la hora de
clasificar los diferentes factores de influencia en la efectividad del e-mail marketing:
elementos directamente visibles, no directamente visibles, temporales y contextuales. Denmark Phone number database  
1.2.3 Introduccion a la teoria de la jerarquia de efectos
Desde la creacion del marketing y el comienzo de la inversion en publicidad como
metodo para dar a conocer los beneficios de un determinado producto, una de las
principales prioridades de los anunciantes ha sido encontrar maneras de evaluar los
resultados de las campanas de medios. Multiples aproximaciones han tratado de dar
respuesta a este problema, si bien no existe un consenso en la comunidad cientifica
respecto a manera mas adecuada de medir la efectividad publicitaria (Moriarty, 1983).
El objetivo final de las campanas de publicidad es generar ventas para la compania
(Kotler & Keller, 2012). Las acciones de marketing no alcanzan este fin de manera
inmediata, sino que logran objetivos intermedios como incrementar la notoriedad de una

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marca entre consumidores que la desconocen, o la difusion de sus beneficios especificos
entre los que ya la conocen, objetivos que eventualmente acercan al consumidor al Denmark Phone Number  database Profile
momento de la compra y, por tanto, generan un incremento de ventas (Lavidge &
Steiner, 1961).
Utilizando como base el mismo principio, las teorias de jerarquia de efectos postulan
que las diferentes interacciones entre el consumidor y la marca hacen atravesar a este a
traves de una serie de estadios cada vez mas cercanos al objetivo final del anunciante,
generalmente la venta del producto (Rehman, Javed, Nawaz, Ahmed, & Hyder, 2014).
Es por ello que los modelos de jerarquia de efectos han sido utilizados recurrentemente
CAPITULO 1 – INTRODUCCION
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por la industria y la comunidad investigadora para abordar el analisis de la efectividad
de la publicidad (Bauman et al., 2008; Jagpal, 1981; Smith, Chen, & Yang, 2008).
1.2.3.1 El modelo AIDA Denmark Phone number database  
El modelo AIDA (Atencion, Interes, Deseo, Accion), tal vez el mas popular de los
modelos que emplean la teoria de jerarquia de efectos, se remonta a finales de siglo
XIX, momento en el que Elias St. Elmo Lewis desarrolla una guia para vendedores en la
que identifica atencion, interes y deseo como las sucesivas etapas que atraviesa un
potencial comprador conforme se acerca a la adquisicion de un producto (Strong, 1925). Denmark Phone Number  database Profile
Posteriormente, el mismo Lewis anade una fase final -accion- que pretende reflejar el
momento de la compra (Strong, 1925).
A lo largo de las siguientes decadas, multiples autores anaden y eliminan etapas en un
intento de explicar de manera mas precisa el comportamiento del consumidor o
incorporar los sucesivos adelantos tecnologicos, generando variaciones como AICA,
AIDAS, AICCA o IADCA (Barry & Howard, 1990; Wijaya, 2015). Pese a su aparente
simplicidad, AIDA ha sobrevivido a las sucesivas transformaciones que los medios de
comunicacion han experimentado durante los siglos XX y XXI, y resulta una
herramienta adecuada para abordar el estudio de la efectividad en el marketing digital
(Ashcroft & Hoey, 2001). buy  Denmark Phone Number database online

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1.2.3.1.1 AIDA en el e-mail marketing
Existe un notable paralelismo entre las fases que atraviesa un consumidor en sus
interacciones con el e-mail marketing -identificables a traves de las acciones de purchase  Denmark Phone Number  database lists
apertura del correo, utilizacion de los enlaces incluidos en el texto y realizacion de la
accion perseguida, y medibles a traves de las tasas de apertura, clic y conversion- y las
diferentes etapas del modelo AIDA. De hecho, los modelos propuestos hasta la fecha
para el estudio del e-mail marketing (Bawm & Nath, 2014; Rettie & Chittenden, 2003)

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tienen un caracter procesal similar a AIDA, debido a la naturaleza fundamentalmente
lineal inherente a las interacciones con este canal. Denmark Phone number database  
AIDA puede aplicarse al estudio del marketing digital sin modificaciones (Ashcroft &
Hoey, 2001) y de hecho grandes companias de la industria digital como Google lo
integran en la estructuracion de sus productos (Flores, 2014). As a result, the product
pertinente utilizar el modelo AIDA como un soporte sobre el que articular el estudio de
la efectividad del e-mail marketing.
1.2.4 Introduccion a las influencias culturales en el comportamiento del
consumidor
La progresiva globalizacion y el crecimiento exponencial del numero de mercados a las
que las empresas pueden acceder gracias al comercio electronico han incrementado las
CAPITULO 1 – INTRODUCCION
9
oportunidades de negocio, pero tambien la complejidad a la hora de comprender los
habitos y preferencias de los consumidores. Asi, la expansion geografica que la venta
online posibilita ha tenido como consecuencia un aumento de la variedad de perfiles de
comprador. Si bien medidas socioeconomicas tradicionales como el PIB y renta per Denmark Phone Number  database Profile
capita han permitido realizar segmentaciones por paises, la paulatina convergencia de la
riqueza en mercados desarrollados no permite utilizarlas a la hora de explicar Denmark Phone number database  
diferencias de comportamiento. En este punto, las diferencias culturales son la unica
variable disponible (De Mooij, 2003).
La cultura, entendida como la programacion mental que diferencia a individuos de
diferentes grupos o categorias (Hofstede, Hofstede, & Minkov, 2010), se refleja en las
comunicaciones de marketing (Baack & Singh, 2007). La integracion de las diferentes
culturas nacionales en la comunicacion promocional trasciende la mera traduccion y
adaptacion del contenido al estandar social, y puede llegar a afectar a la forma de definir
el caracter de la marca, o a la eleccion de los beneficios del producto que resulta mas
adecuado comunicar. Por ejemplo, en las culturas con un enfoque mas individualista la
comunicacion promocional va encaminada a persuadir, mientras que en las tienen una
componente mas colectivista el objetivo es crear una relacion de confianza (De Mooij &
Hofstede, 2010). Esta influencia tambien se extiende al ambito digital, en el que pese a
la globalizacion del comercio electronico, los habitos de compra y factores que
determinan el atractivo de una pagina web tambien se ven influidos por la cultura (Jin,
2010), asi como la percepcion del consumidor de los elementos visibles de la publicidad  Denmark Phone Number  database leads
online (Liu, Sinkovics, Pezderka, & Haghirian, 2012).
Si bien las grandes companias transnacionales obtienen un volumen de ventas suficiente
en cada mercado como para justificar un estudio detallado de sus consumidores, las
pequenas empresas que abastecen a multiples mercados no pueden financiar este tipo de
estudios. Asi, resulta necesario acudir a modelos simplificados que permitan integrar de
manera eficiente las complejidades culturales en el estudio del comportamiento del
consumidor. Durante el periodo 2000-2014, las teorias mas utilizadas para este
proposito por los investigadores han estado dominadas por los modelos de dimensiones
culture (Timokhina, Wagner, & Urkmez in 2015).
1.2.4.1 Dimensiones culturales de Hofstede Denmark Phone number database  
De los multiples modelos de dimensiones culturales, el de Hofstede (2001) es el mas
utilizado por la comunidad cientifica a la hora de estudiar el impacto de las culturas
nacionales en el comportamiento del consumidor (Engelen & Brettel, 2011; Steenkamp,
2001; Timokhina et al., 2015; Zhang, Beatty, & Walsh, 2008) y, mas especificamente,
en la investigacion sobre comercio y negocios (Baack & Singh, 2007). Basado en
entrevistas realizadas a empleados de IBM en multiples paises en los anos sesenta y
setenta, el modelo original de Hofstede postula que las culturas de las diferentes
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naciones varian a lo largo de cuatro dimensiones (Hofstede, 1980): distancia al poder,  Denmark Phone Number  database leadsindividualismo/colectivismo, masculinidad/femineidad, y aversion a la incertidumbre.
Posteriores publicaciones anaden dos nuevas dimensiones al modelo -orientacion al
largo plazo e indulgencia/restriccion (Hofstede et al., 2010).
La efectividad del modelo de Hofstede es notable, puesto que las diferentes
puntuaciones de los paises a lo largo de estas dimensiones explican la mayoria de las
variaciones de consumo y comportamiento del consumidor entre naciones (De Mooij,

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2003). Su vigencia tambien esta demostrada, pues pese al tiempo transcurrido desde el
estudio inicial, multiples reproducciones modernas demuestran que, si bien los valores
absolutos de los paises han experimentado modificaciones, sus posiciones relativas en
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El modelo de Hofstede resulta apropiado para teorizar sobre los diferentes
comportamientos entre naciones (Baack & Singh, 2007; Steenkamp, 2001) y las Denmark Phone Number quality  database lists
diferencias en la utilizacion de medios de comunicacion online (Hermeking, 2006). Por
tanto, resulta pertinente incorporarlo al estudio de la efectividad en el e-mail marketing,
puesto que posibilita el analisis de la presencia de patrones culturales en el estudio de la
importancia relativa de cada uno de los factores de influenciant Denmark Phone number database  
of variable effects that occur in the course of these doctoral dissertations.
Additionally context-related considerations like personalization of communications or
the creation of segments to which various messages are being sent  Denmark Phone Number  database leads
customized to their specific features – can increase the value of
Content and, consequently increases the chance that consumers will engage
by email (Bawm & Nath, 2014). One example is the creation of
The bank’s database contains segments is based on the ages of the subscribers:
get a more relevant message in the case that mortgages are the main focus of the communication
for the younger age group for the younger segment, as well as savings products and pension plans are shipments
to the highest-ranking to the most senior. Denmark Phone Number  database listing
Thus, this study will make use of the four categories mentioned above when
categorize the different elements that influence the effectiveness of email marketing:
Directly visible, not directly visible temporal and context-specific elements that are visible, non-directly visible, temporary and contextual.
1.2.3 An introduction to the theories of effects hierarchy
Since the invention of marketing, and the start of investing in advertising, it has been a process of
way to promote the benefits of a particular product, or one of the
the top goal for advertisers is to identify ways to measure
the results of campaigns in media. Many approaches have been attempted to present Denmark Phone number database  
There is a solution to this issue however, there is no consensus among scientists.
on the best method to assess the effectiveness of advertising (Moriarty 1983).).

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The main goal of advertisements is to generate sales for the business.
(Kotler & Keller, 2012). Marketing actions don’t reach this goal in a
They are immediate, however they accomplish interim goals, such as making an
the brand name to people who are not aware of it, or its diffusion of its particular advantages
of those who are already aware of the concept, goals that will eventually will bring consumers closer to the
the time of purchase and thus, result in an growth in sales (Lavidge and
Steiner, 1961).
Based on the same principles as a foundation theories on hierarchy of effects make the same postulate Denmark Phone Number  database listing
that the various interactions between consumers and the brand cause it to undergo
through a sequence of stages that bring the advertiser closer to his ultimate target,
generally , the selling of the product (Rehman, Javed, Nawaz, Ahmed, & Hyder in 2014).
This is why the models of effects hierarchy are frequently used.
CHAPTER 1 – INTRODUCTION
8
from the research community to tackle the issue of analyzing the efficiency
of advertisement (Bauman and al. in 2008; Jagpal, 1981; Smith, Chen, & Yang in of advertising (Bauman et al., 2008; Smith, Chen,).
1.2.3.1 AIDA model AIDA model
The AIDA (Attention to, Interest, Desire and Action) model is perhaps the most well-known of all
models that employ the theory of hierarchy of effects is from the latter part of the century.
XIX at which point Elias St. Elmo Lewis provides a sales guide throughout the Denmark Phone number database  
It identifies interest, focus and desire are the various phases that people go through.
prospective buyer in the process of the purchase of a potential buyer as he approaches the purchase of a (Strong potential buyer as he approaches the purchase of a product (Strong, 1925).). buy  Denmark Phone Number database online

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Then, Lewis himself adds a final section – action which is designed to reflect the
date of purchase (Strong time of purchase (Strong).
In the years that followed many authors added and eliminated stages within the following decades.
try to explain more clearly consumer behavior , or Denmark Phone Number quality  database lists
include the technological advancements that have come along that have led to variations like AICA,

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AIDAS, AICCA or IADCA (Barry & Howard, 1990; Wijaya, 2015). However, despite his apparent
simple, AIDA has survived the numerous changes in media
communications have been experienced in both the 20th as well as 21st centuries. It is now a
an appropriate tool to tackle the research of effectiveness in the field of digital marketing
(Ashcroft & Hoey, 2001).
1.2.3.1.1 AIDA in email marketing
There is an amazing parallel between the phases that a buyer experiences during their
interactions with marketing via e-mail – identified by the actions of
Opening the message, using of the hyperlinks in the text, and then executing the Denmark Phone Number  database listing
the action taken, and quantifiable through click, opening and conversion rates- as well as the Denmark Phone number database  
different phases of different stages of AIDA different stages of the AIDA model. Actually models that are proposed up to now
to study the effects of e-mail marketing (Bawm and Nath 2014; Rettie & Chittenden 2003)
are characterized by a procedural aspect similar to AIDA due to the nature of it being fundamentally
linearity inherent to interactions with the channel.
AIDA is a tool that can be applied in the field of study on digital marketing with no modifications (Ashcroft and
Hoey 2001) and, in actuality, large companies operating in the digital sector like Google
Integrated into the design of their product (Flores included in the structuring of their products (Flores, 2014). Thus, it is apparent
It is important to utilize it is important to use the AIDA modeling as an basis for the research of
the effectiveness of the effectiveness of marketing via email.
1.2.4 Introduction to the influence of culture on behavior
Consumer
Globalization is progressing and the exponential growth in the market to which
the companies have access to thanks to electronic commerce have boosted the number of companies that can access electronic commerce.
CHAPTER 1 – INTRODUCTION
9
business opportunities however, there is also a lot of complex process of comprehending the Denmark Phone Number  database database
consumer preferences and habits. This is why the geographical expansion of the sale
The online platform has led to an increased number of profiles
buyer. However, traditional measures of socioeconomic status like GDP and income per
Capacity has enabled it to divide the world by country as well as it is a gradual process of convergence
Wealth in developed markets does not permit these markets to be used in explaining
behavioral differences. At the moment cultural differences are the only thing that can be said to exist.
available variable (De Mooij, 2003). Denmark Phone number database  
Cultural, as defined by mind-set that separates people from
various categories or groups (Hofstede, Hofstede, & Minkov in 2010) which are reflected in the
marketing communications (Baack and Singh 2007). The integration of various
Promoting communication based on national cultures is more than just translation
adapting the content to meet the social norm is a possibility, as it can alter the manner of the definition of
the personality of the brand or the decision to select benefits of the product that are the most important.
enough to be able for communication. For instance, in societies that are more individualistic,  Denmark Phone Number  database id list

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Promotional communications are geared towards convincing, and in these they also have a
Collectivist component, the aim is to build a bond with faith (De Mooij &
Hofstede, 2010). This influence also extends into the digital realm, which , despite Denmark Phone Number quality  database liststhe rise of global electronic commerce, buying habits and other factors that
The attractiveness of a website are also influenced by the culture (Jin, Denmark Phone Number  database database
2010) Also, the perception of consumers about the advertising’s visible elements
online (Liu, Sinkovics, Pezderka, & Haghirian, 2012).
Even though the largest transnational corporations are able to make a substantial amount of sales
in every market to justify an in-depth investigation of its customers, in each market to justify a detailed study of its customers,
small businesses with multiple markets can’t be able to finance this type of
studies. This is why it is important to use simplified models that facilitate the integration of
effectively, the cultural complexities of studying the behaviour of the
consumer. Between 2000 and 2014 the most widely used theories on this Denmark Phone number database  
The research goals of researchers have been driven by high-dimensional models
cultural (Timokhina, Wagner, & Urkmez, 2015).
1.2.4.1 Hofstede’s cultural aspects
Of the many models for cultural dimensions Hofstede’s (2001) is the one that stands out.
utilized by scientists in studying the impact of different cultures Denmark Phone Number  database database
on consumer behavior (Engelen & Brettel, 2011; Steenkamp,
2001 Timokhina and. (2015); Zhang, Beatty, and Walsh 2008) and specifically,
In research on business and trade (Baack & Singh, 2007). Based on
interviews with IBM employees from various countries during the 1960s as well as
Seventies, Hofstede’s first model posits that the different diverse cultures of the seventies
CHAPTER 1 – INTRODUCTION
10
Nations differ across four dimensions (Hofstede 1980) Power distance,
individualism/collectivism, masculinity/femininity, and uncertainty avoidance.
In subsequent publications, there are two additional dimensions of the models. orientation and
long-term and

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leniency/restriction (Hofstede et al., 2010).
Hofstede’s model’s effectiveness is noteworthy, as the two models are different.
Country scores in these dimensions account for the majority of the Denmark Phone number database  
the differences in consumption patterns and behaviour between countries (De Mooij,
2003). The validity of the study is also confirmed by the fact that despite the amount of years that have passed since
Initial study, multiple contemporary reproductions show that, despite the principles are still valid, they have been reaffirmed.
Absolute values of nations have been modified as have their relative positions Denmark Phone Number  database
the scales still hold (De Hofstede and Mooij, 2011,).
Hofstede’s model is suitable to theorize about the many
interactions between countries (Baack and Singh 2007, Steenkamp 2001) and
variations in the use of the internet media (Hermeking 2006). By
Therefore, it is important to include it in the research on the effectiveness of email marketing,
as it permits the investigation of the existence of cultural patterns when studying
relative importance of each one of the influencing factors
1.3.1 Definition of research issue
The proper plan and execution of email marketing campaigns is essential.
crucial to get the best outcomes. businesses invest
significant resources to measure and analyzing the outcomes of its efforts, and trying to
identify patterns that allow them to find elements to enhance the effectiveness of
opening or opening or. In this regard marketing departments also carry out Denmark Phone number database  
Experiments, like A/B/n test, where before sending the targeted E-mail, the subject is tested
for a database, the efficacy of different versions is assessed using small samples
of subscribers, in order to later share the version that has the greatest results to the remaining of the subscribers, to later send the version with the best results to the rest  Denmark Phone Number  database id list

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users (Bonfrer & Dreze, 2009).
Thus, there is an interest that is significant in the field of business in the accumulation of information.
with respect to the efficacy of marketing through e-mails. The academic literature is not so sure. Denmark Phone Number quality  database lists
The current e-mail marketing options are limited and has focused on two distinct lines of
A fundamental study: The first studies the phenomena of spam known as email
email sent without prior consent from the person who received it (Cranor and
LaMacchia 1998) LaMacchia, 1998), and the second examines the factors that affect
the effectiveness of consented email – marketing emails that the recipient is able to consent to

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agreed to receive emails the information from a particular addressee (Tezinde, Smith, & Murphy 2002). The
CHAPTER 1 – INTRODUCTION
eleven Denmark Phone number database  
Its scope study concentrates on this second group. This way it is not only about that.
of spam, the messages of spam that are not Denmark Phone Number  database
are promotional in spite of being a consented activity, for example emails
transactions (such as confirming the purchase ) or sending the details of
shipping of product) or e-mails that are related with customer support (management of
complaints, service cancellation, surveys, etc. ).
The majority of current studies examine for the largest part the relationship between
independent and dependent variables , without having a specific theoretical basis,
While others utilize models that only connect only a few
factors (Bawm & Nath, 2014; Rettie & Chittenden, 2003). This is why it is valued
lack of a coherent theory of the elements that influence email.
marketing, due to the absence of an analysis that has the basis of a solid theoretical framework (Sigurdsson and co. 2013,).
Alongside these limitations, the vast majority of research conducted in the field
Effectiveness of e-mail marketing A study with a geographical element
Very localized which makes it difficult to translate the results (Table 1.). For instance, Denmark Phone Number  database
A context that allows electronic transactions between businesses and end-users (Business-
to-consumer (also known as B2C) The capacity to inform and entertain is recognized as a key element
significant in the attitudes towards marketing via e-mail in countries such as India (Haq 2009) or
Iran (Jamalzadeh, Behravan, & Masoudi, 2012). These studies are supplemented by Denmark Phone number database  
The results are similar to those are similar to those in Romania the results in Romania, where only informational elements are discovered
such as the ones preferred by users when they read the contents of the emails which are sent out by the
companies (Carmen & Nicolae, 2010). In business, however, they are not as relevant.
electronic communication between companies (Business-to-business, or B2B), in countries like Sweden
research shows that attitudes towards marketing by e-mails are not positive (Andersson,
Fredriksson, & Berndt, 2014). The study pattern is based on elements that are isolated and

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More or less homogeneous, geographically concentrated samples can also be Denmark Phone Number  lists
Replicated in pure quantitative methods for example, like the one in the case of Balakrishnan or Parekh,
(2015) The researchers have created an algorithm for predicting open rate (OR) that is based on
the historical data for this variable are based on different variables of the line
subject, by using a sample of users of North America to verify it.
Out of all research conducted to study the efficacy of email marketing, Denmark Phone number database  
Only four of them can be used in a study with different geographical settings, which allows
The conclusions can be generalized take the conclusions in a general way, as is evident in table 1. But, the nature of
These are restricted to studies of the effect of color e-mail marketing on marketing using color in e-mails.
The background for Newsletters’ background (Zviran, Te’eni & Gross 2006) The position of hyperlinks
(Kumar and Salo, 2018) and also the mention of the subscriber’s name within the subject line
(Sahni and Wheeler, (Sahni and Wheeler,) (Sahni and Wheeler, 2016) the research on the effectiveness of email marketing within geographical. This issue is common to many theories of marketing, all of which are based on  Denmark Phone Number  database id list

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has been developed and validated have been tested and validated only in Western markets, and hence require
Be evaluated in light of various cultural contexts for a better understanding of their capability to  Denmark Phone Number mailing lists
generalization (Steenkamp 2001).).
1.3.2 Expected contributions
With regard to all of the above, this research is a contribution from a point of the point of
theory, and the development of a conceptual framework capable connecting the different elements
of influence in marketing via e-mail of influence in e-mail marketing is based on theoretical bases of influence in e-mail marketing, and specifically of influence in e-mail marketing based on theoretical foundations, specifically
Advertising effectiveness analysis is a method of analyzing the effectiveness of advertising in various channels as well as an
Evaluation model for the differentiators in behavior of consumers Denmark Phone Number  lists
influence of culture.

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However, research-based evidence confirms the validity of this model.
idea with a heterogeneous global sample will permit contrasting and broadening the
conclusions made, and being capable of adding additional factors of influence to are beneficial to
to provide a foundation to further research in other areas. Denmark Phone number database  
It should also be mentioned that there are some studies that examine the effect of moderating
Demographic factors like gender, age or buying power, can impact the effectiveness of the program.
Marketing via e-mail, however There isn’t any research which evaluates the relative significance of
Cultural aspects of various geographic regions. In light of the increasing
The trend of the digital age toward personalization, this study is relevant
from a practical perspective standpoint, as it would from a practical point of view, since it would
With global email marketing tools, you can allow for more efficient personalization of Denmark Phone Number  lists
by improving the most important factors through the enhancement of the most relevant aspects.
The simultaneous evaluation of several variables can allow to establish the
the relative importance of each one relative importance of each. The contribution can also be significant
from a practical point viewpoint, it can improve the performance from a practical point of view, since it will improve the results
companies with limited resources the implementation of e-mail marketing campaigns
This will enable prioritizing the optimalization of influencing variables in accordance with their
Potentially, this could contribute to the overall efficiency. Denmark Phone number database  
1.3.3 Research goals
The principal goal of this study is to determine the causes that impact the
Effectiveness of email marketing Verify the results obtained from studies
With a larger and more varied sample, determine the most pertinent factors
Not included in previous studies in this area in order to examine the effect on
These are the factors that affect the effectiveness of the channel. In the end, the importance of
all of these elements are influenced by the cultural background of the consumer.

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In order to achieve this goal to achieve this goal, the following goals are suggested: Conduct a thorough review of the existing literature regarding the efficacy of  Denmark Phone Number  database id list

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Marketing campaigns via e-mail and the influencers and other factors is related to
Consumer behavior in the online advertising market.
Create an approach that incorporates all the elements that affect the  Denmark Phone Number mailing lists
the behavior of consumers online and also those that impact
Effectiveness of emails as a marketing tool, clearly articulating its
using the various variables that are in order to determine the effectiveness.
* Design a measurement instrument and decide on an appropriate research methodological approach
that allow empirical validation of that permits empirical validation of the theory.
* Conduct data collection using a measuring instrument
The method was developed using a global sample. Denmark Phone number database  
* Compare the conclusions drawn against those drawn by research  Denmark Phone Number mailing lists
previous.
* Identify and explain the distinctions from a geographical viewpoint and
Cultural, which means that one can establish the segmentation of
customers based on the region they live in.
1.3.4 General thesis
One of the major goals of this study is to build an theoretical model
which allows you to evaluate the effectiveness of email to evaluate the effectiveness of marketing. To do this, it is designed to be used
Based upon AIDA model. AIDA model, which identifies partial effectiveness and its relationship to
every stage of the model at each stage. Also, the variables that make up are used in each of the stages of the model.
the literature on the subject has been been identified as influential, as well as the basis of
Hofstede’s cultural dimension to evaluate the effect of culture on the various  Denmark Phone Number mailing lists
National cultures. Denmark Phone number database  
The most effective method to verify this model is using the results of a campaign
Marketing via email is a way of to test the various theories. One of the
The biggest challenge facing scientists is the problem of
gather data that will allow us to study this area in sufficient depth, so that we can
as detailed above. This is why the majority of studies are conducted in the same way as described above.
So far, we have used only a few samples from a geographic perspective or
demographic. This research is aimed at over come this obstacle the research will have to face
The added challenge is making sure that the data is comprised of a representative sample Denmark Phone number database  
diverse nations. This is because of the fact that different countries it is possible that it is essential
Utilize different methods of data collection to verify the model in the whole. buy  Denmark Phone Number  database database

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