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Keywords: Consumer data
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Journal Articles
Conversions on the rise – modernizing e-mail marketing practices by utilizing volunteered data
Open Access
Journal of Research in Interactive Marketing (2022) 16 (4): 585–600.
Published: 02 December 2021
... institution, the study compares customized marketing e-mails based on volunteered consumer data to e-mails that are personalized based on observed consumer data and to control e-mails that are not tailored by the marketer at all. Findings The results indicate that marketers should make consumers active...
