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Keywords: E-mail marketing
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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
...Mari Hartemo Purpose The purpose of the study is to examine how utilizing volunteered data influences the response and unsubscribe rates of e-mail marketing to consumers. Design/methodology/approach In three longitudinal field experiments conducted among 1,864 applicants of a higher education...
