Test market Studies for Email Marketing : An Alpine Hotel Case Study

• The goal of the paper is to optimize the design of Email-Marketing campaigns for hotel companies on the base of a test market approach. For this aim first, a fractional-factorial design is employed to reduce the amount of test variables related to different versions of Email campaigns. Secondly, based on the Email Marketing Response Model proposed by Rettie and Chittenden (2002) a logistic regression is performed to identify the influence of the proposed variables on the click-through rate. Finally, the obtained results and further research questions are discussed.

Ämnesord

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business (hsv//eng)

Nyckelord

Business and economics

Ekonomi

Publikations- och innehållstyp

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