Development Prospects in E-Mail-Marketing – Conception and Latest Empirical Findings

Abstract

Against the background of a sharp increase in the e-mail-marketing spendings over the past years this paper presents a systematisation of instruments in e-mail-marketing. Based on two 2004 replications of empirical studies in the field of email-marketing the author summarizes the main results of these new studies and derives implications for the further development in e-mail-marketing.