Electronic marketing and the new anti-spam regulations

Nettleton, Ewan

doi:10.1057/palgrave.dbm.3240223

Cited by 11 publications

(5 citation statements)

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“…Another form of a private solution is filtering: automatically separating UCM traffic from non-UCM messages. Some researchers have proposed combining aspects of filtering with economic-incentive mechanisms [25]; yet, as mentioned above, these approaches have shifted the locus of UCM-related costs from client computers to server computers but have not eliminated the problem [26,27]. IPaddress-based techniques and human-interaction proofs are two other approaches that have been deployed with limited success [8].…”

Section: Spam and Beyond 279mentioning

confidence: 96%

Spam and Beyond: An Information-Economic Analysis of Unwanted Commercial Messages

Plice

Pavlov

Melville

2008

HOCE

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The phenomenon of unwanted commercial messages (UCM), including e-mail spam and emerging forms that target other Internet communications facilities, is analyzed from an information-economics perspective. UCM traffic pays off for its senders when it is noticed and consumed by Internet users; the industry is, therefore, dependent on a common-pool resource that is accessed through an information asset. An analytical model of the industry is derived and solved computationally, and two dimensions of information quality held by the senders of UCM traffic are manipulated in the model. It is shown that such manipulations can moderate over time both the number of UCM campaigns undertaken and the amount of Internet bandwidth consumed by UCM. Manipulations of the information-quality dimensions affected by e-mail filtering reduce the amount of traffic that penetrates an Internet user's attention space but increase the amount of Internet bandwidth consumed. This is consistent with data reported by e-mail security providers as filters have been deployed. It is also shown that both public and private entities have adopted policies and practices with unintentional informational side effects. These effects may have led to more rather than less, spam e-mail traffic. It is concluded that the lessons learned from the case of e-mail spam can be applied to the development of policies and practices for mitigating newer, emerging forms of UCM, including versions targeting instant-messaging systems and Web logs.

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Section: Spam and Beyond 279mentioning

confidence: 96%

Spam and Beyond: An Information-Economic Analysis of Unwanted Commercial Messages

Plice

Pavlov

Melville

2008

HOCE

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“…• właściwie dobrany temat -powinien być jasny, krótki i w oczywisty sposób wprowadzać do treści wiadomości, zbyt duże podobieństwo tytułu e-maila do przesyłki reklamowej może skutkować wpisaniem adresu nadawcy na listę wiadomości niechcianych [Nettleton 2004]; • proste formatowanie -wiadomość powinna być wizualnie przejrzysta i czytelna;…”

Section: Elementy Efektywnej Komunikacji E-mailowejunclassified

E-mail marketing na różnych etapach budowania relacji z klientem

Kowalska¹

2018

Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu

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JEL Classification: M31Streszczenie: E-mail marketing umożliwia przedsiębiorstwom zdobywanie nowych klientów, budowanie i rozwijanie z nimi trwałych relacji, prowadzenie badań, a także maksymalizację zysków ze sprzedaży w gronie klientów już pozyskanych. Niemniej jednak, by komunikacja przy wykorzystaniu poczty elektronicznej mogła być efektywna, konieczne jest dostosowanie formy i treści wysyłanych wiadomości do etapu dotychczasowej interakcji klienta z marką. Celem artykułu jest analiza sposobów komunikacji za pośrednictwem poczty e-mailowej z uwzględnieniem zróżnicowanych sposobów wykorzystania tego narzędzia na każdym kolejnym etapie kontaktu klienta z marką. W wyniku zastosowania metody opartej na analizie źródeł wtórnych w artykule zaprezentowano główne elementy poprawiające efektywność komunikacji e-mailowej. Ponadto dokonano oceny e-mail marketingu poprzez zestawienie najważniejszych wad i zalet tego sposobu budowania relacji z klientem.Słowa kluczowe: e-mail marketing, marketing relacji, komunikacja.Summary: E-mail marketing enables companies to acquire new customers, build and develop lasting relationships with them, conduct research and maximize profits from sales in the group of customers already acquired. Nevertheless, in order for communication via e-mail to be effective, it is necessary to adjust the form and content of sent messages to the stage of the client's current interaction with the brand. The purpose of the article is to indicate ways of communicating with the customer at each subsequent stage of their contact with the brand. As a result of the application of the method based on the analysis of secondary sources, the article presents the main elements improving the efficiency of e-mail communication. In addition, the e-mail marketing was evaluated by comparing the most important advantages and disadvantages of this method of building customer relations.

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“…Government/state. More and more countries have laws in place that directly or indirectly regulate UCE (Nettleton, 2004). Anti-spam laws generally impose labelling requirements, prohibit the transmission of commercial communication without the consent of the recipient and ban the use of "spamware".…”

Section: Intermediariesmentioning

confidence: 99%

E‐mail marketing at the crossroads

Moustakas

Ranganathan²,

Duquenoy³

2006

Internet Research

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Purpose -The purpose of this paper is to provide a conceptual overview of the process of unsolicited commercial e-mail (UCE), propose a typology of UCE, and delineate key stakeholders of UCE, their roles and potential responses through a stakeholder analysis. Design/methodology/approach -Based on the extant literature, this paper provides a conceptualization of the UCE process, delineating specific types of UCE. It uses stakeholder analysis to identify key members in the UCE process and the potential roles to be played by them in combating UCE. Findings -This paper proposes a four-way typology of the UCE process, identifies key stakeholders, and also mechanisms for tackling UCE.Research limitations/applications -Given the limited empirical research on this topic, this paper is exploratory in nature, integrating concepts from marketing and e-commerce research streams. It will provide a solid conceptual foundation for future empirical research on UCE. Practical implications -This paper will be a useful resource for customers, Internet merchants, policy makers, direct marketing associations, agencies and consumer awareness groups that are working on Internet security, privacy and anti-spam issues. Originality/value -This paper addresses an important and timely issue, filling an important gap in current research on e-mail marketing. It provides conceptual foundations on UCE, and deploys stakeholder analysis to suggest useful guidelines for practice.

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Electronic marketing and the new anti-spam regulations

Cited by 11 publications

References 0 publications

Spam and Beyond: An Information-Economic Analysis of Unwanted Commercial Messages

Spam and Beyond: An Information-Economic Analysis of Unwanted Commercial Messages

E-mail marketing na różnych etapach budowania relacji z klientem

E‐mail marketing at the crossroads

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