This observational analysis examines the effectiveness of e-mail marketing in enhancing online sales for consumers, highlighting its significant impact.
The present research study was carried out by means of a scientific manuscript corresponding to the Bachelor's degree in Marketing, focused on analyzing the impact of E-mail Marketing to determine its effectiveness as a communication and online sales tool, its purpose is to be able to provide to different stores, brands or websites advantages using distint communication tools. For a more representative analysis, the scope was limited to Argentine consumers. Based on the background on the research, the perspectives of consumers, developers and entrepreneurs regarding the subject were analyzed, through the use of quantitative and qualitative research tools (surveys and in-depth interviews), achieving conclusive and generalizable results, among which can be highlighted that more than 43% of consumers consider e-mail between 50-75% effective as a communication and online sales tool, and that in general, companies can obtain great benefits by carrying out e-mail campaigns marketing.
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Pedrol et al. (2022) studied this question.
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