E-Mail: An effective marketing communication tool.

Abstract

Email use is one of the major reason the online population uses the Internet for. Email has become extremely important as a channel of communication between companies and consumers and has seen growth over the past few years. Due to its advantages, it is argued that email marketing will become one of the most effective tools available to consumer markets. This study investigates the relationship between email and marketing communication tools and examines the factors that affect email to operate effectively and successfully as a channel of communication between companies and consumers. To perform the study, 75 consumers were randomly selected, and their answers were entered manipulated through the SPSS software. The results of the study showed that there is a relationship between email and marketing communication tools. However, this relationship may have different impacts, which are driven by a wide range of factors. These factors include the privacy of the personal information of recipients and the level of trust between consumers and companies, the permission of the people to receive the messages the consistency of landing of the email, the enquiries and complaints strategy embraced by firms and finally the way email is planned to be used for viral marketing. The overall conclusion of this study is that e-mail’s success, or failure as a channel of communication between companies and people is likely affected by the way companies are using this tool. Innovative companies, armed with a better understanding of the real needs of recipients will drive email marketing to new levels.