Email-marketing: strategies in mobile promotion

Abstract

The article examines email marketing as an element of the overall mobile marketing strategy for brand promotion. The tools and indicators of email marketing that affect the effectiveness of brand interaction with the audience are considered. The purpose of the article. To investigate the email marketing metrics of a cinema chain to formulate their strategic impact on brand promotion through mobile marketing. Methods. Both general scientific methods were used, such as: analysis and synthesis, comparison and grouping, generalization and systematization of scientific sources, and marketing methods of quantitative data processing and experiments. Results. It was found that the effectiveness of email marketing in a mobile promotion strategy largely depends on the segmentation of the customer base, content personalization and regularity of mailings. It was found that cleaning the base from inactive contacts and testing email templates can increase the open rate to 50–52%, as well as maintain a stable level of clicks (Click Rate) of 4–6%. It was confirmed that the implementation of automation tools, the use of personalized headlines and content, as well as optimization of the structure of letters have a positive effect on audience engagement. It was also found that expanding the base without taking into account subscriber activity reduces OR to 30%, which indicates the importance of high-quality base management. In general, email marketing has proven its feasibility as an effective tool for mobile marketing, especially when implementing artificial intelligence, automation and personalization. Conclusions. Email marketing has proven its effectiveness as a key tool for mobile promotion, which contributes to the formation of sustainable relationships between the brand and the consumer. The results showed that segmentation of the base, personalization of content and regularity of mailings significantly increase the indicators of opening and click-through rates of letters. The implementation of automation, artificial intelligence and user behavior analytics ensures the further development and adaptation of email marketing to modern trends in the digital environment. Keywords: mobile marketing, email marketing, promotion strategy, digital marketing.