Consumers no longer choose products or services only because of convenience or the lowest price, but they often establish long-term relationships and trust, and therefore also loyalty, with companies and their brands. A company can best convince consumers if it represents values that are also important to consumers. Companies also communicate different values through e-mail marketing, where they use different advertising appeals, which more or less influence the effectiveness of the campaigns themselves, both from the point of sales and of brand preference. Personalization is only part of a very important aspect of marketing effectiveness, i.e. the choice of the advertising appeal that the company chooses to address the consumer. Advertising appeal can be humorous, sexual, musical, personal, romantic, adventurous, youthful, social, statistical and the list goes on. But primarily, marketing appeals are divided into rational and emotional. The difference between the effectiveness of the type of appeal in an individual campaign depends on many factors, which I will explore in more detail in this master's thesis. One of the key channels of marketing communication is e-mail. And e-mail campaigns are the ones that will interest me in more detail in this master's thesis. An appropriately chosen advertising appeal, which also represents the company's values and in which the consumer also feels addressed in a personalized way, is therefore a key building block of successful e-mail marketing campaigns today, which also reaps suitable sales and non-sales successes through marketing automation.
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