Email Marketing
The formation of a permission-based email database can be a valuable tool in CRM, offering firms a
straightforward and cost-effective way to acquire customers and strengthen customer relations. Email
provides marketers with an additional channel for interactively reaching their consumers such that a
stronger brand identity and loyalty among consumers can be built. Email marketing increases consumers’
involvement with a brand, and this increased involvement has been shown to consequently increase
purchase intent and positive word-of-mouth recommendations (Muller et al., 2008). As a result, the
effectiveness of an email marketing campaign can be measured in terms of its delivery and open rates,
link clicks, and brand website traffic.