PurposeThe purpose is to clarify why, when, and how email marketing can be used to empower consumers, and to give ideas for future scholarly research.Design/methodology/approachSystematic literature review that studies 41 email marketing and 54 consumer empowerment articles published in variety of academic journals between 1998 and 2014.FindingsEmail allows an active, interactive and personalized communication fulfilling the preferences of an empowered consumer. Email marketing can be used to empower consumers by sending emails based on permission, by making consumers active participants in the communication process, and by making emails relevant for the recipients. However, current email marketing strategies need to be updated to get the maximum benefit out of the channel.Research limitations/implicationsThe limitation of the study is the broad domain of research, which hampered the in-depth analysis. However, the study was able to synthesize the scattered literature and create an overall picture of the topic as planned.Practical implicationsThe paper encourages managers to use empowering email marketing strategies, and presents several suggestions for future email marketing research.Originality/valueThe paper uses a new perspective, consumer empowerment, as a lens for understanding email marketing. As email marketing is currently very popular among marketers, but is threatened by its’ negative image among consumers, it is important to understand how email marketing can be developed so that it can also survive in the future.
Journal of Research in Interactive Marketing – Emerald Publishing
Published: Aug 8, 2016
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