Digital marketing changes the dynamics of traditional routes to market, augments conversations and facilitates the measurement of activities by organisations and consumers alike. This Handbook strives to advance the study and understanding of this domain and provides a digital marketing journey that flows from methods and methodologies. It moves from the fundamentals to the different aspects of digital marketing strategy, tactics, metrics and management, and ethics. This Handbook brings together the critical factors in digital marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital marketing. Part 1: Foundations of Digital Marketing; Part 2: Methodologies and Theories in Digital Marketing; Part 3: Channels and Platforms in Digital Marketing; Part 4: Tools, Tactics and Techniques in Digital Marketing; Part 5: Management and Metrics in Digital Marketing; and Part 6: Ethical Issues in Digital Marketing.

Reinventing Email Marketing through a Personalisation Strategy

Reinventing Email Marketing through a Personalisation Strategy

Reinventing email marketing through a personalisation strategy
Alanah Malkani


Messages about products and services when sent through email are defined as email marketing (Yasmin, Tasneem & Fatema, 2015). The use of email as an interpersonal communication tool is popular among internet users over various devices (Liu, 2012). Emails are an unavoidable option of daily life (Reimers, Chih-Wei & Gorman, 2016) and are unlike social media such as Facebook, Twitter or Instagram, which gain attention, but for fleeting moments (Dean-Epps, 2019).

Checking emails is a near universal habit, and more so with mobile phones (Ridley-Siegert, 2016). It is estimated that by 2023, the number of daily emails sent and received will exceed 347 billion (Radicati Group, ...

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