DESIGNING EMAIL MARKETING CAMPAIGNS - A DATA MINING
APPROACH BASED ON CONSUMER PREFERENCES
Radu Ioan Mogoș, Bucharest University of Economic Studies
Carmen Acatrinei, Bucharest University of Economic Studies

Abstract: The organizations should approach the consumers by using only the instruments accepted and
trusted by them and if the email is one of the instruments , companies must be able to design email
marketing communication campaigns that would have a high response rate (either in what concerns the
open rate, click rate and / or conversion rate). By owning a database and by designing email marketing
campaigns, the organizations can send individually, personalized offers. The messages used for writing
the emails should be adapted to the requirements of the target, based on some common characteristics
and / or behaviors. These common characteristics can be found out by analyzing the interaction that the
potential client has with the company’s website, through personal designation of interests and
preferences, by analyzing the buying behavior of the products visualized and the time spent on the website
before / after the purchase was made. The present paper presents the results of a research among the
factors that influence the recipients to open direct emails and make an action desired by the company and
also studies whether and what elements in the email would influence them to buy the products / services
promoted. The results are obtained based on a data mining analysis which includes clustering and
classification processes and offer a guide on how organizations should design their email marketing
communications in order to have higher response rates.
Keywords: email marketing campaigns, email customization, data mining analysis, consumer preferences
JEL codes: M31, M37, C38