Abstract
An increasing number of companies are focusing on e-mail and mobile marketing to promote offers. The aim of this study is to analyze a coupon campaign for a 67 % price discount on downloadable personal computer (PC) software. The campaign was carried out via e-mail and mobile text messages. Using an opt-in database, we gathered data from more than 37,000 participants and compared the response and conversion rates for both e-mail and mobile text messaging. The results indicated that the response rate for e-mail coupons is higher than the response rate for mobile text message coupons, but text messages yield a better conversion rate and a higher number of total purchases. After calculating the price elasticities for both communication channels, we found that the promotional price elasticity is higher for mobile text message coupons than for e-mail coupons.
| Original language | English |
|---|---|
| Pages (from-to) | 217-225 |
| Number of pages | 9 |
| Journal | Electronic Markets |
| Volume | 23 |
| Issue number | 3 |
| DOIs | |
| State | Published - Sep 2013 |
| Externally published | Yes |
Keywords
- Coupons
- Digital products
- E-mail marketing
- Mobile marketing
- Price elasticity
- Text message
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