Abstract
Email promotion is known to be an effective marketing measurement to customers, it must be appropriately targeted and configured. In this study, we identify the key factors for improving the click-through rate for emails in consumer electronics retailers. First, we identify customer loyalty through RFM analysis. Next, we construct a binomial logistic regression model and a random forest model to identify the key factors for clicking on the emails. Our analysis reveals that customer loyalty tends to be higher who have registered for email compared to those who have not. Furthermore, our findings suggest that factors contributing to increased click-through rates include past purchase history of products related to the email content, as well as consumer behaviors such as recent purchase dates and cumulative purchase frequency Building on these findings, a strategic approach to improve click-through rates involves narrowing down targets individually based on past purchase patterns and recent buying behavior.
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Acknowledgment
We thank the appliance retailers for providing us with the data. This work was supported by JSPS KAKENHI Grant Numbers 21K13385, 21H04600.
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Kumazawa, A., Namatame, T., Otake, K. (2024). Identification of Key Factors to Improve Click-Through Rates Related to Email. In: Coman, A., Vasilache, S. (eds) Social Computing and Social Media. HCII 2024. Lecture Notes in Computer Science, vol 14704. Springer, Cham. https://doi.org/10.1007/978-3-031-61305-0_20
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DOI: https://doi.org/10.1007/978-3-031-61305-0_20
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