A Conceptual Framework using Big Data Analytics for Effective Email Marketing

Abstract

Email marketing is the practice of sending commercial emails to a targeted audience. Email marketing currently routinely produces a significant ROI (return on investment) in the marketing sector. However, a significant research question in email marketing is how to gather subscriber data and deliver emails just to interested customers.Faced with the explosion in the volume of information, companies are becoming increasingly aware of the structural challenges of Big Data. Collecting and processing large amounts of heterogeneous data in real time is indeed invaluable. In the era of Big Data, the analysis and exploitation of data, by email marketing specialists, is now essential to remain competitive.In this paper, we review the impact of Big Data on email marketing activities and we identify the techniques, frameworks and data types that were adopted. Therefore, our contribution to this work is the proposed conceptual framework for email marketing campaign practice based on big data analytics.