How to improve e-mail click-through rates – A national culture approach

Abstract

Assessing e-mail marketing effectiveness is challenging. Prior to achieving the main goal of sales conversion, an intermediate objective of e-mail campaigns is to capture the recipient’s interest and redirect the traffic to the vendor's website. The present study investigates the relevance of the variables that influence recipients’ interest in promotional e-mails and seeks to determine whether national culture moderates those relationships. The study provides marketers with actionable insights into how to more effectively plan and deploy e-mail marketing strategies in different cultural settings.