Advertisement via direct e-mail marketing and its efficiency

E-mail Marketing (EPP) is a process, which consists of stages and performedunder the control and permission of consumers, executed with integrated Internet tools,and produces measurable response rates.Research chapter is composed by field research and pilot research that islongitudinal analyses in nature. Based on the relevant literature, field research hadbeen conducted which was followed by pilot research and finally findings wereanalyzed. In order to complete the research within EPP framework a web page(www.eppsel.com) and EPP software have been developed.A questionnaire which mainly includes likert scale and semantic differencesscale were utilized. 84.740 academic staff of Turkey constitutes the census of thisresearch. The questionnaires were e-mailed to the sample elements and 3.032 repliesreceived. In accordance with the data structure, frequencies, factor analysis, chi-square, Anova and Pearson correlation analyses were conducted as statisticalanalyses.Based on the AIDA model, which is interested in consumer affecting process, anew affecting framework is developed in relation to EPP. This new framework consistsof three main stages. First stage is cognitive stage that advertising message conveysinformation. Second stage is affecting stage in which the message contains bothinformation and advertising. Third stage is behavioral stage, which highlightsadvertising content of the message.Key Words: E-mail Marketing, Internet Marketing, Pilot Research, LongitudinalAnalyses, AIDA Model