TY  - JOUR
AB  - Purpose The purpose of this paper is to clarify why, when and how e-mail marketing can be used to empower consumers and to give ideas for future scholarly research.Design/methodology/approach Systematic literature review studies 41 e-mail marketing and 54 consumer empowerment articles published in variety of academic journals between 1998 and 2014.Findings E-mail allows an active, interactive and personalized communication fulfilling the preferences of an empowered consumer. E-mail marketing can be used to empower consumers by sending e-mails based on permission, by making consumers active participants in the communication process and by making e-mails relevant for the recipients. However, current e-mail marketing strategies need to be updated to get the maximum benefit out of the channel.Research limitations/implications The limitation of the study is the broad domain of research, which hampered the in-depth analysis. However, the study was able to synthesize the scattered literature and create an overall picture of the topic as planned.Practical implications The paper encourages managers to use empowering e-mail marketing strategies and presents several suggestions for future e-mail marketing research.Originality/value The paper uses a new perspective, consumer empowerment as a lens for understanding e-mail marketing. Because e-mail marketing is currently very popular among marketers but is threatened by its negative image among consumers, it is important to understand how e-mail marketing can be developed so that it can also survive in the future.
VL  - 10
IS  - 3
SN  - 2040-7122
DO  - 10.1108/JRIM-06-2015-0040
UR  - https://doi.org/10.1108/JRIM-06-2015-0040
AU  - Hartemo Mari
PY  - 2016
Y1  - 2016/01/01
TI  - Email marketing in the era of the empowered consumer
T2  - Journal of Research in Interactive Marketing
PB  - Emerald Group Publishing Limited
SP  - 212
EP  - 230
Y2  - 2024/04/19
ER  -