Year of Graduation
Performance of Personalized E-mail Targeting
With the recent developments in instruments of data collection companies have gained an opportunity to obtain various information about their consumers, which can be used to adjust companies’ communication process to preferences of customers. In the present research in cooperation with Perm Opera and Ballet Theatre we conducted a field experiment to reveal email content which would help to increase receivers’ response to messages and the probability of their purchases taking into account individual characteristics of people. It was revealed that offering discounts and mentioning advantages of good seats do not influence the response of receivers while mentioning the availability of cheap tickets increases it significantly. These findings can be used to improve current email campaigns of the theatre and provide other cultural organizations with potential incentives, which they can include in their messages to consumers.