E-mail Design Impact on Customers' Target Actions, the Case of Cosmetics Company

Previously, the main subject of research in Internet marketing were advertising banners and websites. Researchers rarely focused on e-mail newsletters. It is noteworthy that there are very few publications on tactical features of compiling e-mail newsletters. This study is aimed to fill the gap in this area of research. The practical problem of this study is the ability to increase the number of visitors to the online store by increasing the effectiveness of e-mail newsletters. In this paper, we will study the parameters of e-mail messages. The main task of the research is to reveal the most significant factors of e-mail mailings and to formulate recommendations for increasing their effectiveness. The study was conducted in three stages: a theoretical review and market survey, an auxiliary qualitative stage and the main quantitative one. As a result of the research, a conceptual model of the parameters of banners in e-mail messages influencing the client's performance of the targeted action was constructed and described, a regression equation was formulated where the Click Rate was a dependent variable and recommendations were made to increase the interest of consumers in accomplishing the target action when receiving e-mailings from the company in question.