Direct e-mail marketing: Case of Serbia

Abstract

Direct e-mail marketing refers to approaching customers directly, without employing intermediaries. It represents a direct mode of communication with the target population, which affects the creation of stronger and more loyal relationships with prospective customers, compared to traditional direct marketing resources (TV, radio, print and advertising panels, etc). The main goal of direct e-mail marketing is building long-term "one to one" relationships with current and prospective customers. Direct e-mail marketing is not aimed at momentary sale, but at boosting certain product preferences due to the engagement of numerous electronic media.

Keywords

• direct e-mail marketing
• recommendation systems
• CRM - customer relationship management
• ERP - enterprise resource planning
• web sales staff