Date Approved


Embargo Period


Document Type


Degree Name

M.A. in Public Relations


Public Relations & Advertising


Ric Edelman College of Communication & Creative Arts


Bagin, Donald


Customer relations; Electronic mail messages; Marketing


Public Relations and Advertising


The purpose of this study was to identify popular techniques used to create successful e-mail marketing campaigns and how companies can use e-mail marketing to build customer relationships.

Related research indicated e-mail's popularity continues to grow and it is changing how companies market themselves. A content analysis of e-mail newsletters from the top 50 online advertisers was conducted. The research indicated many companies are still learning how to use e-mail marketing. Twenty-one companies failed to respond while others abused the customer relationship by sending unsolicited third party advertising and/or sponsorships with their e-mail.

Research findings also revealed that e-mail marketing offers the customer choices with many companies offering more than one newsletter. Others let the customer decide the format, frequency and information received. Forty-eight percent offered more than one e-mail newsletter, with each offering a varying degree of information. Another 29 percent let the customer choose the frequency.

In addition, ease of use was examined when customers opt-in to an e-mail subscription. Related research indicated many customers end the relationship if opting-in is difficult and time consuming. Thirty-nine percent let customers opt-in by providing a direct link off the home page of their Web site. Another 28 percent required only an e-mail address to begin the subscription.