Author(s)

A. Vana

Abstract

Using data mining to personalize the e-mail marketing programs A. Vana University of St. Gallen, Switzerland Abstract The paper gives an insight into the automated e-mail personalization principles used by the e-mail personalization software, and proposes a data mining model for increasing the relevance and targeting levels of the e-mail marketing content. Constituting rather a research question than an answer, the model can be used for further in-depth development and practical implementation of data mining in the organizational e-mail marketing programs. 1 Introduction to the one-to-one e-mail relationships Being able to conduct a profitable one-to-one relationship with every one of the hundreds, thousands or millions of known customers is the dream of every marketer and probably of many managers from other company areas as well. Creating the personal bond with the customer will retain her for longer and she will engage in a long-lasting relationship, increasing the share of her wallet allo

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