Toward a Sustainable Email Marketing Infrastructure
Oleg V. Pavlov
Worcester Polytechnic Institute (WPI) - Department of Social Science & Policy Studies
Nigel P. Melville
The Stephen M. Ross School of Business at the University of Michigan
Robert K. Plice
San Diego State University
August 22, 2008
Journal of Business Research, Vol. 61, No. 11, pp. 1191-1199, 2008
Email marketing is a legitimate, lucrative, and widely used business tool, but it is in danger of being overrun by unwanted commercial email (also known as spam). Conventional approaches to maintaining the robustness of legitimate email attack pieces of the problem. In contrast, this article asserts that the email marketing infrastructure is a complex system requiring holistic analysis. A system dynamics model is developed to identify the underlying dynamics and enable an examination of alternative mitigation strategies. Results reveal that the system conforms with the limits-to-growth generic structure, filtering may have the unintended consequence of increasing the global amount of spam, and the unexpected increase comes about because better filters can actually assist spammers by mitigating an information deficit.
Number of Pages in PDF File: 27
Keywords: Email, marketing, spam, system dynamics, computational model, simulationAccepted Paper Series
Date posted: October 24, 2008
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