Toward a Sustainable Email Marketing Infrastructure

27 Pages Posted: 24 Oct 2008

See all articles by Oleg V. Pavlov

Oleg V. Pavlov

Worcester Polytechnic Institute (WPI) - Department of Social Science & Policy Studies

Nigel P. Melville

University of Michigan, Stephen M. Ross School of Business

Robert K. Plice

San Diego State University

Date Written: August 22, 2008

Abstract

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.

Keywords: Email, marketing, spam, system dynamics, computational model, simulation

Suggested Citation

Pavlov, Oleg V. and Melville, Nigel P. and Plice, Robert K., Toward a Sustainable Email Marketing Infrastructure (August 22, 2008). Journal of Business Research, Vol. 61, No. 11, pp. 1191-1199, 2008, Available at SSRN: https://ssrn.com/abstract=1288317

Oleg V. Pavlov (Contact Author)

Worcester Polytechnic Institute (WPI) - Department of Social Science & Policy Studies ( email )

100 Institute Road
Worcester, MA 01609
United States

HOME PAGE: http://www.olegpavlov.org

Nigel P. Melville

University of Michigan, Stephen M. Ross School of Business ( email )

701 Tappan Street
Ann Arbor, MI MI 48109
United States

HOME PAGE: http://webuser.bus.umich.edu/npmelv/

Robert K. Plice

San Diego State University ( email )

San Diego, CA 92182-0763
United States

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