What Kind of E-Mail Information Is More Effective in Communicating with the Client? Application of Game Theory

  • Javier A. Sánchez Torres Metropolitan Institute of Technology (Instituto Tecnológico Metropolitano), Medellín and University of Medellín
  • Julián A. Rivera González Fundación Universitaria del Área Andina
  • Lambert de Maestrich Jorba University of Barcelona

Abstract

Using game theory, this study analyzed clients’ decisions after receiving digital relational marketing campaigns via email for two types of products: apparel and electronics-music-video. The objectives were to analyze the promotional and relational e-mails to discern which of the two is most effective in achieving marketing objectives and short-term business objectives. A cross-sectional study was carried out, with samples from Spain and Colombia, starting from a total of 400 surveys, a game based on the Nash Theory was proposed, having as a more important result, regardless of the type of email received by the client, the last action of the client will be marked as "spam". Likewise, differences were found by country and by gender depending on the type of product and no conclusive differences were found on which type of communication (promotional or differential) is better received by the client.

Author Biographies

Javier A. Sánchez Torres, Metropolitan Institute of Technology (Instituto Tecnológico Metropolitano), Medellín and University of Medellín

Professor, Faculty of Economic and Administrative Sciences, Metropolitan Institute of Technology (Instituto Tecnológico Metropolitano), Medellín, and Professor, Master in Marketing, University of Medellín. Colombia.

Julián A. Rivera González, Fundación Universitaria del Área Andina

Professor, Fundación Universitaria del Área Andina, Bogotá. Colombia.

Lambert de Maestrich Jorba, University of Barcelona

Professor, University of Barcelona. Spain.

Published
2018-07-13
How to Cite
Sánchez Torres, J., Rivera González, J., & de Maestrich Jorba, L. (2018). What Kind of E-Mail Information Is More Effective in Communicating with the Client? Application of Game Theory. Harvard Deusto Business Research, 7(1), 2-18. doi:10.3926/hdbr.177
Section
Articles

Keywords

e-mailing, promotional marketing, differential marketing, theory games, purchase, gender, internet.