%0 Journal Article %1 citeulike:12315489 %A Reichhart, Philipp %A Pescher, Christian %A Spann, Martin %B Electronic Markets %D 2013 %I Springer-Verlag %K coupons, digital, e-mail, elasticity, marketing, message, mobile, price, products, text %P 1--9 %R 10.1007/s12525-013-0129-3 %T A comparison of the effectiveness of e-mail coupons and mobile text message coupons for digital products %U http://dx.doi.org/10.1007/s12525-013-0129-3 %X An increasing number of companies are focusing on e-mail and mobile marketing to promote offers. The aim of this study is to analyze a coupon campaign for a 67 \% price discount on downloadable personal computer (PC) software. The campaign was carried out via e-mail and mobile text messages. Using an opt-in database, we gathered data from more than 37,000 participants and compared the response and conversion rates for both e-mail and mobile text messaging. The results indicated that the response rate for e-mail coupons is higher than the response rate for mobile text message coupons, but text messages yield a better conversion rate and a higher number of total purchases. After calculating the price elasticities for both communication channels, we found that the promotional price elasticity is higher for mobile text message coupons than for e-mail coupons.

@article{citeulike:12315489, abstract = {{An increasing number of companies are focusing on e-mail and mobile marketing to promote offers. The aim of this study is to analyze a coupon campaign for a 67 \% price discount on downloadable personal computer (PC) software. The campaign was carried out via e-mail and mobile text messages. Using an opt-in database, we gathered data from more than 37,000 participants and compared the response and conversion rates for both e-mail and mobile text messaging. The results indicated that the response rate for e-mail coupons is higher than the response rate for mobile text message coupons, but text messages yield a better conversion rate and a higher number of total purchases. After calculating the price elasticities for both communication channels, we found that the promotional price elasticity is higher for mobile text message coupons than for e-mail coupons.}}, added-at = {2013-05-02T12:25:35.000+0200}, author = {Reichhart, Philipp and Pescher, Christian and Spann, Martin}, biburl = {https://www.bibsonomy.org/bibtex/2e54c9595af5a55847619267ed1fbcecc/em_journal}, booktitle = {Electronic Markets}, citeulike-article-id = {12315489}, citeulike-linkout-0 = {http://dx.doi.org/10.1007/s12525-013-0129-3}, citeulike-linkout-1 = {http://link.springer.com/article/10.1007/s12525-013-0129-3}, doi = {10.1007/s12525-013-0129-3}, interhash = {12601afba570aa048d25147b485b0a40}, intrahash = {e54c9595af5a55847619267ed1fbcecc}, keywords = {coupons, digital, e-mail, elasticity, marketing, message, mobile, price, products, text}, pages = {1--9}, posted-at = {2013-05-02 10:56:28}, priority = {2}, publisher = {Springer-Verlag}, timestamp = {2013-05-02T12:25:37.000+0200}, title = {{A comparison of the effectiveness of e-mail coupons and mobile text message coupons for digital products}}, url = {http://dx.doi.org/10.1007/s12525-013-0129-3}, year = 2013 }