Personalized Email Marketing Strategy: A Reinforcement Learning Approach

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Strategy: A Reinforcement Learning Approach</title> <meta name="description" content="Personalized Email Marketing Strategy: A Reinforcement Learning Approach"> <meta name="keywords" content="Email marketing, email content, reinforcement learning, machine learning, Q-learning."> <meta name="viewport" content="width=device-width, initial-scale=1, minimum-scale=1, maximum-scale=1, user-scalable=no"> <meta charset="utf-8"> <meta name="citation_title" content="Personalized Email Marketing Strategy: A Reinforcement Learning Approach"> <meta name="citation_author" content="Lei Zhang"> <meta name="citation_author" content="Tingting Xu"> <meta name="citation_author" content="Jun He"> <meta name="citation_author" content="Zhenyu Yan"> <meta name="citation_author" content="Roger Brooks"> <meta name="citation_publication_date" content="2023/03/20"> <meta name="citation_journal_title" content="International Journal of Economics and Management Engineering"> <meta name="citation_volume" 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href="https://publications.waset.org/search?q=Lei%20Zhang">Lei Zhang</a>, <a href="https://publications.waset.org/search?q=Tingting%20Xu"> Tingting Xu</a>, <a href="https://publications.waset.org/search?q=Jun%20He"> Jun He</a>, <a href="https://publications.waset.org/search?q=Zhenyu%20Yan"> Zhenyu Yan</a>, <a href="https://publications.waset.org/search?q=Roger%20Brooks"> Roger Brooks</a> </p> <p class="card-text"><strong>Abstract:</strong></p> <p>Email marketing is one of the most important segments of online marketing. Email content is vital to customers. Different customers may have different familiarity with a product, so a successful marketing strategy must personalize email content based on individual customers’ product affinity. In this study, we build our personalized email marketing strategy with three types of emails: nurture, promotion, and conversion. Each type of emails has a different influence on customers. We investigate this difference by analyzing customers’ open rates, click rates and opt-out rates. Feature importance from response models is also analyzed. The goal of the marketing strategy is to improve the click rate on conversion-type emails. To build the personalized strategy, we formulate the problem as a reinforcement learning problem and adopt a Q-learning algorithm with variations. The simulation results show that our model-based strategy outperforms the current marketer’s strategy.</p> <iframe src="https://publications.waset.org/10013019.pdf" style="width:100%; height:400px;" frameborder="0"></iframe> <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/search?q=Email%20marketing" title="Email marketing">Email marketing</a>, <a href="https://publications.waset.org/search?q=email%20content" title=" email content"> email content</a>, <a href="https://publications.waset.org/search?q=reinforcement%20learning" title=" reinforcement learning"> reinforcement learning</a>, <a href="https://publications.waset.org/search?q=machine%20learning" title=" machine learning"> machine learning</a>, <a href="https://publications.waset.org/search?q=Q-learning." title=" Q-learning."> Q-learning.</a> </p> <a href="https://publications.waset.org/10013019/personalized-email-marketing-strategy-a-reinforcement-learning-approach" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/10013019/apa" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">APA</a> <a href="https://publications.waset.org/10013019/bibtex" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">BibTeX</a> <a href="https://publications.waset.org/10013019/chicago" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">Chicago</a> <a href="https://publications.waset.org/10013019/endnote" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">EndNote</a> <a href="https://publications.waset.org/10013019/harvard" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">Harvard</a> <a href="https://publications.waset.org/10013019/json" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">JSON</a> <a href="https://publications.waset.org/10013019/mla" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">MLA</a> <a href="https://publications.waset.org/10013019/ris" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">RIS</a> <a href="https://publications.waset.org/10013019/xml" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">XML</a> <a href="https://publications.waset.org/10013019/iso690" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">ISO 690</a> <a href="https://publications.waset.org/10013019.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">729</span> </span> <p class="card-text"><strong>References:</strong></p> <br>[1] R. Ahmed, D. Streimikiene, G. Berchtold, J. Vveinhardt, R. Soomro and Z. Channar, “Effectiveness of Online Digital Media Advertising as A Strategic Tool for Building Brand Sustainability: Evidence from FMCGs and Services Sectors of Pakistan”, Sustainability, vol. 11, pp. 1-40, 2019. <br>[2] L. Fuxman, H. Elifoglu, C. Chao and T. Li, “Digital Advertising: A More Effective Way to Promote Businesses’ Products”, Journal of Business Administration Research, vol. 3, No. 2, pp. 59 – 67, 2014 <br>[3] M. Merisavo, M. Raulas, “The impact of email marketing on brand loyalty”, Journal of Product and Brand Management, vol 13, No. 7, pp.498-505, 2004. <br>[4] The Radicati Group, Inc. “Email Statistics Report, 2019-2023”, https://www.radicati.com/wp/wp-content/uploads/2018/12/Email-Statistics-Report-2019-2023-Executive-Summary.pdf <br>[5] C.H., Cho, H.K., Khang, “The State of Internet-Related Research in Communications, Marketing, and Advertising: 1994-2003”, Journal of Advertising, vol. 35, issue 3, pp.143 – 163, 2006. <br>[6] Adobe Inc., https://www.adobe.com/creativecloud.html <br>[7] New Research, “Why do people unsubscribe from email newsletters?”, https://lab.getapp.com/new-research-getdata-why-do-people-unsubscribe-from-email-newsletters/ <br>[8] D.P. Bertsekas, J.N. Tsitsiklis, Neuro-Dynamic Programming, Athena Scientific, 1996 <br>[9] S.Zhang, R.S. Sutton, “A Deeper Look at Experience Replay”, 2017, https://arxiv.org/abs/1712.01275 <br>[10] L. Chittenden and R. Rettie. An evaluation of e-mail marketing and factors affecting response. Journal of Targeting, Measurement and Analysis for Marketing, 11(3):203--217, 2003 <br>[11] R. Gupta, Guanfeng Liang, Hsiao-Ping Tseng, Ravi Kiran Holur Vijay, Xiaoyu Chen, and Romer Rosales, “Email Volume Optimization at LinkedIn”, “22nd ACM SIGKDD International Conference on Knowledge Discovery and Data Mining (KDD ’16)”, pp.97–106, 2016 <br>[12] K. Yang, J.H. Min, and K. Garza-Baker, “Post-stay email marketing implications for the hotel industry: Role of email features, attitude, revisit intention and leisure involvement level”, Journal of Vacation Marketing, Vol. 25(4) pp.405–417, 2019 <br>[13] K. Jaidka, T. Goyal, N. Chhaya, “Predicting Email and Article Clickthroughs with Domain-adaptive Language Models”, Proceedings of the 10th ACM Conference on web science, pp.177-184, 2018 <br>[14] K. Litinthong, C. Liu, and X. Liu, “An Empirical Study to Understand the Effect of Email Marketing on Consumer’s Online Buying Behavior in a Developing Country, “In Proceedings of the 2019 3rd International Conference on Management Engineering, Software Engineering and Service Sciences, pp. 179–183, 2019 <br>[15] Z. Moshe, T. Don，G. Yuval, “Does color in email make a difference?”, Communications of the ACM，Vol 49, Issue 4, pp. 94-99, 2006 <br>[16] A. L. Micheaux, "Managing E-Mail Advertising Frequency from the Consumer Perspective," Journal of Advertising, vol. 40, (4), pp. 45-65, 2011. <br>[17] J. W, Christopher and D. Peter, “Q-learning. Machine learning”, vol. 8(3-4), pp. 279–292, 1992 <br>[18] V. Mnih, K. Kavukcuoglu, D. Silver, David, A. Graves, A. Alex, I. Antonoglou, D. Wierstra, M. Riedmiller, Playing Atari with Deep Reinforcement Learning, 2013 <br>[19] H. V. Hasselt, A. Guez, and D. Silver, "Deep reinforcement learning double Q-Learning”, in Proceedings of the Thirtieth AAAI Conference on Artificial Intelligence (AAAI’16), pp. 2094–2100, 20. </div> </div> </div> </main> <footer> <div id="infolinks" class="pt-3 pb-2"> <div class="container"> <div style="background-color:#f5f5f5;" class="p-3"> <div class="row"> <div class="col-md-2"> <ul class="list-unstyled"> About <li><a href="https://waset.org/page/support">About Us</a></li> <li><a href="https://waset.org/page/support#legal-information">Legal</a></li> <li><a target="_blank" rel="nofollow" href="https://publications.waset.org/static/files/WASET-16th-foundational-anniversary.pdf">WASET celebrates its 16th foundational anniversary</a></li> </ul> </div> <div class="col-md-2"> <ul class="list-unstyled"> Account <li><a href="https://waset.org/profile">My Account</a></li> </ul> </div> <div class="col-md-2"> <ul class="list-unstyled"> Explore <li><a href="https://waset.org/disciplines">Disciplines</a></li> <li><a href="https://waset.org/conferences">Conferences</a></li> <li><a href="https://waset.org/conference-programs">Conference Program</a></li> <li><a href="https://waset.org/committees">Committees</a></li> <li><a href="https://publications.waset.org">Publications</a></li> </ul> </div> <div class="col-md-2"> <ul class="list-unstyled"> Research <li><a href="https://publications.waset.org/abstracts">Abstracts</a></li> <li><a href="https://publications.waset.org">Periodicals</a></li> <li><a href="https://publications.waset.org/archive">Archive</a></li> </ul> </div> <div class="col-md-2"> <ul class="list-unstyled"> Open Science <li><a target="_blank" rel="nofollow" href="https://publications.waset.org/static/files/Open-Science-Philosophy.pdf">Open Science Philosophy</a></li> <li><a target="_blank" rel="nofollow" href="https://publications.waset.org/static/files/Open-Science-Award.pdf">Open Science Award</a></li> <li><a target="_blank" rel="nofollow" href="https://publications.waset.org/static/files/Open-Society-Open-Science-and-Open-Innovation.pdf">Open Innovation</a></li> <li><a target="_blank" rel="nofollow" href="https://publications.waset.org/static/files/Postdoctoral-Fellowship-Award.pdf">Postdoctoral Fellowship Award</a></li> <li><a target="_blank" rel="nofollow" href="https://publications.waset.org/static/files/Scholarly-Research-Review.pdf">Scholarly Research Review</a></li> </ul> </div> <div class="col-md-2"> <ul class="list-unstyled"> Support <li><a href="https://waset.org/page/support">Support</a></li> <li><a href="https://waset.org/profile/messages/create">Contact Us</a></li> <li><a href="https://waset.org/profile/messages/create">Report Abuse</a></li> </ul> </div> </div> </div> </div> </div> <div class="container text-center"> <hr style="margin-top:0;margin-bottom:.3rem;"> <a href="https://creativecommons.org/licenses/by/4.0/" target="_blank" class="text-muted small">Creative Commons Attribution 4.0 International License</a> <div id="copy" class="mt-2">© 2024 World Academy of Science, Engineering and Technology</div> </div> </footer> <a href="javascript:" id="return-to-top"><i class="fas fa-arrow-up"></i></a> <div class="modal" id="modal-template"> <div class="modal-dialog"> <div class="modal-content"> <div class="row m-0 mt-1"> <div class="col-md-12"> <button type="button" class="close" data-dismiss="modal" aria-label="Close"><span aria-hidden="true">×</span></button> </div> </div> <div class="modal-body"></div> </div> </div> </div> <script src="https://cdn.waset.org/static/plugins/jquery-3.3.1.min.js"></script> <script src="https://cdn.waset.org/static/plugins/bootstrap-4.2.1/js/bootstrap.bundle.min.js"></script> <script src="https://cdn.waset.org/static/js/site.js?v=150220211556"></script> <script> jQuery(document).ready(function() { /*jQuery.get("https://publications.waset.org/xhr/user-menu", function (response) { jQuery('#mainNavMenu').append(response); });*/ jQuery.get({ url: "https://publications.waset.org/xhr/user-menu", cache: false }).then(function(response){ jQuery('#mainNavMenu').append(response); }); }); </script> </body> </html>

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Personalized Email Marketing Strategy: A Reinforcement Learning Approach