From permission to the precision marketing

Internet has transformed the world over the past decades and has established itself as a vehicle for communication and transaction. The creation of new ways, new tools and strategies for the phenomenon of electronic communication was a (re)evolution to which no field of human activity was immune. The digital implementation of business has forced the update very concepts and definitions, especially those of advertising and marketing. This paper focuses specifically on one of the formats of online advertising and marketing, deepening the concept of the newsletter as a communication tool. The central objective of the study is to identify a set of characteristics of and e-mail marketing campaigns. The conclusions emphasize among other characteristics: the relevance of content, the introduction of incentives; message personalization; concern about privacy, the preference of an appropriate frequency of contact, checking the message against spam filters and the adoption of HTML as a main format.