E-Mail Marketing by International Hotel Chains
E-Mail Marketing by International Hotel Chains
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DOI：
10.1177/0010880407305553
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发表时间：
2008-02
影响因子：
3.5
通讯作者：
P. O'Connor
中科院分区：
文献类型：
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作者：
P. O'Connor
电子邮件作为一种营销媒介的效用受到了垃圾邮件（未经请求的商业批量电子邮件）空前增长的限制。考虑到酒店可以访问客户的个人数据，并有可能将此资源用于营销和促销目的，本研究旨在确定国际连锁酒店是否符合2003年美国《控制非主动色情和营销攻击（CAN-SPAM）法案》中关于将个人数据用于电子邮件营销目的的立法指南。通过对多个电子邮件账户进行为期一年的监控，该研究发现，酒店公司在使用客户个人数据方面的行为不仅非常道德，而且实际上可以为其他企业提供最佳实践的范例。
E-mail's utility as a marketing medium is being limited by unprecedented growth in spam—unsolicited commercial bulk e-mail messages. Given the access that hotels have to their customers' personal data and the potential for using this resource for marketing and promotional purposes, this study sets out to establish whether international hotel chains conform to the legislative guidelines found in the U.S. Controlling the Assault of Non-Solicited Pornography and Marketing (CAN-SPAM) Act of 2003 with regard to use of personal data for e-mail marketing purposes. By monitoring multiple e-mail accounts over a one-year period, the study found that not only is hotel companies' behavior highly ethical with regard to their use of customers' personal data, but in fact it may serve as an example of best practice for other businesses.