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Analysis of institutional authors

Chaparro-Pelaez, JulianAuthorHernandez-Garcia, AngelCorresponding Author

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April 30, 2022
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Article
Hybrid Gold

May I have your attention, please? An investigation on opening effectiveness in e-mail marketing

Publicated to: Review of Managerial Science. 16 (7): 2261-2284 - 2022-10-01 16(7), DOI: 10.1007/s11846-022-00517-9

Authors:

Chaparro-Pelaez, Julian; Hernandez-Garcia, Angel; Lorente-Paramo, Angel-Jose
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Affiliations

Univ Politecn Madrid, Adm Empresas Estadistica ETSI Telecomunicac, Dept Ingn Org, Av Complutense 30, Madrid 28040, Spain - Author

Abstract

Academic research has yet to provide a comprehensive view on how to capture individuals’ attention when a promotional e-mail reaches their inbox. This study investigates the variables that influence consumers’ attention toward promotional e-mails, operationalized as open rates, and proposes an integrative model that combines and integrates visible, temporal, and contextual elements. The empirical analysis uses ordinary least squares linear regression to validate the model with data obtained from a multinational sample. The dataset, which is global in nature, comprises 5765 different promotional e-mails sent between 2013 and 2018 by different multinational companies to 455 million users located in 73 countries. The analysis provides information about the relative importance of the variables that influence individuals’ decisions to open a promotional e-mail and shows that the frequency of mailing and the use of segmentation techniques significantly affect the individual’s attention to e-mail marketing communications. The results also show a non-transparent opportunity cost associated with every e-mail sent and give advice on how to control that virtual cost. The research provides further recommendations to marketing professionals to improve the effectiveness of e-mail marketing campaigns.
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Keywords

ad worksattentionclick-through ratesdeterminantsdigital marketingeffectivenesserafrequencymodelonline communicationopen rateAttentionDigital marketingE-mail marketingEffectivenessInternet advertising effectivenessOnline communicationOpen rate

Quality index

Bibliometric impact. Analysis of the contribution and dissemination channel

The work has been published in the journal Review of Managerial Science due to its progression and the good impact it has achieved in recent years, according to the agency Scopus (SJR), it has become a reference in its field. In the year of publication of the work, 2022, it was in position , thus managing to position itself as a Q1 (Primer Cuartil), in the category Business, Management and Accounting (Miscellaneous). Notably, the journal is positioned above the 90th percentile.

From a relative perspective, and based on the normalized impact indicator calculated from World Citations provided by WoS (ESI, Clarivate), it yields a value for the citation normalization relative to the expected citation rate of: 1.08. This indicates that, compared to works in the same discipline and in the same year of publication, it ranks as a work cited above average. (source consulted: ESI Nov 13, 2025)

This information is reinforced by other indicators of the same type, which, although dynamic over time and dependent on the set of average global citations at the time of their calculation, consistently position the work at some point among the top 50% most cited in its field:

  • Weighted Average of Normalized Impact by the Scopus agency: 1.82 (source consulted: FECYT Mar 2025)

Specifically, and according to different indexing agencies, this work has accumulated citations as of 2026-04-25, the following number of citations:

  • WoS: 10
  • Scopus: 14
  • Google Scholar: 14
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Impact and social visibility

From the perspective of influence or social adoption, and based on metrics associated with mentions and interactions provided by agencies specializing in calculating the so-called "Alternative or Social Metrics," we can highlight as of 2026-04-25:

  • The use, from an academic perspective evidenced by the Altmetric agency indicator referring to aggregations made by the personal bibliographic manager Mendeley, gives us a total of: 173.
  • The use of this contribution in bookmarks, code forks, additions to favorite lists for recurrent reading, as well as general views, indicates that someone is using the publication as a basis for their current work. This may be a notable indicator of future more formal and academic citations. This claim is supported by the result of the "Capture" indicator, which yields a total of: 172 (PlumX).

With a more dissemination-oriented intent and targeting more general audiences, we can observe other more global scores such as:

  • The Total Score from Altmetric: 10.
  • The number of mentions on the social network X (formerly Twitter): 1 (Altmetric).
  • The number of mentions in news outlets: 1 (Altmetric).

It is essential to present evidence supporting full alignment with institutional principles and guidelines on Open Science and the Conservation and Dissemination of Intellectual Heritage. A clear example of this is:

  • The work has been submitted to a journal whose editorial policy allows open Open Access publication.
  • Assignment of a Handle/URN as an identifier within the deposit in the Institutional Repository: https://oa.upm.es/92888/

As a result of the publication of the work in the institutional repository, statistical usage data has been obtained that reflects its impact. In terms of dissemination, we can state that, as of

  • Views: 45
  • Downloads: 9
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Leadership analysis of institutional authors

There is a significant leadership presence as some of the institution’s authors appear as the first or last signer, detailed as follows: First Author (CHAPARRO PELAEZ, JOSE JULIAN) and Last Author (Lorente-Paramo, AJ).

the author responsible for correspondence tasks has been HERNANDEZ GARCIA, ANGEL.

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