Özet

Email marketing remains an incredibly relevant and useful type of digital marketing channel that is directly measurable, targeted, and cost-effective when engaging with customers in a direct manner and at any scale. This paper showcases a comprehensive bibliometric analysis of academic research output published in WOS that focuses on email marketing to identify trends, influential players, and emerging themes. The authors extracted data from the WOS database and analyzed it with Biblioshiny. The study indicates that interest in email and email marketing research has grown steadily, with considerable inquiry coming from the USA, UK, and Australia.

The authors identified four common themes across the studies: personalization, automation, mobile optimization, and audience segmentation. The study also identified a trend towards the convergence of email with other forms of digital marketing, most notably social media and customer relationship management (CRM). In terms of overall implications, the authors suggest that while the email marketing literature predominantly draws on inquiry into campaign performance and user engagement, there are emerging areas for inquiry, such as AI, privacy regulation, and synergy with other platforms. This research extends the digital marketing literature by tracing an evolution of email marketing research and providing actionable pathways to better understand, navigate, and develop best practices within this established field.

Anahtar Kelimeler

E-mail Marketing, Digital Marketing, Bibliometric Analysis

Nasıl Atıf Yapılır

Iguadem, Firdawss ve Muhammet Ali Aytaç. “The Evolving Landscape of Email Marketing”. Eklektik Sosyal Bilimler Dergisi 3, sy. 2 (Aralık 2025): 191-213.

Yazar : Firdawss Iguedem

ORCID : 0009-0006-1941-3771

Yazar : Muhammet Ali Aytaç

ORCID : 0000-0003-4835-4441

DOI : 10.61150/eklektik.2025030203

Yayınlanma tarihi :29.12.2025