An Empirical Investigation Of Cold Email Marketing In The B2B Image Editing Industry: Insights From Dropicts

Fhadil Afdhani Rani

doi:10.53748/jbms.v1i4.85

Authors

Fhadil Afdhani Rani Universitas Sampoerna

DOI:

https://doi.org/10.53748/jbms.v1i4.85

Keywords:

Cold email marketing, B2B marketing, Image editing services, Marketing strategy

Abstract

Objective – This study aims to assess the effectiveness of the “collect and blast” cold email marketing method for a B2B company, specifically Dropicts, Pte. Ltd. Methodology – The primary data collection method was through a cold email campaign conducted over a four-month period. Quantitative analysis was performed on the collected data to assess the effectiveness of the cold email campaign. The study was limited to a single company and a specific time period, which may limit the generalizability of the findings. Findings – Despite sending a significant number of cold emails, the company achieved a very low conversion rate, with only two customers acquired after four months of intensive campaigning. This suggests that this particular marketing strategy is not an optimal approach for generating leads and acquiring new clients in the B2B image editing service industry. Novelty – The use of cold marketing as a business-to-business (B2B) strategy is a well-established practice. While the specific case study of Dropicts provides data on the performance of this method for an image editing service, the overall findings about the effectiveness of cold emailing align with general industry knowledge.

Downloads

Download data is not yet available.

References

Braunsberger, K., & Trocchia, P. J. (2011). Sociological factors influencing high-risk physical activities among adults: A conceptual analysis. Marketing Management Journal, 21(1), 180–194.

Ellis-Chadwick, F., & Doherty, N. F. (2012). Web advertising: The role of e-mail marketing. Journal of Business Research, 65(6), 843–848.

Gil-Saura, I., Frasquet-Deltoro, M., & Cervera-Taulet, A. (2009). The value of B2B relationships. Industrial Management & Data Systems, 109(5), 593–609. https://doi.org/10.1108/02635570910957605

Mano, R. (2016). Marketing and performance evaluations in non-profit services: “Missed” targeting in communicating stakeholders’ expectations. International Journal of Productivity and Performance Management, 59(6), 555–570.

Massoud, S. (2002). A comparative study of e-commerce business models. Allied Academies International Conference, 6(1), 39–45.

Pradana, M. (2015). Klasifikasi jenis-jenis bisnis e-commerce. Klasifikasi Jenis-Jenis Bisnis E-Commerce di Indonesia, 9(2), 32–40.

Santosa, S. B., Mudiantono, M., Murniyono, C. F., Hersugondo, H., & Soesanto, H. (2020). Increasing consumers to consumers (C2C) e-commerce in Central Java, Indonesia. Accounting, 6(5), 753–762. https://doi.org/10.5267/j.ac.2020.6.008

Shafiyah, N., Alsaqour, R., Shaker, H., Abdelhaq, M., Alsaqour, O., & Uddin, M. (2013). Review on electronic commerce. Middle East Journal of Scientific Research, 18(9), 1357–1365. https://doi.org/10.5829/idosi.mejsr.2013.18.9.12421

Shahjee, R. (2016). The impact of electronic commerce on business organization. Scholarly Research Journal for Interdisciplinary Studies, 4(27), 3130–3140.

Sutedjo, B., & Oetomo, D. (2009). Efektivitas email untuk pemasaran. Jurnal Eksplorasi Karya Sistem Informasi dan Sains, 2(2), 26–31. https://ti.ukdw.ac.id/ojs/index.php/eksis/article/view/390

Xu, F. J., Tong, F. C. H., & Tan, C. J. (2011). Auto-ID enabled tracking and tracing data sharing over dynamic B2B and B2G relationships. In 2011 IEEE International Conference on RFID-Technologies and Applications, RFID-TA 2011 (pp. 394–401). https://doi.org/10.1109/RFID-TA.2011.6068668

Zhang, X., Kumar, V., & Cosguner, K. (2017). Dynamically managing a profitable email marketing program. Journal of Marketing Research, 54(6), 851–866. https://doi.org/10.1509/jmr.16.0210