TY  - CHAP
A1  - Fabian, Benjamin
A1  - Bender, Benedict
A1  - Weimann, Lars
T1  - E-Mail tracking in online marketing
BT  - Methods, Detection, and Usage
T2  - Proceedings of the 12th International Conference on Wirtschaftsinformatik
N2  - E-Mail tracking uses personalized links and pictures for gathering information on user behavior, for example, where, when, on what kind of device, and how often an e-mail has been read. This information can be very useful for marketing purposes. On the other hand, privacy and security requirements of customers could be violated by tracking. This paper examines how e-mail tracking works, how it can be detected automatically, and to what extent it is used in German e-commerce. We develop a detection model and software tool in order to collect and analyze more than 600 newsletter e-mails from companies of several different industries. The results show that the usage of e-mail tracking in Germany is prevalent but also varies depending on the industry.
KW  - E-Mail Tracking
KW  - Online Marketing
KW  - Privacy
Y1  - 2015
UR  - https://aisel.aisnet.org/wi2015/74
SN  - 978-3-00-049184-9
IS  - 74
PB  - Associations for Information Systems AIS
CY  - Atlanta
ER  -