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The impact of email marketing on property availability update for a Portuguese startup
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Resumo(s)
This paper analyses an email campaign – “availability push” – sent to the supply side of
the marketplace: landlords. We find that the delivery of the emails increased the update
of the properties’ availability by the landlords by 34,15%, the opening increased by
24,96%, and the click by 18,16%. Overall, 3112 offers were updated with this campaign,
out of which 84 were considered as out of platform, representing a gain of 2,7% to the
company, just with these offers. This campaign was a huge success for the company, and
the findings on this paper tend to analyse what influences this success.
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Email marketing Email campaign Landlords