The Effectiveness of Email Marketing Strategies in Supporting Public Relationc Programs in Libyan Government Banks

Abstract

The research aims to identify effectiveness of email marketing strategies in supporting Public relations programs in Libyan state- owned banks. This is achieved by examining the current state email use in these banks, identifying the most frequently used and effective strategies for supporting Public relations programs, measuring the contribution of email marketing strategies to Public relations program objectives, and identifying the main obstacles hindering the effective use of email. The research employed a descriptive- analytical experimental approach on a stratified random sample of 21 employees from four Libyan state- owned banks in the city of Zawiya. The results indicate that email use in Libyan state- owned banks is at a moderate level, tending towards low, both in terms of actual usage and the application of email marketing strategies. The results also showed that the Public relations strategy was the most frequently used, while the communication strategy was the least used. This reflects the limited utilization of email´s communication potential in the banking sector. Regarding obstacles, the results revealed a range of organizational, technical, and human resource constraints that limit the objectives use of email in supporting Public relations programs. Which explains the limited impact of email marketing strategies in the government banking environment.