The adoption of email marketing in journal publishing (case study: Binus Business Review journal)

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978-1-5090-3352-2/16/$31.00 ©2016 IEEE
16-18 November 2016, Aston Tropicana Hotel, Bandung, Indonesia
2016 International Conference on Information Management and Technology (ICIMTech)
Page 97
The Adoption of Email Marketing in Journal
Publishing
(Case Study: Binus Business Review Journal)
Arta Moro Sundjaja
Information System Department
Bina Nusantara University
Jakarta, Indonesia
asundjaja@binus.edu
Sonia Mayangsari
Information System and Management Department
Bina Nusantara University
Jakarta, Indonesia
mayangsarisonia@gmail.com
Abstract -The study aims to find out how email marketing
can be applied to the development of internet marketing
by Research and Technology Transfer Office (RTTO) in
Bina Nusantara University. This research was designed
using qualitative method and case study was adopted for
the email marketing implementation. The data was
collected from observation during the implementation of
email marketing and visitor statistic from Google
Analytics. The results showed that email marketing can be
applied as part of e-marketing strategy in the Binus
Business Review which is managed by the Research and
Technology Transfer Office(RTTO). The result of email
marketing implementation, Binus Business Review
received five (5) editors from Brazil, Korea, Nepal,
Nigeria, and Poland; received eight (8) papers from the
various country around the world, and increase the
number of visitor on the website BINUS Business Review.
It can be concluded that the use of email marketing can
increase the journal standing in international level.
Keywords—email marketing, case study, journal publishing
marketing, Binus Business Review.
I. INTRODUCTION
Research and Technology Transfer Office (RTTO)
Bina Nusantara University manages six (6) journals, such as
Binus Business Review, Humaniora, CommIT, The Winners,
Comtech, and Lingua Cultura. Binus Business Review initially
only to the extent that the scope of local journals specialized
lecturers who are in Bina Nusantara. In 2015, there is changes
in Regulation of the Minister of Education and Culture of the
Republic of Indonesia concerning the terms consideration and
approval the first appointment and promotion of academic /
rank previously allowed their local journals, currently listed in
[1]. Regulation of the Minister of Education and Culture of the
Republic of Indonesia No. 92 of 2014 on Chapter V, Article 6,
paragraph 3 of the first appointment of lecturers in academic
position lector, [1] Article 8, paragraph 1 of the promotion of
academic regularly from asisten ahli to lektor may be
considered on condition that at least one scientific paper
published in the journal national scientific as the first author.
National scientific journals are managed by the two
institutions editors, reviewers or authors from outside Bina
Nusantara .Currently, Binus Business Review journal
published three (3) times in a year. In early 2016, Binus
Business Review were selected in Internationalization
program to be indexed in Scopus by DIKTI. Binus Business
Review editorial team must change the internal regulation by
searching and approaching international authors, reviewers,
and editors.
At that time, the Research and Technology Transfer
Office (RTTO) decided to use email marketing as one
marketing tool to reach international contributors (authors,
reviewers, and editors) in Binus Business Review Journal [2].
Many profit and non-profit industries already implement e-
marketing strategies, such as tourism, hospitalities, and
museums [3]–[8], but so rarely in journal publishing [9],
[10].Email marketing is growing rapidly and should be
integrated into the overall communication mix. Also,
interviewees believed that email marketing would be more
effective as a retention rather than as an acquisition tool
because its interactivity facilitates two-way communication.
So the use of email marketing would be helpful for the Binus
Business Review to maximize marketing within the scope of
international level.
Email marketing by Research and Technology
Transfer Office (RTTO) is currently only limited call for the
paper using Whatsapp and Facebook. With the call for papers
is the target audience are invited to contribute in the journal
Binus Business Review (BBR) as national authors, reviewers,
and editors. In accordance with [11] Permission-based email is
more effective as compared to spam email advertising. So that
email marketing can be said to be effective if the audience
requires the content of the email. Research and Technology
Transfer Office (RTTO) always sends an email to the
corresponding target so do not give the negative impression to
the email sent and did not leave a negative impression of the
Research and Technology Transfer Office (RTTO) while Bina
Nusantara University. Target audience Research and
Technology Transfer Office (RTTO) are people with
educational background, working in the field of education and
those who are interested in scientific research.
Email marketing is using the software to send
directly to thousands and even tens of thousands of emails

978-1-5090-3352-2/16/$31.00 ©2016 IEEE
16-18 November 2016, Aston Tropicana Hotel, Bandung, Indonesia
2016 International Conference on Information Management and Technology (ICIMTech)
Page 98
quickly. RTTO use HTTrack as software to pull the document
from the targeted site, then use software Atomic Email Logger
to pull emails one by one from the document. In accordance
with [12] Marketing Automation can be used as a medium to
transmit data or documents by using the software so that it can
more easily and cost-safer. So the use of the software right one
and a positive effect on the journal BINUS Business Review
and simplify the Research and Technology Transfer Office
(RTTO) in spreading email call for paper.
As well as Research and Technology Transfer Office
(RTTO) expects the number of visitors the website increased
so as to enable the visitors to contribute in the journal BINUS
Business Review (BBR). In accordance with [13], email
creates email recipients to seek information about an existing
brand in the email. So with this email can add visitors’
websites quickly because in the mail is not only contains a call
for papers but also contains the manager's email as well as
brand BINUS Business Review journal (BBR) which is
managed by the Research and Technology Transfer Office
(RTTO) today.
Therefore, Research and Technology Transfer Office
(RTTO) decided to use email marketing as a marketing
application with an international reach. Besides being easy to
use, email marketing includes cost-safer just by using software
alone can do email marketing properly.
II. METHODS
This study was designed using the qualitative method
so the researchers can study the phenomenon in how to
promote the journal in international level. We choose a case
study, so the researchers can be investigated the program,
event, activity, process, or group of individuals carefully.The
researchers used secondary data from email marketing
activities and Google Analytics. The data was gathered based
on observation in email marketing activities and data
collection from Google Analytics. The data of email
marketing activities are the number of email sent, the number
of failed email, the number of not responded email, the
number of complaint email, and the number of responded
email. The purpose of data collection from google analytics
was to identify the journal awareness of the respondent. The
researchers observed the publishing history and email
marketing activities (email collection, email distribution,
email response, and email evaluation). The researchers also
retrieved the web visitor data from Google Analytics. The data
was analyzed using Ms. Excel 2013. In this paper the
researchers divided into 3 sections. First the researchers
elaborate the current business condition in Binus Business
Review. Second, the researchers elaborate the use of email
marketing for inviting the potential contributors (authors,
reviewers, and editors) in Binus Business Review. The last
section, the researchers describe the impact of the
implementation of email marketing in Binus Business Review.
III. RESULTS AND DISCUSSIONS
In the first section of results and discussions, the
researchers were elaborate the current business condition in
Binus Business Review. In early 2015, Research and
Technology Transfer Office were used traditional marketing
by distributing flyer in conferences study visit, training, or
distributing the journal to other universities. The flyer was
designed and produced by the desktop. That information is
used to distribute flyers by the department every two months
before the published articles BBR. Based on the publishing
history of Binus Business review in Table 1, all contributors of
Binus Business Review in 2014 were only from Bina
Nusantara University. Since 2015, Binus Business Review
started accepting articles from outside Bina Nusantara
University. This condition was triggered by the new DIKTI
regulation about journal publishing. Until 2015, Bina
Nusantara University still dominating in Binus Business
Review by published 181 of187 articles (97%).Since Binus
Business Review were selected in internationalization
program by DIKTI, the editorial team of Binus Business
Review was agreeing to reduce the composition of internal
authors under 40% (6 articles per issue) and increase the
international authors over 60% (9 articles per issue).
TABLE I. DATA ARTICLE LOCAL, NATIONAL, AND
INTERNATIONAL IN BBR
Issue
Numbers of
Articles
Binus
National
Int.
4.1 (2013)
50
50
0
0
4.2 (2013)
30
30
0
0
5.1 (2014)
40
40
0
0
5.2 (2014)
22
21
1
0
6.1 (2015)
15
14
1
0
6.2 (2015)
15
12
3
0
6.3 (2015)
15
14
1
0
Total
187
181
6
0
Source: Data Secondary, 2016
Research and Technology Transfer Office (RTTO)
decided to use social media (Facebook) and Whatsapp as an
e-marketing tool to invite contributors from Indonesia for
publishing their research articles in Binus Business Review
and email marketing for inviting contributors from overseas
for publishing their research articles or becoming reviewers or
editors in Binus Business Review.
In the second section of results and discussions, the
researchers were elaborate the use of email marketing for
inviting the potential contributors (authors, reviewers, and
editors) in Binus Business Review. Here are the steps in email
marketing implementation of Binus Business Review:
1. Research and Technology Transfer Office (RTTO)
were usedHTTrack to harvest the article that
published in journal indexed by DOAJ
2. Research and Technology Transfer Office (RTTO)
were used Atomic Email Logger to retrieve the email
address of potential contributor data from the
harvested article.
3. Research and Technology Transfer Office (RTTO)
saved the email database in the Ms.Excel.

978-1-5090-3352-2/16/$31.00 ©2016 IEEE
16-18 November 2016, Aston Tropicana Hotel, Bandung, Indonesia
2016 International Conference on Information Management and Technology (ICIMTech)
Page 99
4. Research and Technology Transfer Office (RTTO)
removed the duplicated email by pivoting the data in
Ms. Excel.
5. Research and Technology Transfer Office (RTTO)
hired three (3) part-timers to send the call for paper
information from the email database. The part-timer
only selects ten (10) email in every time they sending
the email, this policy used to avoid spam restriction
from the sender.
In the last section of this research paper, the
researchers were described the impact of email marketing
implementation in Binus Business Review. In Table 2,
Research and Technology Transfer Office were managed sent
10,905 call for paper email (The example of call for paper
email can be seen in figure 1,), 9,937 successfully sent,
receive 18 positive responses (the example of article
submission and application as an editor can be seen in figure 2
and 3) , 2 negative response (the example of negative response
can be seen in figure 4), and 1,048 failed. Although the
response rate in email delivery is low, the researchers
concluded that the email marketing implementation was
succeeded. In Table 3, Binus Business Review managed to get
six (6) editors and reviewers from Brazil, Nepal, Nigeria,
Poland, South Korea, and the United Kingdom; received 13
articles from Australia, Bangladesh, India, Pakistan, Malaysia,
and Nigeria; and has published three (3) articles from India,
Malaysia, and Nigeria. Nigeria is the highest country that
submits articles in Binus Business Review and Malaysia is the
second highest country that submits articles in Binus Business
Review.
TABLE II. RESULTS OF EMAIL MARKETING BBR
Description
Number of
responses
Complain
2
Failed
1,048
Sent
9,837
Responded
18
Grand Total
10,905
Source: Data Secondary, 2016
TABLE III. RESPONDED EMAIL MARKETING
Country
Responded Email Marketing
Submit
Article
Published
in 2016
Reviewer
Editor
Australia
1
-
-
-
Bangladesh
1
-
-
-
Brazil
-
-
1
1
India
2
1
-
-
Malaysia
1
-
-
-
Nepal
-
-
1
1
Nigeria
7
1
1
1
Pakistan
1
-
-
-
Poland
-
-
1
1
South Korea
-
-
1
1
United
Kingdom
-
-
1
1
Source: Data Secondary, 2016
Fig. 1. Example of Call For Paper Email
Fig. 2. Example of Article Submission Email
Fig. 3. Example of Application as an Editor Email
Fig. 3. Example of Negative Response Email
Based on google analytics data in Table 4, the researchers
retrieve the visitor traffic before implementing the email

978-1-5090-3352-2/16/$31.00 ©2016 IEEE
16-18 November 2016, Aston Tropicana Hotel, Bandung, Indonesia
2016 International Conference on Information Management and Technology (ICIMTech)
Page 100
marketing campaign and the average visitor traffic on the
Binus Business Review Website is 22.25 visitors per day or
178 visitors in 8 days. After the researchers implement the
email marketing campaign, there is a growth in the number of
website visitors by 40% or 72 visitors in next eight (8) days.
Based on those data, the researchers conclude that the email
marketing campaign was successful and must be continued
regularly.
TABLE IV. VISITOR WEBSITE PRIOR PERIODS EMAIL
MARKETING
Day
Visitors
3/4/2016
21
3/5/2016
20
3/6/2016
14
3/7/2016
35
3/8/2016
23
3/9/2016
10
3/10/2016
31
3/11/2016
24
Total
178
Average
22.25
Source: Data Secondary, 2016
TABLE V. VISITOR WEBSITE DURING THE PERIOD OF THE
EMAIL MARKETING
Day
Visitors
3/18/2016
30
3/19/2016
25
3/20/2016
21
3/21/2016
31
3/22/2016
46
3/23/2016
34
3/24/2016
45
3/25/2016
18
Total
250
Average
31.25
Source: Data Secondary, 2016
From countries diversity perspective, the composition of
website visitors before email marketing campaign are 80%
from Indonesia and 20% from overseas (see figure 6).
However, the composition of website visitors after email
marketing campaign are 88.2% from Indonesia and 12.8%
from overseas. The researchers concluded there may be other
factors that cause the number of overseas visitors decreased
after implementing an email marketing program, such as
social media marketing programs continue to run in parallel
with an email marketing program.
TABLE VI. COUNTRY VISITOR PRIOR PERIODS EMAIL
MARKETING
Country
Visitors
Indonesia
141
United States
6
Australia
3
Malaysia
3
Philipines
3
Canada
2
India
2
Iran
2
Nigeria
2
Oman
2
Turkey
2
United Arab Emirates
1
Brazil
1
France
1
United Kingdom
1
Jordan
1
Norway
1
Poland
1
Sweden
1
Singapore
1
Tunisia
1
Total
178
Source: Data Secondary, 2016
TABLE VIII. COUNTRY VISITOR WEBSITES
Country
Visitors
Indonesia
218
United States
12
Malaysia
4
Canada
3
United Kingdom
2
Iran
2
Mexico
2
United Arab Emirates
1
China
1
Denmark
1
Spain
1
Slovakia
1
Turkey
1
Vietnam
1
Total
250
Source: Data Secondary, 2016
IV. CONCLUSIONS
Adoption an email marketing in journal publishing is a domain
of the information system research. The discussion that has
been done to produce data describing that email marketing is

978-1-5090-3352-2/16/$31.00 ©2016 IEEE
16-18 November 2016, Aston Tropicana Hotel, Bandung, Indonesia
2016 International Conference on Information Management and Technology (ICIMTech)
Page 101
important to be adopted by the Research and Technology
Transfer Office (RTTO) as BINUS Business Review editorial
team want to increase their journal standing at international
level. The impact of email marketing already discusses in this
paper, resulting six (6) editorial board and reviewers and
received 13 articles from various countries. The researchers
suggested to the Research and Technology Transfer Office to
continue the email marketing program in a regular basis and
dedicated one (1) person in charge to increase the email
database number and sending the call for paper email. The
email marketing implementation benefit for Research and
Technology Transfer Office as policy maker were this model
can be replicate to another journal in Bina Nusantara
University or other journal in Indonesia. The limitation of this
research is the visitor data used for analyzing the impact of
email marketing campaign in visitor traffic of Binus Business
Review. Another limitation of this research is the researchers
only discuss the adoption of Binus Business Review. For the
future research, the researchers suggest replicating this into the
different journal that managed by Research and Technology
Transfer Office or managed by other universities.
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