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A Content Analysis of Direct Marketing Emails

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Abstract:

Based on a strategic communication model and direct marketing literature, a content analysis of 246 direct marketing emails explored email marketing techniques and characteristics. Findings show patterns of practice as well as problems that make email marketing an ˇ°unwelcome guestˇ± or spam in the minds of many recipients. Lack of permission marketing and personalization tactics threatens to make direct marketing email messages irrelevant and intrusive, perhaps resulting in curtailment.

Most Common Document Word Stems:

email (249), market (135), consum (88), use (62), 2 (57), 1 (52), percent (49), person (47), commerci (46), direct (44), 3 (33), communic (27), provid (26), text (25), receiv (24), major (23), color (23), imag (22), permiss (22), hypothesi (22), name (21),

Author's Keywords:

Email marketing, strategic communication, content analysis, direct marketing
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Association:
Name: International Communication Association
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http://www.icahdq.org


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MLA Citation:

Jin, Yan. and Cameron, Glen. "A Content Analysis of Direct Marketing Emails" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA, May 27, 2003 <Not Available>. 2009-05-26 <http://www.allacademic.com/meta/p111366_index.html>

APA Citation:

Jin, Y. and Cameron, G. T. , 2003-05-27 "A Content Analysis of Direct Marketing Emails" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA Online <.PDF>. 2009-05-26 from http://www.allacademic.com/meta/p111366_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Based on a strategic communication model and direct marketing literature, a content analysis of 246 direct marketing emails explored email marketing techniques and characteristics. Findings show patterns of practice as well as problems that make email marketing an ˇ°unwelcome guestˇ± or spam in the minds of many recipients. Lack of permission marketing and personalization tactics threatens to make direct marketing email messages irrelevant and intrusive, perhaps resulting in curtailment.

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Document Type: .PDF
Page count: 25
Word count: 6329
Text sample:
1 A Content Analysis of Direct Marketing Emails Abstract Based on a strategic communication model and direct marketing literature a content analysis of 246 direct marketing emails explored email marketing techniques and characteristics. Findings show patterns of practice as well as problems that make email marketing an “unwelcome guest” or spam in the minds of many recipients. Lack of permission marketing and personalization tactics threatens to make direct marketing email messages irrelevant and intrusive perhaps resulting in curtailment. 2
to use it) 1 2 3 4 5 Non-professional Professional V24. Please circle the way the sender is talking to the receiver in the email body: (High level of personalization must come with either personal tone or the email account owner’s name being mentioned or both) 1 2 3 4 5 Non-personal Personal V25. Please judge the intention of the email sender 1. Building brand image 2. Building organization-customer relationship 3. Selling product/service 4. Providing information 5. Providing Membership


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