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A Content Analysis of Direct Marketing Emails
Unformatted Document Text:  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.

Authors: Jin, Yan. and Cameron, Glen.
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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.


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