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A Content Analysis of Direct Marketing Emails
Unformatted Document Text:  10 awareness, attracts consumers, build emotional ties, and reminds consumers to repurchase. Considering brand equity is not very realistic to examine in a content analysis, the following study will focus more on previous relationship statement and affiliation reminder. On the other hand, personalization is thought as one of the antecedents of relevance in marketing relationships. Based on those studies, marketers should use more personalized approaches to get contact with consumers, and to further remind consumers of their previous relationship, marketers should use more affiliation reminder statements. Thus, H3.1: The majority of the commercial emails will use personalized contact way to approach consumers. H3.2: The majority of the commercial emails will state consumer’s affiliation with the marketers. Design Elements in Email Marketing More and more email marketers have realized the quality of the marketing campaign will determine its success. And quality can only be maintained by keeping the creative and strategic requirements high, in tune with those of the ever-aware consumer (New Media Age May 10, 2001). Design element in traditional direct marketing and other strategic communication tools still apply here. The integrated use of text, HTML technology, and images will definitely enhance the vividness of the email itself and entertain consumers when informing them. Noticing there is a trend to make the content of emails as image-text mixed format with HTML links together with more designing elements such as photo, cartoon, animation, etc., therefore:

Authors: Jin, Yan. and Cameron, Glen.
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10
awareness, attracts consumers, build emotional ties, and reminds consumers to
repurchase. Considering brand equity is not very realistic to examine in a content
analysis, the following study will focus more on previous relationship statement and
affiliation reminder.
On the other hand, personalization is thought as one of the antecedents of
relevance in marketing relationships. Based on those studies, marketers should use more
personalized approaches to get contact with consumers, and to further remind consumers
of their previous relationship, marketers should use more affiliation reminder statements.
Thus,
H3.1: The majority of the commercial emails will use personalized contact way to
approach consumers.
H3.2: The majority of the commercial emails will state consumer’s affiliation
with the marketers.
Design Elements in Email Marketing
More and more email marketers have realized the quality of the marketing
campaign will determine its success. And quality can only be maintained by keeping the
creative and strategic requirements high, in tune with those of the ever-aware consumer
(New Media Age May 10, 2001). Design element in traditional direct marketing and
other strategic communication tools still apply here. The integrated use of text, HTML
technology, and images will definitely enhance the vividness of the email itself and
entertain consumers when informing them. Noticing there is a trend to make the content
of emails as image-text mixed format with HTML links together with more designing
elements such as photo, cartoon, animation, etc., therefore:


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