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A Content Analysis of Direct Marketing Emails
Unformatted Document Text:  11 H 4.1: The majority of the commercial emails will be in image-text mixed format than in text-dominated format. H 4.2: The majority of the commercial emails will use full color in the email body than black and white or just colored links. H 4.3: The majority of the commercial emails will use photos, cartoons, free drawings or animations in their email body. Method Sample A content analysis was conducted using a convenience sample. All commercial emails one co-author received from September 1, 2002 to October 1, 2002 in MSN Hotmail email account were collected and saved in their original HTML email format for analysis. There were 246 commercial emails in total received by the individual during that month, which composed our dataset. The reasons we use convenience sample here include: 1) The sensitiveness and privacy concerns of individual’s email account make it hard to collect emails randomly from many other consumers’ email inbox; 2) To look at cumulated commercial emails within one person’s month-long period itself may make an interesting study – our records of those emails might provide a picture of the ways and the extent email marketers have been trying to target a consumer; 3) As a kind of exploratory research in the field of email marketing, the result of this study aims more at providing insights and examining problems rather than generalizing findings to a large population, which we deem worth studying in future research.

Authors: Jin, Yan. and Cameron, Glen.
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11
H 4.1: The majority of the commercial emails will be in image-text mixed format
than in text-dominated format.
H 4.2: The majority of the commercial emails will use full color in the email body
than black and white or just colored links.
H 4.3: The majority of the commercial emails will use photos, cartoons, free
drawings or animations in their email body.
Method
Sample
A content analysis was conducted using a convenience sample. All commercial
emails one co-author received from September 1, 2002 to October 1, 2002 in MSN
Hotmail email account were collected and saved in their original HTML email format for
analysis. There were 246 commercial emails in total received by the individual during
that month, which composed our dataset.
The reasons we use convenience sample here include: 1) The sensitiveness and
privacy concerns of individual’s email account make it hard to collect emails randomly
from many other consumers’ email inbox; 2) To look at cumulated commercial emails
within one person’s month-long period itself may make an interesting study – our records
of those emails might provide a picture of the ways and the extent email marketers have
been trying to target a consumer; 3) As a kind of exploratory research in the field of
email marketing, the result of this study aims more at providing insights and examining
problems rather than generalizing findings to a large population, which we deem worth
studying in future research.


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