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A Content Analysis of Direct Marketing Emails
Unformatted Document Text:  13 personal). The personalization level here is distinguished by if the email account owner’s name is mentioned, and if the email subject is told in a personal tone. Affiliation reminder. The measurement here is: If there is any statement about the affiliation or membership the email owner has had with the sender’s company or organization (1 = Yes; 2 = No). Design elements. 1) The format of the email body (1.Pure text based; 2. HTML full formatted; 3. Image-text mixed); 2) The dominant design element in the email body (1. Text-dominated; 2. Image-dominated; 3. About half-and-half); 3) The use of color in the text of the email (1. Black and white; 2. Color used only for hotlinks; 3. Full color; 4. No text); 4) The use of color in the image of the email (1. Black and white; 2. Color used only for hotlinks; 3. Full color; 4. No Image); 5) If any photo is inserted; 6) If any 2-D cartoon is inserted; 7) If any free drawing is inserted; 8) If any 3-D animation is inserted. Variable 5) to 8) are all coded as 1 = Yes and 2 = No. What is promoted in the email and its category. 1) What is promoted in the email (1. a product; 2. a service; 3. a brand; 4. a company; 5. an idea/an issue; 6. membership; 7. donation; 8. others); 2) The category of the product/service/brand/company promoted in the email (1. food; 2. Medical care; 3. Real estate; 4.Sex-related; 5. Education; 6. Media service; 7. Travel; 8. Cosmetics; 9. Electronics; 10. Phone service; 11. Finance; 12. Others; 13. No product/service/brand/company). Intercoder Reliability Holsti’s formula (Wimmer & Dominick, 1994) was used to calculate intercoder reliability. Independent coders met for three 2-hour training sessions. In the first training session, two coders independently coded the first ten emails with initial overall

Authors: Jin, Yan. and Cameron, Glen.
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personal). The personalization level here is distinguished by if the email account owner’s
name is mentioned, and if the email subject is told in a personal tone.
Affiliation reminder. The measurement here is: If there is any statement about the
affiliation or membership the email owner has had with the sender’s company or
organization (1 = Yes; 2 = No).
Design elements. 1) The format of the email body (1.Pure text based; 2. HTML
full formatted; 3. Image-text mixed); 2) The dominant design element in the email body
(1. Text-dominated; 2. Image-dominated; 3. About half-and-half); 3) The use of color in
the text of the email (1. Black and white; 2. Color used only for hotlinks; 3. Full color; 4.
No text); 4) The use of color in the image of the email (1. Black and white; 2. Color used
only for hotlinks; 3. Full color; 4. No Image); 5) If any photo is inserted; 6) If any 2-D
cartoon is inserted; 7) If any free drawing is inserted; 8) If any 3-D animation is inserted.
Variable 5) to 8) are all coded as 1 = Yes and 2 = No.
What is promoted in the email and its category. 1) What is promoted in the email
(1. a product; 2. a service; 3. a brand; 4. a company; 5. an idea/an issue; 6. membership;
7. donation; 8. others); 2) The category of the product/service/brand/company promoted
in the email (1. food; 2. Medical care; 3. Real estate; 4.Sex-related; 5. Education; 6.
Media service; 7. Travel; 8. Cosmetics; 9. Electronics; 10. Phone service; 11. Finance;
12. Others; 13. No product/service/brand/company).
Intercoder Reliability
Holsti’s formula (Wimmer & Dominick, 1994) was used to calculate intercoder
reliability. Independent coders met for three 2-hour training sessions. In the first
training session, two coders independently coded the first ten emails with initial overall


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