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A Content Analysis of Direct Marketing Emails
Unformatted Document Text:  14 intercoder reliability of .83. In the second training session, another ten emails in the middle of the whole dataset ranked by sent time were independently coded with the second-run intercoder reliability as .87. The final intercoder reliability was then calculated on the last ten emails with a score of .93. Results RQ 1 asked what would be most often promoted in the commercial emails. As the result shows, services (70.3 percent) were most frequently promoted in email marketing toward this email account; products were the second (25.6 percent); membership and others account for 2.8 percent and 1.2 percent, respectively (Chi-square = 306.130, p<.000). RQ 2 was about what product categories would predominate among the commercial emails. We found that finance occupied the largest portion (41.1 percent); media service and medical care accounted for 15.4 percent and 12.2 percent, respectively; other categories together only accounted for small percents (Chi-square = 466.146, p<.000). As noted earlier, the hypotheses were created as benchmarks for the analysis of contemporary email marketing strategy operation compared with those standards suggested by direct marketing researchers and practitioners. Thus, if a hypothesis is supported, it suggests that largely the email marketing targeting the individual in one month reflects the trend and follows the standards for effective email marketing. Hypothesis 1.1 suggested that the majority of the commercial emails would have phrases or buttons leading a consumer to an outside Website. As the result shows, 67.5 percent of the emails provided “Click here” or “Go” phrases or buttons to lead a

Authors: Jin, Yan. and Cameron, Glen.
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intercoder reliability of .83. In the second training session, another ten emails in the
middle of the whole dataset ranked by sent time were independently coded with the
second-run intercoder reliability as .87. The final intercoder reliability was then
calculated on the last ten emails with a score of .93.
Results
RQ 1 asked what would be most often promoted in the commercial emails. As
the result shows, services (70.3 percent) were most frequently promoted in email
marketing toward this email account; products were the second (25.6 percent);
membership and others account for 2.8 percent and 1.2 percent, respectively (Chi-square
= 306.130, p<.000).
RQ 2 was about what product categories would predominate among the
commercial emails. We found that finance occupied the largest portion (41.1 percent);
media service and medical care accounted for 15.4 percent and 12.2 percent, respectively;
other categories together only accounted for small percents (Chi-square = 466.146,
p<.000).
As noted earlier, the hypotheses were created as benchmarks for the analysis of
contemporary email marketing strategy operation compared with those standards
suggested by direct marketing researchers and practitioners. Thus, if a hypothesis is
supported, it suggests that largely the email marketing targeting the individual in one
month reflects the trend and follows the standards for effective email marketing.
Hypothesis 1.1 suggested that the majority of the commercial emails would have
phrases or buttons leading a consumer to an outside Website. As the result shows, 67.5
percent of the emails provided “Click here” or “Go” phrases or buttons to lead a


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