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A Content Analysis of Direct Marketing Emails
Unformatted Document Text:  17 Hypothesis 4.1 suggested that majority of the commercial emails would be in image-text mixed format. As we have expected, 48.4 percent of the emails were in image-text mixed format, compared to 22.8 percent in pure text format, 28.9 percent in full formatted HTML format. (Chi-square = 26.415, p<.000). Thus, this hypothesis is supported. Plus, the results show that 79.9 percent of the emails were dominated by text, compared to 3.7 percent were image-dominated and 16.4 percent were about half-and- half (Chi-square = 244.189, p<.000). Therefore, this hypothesis is not supported. Hypothesis 4.2 suggested the majority of the commercial emails would use full color in the email body than black and white or just colored links. As far as text is concerned, 65.9 percent of the emails used full color in text, compared to 31.3 percent used color only for hotlinks, and only 2.8 percent used just black and white (Chi-square = 146.951, p<.000). When looking at image part, about half of those emails (51.2 percent) did not have an image inserted, 47.2 percent used full color in image, and only .08 percent used color only in hotlinks and .08 percent only use black and white (Chi-square = 231.073, p<.000). Considering these two aspects about color use, this hypothesis is supported. Hypothesis 4.3 suggested that the majority of the commercial emails would use photos, cartoons, free drawings or animations in their email body. For photos, 59.8 percent of the emails did not insert any photo compared with 40.2 percent did (Chi- square = 9.366, p<.01); for 2-D cartoons, largely 91.4 percent of the emails did not insert any cartoons compared with only 8.6 percent did (Chi-square = 168.200, p<.000); for free drawing, 68.7 percent of the emails did not insert any free drawing compared with 31.3 percent did (Chi-square = 34.407, p<.000); then, considering 3-D animation, 93.5 percent

Authors: Jin, Yan. and Cameron, Glen.
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17
Hypothesis 4.1 suggested that majority of the commercial emails would be in
image-text mixed format. As we have expected, 48.4 percent of the emails were in
image-text mixed format, compared to 22.8 percent in pure text format, 28.9 percent in
full formatted HTML format. (Chi-square = 26.415, p<.000). Thus, this hypothesis is
supported. Plus, the results show that 79.9 percent of the emails were dominated by text,
compared to 3.7 percent were image-dominated and 16.4 percent were about half-and-
half (Chi-square = 244.189, p<.000). Therefore, this hypothesis is not supported.
Hypothesis 4.2 suggested the majority of the commercial emails would use full
color in the email body than black and white or just colored links. As far as text is
concerned, 65.9 percent of the emails used full color in text, compared to 31.3 percent
used color only for hotlinks, and only 2.8 percent used just black and white (Chi-square =
146.951, p<.000). When looking at image part, about half of those emails (51.2 percent)
did not have an image inserted, 47.2 percent used full color in image, and only .08
percent used color only in hotlinks and .08 percent only use black and white (Chi-square
= 231.073, p<.000). Considering these two aspects about color use, this hypothesis is
supported.
Hypothesis 4.3 suggested that the majority of the commercial emails would use
photos, cartoons, free drawings or animations in their email body. For photos, 59.8
percent of the emails did not insert any photo compared with 40.2 percent did (Chi-
square = 9.366, p<.01); for 2-D cartoons, largely 91.4 percent of the emails did not insert
any cartoons compared with only 8.6 percent did (Chi-square = 168.200, p<.000); for free
drawing, 68.7 percent of the emails did not insert any free drawing compared with 31.3
percent did (Chi-square = 34.407, p<.000); then, considering 3-D animation, 93.5 percent


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