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A Content Analysis of Direct Marketing Emails
Unformatted Document Text:  18 of the emails did not insert any animation compared with 6.5 percent did (Chi-square = 186.163, p<.000). Thus, by looking at all the above results, the hypothesis is not supported. Discussion Findings show that for emails under this study, services were more frequently promoted in the commercial emails than products, and finance, media service and medical care appeared to be the major product/service categories on the center stage of email marketing in this study. It gives us some sense about the competitive arena and what product categories are most widely promoted in email marketing. The characteristics of the finance business and the products of medical care might drive markers use emails to targeting their potential consumers. As we have seen, only four hypotheses are supported while seven of them are not supported. This might be an alert to marketers and researchers that email marketing is lurking on a dangerous and non-effective edge. As for the positive part of our findings, email marketing in this study does seem to follow some golden rules: First, more emails have phrases or buttons leading a consumer to an outside Website by providing “Click here” or “Go” phrases or buttons leading a consumer to an outside Website. This is necessary and directional, especially for Internet uses who have less Web browsing efficacy. It is also verified that more emails will provide consumers the option to opt out and be removed from the marketer’s email list, which is a good signal for a healthier email-marketing environment and for constructing win-win relationship with consumers by first respecting consumers’ option. As for the positive part of design elements, image-text mixed format are widely used, which is eye-

Authors: Jin, Yan. and Cameron, Glen.
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18
of the emails did not insert any animation compared with 6.5 percent did (Chi-square =
186.163, p<.000). Thus, by looking at all the above results, the hypothesis is not
supported.
Discussion
Findings show that for emails under this study, services were more frequently
promoted in the commercial emails than products, and finance, media service and
medical care appeared to be the major product/service categories on the center stage of
email marketing in this study. It gives us some sense about the competitive arena and
what product categories are most widely promoted in email marketing. The
characteristics of the finance business and the products of medical care might drive
markers use emails to targeting their potential consumers.
As we have seen, only four hypotheses are supported while seven of them are not
supported. This might be an alert to marketers and researchers that email marketing is
lurking on a dangerous and non-effective edge.
As for the positive part of our findings, email marketing in this study does seem to
follow some golden rules: First, more emails have phrases or buttons leading a consumer
to an outside Website by providing “Click here” or “Go” phrases or buttons leading a
consumer to an outside Website. This is necessary and directional, especially for Internet
uses who have less Web browsing efficacy. It is also verified that more emails will
provide consumers the option to opt out and be removed from the marketer’s email list,
which is a good signal for a healthier email-marketing environment and for constructing
win-win relationship with consumers by first respecting consumers’ option. As for the
positive part of design elements, image-text mixed format are widely used, which is eye-


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