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A Content Analysis of Direct Marketing Emails
Unformatted Document Text:  22 Tezinde, T., Smith B. & Murphy, J. (2002). Getting Permission: Exploring factors affecting permission marketing. Journal of Interactive Marketing, 37, 28-36. United Messaging. (2001). Year-End 2000 Mailbox Report. United Messaging on the Web: http://www.unitedmessaging.com . Web Host Industry Review (2002). Sprint Faces Class Action Spam Lawsuit. Web Host Industry Review, August 2, 2002. Web:// thewhir.com/marketwatch/spa080202.cfm Wientzen, H. R. (2000). What is the Internet’s impact on direct marketing today and tomorrow. Journal of Interactive Marketing, 14(3), 74-78. Wimmer, R. D., & Dominick, J. R. (1997). Mass media research: An introduction, Belmont, CA: Wadsworth Publishing Company. Appendix: Coding Sheet of the Content Analysis of Email Marketing V1. ID # of the email ______ V2. Date of the email sent out (dd/mm) __/__/ V3. Identify the “sender” of the email: (“From:…”) 1. A person’s name 2. A company/An organization’s name 3. An email address (formatted as ## email not listed ## 4. A non-name word/phrase/sentence 5. Others V4. Identify the “Receiver” in the email: (“To:…”) 1. To the email account owner’s email address only 2. To more than two email addresses V5. Please circle the way the email subject is phrased: (“Subject:…”) 1. Non-personal (No email account owner’s name, no personal tone, etc.) 2. Personal (Personal tone is present, but there is no email account owner’s name and other personal information mentioned) 3. Extremely personal (Email account owner’s name as well as other personal information, AND personal tone are present)

Authors: Jin, Yan. and Cameron, Glen.
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22
Tezinde, T., Smith B. & Murphy, J. (2002). Getting Permission: Exploring factors
affecting permission marketing. Journal of Interactive Marketing, 37, 28-36.
United Messaging. (2001). Year-End 2000 Mailbox Report. United Messaging on the
Web:
http://www.unitedmessaging.com
.
Web Host Industry Review (2002). Sprint Faces Class Action Spam Lawsuit. Web Host
Industry Review, August 2, 2002.
Web:// thewhir.com/marketwatch/spa080202.cfm
Wientzen, H. R. (2000). What is the Internet’s impact on direct marketing today and
tomorrow. Journal of Interactive Marketing, 14(3), 74-78.
Wimmer, R. D., & Dominick, J. R. (1997). Mass media research: An introduction,
Belmont, CA: Wadsworth Publishing Company.
Appendix: Coding Sheet of the Content Analysis of Email Marketing
V1. ID # of the email ______

V2. Date of the email sent out (dd/mm) __/__/

V3. Identify the “sender” of the email: (“From:…”)
1. A
person’s
name
2. A company/An organization’s name
3. An email address (formatted as ## email not listed ##
4. A non-name word/phrase/sentence
5. Others
V4. Identify the “Receiver” in the email: (“To:…”)
1. To the email account owner’s email address only
2. To more than two email addresses

V5. Please circle the way the email subject is phrased: (“Subject:…”)
1. Non-personal
(No email account owner’s name, no personal tone, etc.)
2. Personal
(Personal tone is present, but there is no email account owner’s name
and other personal information mentioned)
3. Extremely
personal
(Email account owner’s name as well as other personal information,
AND personal tone are present)


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