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A Content Analysis of Direct Marketing Emails
Unformatted Document Text:  23 V6. Identify the format of the email body: 1. Pure text based (made without using HTML codes) 2. Full-formatted (HTML codes are used to format links that can be clicked through) 3. Image-Text mixed (Image(s) inserted in pure text or HTML outputs) V7. Identify the dominant design element in the email body: (Dominance here means the role the text/image played in providing information and relative size as well as position in the email body) 1. Text-dominated 2. Image-dominated 3. About half-and-half V8. Identify the use of color in the text part of the email: 1. Black-and-white 2. Color used only for hotlinks 3. Full color (colors used not only for hotlinks but also for non-linked text) 4. No text V9. Identify the use of color in the image part of the email: 1. Black-and-white 2. Color used only for hotlinks 3. Full color (colors used not only for hotlinks but also for non-linked places) 4. No image V10. Is there any “to be removed from the list/ to unsubscribe, click here” choice or the equivalent? 1. Yes 2. No V11. Is there any “click here” or “go” PHRASE or BUTTON linking the receiver to an outside Website? 1. Yes 2. No V12. Is there any statement about the permission the sender has got from the receiver before (e.g. “you have opted in…” or “you have registered as…”)? 1. Yes 2. No V13. Is there any statement about the affiliation or membership of the email account owner to the sender’s company or organization? 1. Yes 2. No V14. Is there any photo inserted in the email? 1. Yes 2. No

Authors: Jin, Yan. and Cameron, Glen.
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23
V6. Identify the format of the email body:
1. Pure text based (made without using HTML codes)
2. Full-formatted (HTML codes are used to format links that can be clicked through)
3. Image-Text mixed (Image(s) inserted in pure text or HTML outputs)
V7. Identify the dominant design element in the email body: (Dominance here means the role
the text/image played in providing information and relative size as well as position in the email
body)
1. Text-dominated
2. Image-dominated
3. About
half-and-half

V8. Identify the use of color in the text part of the email:
1. Black-and-white
2. Color used only for hotlinks
3. Full color (colors used not only for hotlinks but also for non-linked text)
4. No
text

V9. Identify the use of color in the image part of the email:
1. Black-and-white
2. Color used only for hotlinks
3. Full color (colors used not only for hotlinks but also for non-linked places)
4. No
image

V10. Is there any “to be removed from the list/ to unsubscribe, click here” choice or the
equivalent?
1. Yes
2. No

V11. Is there any “click here” or “go” PHRASE or BUTTON linking the receiver to an
outside Website?
1. Yes
2. No

V12. Is there any statement about the permission the sender has got from the receiver
before
(e.g. “you have opted in…” or “you have registered as…”)?
1. Yes
2. No

V13. Is there any statement about the affiliation or membership of the email account owner
to the sender’s company or organization?
1. Yes
2. No

V14. Is there any photo inserted in the email?
1. Yes
2. No


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