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A Content Analysis of Direct Marketing Emails
Unformatted Document Text:  25 4. Free trial (The free trial must be clearly stated; regular free service does not belong to this category) 5. Others 6. No incentive V22. After reading email body, whom do you think the sender is? 1. An individual 2. A company 3. An non-profit organization 4. Others V23. Please circle your impression of the expertise of the sender about whatever mentioned in the email: (High level of professionalism must come with the detailed introduction of the thing they are trying to promote, as well as instructions of how to understand or how to use it) 1 2 3 4 5 Non-professional Professional V24. Please circle the way the sender is talking to the receiver in the email body: (High level of personalization must come with either personal tone or the email account owner’s name being mentioned, or both) 1 2 3 4 5 Non-personal Personal V25. Please judge the intention of the email sender 1. Building brand image 2. Building organization-customer relationship 3. Selling product/service 4. Providing information 5. Providing Membership 6. Asking for Donation 7. Others V26. Is the true/registered name of the email receiver been provided in the email (in either” subject” or the email body)? 1. Yes 2. No

Authors: Jin, Yan. and Cameron, Glen.
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background image
25
4. Free trial
(The free trial must be clearly stated; regular free service does not belong
to this category)
5. Others
6. No
incentive

V22. After reading email body, whom do you think the sender is?
1. An
individual
2. A
company
3. An
non-profit
organization
4. Others

V23. Please circle your impression of the expertise of the sender about whatever mentioned
in the email: (High level of professionalism must come with the detailed introduction of the
thing they are trying to promote, as well as instructions of how to understand or how to use
it)
1
2
3
4
5
Non-professional
Professional

V24. Please circle the way the sender is talking to the receiver in the email body: (High level
of personalization must come with either personal tone or the email account owner’s name
being mentioned, or both)
1
2
3
4
5
Non-personal
Personal

V25. Please judge the intention of the email sender
1. Building brand image
2. Building organization-customer relationship
3. Selling
product/service
4. Providing
information
5. Providing
Membership
6. Asking for Donation
7. Others

V26. Is the true/registered name of the email receiver been provided in the email (in either”
subject” or the email body)?
1. Yes
2. No


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