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A Content Analysis of Direct Marketing Emails
Unformatted Document Text:  3 Lohse 2001, referred by Tezinde et al. 2002). Thus, consumer privacy concerns and their trust in permission marketing, and thereafter the possibility of email marketing can easily get hurt. Consequently, the nightmare for marketers occurs as more and more consumers never open any of those commercial emails again. Email marketing without primarily permission and respect for consumers’ rights sometimes leads to lawsuits. To highlight this by example, this summer a class action lawsuit has been filed in Salt Lake City against telecommunications company Sprint, on behalf of Utah residents, saying the residents have received unsolicited emails from the company since anti-spam legislation was put into place (Web Host Industry Review, 2002). Obviously, it is crucial for the industry gets its act together and develops acceptable and welcome email, not intrusive email, and it is urgent for marketing communication researchers to work on this topic and develop theories and workable suggestions for the industry. Facing those challenges, direct marketing practitioners are working hard to streamline email marketing and lead it to a healthier road. H. Robert Wientzen (2000), president and CEO of the Direct Marketing Association, Inc, pointed out that to deal with unsolicited bulk commercial email have a substantial effect on marketing in the digital world. DMA is look forward to tomorrow’s targeted, more sophisticated, responsibly used email marketing, and it is endeavoring to preserve email as a marketing tool. New technology might be some help here. As Wientzen (2000) mentioned, DMA is developing some new email preference service, not only allowing a consumer to opt out of commercial email lists, this system will provide domain opt-out option as well. All these effort is to give consumers a choice, and also give reputable marketers an option

Authors: Jin, Yan. and Cameron, Glen.
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Lohse 2001, referred by Tezinde et al. 2002). Thus, consumer privacy concerns and their
trust in permission marketing, and thereafter the possibility of email marketing can easily
get hurt. Consequently, the nightmare for marketers occurs as more and more consumers
never open any of those commercial emails again.
Email marketing without primarily permission and respect for consumers’ rights
sometimes leads to lawsuits. To highlight this by example, this summer a class action
lawsuit has been filed in Salt Lake City against telecommunications company Sprint, on
behalf of Utah residents, saying the residents have received unsolicited emails from the
company since anti-spam legislation was put into place (Web Host Industry Review,
2002). Obviously, it is crucial for the industry gets its act together and develops
acceptable and welcome email, not intrusive email, and it is urgent for marketing
communication researchers to work on this topic and develop theories and workable
suggestions for the industry.
Facing those challenges, direct marketing practitioners are working hard to
streamline email marketing and lead it to a healthier road. H. Robert Wientzen (2000),
president and CEO of the Direct Marketing Association, Inc, pointed out that to deal with
unsolicited bulk commercial email have a substantial effect on marketing in the digital
world. DMA is look forward to tomorrow’s targeted, more sophisticated, responsibly
used email marketing, and it is endeavoring to preserve email as a marketing tool.
New technology might be some help here. As Wientzen (2000) mentioned, DMA
is developing some new email preference service, not only allowing a consumer to opt
out of commercial email lists, this system will provide domain opt-out option as well.
All these effort is to give consumers a choice, and also give reputable marketers an option


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