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A Content Analysis of Direct Marketing Emails
Unformatted Document Text:  4 to effectively regulate themselves without denying the undeniable power of this medium at the same time. This online consumer trust-building movement might bring some fresh flavor to email marketing, and its effectiveness might be an interesting topic to study for researchers. On the other hand, professionals and marketing researchers proposed that some golden rules for more effective email marketing might exist – personalization in approaching consumers, professionalism in sharing information with consumers, respect for consumers option, relevance and affiliation reminder, vividness in communication, good design to entertain consumers. However, how these newly formed standards are implemented in email marketing daily practice, and how well it has been carried on seem unknown to practitioners and researchers. Given these concerns, what we attempted here was to explore email marketing techniques and characteristics as well as whether those commercial emails have followed or reflected those suggested standards for direct response marketing success. This, it seemed to us, would provide insights in understanding this burgeoning marketing and strategic communication phenomenon as well as reference to daily email marketing practice. To provide a rationale for our research questions and hypotheses, we first look at the literature in the field of strategic communication and direct marketing. These questions and hypotheses are then tested in terms with data from a content analysis of 246 commercial emails.

Authors: Jin, Yan. and Cameron, Glen.
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to effectively regulate themselves without denying the undeniable power of this medium
at the same time. This online consumer trust-building movement might bring some fresh
flavor to email marketing, and its effectiveness might be an interesting topic to study for
researchers.
On the other hand, professionals and marketing researchers proposed that some
golden rules for more effective email marketing might exist – personalization in
approaching consumers, professionalism in sharing information with consumers, respect
for consumers option, relevance and affiliation reminder, vividness in communication,
good design to entertain consumers. However, how these newly formed standards are
implemented in email marketing daily practice, and how well it has been carried on seem
unknown to practitioners and researchers.
Given these concerns, what we attempted here was to explore email marketing
techniques and characteristics as well as whether those commercial emails have followed
or reflected those suggested standards for direct response marketing success. This, it
seemed to us, would provide insights in understanding this burgeoning marketing and
strategic communication phenomenon as well as reference to daily email marketing
practice. To provide a rationale for our research questions and hypotheses, we first look
at the literature in the field of strategic communication and direct marketing. These
questions and hypotheses are then tested in terms with data from a content analysis of
246 commercial emails.


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