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A Content Analysis of Direct Marketing Emails
Unformatted Document Text:  6 Email as An Online Direct Marketing Tool Direct marketing is defined as an interactive system of marketing which uses one or more advertising media to effect an measurable response and/or transaction at any location (Shimp 1990). As a major component of direct marketing, direct response advertising involves the use of any of several media to transmit messages that encourage consumers to purchase directly from the advertiser. With the burgeoning of Internet and development of e-commerce, email has become an important tool in direct marketing transmitting direct response advertising messages. When talking about email marketing, Jackson (2001) mentioned that email has become an important part of the marketing mix and is considered the most successful communication technology since television. Tezinde et al.’s study (2002) provides that at the end of 2000, there were 891.1 million active electronic mailboxes in the world, up 67% from 533.1 million in 1999 (United Messing 2001). As one of the primary reasons for most people to go online, email holds the capability to be used by marketers to generate increased marketing success as well as improving brand image and consumer- company relationship. As a new member of the direct marketing family, email marketing shares several features of traditional direct marketing tools. Unlike general non-direct response advertising that often intends to build consumer awareness and brand images, direct marketing primarily aims at creating immediate sales (Shimp 1990). According to Stone (1983), three distinct features characterize direct-response advertising: 1) it makes a definite offer; 2) it contains all the information necessary to make a decision, and 3) it contains device (coupon, phone number, or both) to facilitate immediate action.

Authors: Jin, Yan. and Cameron, Glen.
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6
Email as An Online Direct Marketing Tool
Direct marketing is defined as an interactive system of marketing which uses one
or more advertising media to effect an measurable response and/or transaction at any
location (Shimp 1990). As a major component of direct marketing, direct response
advertising involves the use of any of several media to transmit messages that encourage
consumers to purchase directly from the advertiser. With the burgeoning of Internet and
development of e-commerce, email has become an important tool in direct marketing
transmitting direct response advertising messages.
When talking about email marketing, Jackson (2001) mentioned that email has
become an important part of the marketing mix and is considered the most successful
communication technology since television. Tezinde et al.’s study (2002) provides that at
the end of 2000, there were 891.1 million active electronic mailboxes in the world, up
67% from 533.1 million in 1999 (United Messing 2001). As one of the primary reasons
for most people to go online, email holds the capability to be used by marketers to
generate increased marketing success as well as improving brand image and consumer-
company relationship.
As a new member of the direct marketing family, email marketing shares several
features of traditional direct marketing tools. Unlike general non-direct response
advertising that often intends to build consumer awareness and brand images, direct
marketing primarily aims at creating immediate sales (Shimp 1990). According to Stone
(1983), three distinct features characterize direct-response advertising: 1) it makes a
definite offer; 2) it contains all the information necessary to make a decision, and 3) it
contains device (coupon, phone number, or both) to facilitate immediate action.


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