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A Content Analysis of Direct Marketing Emails
Unformatted Document Text:  7 Accordingly, commercial emails should often make a clear offer in the their messages – selling a product or service and so on. Commercial emails should also contain all the supporting information to help drive traffic to the advertisers’ Websites and activate consumer’s direct response to the messages, which will make it easier for consumers to buy the product or visit the host sites. Compared with other strategic communication tools online, email marketing is more interactive, faster, and relatively easier to deploy with lower cost. Plus, as general features of effective direct-mail advertising copy (Shimp 1990), time urgency is often highlighted by “call for action” phrases, such as “Now”, “Last chance” so as to give a reason for consumers to buy the product or to visit the Website immediately. In addition, as a widely used promotion strategies in traditional direct marketing, incentives (direct response device), such as coupon, gift, and free trials, are often used by providing valuable giveaway (New Media Age, 2001) for consumer’s benefit. Considering all the above general features shared by email marketing with direct marketing, we propose the following research questions and hypotheses: RQ 1: What will be most often promoted in the commercial emails? RQ 2: What product categories will predominate among the commercial emails? H1.1: The majority of the commercial emails will have phrases or buttons leading a consumer to an outside Website. H1.2: The majority of the commercial emails will use “call for action” phrases to activate consumer’s direct response to the email.

Authors: Jin, Yan. and Cameron, Glen.
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7
Accordingly, commercial emails should often make a clear offer in the their
messages – selling a product or service and so on. Commercial emails should also
contain all the supporting information to help drive traffic to the advertisers’ Websites
and activate consumer’s direct response to the messages, which will make it easier for
consumers to buy the product or visit the host sites. Compared with other strategic
communication tools online, email marketing is more interactive, faster, and relatively
easier to deploy with lower cost. Plus, as general features of effective direct-mail
advertising copy (Shimp 1990), time urgency is often highlighted by “call for action”
phrases, such as “Now”, “Last chance” so as to give a reason for consumers to buy the
product or to visit the Website immediately. In addition, as a widely used promotion
strategies in traditional direct marketing, incentives (direct response device), such as
coupon, gift, and free trials, are often used by providing valuable giveaway (New Media
Age, 2001) for consumer’s benefit.
Considering all the above general features shared by email marketing with direct
marketing, we propose the following research questions and hypotheses:
RQ 1: What will be most often promoted in the commercial emails?
RQ 2: What product categories will predominate among the commercial emails?
H1.1: The majority of the commercial emails will have phrases or buttons leading
a consumer to an outside Website.
H1.2: The majority of the commercial emails will use “call for action” phrases to
activate consumer’s direct response to the email.


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