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A Content Analysis of Direct Marketing Emails
Unformatted Document Text:  8 H1.3: The majority of the commercial emails will provide incentives to attract consumers. Spam vs. Permission Marketing – the Big Challenge Previous research showed that most email users feel positive about permission marketing and negative toward spam (IMT Strategies 1999). Spam is any email relationship that is not opt-in, which can also be called “unsolicited commercial email.” More specifically, it is defined as promotional bulk emails whose recipients never consented to a marketing relationship with the sending company. In another word, spam is an email message of a commercial nature that has been sent without the receiver’s explicit permission (Krishnamurphy 2000). In contrast, permission marketing is often characterized as “You have opt in…”. The use of opt-in emails suggests obtaining consumer’s permission to receive customized advertising material via email, which imposes segmentation and targets consumers more precisely, and therefore cuts through advertising clutter on the Internet (Tezinde et al. 2002). For ethical concerns, permission marketing must start with consumers’ explicit and active consent to receive commercial messages and always give consumers the possibility to stop receiving messages at any time However, for a lot of consumers, spam and permission marketing are not easy to distinguish. And this lack of differentiation may drive attitudes toward opt-in email down to the same level as attitudes toward spam (Tezinde et al. 2002). Noticing this, many markers are making clear statements in the email to clarify their opt-in status and justify their intention and providing consumers options to be removed if they do not wish to receive emails from the specific marker any more. Thus,

Authors: Jin, Yan. and Cameron, Glen.
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8
H1.3: The majority of the commercial emails will provide incentives to attract
consumers.
Spam vs. Permission Marketing – the Big Challenge
Previous research showed that most email users feel positive about permission
marketing and negative toward spam (IMT Strategies 1999). Spam is any email
relationship that is not opt-in, which can also be called “unsolicited commercial email.”
More specifically, it is defined as promotional bulk emails whose recipients never
consented to a marketing relationship with the sending company. In another word, spam
is an email message of a commercial nature that has been sent without the receiver’s
explicit permission (Krishnamurphy 2000).
In contrast, permission marketing is often characterized as “You have opt in…”.
The use of opt-in emails suggests obtaining consumer’s permission to receive customized
advertising material via email, which imposes segmentation and targets consumers more
precisely, and therefore cuts through advertising clutter on the Internet (Tezinde et al.
2002). For ethical concerns, permission marketing must start with consumers’ explicit
and active consent to receive commercial messages and always give consumers the
possibility to stop receiving messages at any time
However, for a lot of consumers, spam and permission marketing are not easy to
distinguish. And this lack of differentiation may drive attitudes toward opt-in email
down to the same level as attitudes toward spam (Tezinde et al. 2002). Noticing this,
many markers are making clear statements in the email to clarify their opt-in status and
justify their intention and providing consumers options to be removed if they do not wish
to receive emails from the specific marker any more. Thus,


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