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A Content Analysis of Direct Marketing Emails
Unformatted Document Text:  9 H2.1: The majority of the commercial emails will clarify their permission previously got from the consumer. H2.2: The majority of the commercial emails will provide consumers the option to opt out and be removed from the marketer’s email list. Relevance, Personalization, and Affiliation – the Key to Success As Grein and Gould (1996) pointed out, opt-in email potentially results in synergies and this one-to-one communication suits to personalization and precise targeting. In this sense, email marketing shares the feature of direct mail advertising, which is defined as any advertising matter sent through the mail directly to the person whom the marketers whish to influence (Shimp 1990). The primary for traditional direct mail and direct response emails are that they both enables companies to pinpoint messages to specific market segments and to measure success immediately by know how many customers actually respond. For email marketing, effective segmentation and targeting are needs, not demographics, lifestyles, attitudes, or even stated interests, and a powerful outline brand and the ability to build and manage an opt-in list (Tezinde et al. 2002). The relevance of the email to a consumer is a key here for successful email marketing. Often consumers will skip personally irrelevant emails and take them as spam, which make personal relevance a main determinant of consumer’s email behavior in those occasions. However, since relevance is a complicated construct to measure, some researchers introduced two relevant concepts to test personal relevance in email marketing. Affiliation is operationalized as brand equity and previous relationships (Tezinde et al. 2002) to remind consumer of his/her commitment to the marketer. Brand equity builds

Authors: Jin, Yan. and Cameron, Glen.
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9
H2.1: The majority of the commercial emails will clarify their permission
previously got from the consumer.
H2.2: The majority of the commercial emails will provide consumers the option
to opt out and be removed from the marketer’s email list.
Relevance, Personalization, and Affiliation – the Key to Success
As Grein and Gould (1996) pointed out, opt-in email potentially results in
synergies and this one-to-one communication suits to personalization and precise
targeting. In this sense, email marketing shares the feature of direct mail advertising,
which is defined as any advertising matter sent through the mail directly to the person
whom the marketers whish to influence (Shimp 1990). The primary for traditional direct
mail and direct response emails are that they both enables companies to pinpoint
messages to specific market segments and to measure success immediately by know how
many customers actually respond. For email marketing, effective segmentation and
targeting are needs, not demographics, lifestyles, attitudes, or even stated interests, and a
powerful outline brand and the ability to build and manage an opt-in list (Tezinde et al.
2002). The relevance of the email to a consumer is a key here for successful email
marketing. Often consumers will skip personally irrelevant emails and take them as
spam, which make personal relevance a main determinant of consumer’s email behavior
in those occasions.
However, since relevance is a complicated construct to measure, some researchers
introduced two relevant concepts to test personal relevance in email marketing.
Affiliation is operationalized as brand equity and previous relationships (Tezinde et al.
2002) to remind consumer of his/her commitment to the marketer. Brand equity builds


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