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Effectiveness of E-mail Marketing in Korea: What Types of E-mail Ads Are Being Read?
Unformatted Document Text:  Effectiveness of E-mail Marketing 8 one of the four message categories used in DoubleClick & I/PRO (1996). However, it was found that 42% of the titles fell into two new categories – Special event announcement and Simple information (i.e., news). Ducoffe (1996) described entertainment as an important aspect of online advertising, and thus the announcement of an advertiser’s special event for consumers (e.g., “Quiz Competition!”) was treated as an independent title type in this study. Also, a news-like simple information announcement was added as a new category (e.g., “This Week’s News”). Basically, all e-mail messages were information- oriented in that they offer certain news to the readers. However, some messages had a very plain voice that they could not be regarded as raising a sense of urgency or curiosity, and this type of messages were classified as “News information.” Based on those six categories, three experimental e-mail titles for each of the six categories were created, and ten trained graduate students were asked to classify the 18 titles into the six categories. Next, one title from each category that had the highest score for the pre-selected category was selected for the main experiment. Table 1 shows the list of the titles used in the experiment. Subscription status (i.e., unsolicited vs. permission-based) was also manipulated by different instructions in the beginning of the questionnaire. The questionnaire showed six titles and asked the participants’ attitude toward the ad, intention to open the e-mail with each title, participants’ level of need for cognition, along with their demographic backgrounds. In the beginning of the questionnaire, participants in the permission-based mail condition were told to assume that they subscribed to the newsletter service from an online shopping mall. Participants in the unsolicited mail condition were told that they received e-mail ads from an online shopping mall that participants did not expect. A fictitious brand of the shopping mall (i.e., MaxShopping.co.kr) was used in both conditions because familiar brands could produce unwanted impacts on the participants’ A AD and intention to click. Procedure The experiment was administered in large groups. Participants were given one of two questionnaire booklets containing the instruction, six titles of the e-mail ads, and measures for the

Authors: Won, Woo-Hyun., Lee, Jiyoung. and Lee, Joo-Hyun.
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Effectiveness of E-mail Marketing 8
one of the four message categories used in DoubleClick & I/PRO (1996). However, it was found that 42%
of the titles fell into two new categories – Special event announcement and Simple information (i.e., news).
Ducoffe (1996) described entertainment as an important aspect of online advertising, and
thus the announcement of an advertiser’s special event for consumers (e.g., “Quiz Competition!”) was
treated as an independent title type in this study. Also, a news-like simple information announcement was
added as a new category (e.g., “This Week’s News”). Basically, all e-mail messages were information-
oriented in that they offer certain news to the readers. However, some messages had a very plain voice
that they could not be regarded as raising a sense of urgency or curiosity, and this type of messages were
classified as “News information.”
Based on those six categories, three experimental e-mail titles for each of the six
categories were created, and ten trained graduate students were asked to classify the 18 titles into the six
categories. Next, one title from each category that had the highest score for the pre-selected category was
selected for the main experiment. Table 1 shows the list of the titles used in the experiment.
Subscription status (i.e., unsolicited vs. permission-based) was also manipulated by
different instructions in the beginning of the questionnaire. The questionnaire showed six titles and asked
the participants’ attitude toward the ad, intention to open the e-mail with each title, participants’ level of
need for cognition, along with their demographic backgrounds. In the beginning of the questionnaire,
participants in the permission-based mail condition were told to assume that they subscribed to the
newsletter service from an online shopping mall. Participants in the unsolicited mail condition were told
that they received e-mail ads from an online shopping mall that participants did not expect. A fictitious
brand of the shopping mall (i.e., MaxShopping.co.kr) was used in both conditions because familiar brands
could produce unwanted impacts on the participants’ A
AD
and intention to click.
Procedure
The experiment was administered in large groups. Participants were given one of two
questionnaire booklets containing the instruction, six titles of the e-mail ads, and measures for the


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