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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 12 The current study examined effective types of e-mail ads. Specifically, reflecting the recent problems of unsolicited e-mails (i.e., spam mails), this study examined whether the unsolicited mails would generate less positive responses from the receivers compared to the permission-based mails (i.e., opt-in mails). In addition, the current study has classified the e-mail titles into six categories and examined whether the different titles would generate different responses from receivers. Finally, consumers’ need for cognition was understood as a user characteristic that would increase their likeliness to click the e-mail ads, and thus examined in this study. The results have indicated that the subscription status was related with consumers’ attitude toward the e-mail ads (A AD ) and their intention to click the ads. With the increased concerns on unsolicited e-mails infringing consumers’ privacy, the findings on the negative (or less positive) impact of unsolicited e-mails might be valuable. The results showed that permission-based mails in general produced better A AD and intention to click scores. Also, the different e-mail titles have revealed different levels of A AD and click intention. DoubleClick and I/PRO (1996) found that use of cryptic messages, question-like message, and call-to- action phrases in banner ads increased the click-through rates and that the messages creating sense of urgency decreased the click-through rate. Similarly, the current study found that the urgency-type title generated low level of A AD and intention to click. Interestingly, the current study found that curiosity- creating title generated the lowest level of A AD and intention to click, which might be interpreted as being different from the DoubleClick and I/PRO’s (1996, in Hofacker & Murphy, 1998) results that showed question-like messages generated a high level of click-through rate. This may be explained with two reasons. First, the environmental differences between 1996 and 2002. When DoubleClick and I/PRO (1996, in Hofacker & Murphy, 1998) conducted the research, the Internet was rather a new and unfamiliar communication channel, and thus curiosity could have been a major factor that made consumers click for further information. However, today’s consumers are not just familiar with the medium, but they also feel that there are too many commercial messages on the Internet. Therefore, importance of curiosity in causing consumers to act (i.e., click) might have been reduced. Second, the Korean consumers might have

Authors: Won, Woo-Hyun., Lee, Jiyoung. and Lee, Joo-Hyun.
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Effectiveness of E-mail Marketing 12
The current study examined effective types of e-mail ads. Specifically, reflecting the recent
problems of unsolicited e-mails (i.e., spam mails), this study examined whether the unsolicited mails
would generate less positive responses from the receivers compared to the permission-based mails (i.e.,
opt-in mails). In addition, the current study has classified the e-mail titles into six categories and
examined whether the different titles would generate different responses from receivers. Finally,
consumers’ need for cognition was understood as a user characteristic that would increase their likeliness
to click the e-mail ads, and thus examined in this study.
The results have indicated that the subscription status was related with consumers’ attitude
toward the e-mail ads (A
AD
) and their intention to click the ads. With the increased concerns on
unsolicited e-mails infringing consumers’ privacy, the findings on the negative (or less positive) impact of
unsolicited e-mails might be valuable. The results showed that permission-based mails in general
produced better A
AD
and intention to click scores.
Also, the different e-mail titles have revealed different levels of A
AD
and click intention.
DoubleClick and I/PRO (1996) found that use of cryptic messages, question-like message, and call-to-
action phrases in banner ads increased the click-through rates and that the messages creating sense of
urgency decreased the click-through rate. Similarly, the current study found that the urgency-type title
generated low level of A
AD
and intention to click. Interestingly, the current study found that curiosity-
creating title generated the lowest level of A
AD
and intention to click, which might be interpreted as being
different from the DoubleClick and I/PRO’s (1996, in Hofacker & Murphy, 1998) results that showed
question-like messages generated a high level of click-through rate. This may be explained with two
reasons. First, the environmental differences between 1996 and 2002. When DoubleClick and I/PRO
(1996, in Hofacker & Murphy, 1998) conducted the research, the Internet was rather a new and unfamiliar
communication channel, and thus curiosity could have been a major factor that made consumers click for
further information. However, today’s consumers are not just familiar with the medium, but they also feel
that there are too many commercial messages on the Internet. Therefore, importance of curiosity in
causing consumers to act (i.e., click) might have been reduced. Second, the Korean consumers might have


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