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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 13 different attitudinal patterns than American consumers employed in DoubleClick and I/PRO’s (1996) study. DoubleClick and I/PRO’s (1996) research showed that banners offering free gifts generated different levels of click-through rates according to the types of products offered. Although the current study did not include the information on a specific product class in the e-mail titles for the experiment, it was found that offering free gifts generated a moderate level of A AD and intention to click. It is suggested that further research should be conducted with different product categories. Overall, the current study found that with the rapidly increasing number of e-mails received by each consumer, messages that contain such information as special promotional event and discounts offer would generate better A AD and higher intention to click. For certain types of message titles, the relationship between the subscription status and A AD and click intention was found to be not significant. For example, titles that contained simple information and free gifts offer showed no significant differences in terms of A AD , click intention between permission-based mail condition and unsolicited mail condition. That is, when the e-mail ad provided a simple information in a unobtrusive manner or when the ad attracted consumers with free gifts, the consumers showed similar levels of A AD and intention to click regardless of their subscription status. Another interesting finding in this study is that participants in the permission-based mail condition showed better A AD than those in the unsolicited mail condition, but did not demonstrate different levels of intention to click when the title of the e-mail was curiosity-oriented. This is consistent with the DoubleClick and I/PRO’s (1996, in Hofacker & Murphy, 1998) findings. It can be interpreted that when an e-mail ad creates curiosity, the consumers can find it less favorable when the mail was unsolicited, but still might click the message to satisfy the curiosity. This suggests that not all unsolicited mails cause negative effects on click-through rate. However, considering that they produce negative influences on consumers’ A AD , using unsolicited mails for a marketing channel should be carefully considered. The current study is meaningful as it provided a useful framework on the effectiveness of e-mail marketing by (1) presenting more detailed categories of e-mail message (i.e., title) types, and (2)

Authors: Won, Woo-Hyun., Lee, Jiyoung. and Lee, Joo-Hyun.
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Effectiveness of E-mail Marketing 13
different attitudinal patterns than American consumers employed in DoubleClick and I/PRO’s (1996)
study.
DoubleClick and I/PRO’s (1996) research showed that banners offering free gifts
generated different levels of click-through rates according to the types of products offered. Although the
current study did not include the information on a specific product class in the e-mail titles for the
experiment, it was found that offering free gifts generated a moderate level of A
AD
and intention to click.
It is suggested that further research should be conducted with different product categories. Overall, the
current study found that with the rapidly increasing number of e-mails received by each consumer,
messages that contain such information as special promotional event and discounts offer would generate
better A
AD
and higher intention to click.
For certain types of message titles, the relationship between the subscription status and
A
AD
and click intention was found to be not significant. For example, titles that contained simple
information and free gifts offer showed no significant differences in terms of A
AD
, click intention between
permission-based mail condition and unsolicited mail condition. That is, when the e-mail ad provided a
simple information in a unobtrusive manner or when the ad attracted consumers with free gifts, the
consumers showed similar levels of A
AD
and intention to click regardless of their subscription status.
Another interesting finding in this study is that participants in the permission-based mail
condition showed better A
AD
than those in the unsolicited mail condition, but did not demonstrate different
levels of intention to click when the title of the e-mail was curiosity-oriented. This is consistent with the
DoubleClick and I/PRO’s (1996, in Hofacker & Murphy, 1998) findings. It can be interpreted that when
an e-mail ad creates curiosity, the consumers can find it less favorable when the mail was unsolicited, but
still might click the message to satisfy the curiosity. This suggests that not all unsolicited mails cause
negative effects on click-through rate. However, considering that they produce negative influences on
consumers’ A
AD
, using unsolicited mails for a marketing channel should be carefully considered.
The current study is meaningful as it provided a useful framework on the effectiveness of
e-mail marketing by (1) presenting more detailed categories of e-mail message (i.e., title) types, and (2)


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