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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 in Korea: What Types of E-mail Ads Are Being Read? Abstract Use of e-mails as a marketing channel has been rapidly growing. Although e-mail ads are found to generate more interactions from consumers than banner ads, only few studies have examined the effectiveness of e-mail ads. Besides, current concerns on unsolicited e-mails (i.e., spam mails) pose a threat, as many of the messages are being avoided and deleted before even being opened. The current study focused on the subscription status of Korean consumers (i.e., opt-in mails vs. spam mails), different types of the title of the e-mails, and the consumers’ need for cognition. The results have found significant impacts of message types and subscription status on the consumer’s attitude toward the ad and intention to click, whereas need for cognition was not found to be related to the intention to click. Implications for advertisers are provided.

Authors: Won, Woo-Hyun., Lee, Jiyoung. and Lee, Joo-Hyun.
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Effectiveness of E-mail Marketing in Korea: What Types of E-mail Ads Are Being Read?
Abstract
Use of e-mails as a marketing channel has been rapidly growing. Although e-mail ads are found to
generate more interactions from consumers than banner ads, only few studies have examined the
effectiveness of e-mail ads. Besides, current concerns on unsolicited e-mails (i.e., spam mails) pose
a threat, as many of the messages are being avoided and deleted before even being opened. The
current study focused on the subscription status of Korean consumers (i.e., opt-in mails vs. spam
mails), different types of the title of the e-mails, and the consumers’ need for cognition. The results
have found significant impacts of message types and subscription status on the consumer’s attitude
toward the ad and intention to click, whereas need for cognition was not found to be related to the
intention to click. Implications for advertisers are provided.


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