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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 2 Yet despite consumers’ preference for e-mail marketing, over internet banner ads, and its expected phenomenal growth, there is scant academic research of the effectiveness of commercial communication channel. Most discussions of e-mail marketing have focused the ethical issues of unsolicited e-mails (i.e., spam mails). The current study seeks to address the deficiency in our current understand of this communication channel by examining the types of e-mails that generate higher response rates from the receivers. Specifically, this study uses an experimental setting to investigate the role of a receiver’s subscription status to an e-mail marketing list on their intention to read the e-mail and their attitude toward the e-mail ads. Additionally, the study will explore the impact of different e-mail subject titles on consumers’ intention to read the e-mail and their attitude toward the e-mail ads. E-mail subject titles are believed to impact a receiver’s decision to open a marketing e-mail and their attitude toward the ad’s message as the title would represent the initial stimulus to the receiver. Finally, this study explores receiver’s individual psychological characteristics as another factor influencing their propensity to click- through e-mail advertising messages. In particular, the receiver’s need for cognition will be discussed as a factor that might explain the receiver’s tendency to investigate the advertising message. Literature Review Receiver Subscription Status A key characteristic of e-mail marketing is that it can be used to send messages to very specific target audience segments. The accuracy of the targeted mailing however is dependant upon the quality of the e-mail list a marketer uses for delivery. The e-mail receiver may be on a list because they at some point specifically requested additional or updated information on a product or product class. He or she also may be on a list as the result of their e-mail being obtained in a manner that did not qualify them as interested in the product or product class (i.e., the receiver never requested information). Because of these contrasting methods of list generation, marketing e-mails are categorized into two broad categories, permission-based e-mails (i.e., opt-in mails) and unsolicited e-mails (i.e., spam mails).

Authors: Won, Woo-Hyun., Lee, Jiyoung. and Lee, Joo-Hyun.
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Effectiveness of E-mail Marketing 2
Yet despite consumers’ preference for e-mail marketing, over internet banner ads, and its
expected phenomenal growth, there is scant academic research of the effectiveness of commercial
communication channel. Most discussions of e-mail marketing have focused the ethical issues of
unsolicited e-mails (i.e., spam mails).
The current study seeks to address the deficiency in our current understand of this
communication channel by examining the types of e-mails that generate higher response rates from the
receivers. Specifically, this study uses an experimental setting to investigate the role of a receiver’s
subscription status to an e-mail marketing list on their intention to read the e-mail and their attitude toward
the e-mail ads. Additionally, the study will explore the impact of different e-mail subject titles on
consumers’ intention to read the e-mail and their attitude toward the e-mail ads. E-mail subject titles are
believed to impact a receiver’s decision to open a marketing e-mail and their attitude toward the ad’s
message as the title would represent the initial stimulus to the receiver. Finally, this study explores
receiver’s individual psychological characteristics as another factor influencing their propensity to click-
through e-mail advertising messages. In particular, the receiver’s need for cognition will be discussed as a
factor that might explain the receiver’s tendency to investigate the advertising message.
Literature Review
Receiver Subscription Status
A key characteristic of e-mail marketing is that it can be used to send messages to very
specific target audience segments. The accuracy of the targeted mailing however is dependant upon the
quality of the e-mail list a marketer uses for delivery. The e-mail receiver may be on a list because they at
some point specifically requested additional or updated information on a product or product class. He or
she also may be on a list as the result of their e-mail being obtained in a manner that did not qualify them
as interested in the product or product class (i.e., the receiver never requested information). Because of
these contrasting methods of list generation, marketing e-mails are categorized into two broad categories,
permission-based e-mails (i.e., opt-in mails) and unsolicited e-mails (i.e., spam mails).


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