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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 4 intention to click the ad). Based on the previous discussion on permission-based e-mails, the following hypotheses are proposed. H1a. Consumers will show better attitude toward the ad when the ad message is received via permission-based e-mail than unsolicited e-mail. H1b. Consumers will show higher intention to click the ad when the ad message is received via permission-based e-mail than unsolicited e-mail. Message Types Given their resemblance, studies of internet banner advertising are used here to generate hypothesizes regarding the message types used in the titles of marketing e-mails. According to Lee (1997) the primary purpose of the advertising campaign determines the message strategy that should be used. He argued that internet banner advertising messages could be categorized according to the primary purpose of their campaign, either awareness-oriented or sales-oriented. Lee demonstrated that the use of a large size and strong messages (e.g., “Click Here!”) in the banner ad was more effective when the campaign’s purpose was to increase consumer awareness and recall. When the campaign’s purpose was to increase the sales, the more effective banner ads featured clearly appealing message points and gave information about the product. Lee also found that offering free gifts in banner advertisements increased their click- through rate. While causes were not discussed, DoubleClick and I/PRO (1996, in Hofacker & Murphy, 1998) reported that certain characteristics of banner ads increased their click-through rates. Click-through rate increased 25% by using animation, 18% with cryptic messages (e.g., “Click here”), 16% by question- like messages (e.g., “Too many passwords to remember?”), and 15% by call to action phrases. Contradictory results were found for the effects of incentives on click-through rates. Offering free computer-related products increased the click-through rates by 35%, while rates dropped when the free gift was cash or travel-related products. Messages that created a sense of urgency (e.g., “Limited time

Authors: Won, Woo-Hyun., Lee, Jiyoung. and Lee, Joo-Hyun.
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Effectiveness of E-mail Marketing 4
intention to click the ad). Based on the previous discussion on permission-based e-mails, the following
hypotheses are proposed.
H1a. Consumers will show better attitude toward the ad when the ad message is received via
permission-based e-mail than unsolicited e-mail.
H1b. Consumers will show higher intention to click the ad when the ad message is received via
permission-based e-mail than unsolicited e-mail.

Message Types
Given their resemblance, studies of internet banner advertising are used here to generate
hypothesizes regarding the message types used in the titles of marketing e-mails. According to Lee (1997)
the primary purpose of the advertising campaign determines the message strategy that should be used. He
argued that internet banner advertising messages could be categorized according to the primary purpose of
their campaign, either awareness-oriented or sales-oriented. Lee demonstrated that the use of a large size
and strong messages (e.g., “Click Here!”) in the banner ad was more effective when the campaign’s
purpose was to increase consumer awareness and recall. When the campaign’s purpose was to increase
the sales, the more effective banner ads featured clearly appealing message points and gave information
about the product. Lee also found that offering free gifts in banner advertisements increased their click-
through rate.
While causes were not discussed, DoubleClick and I/PRO (1996, in Hofacker & Murphy,
1998) reported that certain characteristics of banner ads increased their click-through rates. Click-through
rate increased 25% by using animation, 18% with cryptic messages (e.g., “Click here”), 16% by question-
like messages (e.g., “Too many passwords to remember?”), and 15% by call to action phrases.
Contradictory results were found for the effects of incentives on click-through rates. Offering free
computer-related products increased the click-through rates by 35%, while rates dropped when the free
gift was cash or travel-related products. Messages that created a sense of urgency (e.g., “Limited time


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