Web advertising: The role of e-mail marketing

This study examines a comprehensive range of executional elements in a sample of permission-based e-mail marketing campaigns. The sample comprised almost 1000 promotional e-mails sent over an 18-month period by twenty leading U.K. e-retailers. Content analyses of the e-mail campaigns reveal that dif...

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Bibliographic Details
Published in:Journal of business research 2012-06, Vol.65 (6), p.843-848
Main Authors: Ellis-Chadwick, Fiona, Doherty, Neil F.
Format: Article
Language:English
Subjects:
Advertising
Attention
Consumers
Content analysis
Customers
E-mail marketing
Electronic commerce
Electronic mail systems
Executional elements
Internet
Marketing
Online advertising
Retailing
Studies
United Kingdom
Web advertising
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Summary:This study examines a comprehensive range of executional elements in a sample of permission-based e-mail marketing campaigns. The sample comprised almost 1000 promotional e-mails sent over an 18-month period by twenty leading U.K. e-retailers. Content analyses of the e-mail campaigns reveal that different tactics of format, address, subject lines, hyperlinks and interactivity are applied to initially attract customers' attention and then encourage further interest. Interviews with nine of the twenty marketing executives who designed the campaigns pointed to managers' reasons for use of the tactical alternatives.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2011.01.005