Message strategy of promotional e-mails in India: a content analysis

Utkarsh, . and Gupta, Nimit (2019) Message strategy of promotional e-mails in India: a content analysis. International Journal of Electronic Marketing and Retailing, 10 (4). pp. 351-367.

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This study analysed the message strategies used in promotional e-mails and explored differences between the e-mail messages of different goods and service marketers. A content analysis of 698 promotional e-mails offers insights on enhancing the effectiveness of e-mail marketing. The findings revealed a higher incidence of informational subject lines, ‘text-only’ e-mail bodies, and emotional appeals in e-mail messages for services than for goods. This study is the first attempt to analyse the advertising content of promotional e-mails in India and subsequently offer marketing insights. The results can aid practitioners to design and customise an e-mail message strategy.

Item Type: Article
Uncontrolled Keywords: e-mail marketing; message strategy; services; appeal; subject line; service advertising; India; promotional email; personalisation; retailing; internet marketing.
Subjects: Marketing
Marketing > Digital Marketing/E-Commerce
Divisions: Marketing Management
Depositing User: Mr. Muralidhara D
Date Deposited: 17 Mar 2020 06:58
Last Modified: 17 Mar 2020 06:58

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