Message strategy of promotional e-mails in India: a content analysis
by Utkarsh; Nimit Gupta
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 10, No. 4, 2019

Abstract: 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.

Online publication date: Sun, 22-Dec-2019

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