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

Authors: Utkarsh; Nimit Gupta

Addresses: T A Pai Management Institute, Room No. S 17, KK Pai Block, Manipal, Alevoor Road, 576-104, Karnataka, India ' Fortune Institute of International Business, Plot No. 5, Rao Tula Ram Marg, Adjacent to Niryaat Bhawan, Vasant Vihar, New Delhi, 110057, India

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.

Keywords: e-mail marketing; message strategy; services; appeal; subject line; service advertising; India; promotional email; personalisation; retailing; internet marketing.

DOI: 10.1504/IJEMR.2019.104212

International Journal of Electronic Marketing and Retailing, 2019 Vol.10 No.4, pp.351 - 367

Received: 16 Jun 2017
Accepted: 15 Dec 2017
Published online: 22 Dec 2019 *

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