An empirical examination of the effects of design elements of email newsletters on consumers’ email responses and their purchase

In this research, we empirically explore the effects of various design elements of email newsletters on consumers' email responses and their purchases. We capture the consumers' email responses using three metrics, namely email open, email click, and email reopen. We operationalize consumers' purchases as their spending on product items that are featured in email newsletters. Using a novel email marketing database, first, we model the influence of design elements of email newsletter on consumers' email responses at the individual consumer level. The email design elements constitute several email attributes, situational factors, and integrated marketing communication. Second, we quantify the effects of these three email responses, open, click, and reopen, on consumers' purchases. Our empirical results suggest a significant influence of email attributes, situational factors, and marketing communications on consumers' email responses. Furthermore, among open, click, and reopen, we find clicks tend to have the highest impact on consumers’ purchase, followed by email reopening and opening. However, email newsletters with higher opening probability are more effective in influencing purchases than those email newsletters with higher reopening probability. Furthermore, consumers who indulge in all three email responses, namely opening, clicking, and reopening, tend to purchase the most. Results from our study offer several critical insights for email marketing strategy helping managers improving the effectiveness of email campaigns by careful consideration for the design elements of email newsletters.     

Getting too personal: Reactance to highly personalized email solicitations

Research on the effects of personalized messages on consumers’ behavioral responses has yielded mixed findings. We explore how e-mail personalization influences click-through intentions. Our results suggest that consumers experience personalization reactance in response to highly personalized messages when the fit between the offer in the message and consumers’ personal characteristics is not explicitly justified by firms. Consequently, consumers are less willing to respond favorably to the offer. Results of two studies suggest that this effect primarily emerges for consumers who perceive the utility of the service to be relatively low. For those consumers with higher perceived utility, justification of personalization is less important because highly personalized messages are less likely to elicit reactance.     

Do supermarkets’ emails have any value for their customers? The effect of emails’ content and interestingness on customers’ attitude and engagement

Supermarkets use relational emails mainly to foster sales and support promotional campaigns, while brands and more exclusive retailers use more non-transactional contents in order to foster a positive attitude towards their brands, but also a better customer mood. Using the Stimulus-Organism-Response framework we study the role of relational email content and interestingness of emails emanating from supermarkets on consumer’s perceived value and on their attitude and engagement towards the supermarket, but also on their mood. Building a dedicated relational email perceived value scale and comparing three types of content, this article highlights the importance of emotional value even in a utilitarian context (supermarket). A few recommendations are offered to help supermarkets to provide value-added content to their customers in order to foster preference and loyalty in a highly competitive market where discounters are gaining shares.     

Customer Relationship Stage and the Use of Picture-Dominant versus Text-Dominant Advertising: A Field Study

This research reports the results of two field experiments designed to help determine what format of email advertising is most effective with customers at different lifecycle stages. The experiments examine customer response to picture-dominant versus text-dominant advertising. Although the relative effectiveness of picture- versus text-dominant advertising has received some attention in previous research, the issue of which type would be most effective at different points in the customer's relationship with the brand and for different metrics has not been explored. The two field experiments were executed by a major fashion retailer that sells clothing and accessories for special events. The first experiment was conducted with prospective customers and focused on advertising for the retailer's primary product, which typically occurs first in the purchase cycle. The second experiment was conducted with customers who had already purchased the primary product and focused on advertising for an accessory typically purchased later in the cycle. The investigation was conducted from a customer relationship management perspective, examining the financial impact of each type of advertisement at different stages in the customer's relationship with the brand. At the aggregate level we find only minor differences in the performance of the picture-dominant versus text-dominant advertisements. However, we find that the retailer can greatly improve revenue by customizing ad format based on observed customer traits.     

Toward a sustainable email marketing infrastructure

Email marketing is a legitimate, lucrative, and widely used business tool that is in danger of being overrun by unwanted commercial email (also known as spam). Conventional approaches to maintaining the robustness of legitimate email attack pieces of the problem. In contrast, this article asserts that the email marketing infrastructure is a complex system requiring holistic analysis. In order to understand the underlying dynamics of the spam industry and to examine alternative mitigation strategies, the article develops a system dynamics model. The modeling process reveals that the system conforms to the limits-to-growth generic structure. Simulations suggest that filtering may have the unintended consequence of increasing the global amount of spam. The unexpected increase comes about because better filters can actually assist spammers by abating an information deficit.     

Analysing affects and emotions in tourist e-mail interviews: a case in post-disaster Tohoku,Japan

ABSTRACT

This paper contributes methodological discussions on collecting and analysing international tourists’ affects and emotions. The method of data collection used is electronic mail interviews, in some instances corroborated by participant observation in the field, whereas the methods of data analysis employed are affective mapping and emotionality of texts. Such methods of analysis capture the on-flow and contingency of the tourist’s experience in post-disaster places. E-mail interviews are becoming an increasingly widespread method of data collection. In post-disaster contexts, the potential of email interviews allows researchers to conduct fieldwork even when they cannot obtain face-to-face interviews, or in cases in which participants feel more at ease answering from their home and can take their time to respond. Twelve semi-structured e-mail interviews have been conducted in 2016 with international tourists who visited the Tohoku region, Japan, hit in 2011 by a triple disaster: an earthquake, a tsunami, and a nuclear meltdown at the Fukushima nuclear power plant. To explore and better understand participants’ affective and emotional experiences, we exemplify affective mapping and emotionality of texts drawing on tools like linguistic features of e-mails, imagework, short stories and anecdotes.     

Effects of link placements in email newsletters on their click-through rate

Firms adopting email marketing strategy often complain about low click-through rate (CTR). Scarcity of attention in this digital economy requires including psychological aspects of consumer behavior into the design considerations of digital contents. In this study, we propose differential effects of link placements in email newsletter on their CTR. We explain the observed effects of link placements on CTR drawing concepts from psychology and visual heuristics. The empirical analysis confirms that when it comes to clicking on the links of a newsletter, the click-through follows a U-pattern, i.e. as users traverse the links placed on a U-path their responsiveness decreases gradually. Thus, links placed in the left region of an email newsletter have higher impact than those placed in the right region with links in the top-left region having highest impact. Insights gained from this study can be used in the design consideration of email newsletters.     

Detecting advance fee fraud emails using self-referential pronouns: A preliminary analysis

We promote awareness of the features of emails that propose advanced fee fraud schemes. These are commonly known as 419 emails (after Section 419 of the Nigerian Penal Code). We outline the structural features of 419 emails and conduct a preliminary study of their distinctive linguistic features, using word frequency counts and DICTION text analysis software. We find that the incidence of first person singular pronouns is seven times greater in 419 emails than non-419 emails. We suggest elements of a future research agenda that can build on our preliminary results to help reduce advanced fee fraud.     

Quality clusters: Dimensions of email responses by luxury hotels

A growing body of research investigates hospitality Internet use, but usually focuses on websites rather than the most popular Internet application, email. This study uses cluster analysis and the SERVQUAL-P service quality (SQ) model to help address gaps in both academic and applied research of email use in the hospitality industry. The cluster analysis of email responses to a mystery guest survey by luxury hotels identified four hotel clusters. The clusters showed significant differences across all 24 email response variables and support four dimensions of email SQ corresponding to SERVQUAL-P's four dimensions.