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Email advertising : exploratory insights from Finland

Martin, Brett, Van Durme, Joel , Raulas, Mika , & Merisavo, Marko (2003) Email advertising : exploratory insights from Finland. Journal of Advertising Research, 43(3), pp. 293-300.

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Abstract

Since the advent of the internet, much speculation has ensued regarding its tangible benefits to business. This article looks at the effectiveness of email advertising to promote information to consumers. Within this email promotion context, and using data from a survey of 838 female Finnish consumers of a major international cosmetics brand, we investigate consumer perceptions of email advertising. Specifically, within an exploratory research context we address two research questions: (1) What email advertising factors may influence visits to the company website? and (2) What email advertising factors may influence visits to a physical (i.e., bricks-and-mortar) company sales outlet? Results suggest that email advertisers should strive to generate emails that are perceived as useful. Useful emails appear to influence consumers to visit the store primarily to either buy the product or view the product firsthand, rather than visit the company website. However, as consumers could not buy the advertised products from the website, these findings should be regarded as preliminary. Factors influencing perceptions of email advertising usefulness are explored along with limitations and future research directions.

Impact and interest:

19 citations in Scopus
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11 citations in Web of Science®

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ID Code: 28065
Item Type: Journal Article
Keywords: email marketing, permission marketing, survey, useful email advertising
DOI: 10.1017/S0021849903030265
ISSN: 0021-8499
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Theory (150506)
Divisions: Current > QUT Faculties and Divisions > Creative Industries Faculty
Current > Schools > School of Advertising, Marketing & Public Relations
Deposited On: 20 Oct 2009 08:31
Last Modified: 11 Aug 2011 04:02

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