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PERMISSION-BASED ELECTRONIC MAIL FACTORS FROM RECIPIENT’S PERSPECTIVE
Saeid Torkaman (Presenter) & Norshidah Mohamed, PhD
International Conference on Business Management (ICBM) 2014
Kuala Lumpur18-19 August 2014
International Business School http://www.ibs.utm.my
Universiti Teknologi Malaysia
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OUTLINE
• Introduction• Literature review• Methodology• Findings• Conclusion
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INTRODUCTION
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INTRODUCTION• Electronic mail (e-mail) as promotional
marketing toolo Less expensive o High ROI o Instant , fast and traceable (cookies)
• Permission marketing o Introduced in Godin (1999)
• Permission based e-mail
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LITERATURE REVIEW
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LITERATURE• Prior researches on e-mail used in marketing
focused on : oTime and frequency of the email (Merisavo
& Raulas, 2004)oEntertainment and informativeness
(Jamalzadeh et al., 2012)oUser’s characteristics: gender, age and
attitude (Grimes, Hough & Signorella, 2007).
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RESEARCH QUESTION
What are permission-based e-mail factors from a recipient’s perspective ?
• The characteristics of e-mail is in focus• The e-mail must be permission-based • Recipient characteristics is not the concern
of the research
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METHODOLOGY
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THEORETICAL FOUNDATION• Creativity – attractive overall design• Relevance – relates to customer’s needs • Incentive – offer, promotion or discount • Timing – time of the day, week or year which the e-mail is
received • Integration – message, design, header and subject, and time
that aligns with the business brand• Copy-writing – structure of e-mail content • Attribute – subject line, From address, To address, date or time
of receipt and technical format of the e-mail (HTML, mobile compatible etc.).
• Landing page – Web page displayed to recipient when a link in the e-mail is clicked
Source: Chaffey (2003; 2007) (acronym : CRITICAL )
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RESEARCH MODEL
H1: Recipient who intends to open an e-mail intends to read the e-mail.H2: Recipient who intends to read an e-mail intends to click a link in the e-mail.H3 : Recipient who intends to read an e-mail intends to forward the e-mail to others.
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POPULATION & SAMPLING
• Population – active MBA students at an institution of higher learning in Malaysia
• Estimated number of population: 500• Sample size: 150• Convenience sampling approach
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MEASURESConstruct Measures Code
Recipient intention to open an e-mail
Factors affecting recipient to open an e-mail
I will open an e-mail that has an attractive subject line to me.
I will open an e-mail that has a subject line relevant to my needs.
I will open an e-mail that has an attractive offer in the subject line. .
I will open an e-mail on a specific time of the day or day of the week.
I will open an e-mail that shows integration between the sender’s name and subject line.
I will open an e-mail with properly written phrase in the subject line. (i.e. language use)
OQ1_5
OQ2_6
OQ3_7
OQ4_8
OQ5_9
OQ6_10
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MEASURES .. cont’Construct Measures Code
Recipient intention to read an e-mail
Factors affecting recipient to read an e-mail
I will read an e-mail that has an attractive design to me.
I will read an e-mail that has contents relevant to my needs.
I will read an e-mail that has an attractive offer in it.
I will read an e-mail on a specific time of the day or day of the week.
I will read an e-mail that shows integration between the sender’s name, subject line and contents.
I will read an e-mail with properly written phrase in the contents (i.e. language use).
RQ1_12
RQ2_13
RQ3_14
RQ4_15
RQ5_16
RQ6_17
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MEASURES .. cont’Construct Measures Code
Recipient intention to click on a link in an e-mail
Factors affecting recipient to click on a link in an e-mail
I will click on a link in an e-mail that has an attractive design to me.
I will click on a link in an e-mail that has contents relevant to my needs.
I will click on a link in an e-mail that has an attractive offer in it.
I will read an e-mail on a specific time of the day or day of the week.
I will read an e-mail that shows integration between the sender’s name, subject line and contents.
I will read an e-mail with properly written phrase in the contents (i.e. language use).
CQ1_19
CQ2_20
CQ3_21
CQ4_22
CQ5_23
CQ6_24
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MEASURES .. cont’Construct Measures Code
Recipient intention to forward an e-mail to others
Factors affecting recipient to forward an e-mail
I will forward an e-mail with attractive design.
I will forward an e-mail that I think is relevant to my recipients’ needs.
I will forward an e-mail that has an attractive offer in it.
I will forward an e-mail on a specific time of the day or day of the week.
I will forward an e-mail that shows integration between the sender’s name, subject line and contents.
II will forward an e-mail with properly written phrase in the content. (i.e. language use)
FQ1_26
FQ2_27
FQ3_28
FQ4_29
FQ5_30
FQ6_31
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MEASURES .. cont’Construct Measures Code
Recipient intention to forward an e-mail to others
Factors affecting recipient to forward an e-mail
I will forward an e-mail with proper attributes(i.e. subject line, date/time and header)..
I will forward an e-mail that has a link to an attractive Web page (also known as landing page).
FQ7_32
FQ8_33
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DATA ANALYSIS APPROACH
• Tool: SPSS version 21• Procedure: Descriptive analysis and inferential
analysis using factor analysis, reliability analysis and correlation analysis.
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FINDINGS
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PROFILE OF RESPONDENTS
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FACTOR ANALYSIS
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FACTOR ANALYSIS .. cont’
• Factor 1 : Forward : Attribute, Landing page, Copy, Offer and Integration.
• Factor 2 : Open & Read : Integration, Copy- writing and Attribute
• Factor 3 :Open : Creativity and Relevance • Factor 4 : Open, Read & Click : Time • Factor 5 : Read & Click : Incentive • Factor 6 : Click 1 : Creativity • Factor 7 : Click 2 : Relevance
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REALIBILITY ANALYSIS
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CORRELATION ANALYSIS
* Correlation is significant at 0.05 level (2-tailed)** Correlation is significant at 0.01 level (2-tailed)
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CONCLUSION
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SUMMARY OF FINDINGSRecipient’s intention E-mail characteristics
Check more often open Relevance
Open Relevance and Creativity Open and read Integration, Copy-writing and
Attribute
Read and click Incentive
Click and forward Creativity and Relevance
Open, read and forward Integration, Copy and Attribute
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WHAT CAN WE LEARN FROM RESEARCH?
• Theoretical contribution – This new knowledge has contributed to Chaffey’s original theory in that it has shown that a specific combination of elements in an e-mail is important to recipient. This is not necessarily covering all aspects of CRITICAL as initially suggested by Chaffey.
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WHAT CAN WE LEARN FROM RESEARCH? .. cont’
• Practical contribution – The outcome of this research is important for marketers when designing e-mail campaigns. They may pay attention to these factors to ensure that the message gets across to not only recipients but also those connected to the recipients.
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THANK YOU