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

Author

Listed:
  • Utkarsh
  • Nimit Gupta

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.

Suggested Citation

  • Utkarsh & Nimit Gupta, 2019. "Message strategy of promotional e-mails in India: a content analysis," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 10(4), pages 351-367.
    • Handle: RePEc:ids:ijemre:v:10:y:2019:i:4:p:351-367
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