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