Open or Delete: Decision-makers’ Attitudes Toward E-mail Marketing Messages
2014 (English)In: Advances in Social Sciences Research Journal, ISSN 2055-0286, Vol. 1, no 3, 133-144 p.Article in journal (Refereed) Published
Organisations make use of e-mail marketing messages, with Swedish companies spending SEK40 million on this form of marketing communication. The purpose of this paper was to examine the attitudes of decision-makers in the Swedish manufacturing industry regarding e-mail marketing messages received.
The authors used a quantitative research approach with an online-survey in order to collect the necessary data. The population was decision-makers within the manufacturing industry in Sweden and 1 777 responses from decision-makers were received and analysed.
The majority of decision-makers tend to have negative attitudes toward e-mail marketing messages. Differences in attitudes exist between those of different ages and positions within companies. While respondents indicated that they check their e-mail frequently, no significant differences in attitudes to e-mail marketing messages could be identified. Marketers can attempt to improve attitudes among recipients by building relationships with the recipients prior to sending e-mail marketing messages, and paying attention to the layout and content of the e-mails.
Place, publisher, year, edition, pages
2014. Vol. 1, no 3, 133-144 p.
e-mail marketing; attitudes; B2B; e-mails; decision-makers; Sweden
IdentifiersURN: urn:nbn:se:hj:diva-23946DOI: 10.14738/assrj.13.201OAI: oai:DiVA.org:hj-23946DiVA: diva2:720682