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Open or Delete: Decision-makers’ Attitudes Toward E-mail Marketing Messages
Jönköping University, Jönköping International Business School, JIBS, Marketing and Logistics.
Jönköping University, Jönköping International Business School, JIBS, Marketing and Logistics.
Jönköping University, Jönköping International Business School, JIBS, Marketing and Logistics.ORCID iD: 0000-0002-6633-632X
2014 (English)In: Advances in Social Sciences Research Journal, ISSN 2055-0286, Vol. 1, no 3, 133-144 p.Article in journal (Refereed) Published
Abstract [en]

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.
Keyword [en]
e-mail marketing; attitudes; B2B; e-mails; decision-makers; Sweden
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-23946DOI: 10.14738/assrj.13.201OAI: oai:DiVA.org:hj-23946DiVA: diva2:720682
Available from: 2014-06-02 Created: 2014-06-02 Last updated: 2015-06-12Bibliographically approved

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CiteExportLink to record
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Cite
Citation style
  • apa
  • ieee
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Output format
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