`Click here': the impact of new media on the encoding of persuasive messages in direct marketing

Abstract

With the increasing popularity of the Internet, email marketing has become a convenient and dynamic mode of communication that enables business organizations and personal sellers to promote their products or services at a much lower cost and with a potentially more global reach. This article aims to examine the impact of new media on the encoding of persuasive messages in sales emails as a channel of direct marketing, and the extent to which the use of new media influences the overall interactional or social strategy of credibility enhancement and persuasion in the context of sales promotion. A genre analysis based on a modified move scheme proposed in this study was conducted on 160 sales letters (80 emails and 80 prints) randomly selected from a database of 10,972 sales letters collected from 36 categories of recipients in Hong Kong over a six-month period. Similarities and differences in discourse structures were found across the two corpora, and discussions were made with reference to a conceptual framework titled the Lingual-Belief Interaction Model proposed by the author. The model addresses the role of text, context, and interface in sales email study on the one hand, and the interplay of belief, interaction, and language in persuasive communication on the other. In-depth interviews were conducted with 16 specialist and corporate informants in the field of sales promotion communication to verify the results of analysis.