Abstract
The research explores permission-based electronic mail (e-mail) factors. Permission-based e-mail refers to recipients who had previously agreed to receive advertisements or messages sent via an e-mail from a company. These factors are conceptualized as recipients’ intention to open, read, click and forward e-mails. The research uses the survey research approach. The target sample was 160 post-graduate students of a business school at a leading institution of higher learning in Malaysia. Data analysis for the research was performed using SPSS Version 21. The usable number of responses was, however, 145. The results shed light into permission-based e-mail factors from a recipient’s perspective. A recipient who intends to open an e-mail has the intention to read it, click a link on it and forward it. Notably, this is driven by a specific combination of factors in an e-mail that is important from a recipient’s perspective. Implications for theory and practice are discussed herein. Keywords: Permission-based e-mail, internet marketing, electronic commerce, permission marketing.
Highlights
Since the emergence of the Internet as a channel to conduct business and in driving electronic commerce, electronic mail (e-mail) has become a generally acceptable promotional tool worldwide
Users receive e-mail because they had previously agreed to receive e-mails. This is in line with the notion of permission marketing; a term coined by Godin (1999)
A survey questionnaire that had key items missing in the responses was rendered unusable
Summary
Since the emergence of the Internet as a channel to conduct business and in driving electronic commerce, electronic mail (e-mail) has become a generally acceptable promotional tool worldwide. The idea of getting customers’ approval to send them advertisements is not a new approach; this approach was first introduced in the context of privacy issues in direct marketing (Milne & Gordon, 1993) This is to distinguish permission-based e-mails from unsolicited ones commonly referred to as spam. It can reach out to a number of respondents within a short span of time (Chaffey, 2003; 2007; Huang & Shyu, 2009; Jolley et al, 2013) This is supported by Forrester Research (2010) who demonstrated that investments in e-mail for marketing purpose would reach $2 billion by 2014. The research sets out to identify the permission-based e-mail factors and to investigate the validity and reliability of the factors In this regard, the concern is to explore the recipient’s behavioral intention and the characteristics of an e-mail as factors from a recipient’s perspective. The recipient’s individual characteristics, are not the subject of interest in the present research
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