Message strategy of promotional e-mails in India: a content analysis

This study analysed the message strategies used in promotional e-mails and explored differences between the e-mail messages of different goods and service marketers. A content analysis of 698 promotional e-mails offers insights on enhancing the effectiveness of e-mail marketing. The findings revealed a higher incidence of informational subject lines, ‘text-only’ e-mail bodies, and emotional appeals in e-mail messages for services than for goods. This study is the first attempt to analyse the advertising content of promotional e-mails in India and subsequently offer marketing insights. The results can aid practitioners to design and customise an e-mail message strategy.