Analysis of Opt-in e-mail Service in terms of Mail Formats, Contents Construction, and lncentives

Abstract

Recently, marketing using the Internet attracts attention. While the importance of e-mail marketing is asserted, an analysis using actual delivered mails’ data has not been performed. In this research, by analyzing the click data of actual delivered mails, it is shown that received persons reacted to the attributes of mails such as mail formats, link guidance and link positions. As for incentive mails, it is suggested that contents in subject lines and kinds of incentives are more important than the amount of incentives.