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Impact of Gender Differences on the Evaluation of Promotional Emails

Published online by Cambridge University Press:  15 April 2005

MARISSA V. PHILLIP  and
RAJNEESH SURI
MARISSA V. PHILLIP
Affiliation:
Philadelphia Convention & Visitors Bureau, marissap@pcub.org
RAJNEESH SURI
Affiliation:
Drexel University, surir@drexel.edu
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Abstract

Advertisers are recognizing the internet's potential for helping firms directly communicate with consumers using media rich emails. Though the efficiency of such emails cannot be denied, their effectiveness needs to be assessed. It is argued that components of promotional emails are likely to be evaluated differently by males and females. The results from a survey suggest that women and men differ in their evaluation of information content and the visual presentation used in emails. Compared to men, women were also more concerned about privacy and preferred to use the media to build social contacts. Implications for using promotional emails are discussed.

Type
INSIGHTS INTO ONLINE MARKETING EFFECTIVENESS
Information
Journal of Advertising Research , Volume 44 , Issue 4 , December 2004 , pp. 360 - 368
Copyright
© Copyright © 1960-2004, The ARF

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