Customers’ Perspectives on Promotion-Based, Permission-Based, and Service-Oriented E-Mail Marketing Strategies: A Qualitative Study

Chaitra Katti, Belem Barbosa


The purpose of ths artilde is to develop strong understanding of email marketing by investigating the value provided to customers by different types of e-mail marketing: permission-based, promotional oriented, and service oriented. In order to tackle the proposed research questions, this article includes a qualitative study with 15 participants from India. Data was collected through semi-structured interviews and subject to thematic content analysis. This study demonstrates that the three types of e-mail marketing generate distinct effects on consumers. Service-oriented e-mail stands out for elevating customer experiences and building positive perceptions. Thus using evidences, the study defines and describe the art of email marketing This study fills a research gap, by examining the characteristics (advantages, disadvantages, and outcomes) of each type of e-mail marketing.




Permission-Based E-Mail, Digital Marketing, Digital Touchpoints, E-Mail Marketing, Service-Oriented Email Marketing, Promotional E-Mail

Full Text:



Ahmed, R. R., Vveinhardt, J., & Streimikiene, D. (2017). Interactive digital media and impact of customer attitude and technology on brand awareness: evidence from the south Asian countries. Journal of Business Economics and Management, 18(6), 1115-1134.

Aiossa, E. (2020). The anatomy of an effective e-mail subject line: How to stand out in a crowded inbox. Journal of Digital & Social Media Marketing, 8(3), 244-250.

Araujo, C., Soares, C., Pereira, I., Coelho, D., Rebelo, M. A., & Madureira, A. (2022). A novel approach for send time prediction on email marketing. Applied Sciences-Basel, 12(16), Article 8310.

Araujo, C. R., Pires, P. B., Delgado, C., & Santos, J. D. (2023). Persuasive determinants in the hotel industry's newsletter opening rates. Sustainability, 15(4), Article 3358.

Barbosa, B., & Carneiro, R. (2022). Opening e-mail marketing messages on smartphones: The views of Millennial consumers. In P. Hájek & O. Vít (Eds.), Proceedings of CBU in Economics and Business (Vol. 3, pp. 13-18).

Bauer, H. H., Reichardt, T., Barnes, S. J., & Neumann, M. M. (2005). Driving consumer acceptance of mobile marketing: A theoretical framework and empirical study. Journal of electronic commerce research, 6(3), 181.

Bhatia, V. (2020). Drivers and barriers of permission-based marketing. Journal of Research in Interactive Marketing, 14(1), 51-70.

Bryman, A. (2016). Social Research Methods (5th ed.). Oxford University Press.

Cachia, M., & Millward, L. (2011). The telephone medium and semi‐structured interviews: A complementary fit. Qualitative Research in Organizations and Management, 6(3), 265-277.

Chang, H. H., Rizal, H., & Amin, H. (2013). The determinants of consumer behavior towards email advertisement. Internet Research, 23(3), 316-337.

Chang, S., & Morimoto, M. (2011). Electronic marketing communications: an evolving environment, but similar story regarding the perception of unsolicited commercial e-mail and postal direct mail. Journal of Promotion Management, 17(3), 360-376.

Chaparro-Pelaez, J., Hernandez-Garcia, A., & Lorente-Paramo, A. J. (2022). May I have your attention, please? An investigation on opening effectiveness in e-mail marketing. Review of Managerial Science, 16(7), 2261-2284.

Cheng, J. M. S., Blankson, C., Wang, E. S. T., & Chen, L. S. L. (2009). Consumer attitudes and interactive digital advertising. International Journal of Advertising, 28(3), 501-525.

Cheung, M. (2008). 'Click here': the impact of new media on the encoding of persuasive messages in direct marketing. Discourse Studies, 10(2), 161-189.

Chittenden, L., & Rettie, R. (2003). An evaluation of e-mail marketing and factors affecting response. Journal of Targeting, Measurement and Analysis for Marketing, 11, 203-217.

Chiu, H. C., Hsieh, Y. C., Kao, Y. H., & Lee, M. (2007). The determinants of email receivers' disseminating behaviors on the internet. Journal of Advertising Research, 47(4), 524-534.

Deloitte. (2019). Unravelling the Indian consumer. Deloitte/in/Documents/consumer-business/in-consumer-RLS-2019-noexp.pdf

Direct Marketing Association. (2020). Marketer email tracker 2020.

Downe‐Wamboldt, B. (1992). Content analysis: Method, applications, and issues. Health care for women international, 13(3), 313-321.

Ellis-Chadwick, F., & Doherty, N. F. (2012). Web advertising: The role of e-mail marketing. Journal of Business Research, 65(6), 843-848.

Ezpeleta, E., de Mendizabal, I. V., Hidalgo, J. M. G., & Zurutuza, U. (2020). Novel email spam detection method using sentiment analysis and personality recognition. Logic Journal of the Igpl, 28(1), 83-94.

Goic, M., Rojas, A., & Saavedra, I. (2021). The effectiveness of triggered email marketing in addressing browse abandonments. Journal of Interactive Marketing, 55, 118-145.

Gratton, E. (2004). Dealing with unsolicited commercial emails: A global perspective. Journal of Internet Law, 7(12), 3-13.

Grubor, A., Djokic, N., & Milicevic, N. (2018). The use of e-mail marketing in accordance with permission marketing approach in promotion of a study program. Strategic Management, 23(4), 26-31.

Gupta, N., Gilbert, M., & Di Fabbrizio, G. (2013). Emotion detection in email customer care. Computational Intelligence, 29(3), 489-505.

Hartemo, M. (2016). Email marketing in the era of the empowered consumer. Journal of Research in Interactive Marketing, 10(3), 212-230.

Hartemo, M. (2022). Conversions on the rise - modernizing e-mail marketing practices by utilizing volunteered data. Journal of Research in Interactive Marketing, 16(4), 585-600.

Hsieh, H. F., & Shannon, S. E. (2005). Three approaches to qualitative content analysis. Qualitative Health Research, 15(9), 1277-1288.

Huang, J. H., & Shyu, S. H. P. (2009). Building personalised relationships with customers via emails. Total Quality Management & Business Excellence, 20(6), 585-601, Article Pii 912446503.

Ishii, K., & Markman, K. M. (2016). Online customer service and emotional labor: An exploratory study. Computers in Human Behavior, 62, 658-665.

Jolley, W., Lee, A., Mizerski, R., & Sadeque, S. (2013). Permission email messages significantly increase gambler retention. Journal of Business Research, 66(9), 1617-1622.

Kent, R., & Brandal, H. (2003). Improving email response in a permission marketing context. International Journal of Market Research, 45(4), 489-503.

Krafft, M., Arden, C. M., & Verhoef, P. C. (2017). Permission marketing and privacy concerns: Why do customers (not) grant permissions? Journal of Interactive Marketing, 39, 39-54.

Kumar, A. (2021). An empirical examination of the effects of design elements of email newsletters on consumers' email responses and their purchase. Journal of Retailing and Consumer Services, 58, Article 102349.

Kumar, S., & Sharma, R. R. (2014). An empirical analysis of unsolicited commercial e-mail. Paradigm, 18(1), 1-19.

Kumar, V., Zhang, X. A., & Luo, A. (2014). Modeling customer opt-in and opt-out in a permission-based marketing context. Journal of Marketing Research, 51(4), 403-419.

Leung, D., & Tsou, M. (2019). The impact of incentive framing format and language congruency on readers' post-reading responses to email advertisements. International Journal of Contemporary Hospitality Management, 31(8), 3037-3057.

Lin, H. H., Li, H. T., & Wang, Y. S. (2015). Permission-based e-mail marketing websites success: An integrated perspective. Journal of Global Information Management, 23(2), 1-23.

Lorente-Paramo, A. J., Chaparro-Pelaez, J., & Hernandez-Garcia, A. (2020). How to improve e-mail click-through rates - A national culture approach. Technological Forecasting and Social Change, 161, Article 120283.

Luo, A., & Kumar, V. (2013). Recovering hidden buyer-seller relationship states to measure the return on marketing investment in business-to-business markets. Journal of Marketing Research, 50(1), 143-160.

Mahmoud, A. B., Grigoriou, N., Fuxman, L., Hack-Polay, D., Mahmoud, F. B., Yafi, E., & Tehseen, S. (2019). Email is evil!: Behavioural responses towards permission-based direct email marketing and gender differences. Journal of Research in Interactive Marketing, 13(2), 227-248.

Manganari, E., Mourelatos, E., Michos, N., & Dimara, E. (2022). Harnessing the Power of Defaults Now and Forever? The Effects of Mood and Personality. International Journal of Electronic Commerce, 26(4), 472-496.

Martin, B. A. S., Van Durme, J., Raulas, M., & Merisavo, M. (2003). Email advertising: Exploratory insights from Finland. Journal of Advertising Research, 43(3), 293-300.

McIntosh, M. J., & Morse, J. M. (2015). Situating and constructing diversity in semi-structured interviews. Global Qualitative Nursing Research, 2, Article 2333393615597674.

McLean, G., & Wilson, A. (2016). Evolving the online customer experience ... is there a role for online customer support? Computers in Human Behavior, 60, 602-610.

Melville, N., Stevens, A., Plice, R. K., & Pavlov, O. V. (2006). Unsolicited commercial e-mail: Empirical analysis of a digital commons. International Journal of Electronic Commerce, 10(4), 143-168.

Merisavo, M., & Raulas, M. (2004). The impact of e‐mail marketing on brand loyalty. Journal of Product & Brand Management, 13(7), 498-505.

Micheaux, A. L. (2011). Managing e-mail advertising frequency from the consumer perspective. Journal of Advertising, 40(4), 45-65.

Miquel-Romero, M. J., & Adame-Sanchez, C. (2013). Viral marketing through e-mail: the link company-consumer. Management Decision, 51(10), 1970-1982.

Morimoto, M., & Chang, S. (2006). Consumers’ attitudes toward unsolicited commercial e-mail and postal direct mail marketing methods: intrusiveness, perceived loss of control, and irritation. Journal of Interactive Advertising, 7(1), 1-11.

Moustakas, E., Ranganathan, C., & Duquenoy, P. (2006). E-mail marketing at the crossroads - A stakeholder analysis of unsolicited commercial e-mail (spam). Internet Research, 16(1), 38-52.

Murphy, J., & Gomes, L. (2003). E-mail customer service by Australian educational institutions. Australasian Marketing Journal, 11(2), 56-69.

Noble, S. M., & Phillips, J. (2004). Relationship hindrance: Why would consumers not want a relationship with a retailer? Journal of Retailing, 80(4), 289-303.

O'Connor, P. (2008). E-mail marketing by international hotel chains. Cornell Hospitality Quarterly, 49(1), 42-52.

Park, H. S., Lee, H. E., & Song, J. A. (2005). "I am sorry to send you SPAM" - Cross-cultural differences in use of apologies in email advertising in Korea and the US. Human Communication Research, 31(3), 365-398.

Paulo, M., Migueis, V. L., & Pereira, I. (2022). Leveraging email marketing: Using the subject line to anticipate the open rate. Expert Systems with Applications, 207, Article 117974.

Reimers, V., Chao, C. W., & Gorman, S. (2016). Permission email marketing and its influence on online shopping. Asia Pacific Journal of Marketing and Logistics, 28(2), 308-322.

Sahni, N. S., Wheeler, S. C., & Chintagunta, P. (2018). Personalizationin email marketing: The role of noninformative advertising content. Marketing Science, 37(2), 236-258.

Sipior, J. C., Ward, B. T., & Bonner, P. G. (2004). Should spam be on the menu? Communications of the Acm, 47(6), 59-63.

Swain, S., Jebarajakirthy, C., Maseeh, H. I., Saha, R., Gupta, N., & Grover, R. (2023). Permission marketing: a systematic review of 22 Years of research. Marketing Intelligence & Planning, 41(3), 310-328.

Thomas, J. S., Chen, C. Q., & Iacobucci, D. (2022). Email marketing as a tool for strategic persuasion. Journal of Interactive Marketing, 57(3), 377-392, Article 10949968221095552.

Valenzuela-Galvez, E. S., Garrido-Morgado, A., & Gonzalez-Benito, O. (2023). Boost your email marketing campaign! Emojis as visual stimuli to influence customer engagement. Journal of Research in Interactive Marketing, 17(3), 337-352.

Waring, T., & Martinez, A. (2002). Ethical customer relationships: A comparative analysis of US and French organisations using permission-based e-mail marketing. Journal of Database Marketing & Customer Strategy Management, 10(1), 53-69.

White, T. B., Zahay, D. L., Thorbjornsen, H., & Shavitt, S. (2008). Getting too personal: Reactance to highly personalized email solicitations. Marketing Letters, 19(1), 39-50.

Yang, K., Min, J. H., & Garza-Baker, K. (2019). Post-stay email marketing implications for the hotel industry: Role of email features, attitude, revisit intention and leisure involvement level. Journal of Vacation Marketing, 25(4), 405-417.

Zhang, J. Z., & Liu-Thompkins, Y. (2023). Personalized email marketing in loyalty programs: The role of multidimensional construal levels. Journal of the Academy of Marketing Science.

Zhang, X., Kumar, V., & Cosguner, K. (2017). Dynamically managing a profitable email marketing program. Journal of Marketing Research, 54(6), 851-866.


  • There are currently no refbacks.

Copyright (c) 2024 Chaitra Katti, Belem Barbosa

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

International Journal of Marketing, Communication and New Media

ISSN: 2182-9306

DOI: 10.54663/2182-9306

Qualis Periódicos - CAPES: B2



Web of Science - Emerging Sources Citation Index - Clarivate Analytics

Journal Citation Reports (JCR) 2021