Web advertising: the role of email marketing

Ellis-Chadwick, Fiona and Doherty, Neil F. (2012). Web advertising: the role of email marketing. Journal of Business Research, 65(6) pp. 843–848.

DOI: https://doi.org/10.1016/j.jbusres.2011.01.005


This study examines a comprehensive range of executional elements in a sample of permission-based e-mail marketing campaigns. The sample comprised almost 1000 promotional e-mails sent over an 18-month period by twenty leading U.K. e-retailers. Content analyses of the e-mail campaigns reveal that different tactics of format, address, subject lines, hyperlinks and interactivity are applied to initially attract customers’ attention and then encourage further interest. Interviews with nine of the twenty marketing executives who designed the campaigns pointed to managers’ reasons for use of the tactical alternatives.

Viewing alternatives

Download history


Public Attention

Altmetrics from Altmetric

Number of Citations

Citations from Dimensions

Item Actions



  • Item ORO ID
  • 27747
  • Item Type
  • Journal Item
  • ISSN
  • 0148-2963
  • Keywords
  • e-mail marketing; web advertising; executional elements; electronic commerce
  • Academic Unit or School
  • Faculty of Business and Law (FBL)
  • Copyright Holders
  • © 2012 Elsevier Inc.
  • Depositing User
  • Fiona Ellis-Chadwick