Factors affecting the design of electronic direct mail messages: Implications for professional communicators

Abstract

Every company has a brand to build or a product or service to sell, and persuasive marketing communication has thus become indispensable. With the flourishing of the internet, electronic direct mail (EDM) messages have become an increasingly important and convenient mode of communication in the sales and marketing arena. This paper addresses the impact of new media on the design of such messages. Chi square test results reveal significant differences between the message-design strategy of EDMs and that of their print media counterparts. This paper concludes with practical advice for the professional communicators and instructors who work on sales-message design.