ABSTRACT

Electronic mail is the most frequently applied Internet service and it has been rapidly developing and evolving over the past years. Effectiveness is one of the most important parameters of the electronic message. It is essential to research which message attributes have a positive influence on an effective email. The effectiveness of email means a degree to which the sender has managed to achieve

stated goals of the email transmISSIOn and provoke a desired response in the receiver. Although the studies show the decisive role of email content for the interest of recipients , email (Rettie and Chittenden, 2002), the other attributes, like a graphic form and email structure are also important (Bernard et aI., 2001). While several researches into attributes determining electronic mail effectiveness have been performed (McDonald, 2004; Martin at al., 2003; Chittenden and Rettie, 2003; Zviran, 2006), all of them based their analysis on prior email campaigns. That, in tum, has impeded a precise specification of a single email attribute impact. The main goal of the study was to set out the pure effect of non content attributes on email response and to discover a power of these attributcs to email recipients' reaction in comparison to content attributes.