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Source publication
The appropriate use colors in E-mail can significantly influence a recipient's responsiveness. Color can be a prime attention grabber when and where people's attention is scarce. Color can play an increasingly important role in the presentation of emails. unlike color in print, color in digital documents is inexpensive and increasingly accessible o...
Contexts in source publication
Context 2
... provides mailing capabilities designed to enrich communication; for example, users can choose preferences in animation, voice, background, and e-card text and design and integrate them into their messages. The IncrediMail customer base consisted of more than four million subscribers in more than 70 countries, of which the major sources were the U.S. (28%), Canada (9%), and Western Europe (30%) (see Figure 1). The age distribution included children up to age 19 (11%); 20-29 (27%); 30-39 (26%); 40-49 (19%); 50-59 (11%); and 60+ (5%); 34% of the subscribers were women. ...
Citations
... In marketing literature, there are two main streams of literature that propose solutions to issues relating to email marketing from two distinct perspectives. The first stream of literature has primarily focused on capturing the effects of email marketing on consumers' response behavior such as channel choice decisions, customer lifetime value (Kumar et al., 2008), response rate (Zviran, Te'eni, and Gross 2006), profitability (Zhang et al. 2017), and managing opt-in and opt-out (Kumar et al. 2014). While, the second stream of literature focuses on design aspects of email marketing such as investigating the real-time evaluation of emails (Bonfrer and Dreze 2009), customer relationship management through emails (Zhang et al. 2017), email customization (Algesheimer et al., 2010), the influence of spam on consumer behavior (Pavlov et al. 2008), and the role of attitudinal factors and design considerations in unsubscribing from newsletters (Cases et al., 2010). ...
In this research, we empirically explore the effects of various design elements of email newsletters on consumers' email responses and their purchases. We capture the consumers' email responses using three metrics, namely email open, email click, and email reopen. We operationalize consumers' purchases as their spending on product items that are featured in email newsletters. Using a novel email marketing database, first, we model the influence of design elements of email newsletter on consumers' email responses at the individual consumer level. The email design elements constitute several email attributes, situational factors, and integrated marketing communication. Second, we quantify the effects of these three email responses, open, click, and reopen, on consumers' purchases. Our empirical results suggest a significant influence of email attributes, situational factors, and marketing communications on consumers' email responses. Furthermore, among open, click, and reopen, we find clicks tend to have the highest impact on consumers’ purchase, followed by email reopening and opening. However, email newsletters with higher opening probability are more effective in influencing purchases than those email newsletters with higher reopening probability. Furthermore, consumers who indulge in all three email responses, namely opening, clicking, and reopening, tend to purchase the most. Results from our study offer several critical insights for email marketing strategy helping managers improving the effectiveness of email campaigns by careful consideration for the design elements of email newsletters.
... Color also can contribute to information technology (IT) by being applicable in email marketing. For instance, Zviran et al. (2006) announced that people are more eager to respond to colorful e-mails. ...
The success of e-commerce websites depends on their effective communication and influence on their users. At first glance, the users are impressed by the website design and, if inspired, they would continue their operations on the website. This paper aims to evaluate the effects of visual aesthetic of the Web pages on users’ behavior in online shopping environment. In particular, the paper aims to evaluate the elements of visual aesthetic on the organism variables (i.e. “satisfaction,” “arousal,” “perceived on-line service quality” and “trust”) and measure them on the users’ response (i.e. purchase, comparison and re-visit).
Using the stimulus–organism–response (S-O-R) framework, the authors first assessed direct and indirect effects of visual aesthetics of e-commerce websites on customer responses. Then, the Visual Aesthetics of Websites Inventory (VisAWI) method was used to examine the effects of four dimensions (i.e. craftsmanship, simplicity, diversity and colorfulness) on users’ perceived website aesthetics. To do so, DigiKala.com, a famous Iranian e-commerce website was selected and the questionnaires were distributed among its users.
The study results revealed that the website aesthetics in the S-O-R evaluation had the greatest direct impact on “perceived quality of online services,” “trust,” “satisfaction” and “arousal,” respectively. These variables also indirectly affected “shopping,” “revisit” and “comparison to similar products on other websites.” Regarding the evaluations based on the VisAWI, the component “craftsmanship” played the most central role in expressing the website aesthetics, followed by the variables “simplicity,” “diversity” and “colorfulness,” respectively.
Although the considerable effect of Web aesthetics on customers’ purchase behavior has been identified in previous research, it has not been accurately measured. Furthermore, studies on Web aesthetics are mostly limited to information systems’ users and do not concern consumers. Therefore, considering the increasing growth in online shopping and the significance of Web aesthetics to online consumers, investigating how consumers respond to Web aesthetics is of vital importance.
... Colors also affect cognitive abilities (Folgieri et al. 2015). In the context of user interfaces, colors have positive impact on actions (Zviran et al. 2006); colors are perceived with greater priority and faster than text (Cothran and Larsen 2008). Colors are associated with linguistic expressions and their perception varies 1 3 by country (Löffler 2014); they are expressed using physical attributes, such as paint in heavy colors (Löffler 2014). ...
While working with data, we typically utilize four basic operations: Create, Read, Update, and Delete. These functions, used altogether with a persistent storage, are encapsulated into the acronym CRUD. Although the data functions are easy for machines, people have to use them through a user interface and its components. Even though some of these components are standardized (for example, HTML forms), their visual representation is highly customized among devices and technologies. Concerning users, subjective preferences are taken into account as well. As a result, the efficiency of working with data can be affected by choosing appropriate components and their attributes, such as colors. Choosing the right colors, we can work with data faster and more effectively, utilizing users’ expectations, understanding, and perception. We developed a publicly accessible Software Ergonomics Testing Platform. Through running experiments worldwide, we found out that users have a prior expectation about colors used for CRUD operations. Results show that there is a strong consensus on the color preference for the delete operation with color red being voted by 64 % users worldwide. On the other hand, color preferences for update operation strongly differ among continents. The impact of temporary weather conditions to color preference seems to be negligible.
... Cyr et al. (2010) reported that individuals' perceptions of website color appeal, together with cultural preferences, can positively influence their trust and satisfaction toward websites (Li and Yeh, 2010). Color also extends to IT applications; Zviran et al. (2006) showed that in e-mail marketing, e-mails with pastel colors (e.g. soft yellow and soft green) result in higher response rates. ...
Purpose:
This research posits that e-vendors can use product aesthetic information (PAI) as a strategic positing tool to shape consumers’ perceptions of e-vendors’ websites.
Design/methodology/approach:
To test this framework, variations on a garment’s color (a crucial element of product aesthetics), are presented to four different treatment groups to determine whether aesthetic treatment influences the perception of the website.
Findings:
The results suggest that consumers who consider a product visually appealing also perceive the e-vendor’s website as useful, resulting in enjoyment of the shopping experience. Positive perceptions lead consumers to form positive attitudes toward the vendor’s website.
Originality/value:
While product aesthetics is well-studied in marketing and psychology, its relevance to the e-commerce domain is relatively under explored. To fill the void, the paper proposes a theoretical framework that explains how PAI influences buyers’ cognitive and affective evaluations of their online shopping experiences, which in turn shapes their attitudes toward e-vendors’ sites.
... Note that email characteristics and email activities also have significant influence on consumers' responses towards email newsletters. For example, consumer interaction with emails may diminish due to un-subscription rate (Cases et al. 2010); also the design of an email campaign, the content and the layout, could substantially influence the click-through rate (Zviran, Te'eni, and Gross 2006). Therefore, design of email newsletter that consider email characteristics should also include psychological aspects of human attention and visual heuristics into the design considerations, given the impact of email newsletter on various consumer activities such as channel choice decision (Martin et al. 2003), customer lifetime value (Kumar et al. 2008), and customer relationship management (Lewis, Whitler, and Hoegg 2009). ...
Firms adopting email marketing strategy often complain about low click-through rate (CTR). Scarcity of attention in this digital economy requires including psychological aspects of consumer behavior into the design considerations of digital contents. In this study, we propose differential effects of link placements in email newsletter on their CTR. We explain the observed effects of link placements on CTR drawing concepts from psychology and visual heuristics. The empirical analysis confirms that when it comes to clicking on the links of a newsletter, the click-through follows a U-pattern, i.e. as users traverse the links placed on a U-path their responsiveness decreases gradually. Thus, links placed in the left region of an email newsletter have higher impact than those placed in the right region with links in the top-left region having highest impact. Insights gained from this study can be used in the design consideration of email newsletters.
... As found in Chittenden's and Rettie's (2003) study, the color of the e-mail background seemed to affect the response rates of e-mails as well. Research findings have suggested that three of their four experimental colors increased response rates compared with no color at all where yellow corresponded to the most responses (Zviran et al., 2006). In addition, there is proof indicating that visits to the companies' physical store occurred more frequently from consumers who viewed the e-mails as useful (Martin et al., 2003). ...
The e-mail marketing literature is limited and scattered and in a search for a more systematic approach to research. The few published studies mostly consist of indirect (attitudinal) measures of behavior instead of a direct measurement of the actual variables of interest— consumer economic choice. Furthermore, published research does not focus on motivational operations despite marketing’s emphasis on needs, wants, and personalized marketing. In the current paper, we extend the examination of the Behavioral Perspective Model as a conceptual system for managerial decision making in e-mail marketing. The experiment tested the applicability of motivational operations and utilitarian and informational contin- gencies for e-mail marketing for a hardware and home improvement chain selling bicycle helmets. A motivational-segmentation analysis of the marketing database was performed prior to the experiment based on the target product appropriateness for consumers. After the segmentation, different types of e-mails based on altered utilitarian contingencies or a combination of utilitarian and informational contingencies were sent to two groups from the same marketing database of registered consumers interested in receiving special offers. The results showed that the e-mail marketing’s effectiveness were greatest when motivational-based segmentation and economical (utilitarian) contingencies were applied.
... Algunos autores se han centrado en la evolución que ha sufrido el marketing con la introducción de los medios electrónicos ya que facilitan enormemente las interconexiones entre las compañías y los clientes potenciales (De Bruyn y Lilien, 2004;Gruen et al., 2006) y otros han estudiado el uso del correo electrónico como herramienta para favorecer el marketing viral dentro de un contexto de sobresaturación publicitaria (Benavides y Miquel, 2009). Sus trabajos se han centrado principalmente en proponer estrategias en el diseño del mensaje con el fin de que los receptores no los rechacen (Chittenden y Rettie, 2003;Fusaro, 1998;Kennerdale, 2001;Zviran, M. et al, 2006). Pocas son las investigaciones cuyo centro de atención sean dichos mensajes (Phelps et al. 2004). ...
Traditional word of mouth, which was for many years used as effective advertising that didn't require major investments in mass media, has become a new marketing opportunity with the advent of new technologies and the Internet. Thus, a new marketing strategy called viral marketing has emerged and it exploits existing social networks to produce exponential increases in brand awareness. The effect of "online word of mouth"] is a powerful tool for businesses, but its true potential is yet to be discovered. The objective of this research is to analyze this phenomenon through an extensive literature review of the term, as well as an empirical study consisting of indepth interviews conducted with a sample of large Spanish companies. The results indicate that viral marketing can be used for the benefit of both large companies with big budgets and small businesses. Successful experiences of this strategy show that, when integrated with the rest of the company's business strategies, it can improve the recommendation of the brand and increase its visibility in the market. Viral marketing can be advantageous when launching a new product to the market. However, its effectiveness and the measurement of the campaigns are seen by many academics and professionals as a weakness of this strategy.
... Within the context of e-mail, research has focused primarily on proposing strategies in the design of the message so that messages are not rejected by the recipients (e.g. Chittenden and Rettie, 2003;Kennerdale, 2001;Zviran et al., 2006). However there is insufficient research focusing primarily on the recipients of such messages (e.g. ...
Purpose
– The purpose of this paper is to identify the antecedents that may determine the opening of e-mails from companies that endeavour to promote their products, and what may motivate individuals to forward such messages to others.
Design/methodology/approach
– The paper presents exploratory research to approach the nature of the viral process and descriptive research for testing the proposed hypotheses.
Findings
– The opening of an e-mail is determined by the value that an individual may perceive that the message might contain. Forwarding of the message is determined by its opening, and by the individual's perception about the value of the message it may provide to others, besides the need for communication with others held by the individual. Also, the higher the value perceived by the recipient with respect to the message, the better the associations given to the source of the message. When it is considered that the message may be relevant to others and when an individual has a need for interpersonal communication, better environmental conditions will be perceived to forward the message.
Research limitations/implications
– The study provides a starting point for further research in the field of viral marketing where companies should play a more active role.
Practical implications
– Guidelines in the development of a viral marketing campaign through e-mail are proposed.
Originality/value
– Most of the studies focused on viral marketing consider the reception of a message only from another person, not from a company. This study focuses on the opening of a message from a company and its forwarding to a colleague.
... Coursaris et al. (2008) found cool color combinations (blue-light blue) to be more favorable, compared to warm color combinations (red-orange). Pastel colors (less saturated colors), on the other hand, have been shown to induce the most favorable responses to marketing and communication requests, such as questionnaires and ads (Gorn et al., 1997;Zviran et al., 2006). While some studies have looked at hue aspects, we found no studies on saturation and its effect on aesthetics and usability. ...
... Contrary to our assumptions and previous research (e.g. Papachristos et al., 2005;Coursaris et al., 2008;Zviran et al., 2006), the color schema did not affect the subjective evaluations, and no differences were found in evaluations of the perceived aesthetic and usability ratings (both in Study 2 and Study 3). Moreover, all map schemas received relatively moderate ratings. ...
Abstract
This research evaluates the aesthetics and usability of various in-vehicle electronic navigation map configurations. Study 1 adapted the aesthetics scale (Lavie and Tractinsky, 2004) to accommodate evaluations of map displays. Study 2 examined map displays that vary in the amount of data presented, their abstraction level and color schema, using objective and subjective usability measures. Maps with minimal detail produced best performances and highest evaluations. Abstractions were found to be advantageous when combined with reduced amount of detail and specific color schemas. Moderate abstractions were sufficient for obtaining the desired benefits. The color schema mainly affected the objective measures, pointing to the importance of good contrast between the cursor and the map colors. Study 3 further examined map schemas. Color schemas again had no effect on the perceptions of aesthetics and usability. Overall, similar results and high correlations were found for the perceived aesthetics and usability scales, indicating the connection between perceived aesthetics and usability. Lower correlations were found between the actual usability (performance) and the aesthetics scale. Finally, users’ usability evaluations were not always in line with their actual performance, pointing to the importance of using objective usability measures.
... Similarly, Hartley and Rutherford (2003) found no significant difference when using colour as compared to white paper, which reignites the debate about the use of colour in paper survey questionnaires. Human beings and their emotions are influenced by colour (Zviran, Te'eni & Gross 2006) and hence when trying to find the relevant information or message in this sea of digital media, researchers using emails for online survey questionnaires could take advantage of this fact. A study undertaken of 1.4 million customers by Zviran et al (2006) showed that using background colour in email messages (whilst being aware of cultural sensitivity) can result in a higher percentage of emails being clicked upon and read. ...
... Human beings and their emotions are influenced by colour (Zviran, Te'eni & Gross 2006) and hence when trying to find the relevant information or message in this sea of digital media, researchers using emails for online survey questionnaires could take advantage of this fact. A study undertaken of 1.4 million customers by Zviran et al (2006) showed that using background colour in email messages (whilst being aware of cultural sensitivity) can result in a higher percentage of emails being clicked upon and read. ...
